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Scanned from the collections of
The Library of Congress

AUDIO-VISUAL CONSERVATION
at The UBRARY of CONGRESS

Packard Campus
for Audio Visual Conservation
www.loc.gov/avconservation

Motion Picture and Television Reading Room

www.loc.gov/rr/mopic

Recorded Sound Reference Center
www.loc.gov/rr/record

VOL. XVII. NO. 10

SINGLE COPIES. 25 CENTS
PER YEAR. TWO HOI l,VKS

Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, October 15, 1921

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The best-known trade-mark in the world

designating the products of the Victor Talking Machine Co.

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Entered as second-class matter May 2, 1905, at the post office at New York, N. Y., under the act of Congress of March i, 1879.

THE TALKING MACHINE WORLD

Quality Makes Sales

Quality" is the standard by which all phono-
graphs are judged by the purchasing public.

"Quality" in TONE— DESIGN— FINISH— and
MECHANICAL DEVICES.

The International Reputation of

CLIAI^ AS A ©ELL

acknowledged "The Highest Class Talking Ma-
chine in the World" is a valuable asset for you
and establishes your prestige on a basis of the
highest artistic standards.

With the revival of normal business conditions, a
Sonora agency is of GREAT VALUE to you.
There are some new dealers being added now —
You may be able to secure a valuable agency if
YOU will write for further information.

Sonora ^i)onograpf) Companp, 3nc.

GEO. E. BRIGHTSON, President

NEW YORK CITY

FIFTH AYENCE AT 53rd STREET 279 BROADWAY

Canadian Distributors: I. Montagnes & Co., Toronto

The Talking Machine World

Vol. J 7. No. 10

VICTROLA TO HELP OPERA COURSE

Lectures on the Opera in Columbus, O., to Be
Illustrated Through Medium of Victrola and
Records — Local Dealers to Co-operate

Columbus, O., October 5. — A new institution
will be inaugurated in this city when the opera
will be brought close to Columbus people this
Fall at the New Southern Hotel, through the
combined efforts of Prof. Thomas Scott Low-
den, of the psycholog}- and history of education
department of the Columbus Normal School,
and the City Federation of Women's Clubs. This
will be a lecture series conducted by Dr. Low-
den.

"For a long time I and other lovers of real
music have striven to bring better music to the
public attention. We have been particularly
anxious to do this because Columbus is still
not a seat of opera, and opera to me is the
highest form of art, for the reason that it em-
bodies poetry, which itself is art; music, both
instrumental and vocal; dramatic action and
beautiful scenic effects. In other words, opera,
in my opinion, is a combination of all the arts.

"Since we are not fortunate enough to have
opera here we thought that the next best thing
would be to have these lectures illustrated on
the Victrola. We want the people to understand
and appreciate better music, which is principally
the purpose of this course."

In these words Prof. Lowden stated why he
and the City Federation of Women's Clubs de-
cided on this lecture series.

The program committee who will have charge
of the general arrangements for this series in-
cludes Mrs. W. L. Matton. chairman; Mrs.
Charles W. Lentz, Mrs. C. A. Entrekin, Mrs.
F. M. Stanton, Mrs. H. L. Hesse, Mrs. H. R.
Markel, Mrs. Samuel Hagans, Mrs. Vernon Rie-
gel and Mrs. T. S. Lowden. Mrs. Florence
Holmes Bay is the chairman of the publicity
committee.

Local Victor dealers are co-operating with
the City Federation in furnishing talking ma-
chines and records. These operas will be ana-
lyzed physiologically by Dr. Lowden: On Octo-
ber 11 "Faust" will be discussed; "Rigoletto" is
scheduled for the 25th of October; November 8
is the date on which "Aida" is to be discussed;
"II Trovatore" on the 22nd of November, and,
lastly, "Carmen" on December 6.

Tickets are on sale at the various music stores.
The proceeds of the course go towards philan-
thropic and welfare work.

NEW STORE TO OPEN IN ALBANY

Albany, N. Y., October 3. — On or about October
15 Pommer's Music Shop will be opened on
North Pearl street, the main business and the-
atrical section of the city, by John J. Pommer,
one of our oldest business men, who has been
affiliated with the H. & J. Pommer furniture
store for the past thirty-five years. The new
establishment, which is now being equipped
with ten record booths and a number of Selrex
record listeners, will be managed by John W.
Pommer, who has been connected with the
talking machine industry for the past ten years.
A feature of the establishment will be booths
especially built for men who desire to smoke,
also booths especially designed for the use of
the kiddies and their folks.

OPENS EXCLUSIVE BRUNSWICK SHOP

Freeport, N. Y., September 19. — Chris Chapman's
Brunswick Shop is the name of a new music
l:=tablishment which was opened here recently
by C.-i^ Chapman, who. for the past twenty-five
years, has been associated with various record
manufacturing firms. Mr. Chapman handles
Brunswick machines exclusively.

New York, October 1 5, 1921

CARUSO'S GREAT VOICE EXPLAINED

London Throat Specialist Tells of Some of the
Unusual Features of Noted Tenor's Throat —
Vocal Cords Unusually Long and Thick

Dealers and salesmen who handle and admire
Caruso records for the wonderful range and
beauty of the great artist's voice will be inter-
ested in the fact that Dr. William Lloyd, noted
throat specialist of London, England, who for
many years treated Caruso, recently wrote to the
Daily Mail to the effect that in comparing Caruso
with other singers he found the following charac-
teristics of the perfect singing machine:

"The most striking feature was the great length
of the vocal tube; the distance from the teeth to
the vocal cords in Caruso was at least half an
inch more than in any other great tenor I have
examined.

"A second point was the length of the vocal
cords, on whose length, breadth and thickness
the pitch of the voice largely depends. The
average length of the relaxed vocal cords in a
man is one millimeter (about three-fourth inch).
Caruso's vocal cords were one-sixth inch longer
than those of any other tenor I have seen.

"The capacity of vibration of the vocal cords
is another most important factor, for the higher
the note the more rapid must be the vibration.
Caruso when singing his wonderful chest C sharp
reached the phenomenal vibration for a man of
500 per second.

"Caruso's whole body seemed to have more
average resonance and one of the great secrets
of his wonderful voice was the formation of the
epiglottis, which was thick at the base, as in
bassos, but exquisitely fine and delicate at the
free end. The power of his voice was so great
that he often fractured glasses in my consulting
room by singing their fundamental notes at the
orifice."

JOHN'S MUSIC CO. OPENS

Exclusive Victor Establishment One of the Most
Beautiful in Lima — Five Thousand at Opening

The accompanying illustration shows the
John's Music Co., of Lima, O., exclusive Victor

Interior New Store of John's Music Co.

dealers, which was formally opened last month.
This is one of the most beautiful establishments
in the city and the sales organization is the
equal of any in northern Ohio.

Fully five thousand people were present at
the opening and a large number of Victor job-
bers were also in attendance. Following the
opening the out-of-town guests were tendered
a banquet at the Argonne Hotel and a merry
time was enjoyed until midnight.

The officers of the concern are Don G. John,
president; John A. Edwards, vice-president; M.
L Clevenger, secretary-treasurer, and George S.
Minter, who was formerly with the Cable Co.,
of Grand Rapids, Mich., sales manager.

Mr. John, who was connected with the Porter
Co. as manager of the talking machine depart-
ment for seven years, organized the new store
with the idea of specializing in Victor products.
A good line of pianos, player-pianos and music
rolls is, also handled.

Price Twenty-five Cents

NATIONAL PUBLICITY CAPITALIZED

How Talking Machine Men May Utilize the Ad-
vertising of the Manufacturers Whose Goods
They Handle — Some Hints Worth Adopting

Retail dealers in the talking machine field
might make profitable use of an idea put into
execution by a retail dealer in the field of elec-
trical merchandising. This retailer clips the ad-
vertisements of the companies whose lines he
handles which appear in such national mediums
as the Saturday Evening Post. He mounts these
on gray or other suitable cardboard and puts
them in his window for display. The mounting
boards are all cut the same size, and are eighteen
by twenty-two inches. If the pages are tipped
on the mat board they will not warp it, and they
may be replaced with later advertisements.
When one thinks of the millions of dollars spent
annually by national advertisers in the talking
machine industry it seems possible that the re-
tailers can go a long way further than they are
at present doing to capitalize this publicity.
These cards can also be used in the demonstra-
tion booths and other parts of the interior of
the store.

SELL VOCALION IN NEW YORK STATE

Chas. D. McKinnon to Look After Wholesale
Vocalion Interests in New York State, Work-
ing in Co-operation With Distributors

SYR.A.CUSE, N. Y., October 3. — Charles D. McKin-
non, who has had long experience in the talking
machine field, having at one time operated a
chain of retail stores and more recently New
York State representative for a prominent line
of machines and records, has been appointed
to look after the Vocalion and Vocalion record
interests in New York State for the Aeolian
Co. He will make his headquarters in this city
and work in co-operation with the newly ap-
pointed Vocalion jobbers, the Gibson-Snow Co.

Mr. McKinnon is well known throughout the
territory and is expected to do some excellent
work in the interests of the Vocalion.

CATERING TO THE KIDDIES

Why Not Special Envelopes or Containers for
Records, Now That We Have Special Rooms?

Special rooms for the kiddies are being in-
stalled in a great many talking machine stores
so as to make a direct appeal in the way of
special records for children and their friends.
In this connection would it not be a good idea
to have special record envelopes designed with
storks, animals and suitable rhymes printed on
the wrapper? In other words, have the envelope
or container in sympathy with the spirit of the
room, thus carrying out the idea of service to
children in a most complete way.

S. DAVENPORT MADE MANAGER

Ardmore, Okla., October 1. — Spencer Davenport,
formerly connected with the local store of the
Edison Phonograph Shops, has been appointed
manager by H. C. Leitnaker, of Oklahoma City,
president of the concern. Mr. Davenport suc-
ceeds F. W. Redsted, who died recently. Miss
Juanita Whitt, a member of the office force, has
been placed in charge of all office work.

TO MANUFACTURE RECORDS

The Harmony Recording Laboratories, for
the making of talking machine records, has been
granted a charter of incorporation, under the
laws of the State of Delaware, with a capital
of $150,000. Incorporators are; Howard Burns,
Sewickley, Pa.; A. A. Alles, Aspinwall, Pa., and
W. Crow, of Pittsburgh, Pa.

See second last page for Index of Articles of Interest :n this issue of The World

THE TALKING MACHINE WORLD

October 15, 1921

Making Your Local Advertising and Window
Displays Co-ordinate Effectively ==

By R. A. Hardy |

llllllllllll

Without doubt the two most important
forces for drawing business into your store are
your advertising and your window displays.

It is impossible to say which of these two
factors is the more important. Either advertis-
ing or window display, rightly used, will stimu-
late sales. If each is effective alone, when both
vvfork together, instead of their efficiency being
doubled, it is multiplied.

Let's see how it works in a few typical cases.
Mr. Average Man is coming home from work at
the end of the day. On the trolley car he passes
the "Quality Music Store." An excellent dis-
play of talking machines is in the window. It
happens that Mr. Average Man has thought of
buying a new talking machine. The display
arouses his interest. But the car moves on and
he becomes engaged in conversation for the
rest of the way with Mr. Smith, whom he sees
across the aisle. Temporarily he forgets all
about that window display.

He might forget it for all time if no fur-
ther attempt were made to keep up his interest.
However, after supper, when he reads his eve-
ning newspaper, he sees an advertisement of the
store featuring the same talking machines that
were in the window display. The advertisement
gives descriptions and prices which he could not
see when he passed the store on the car. The
window display, backed up by the advertising, is
enough to make him stop at the store on his way
home the following evening and make a pur-
chase. Either the advertising or the window dis-
play alone would have failed to finish the job.

It might work another way. Mrs. Housewife
sees some operatic selection records advertised
in the newspaper. She is somewhat interested,
would like to see the records, perhaps, but is not
in urgent need of a new supply at the time. She
puts the paper aside without making up her mind
to take the trip to the store.

Later on she happens to be downtown. She
passes the store in question. An attractive dis-
play is in the window of the same records that
were advertised the evening before in the news-
paper.

She recalls, "Oh, yes; there are the things that
were advertised last night. I must see them."

A good salesman in the store completes the
sale.

Instead of seeing the advertisement in the

illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^^
local newspaper Mrs. Housewife might have
found it in her favorite magazine. The magazine
advertisement would have interested her, made
her more receptive to the product, but it would
not have made a sale or even induced her to come
to the local store and ask to see the goods. She
might never have acted on the advertisement
until she saw the actual goods in a window dis-
play in one of the stores in her town.

In various ways these little episodes are being
acted over and over again every day in every
community. Advertising and display are work-
ing hand in hand to bring customers to the store.
The Three Chief Points

The three big points to remember about syn-
chronizing your advertising and window displays

m TheSameStoryCanBe J

M Told at One Time in M

B Advertising and Win- ■

I dow Display With Lit- |

■ tie Effort and Expense ■

■

are: first, to feature the same goods in your win-
dow that are advertised in the newspaper; second,
to have the advertisement appear at the same
time as the display is in the window, and third,
to put in a window display which emphasizes the
same general features which are advertised in
the paper.

The first two points are easy to accomplish.
It's a simple matter of intelligent planning to
see that the same goods get into the window
and that the advertisement appears on the same
day. Suppose you advertise in a weekly paper
that comes out on Wednesday. Plan to change
your window display, putting in a fresh trim
each week to tie up with your advertising. If
you advertise twice a week, say Tuesdays and
Fridays, change one window Tuesday and the
other Friday to conform to the advertising that

lillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^
you have arranged to come out on these days.

E.xcept under unusual conditions each window
should be changed as often as once a week.
The store that allows a trim to remain from
two to three weeks at a time is likely to lose
a large part of the value of its window display
space. 'Th ere is hardly a store in the United
States that cannot co-ordinate its advertising
and window displays with good result.

The third point is not always so easy to ac-
complish. This is making your advertisements
look like your window displays and vice versa.
Many manufacturers furnish electrotypes, litho-
graphed cut-outs and other window display mate-
rial which tie up with each other. The same
motif is carried out in the magazine's advertise-
ment that appears about the time that the win-
dow display and local newspaper advertisement
are intended to be used. No more effective tie-up
between advertising and window displays can
be found than some of this material which is
furnished without charge by leading manufac-
turers to assist dealers to increase their sales.
An Effective Combination
When to the lie-up between national and
local advertising are added effective interior dis-
plays along tlie same ideas and instruction to the
retail clerks for bringing out the same points
that are featured ir. the advertising and window
display we have a combination that is hard to
resist.

Sometimes tihe dealer is not fortunate enough
to have available a ready-made campaign of ad-
vertising and window displays. Now, then, shall
we make our advertising and windo\v displays
tell the same story? It requires more time and
thought in preparation, of course, but it can be
done, and done as effectively as in the case
when a complete campaign is furnished by the
manufacturer.

One of the most direct ways is by showcards
in your window that use the same headlines
that appear in your advertisement. The same
headline, repeated on the most prominent show-
card in the window, immediately recalls to the
nn'nd of the prospective customer the fact that he
has been favorably impressed by the same appeal
in the newspaper advertisement. A good head-
line, therefore, serves a double purpose.

Lithographed display material makes use of
(Continued on page 6)

THESE ARE SOME OF THE REASONS FOR OUR EXCEEDINGLY LOW PRICES

THE TALKING MACHINE'S HELPMATE

Our latest improved albums are meeting with remarkable success in the trade.
Increased manufacturing facilities and improved machinery have enabled us to enlarge
our output and consequently realize great savings in raw material cost due to quantity
buying.

We make sets to equip every style of macliine. Our special set, with complete set of
shelves for No. 80 Victrola, as illustrated, consists of more albums than any other album set
on the market to-day and gives the dealer the opportunity to sell more records. Yet the price
of the new NYACCO set is no more than the price of ordinary old-style album sets.

Shipments can be made F. O. B. New York or Chicago, as you may desire, thereby saving
you freight or expressage.

We guaranty our NYACCO albums as to quality, construction and expeditious deliveries.

Don't wait for the rush season to place your orders !
Order now for fall and winter delivery.

Jobbers and Distributors throughout the United States and Canada
Write for Quotations. Samples submitted upon request

New York Album & Card Co., Inc.

NEW YORK

CHICAGO

23-25 Lispenard Street

415-417 S. Jefferson Street

A. W. CHAMBERLAIN, New England Factory Representative, 26 Broad St., Boston, Mass.

October 15, 1921

THE TALKING MACHINE WORLD

Victor
Supremacy

The supreme qualities that make
the Victrola the certain choice of a
discriminating public are equally
important factors in the success of
Victor retailers.

Victrola IV, $25

Oak

"Victrola" is the Registered Trade-mark of the Victor Talking Machine Company

designating the products of this Company only.
Warning : The use of the word Victrola upon or in the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Wholesalers

Brooklyn, N. Y..
Buffalo, N. Y

Albany, N. Y Gately-Haire Co., Inc.

Atlanta, Ga Elyea Talking Machine Co.

Phillips & Crew Piano Co.

Baltimore, Md Cohen & Hughes

E. F. Droop & Sons Co.

H. R. Eisenbrandt Sons, Inc.

Birmingham, Ala. . .Talking Machine Co.

Boston, Mass ..Oliver Ditson Co.

The Eastern Talking Machine
Co.

The M. Steinert & Sons Co.
.American Talking Mach. Co,
G. T. Williams Co., Inc.
.Curtis N. Andrews
13uffalo Talking Machine Co.,
Inc.

Burlington, Vt -American Phonograph Co.

Butt«, Mont Orton Bros.

C'liioago, III Lyon & Healy.

The Rudolph Wurlitzer Co.
Chicago Talking Machine Co.

Cincinnati, O Ohio Talking Machine Co.

The Rudolph Wurlitzer Co.

Cleveland, O The Cleveland Talking Ma-
chine Co.
The Eclipse Musical Co.

Columbus, O The Perry B. Whitsit Co.

Dallas, Tex Sanger Bros.

Denver, Colo The Knight-Campbell Music

Co.

Des Moines, la Mickel Bros. Co.

Detroit, Mich Grinnell Bros.

Elmira, N. Y Elmira Arms Co.

El Paso, Tex ....W. G. Walz Co.

Honolulu, T. H Bergstrom Music Co., Ltd.

Houston, Tex The Talking Machine Co. of

Texas.

Indianapolis, Ind. .. Stewart Talking Machine Co.
•Jacl<sonville, Fla. ... Florida Talking Machine Co.

Kansas City, Mo.... I. W. Jenkins Sons Music
Co.

The Schmelzer Co.
Los Angeles, Cal .... Sherman, Clay & Co.
Memphis, Tenn O. K. Houck Piano Co.

Milwaukee, Wis. . . .
Minneapolis, Minn.

Mobile, Ala

Newark, N. J

New Haven, Conn . .

New Orleans, L.a. . .
New York, N. Y. . .

Omaha, Nebr.

Peoria, III

Philadelphia, Pa.

Pittsburgh, Pa

Portland, Me

Portland, Ore

Biehniond, Va....
Bocliester, N. Y. . .
Salt Lake City, V.
San Francisco, Cal

Seattle, Wash

Spokane, Wash...

St. Louis, Mo

St. Paul, Minn

Syracuse, N. Y . . . .
Toledo, O

Washington, D. C .

.Badger Talking Machine Co.

.Beckwith, O'Neill Co.

. Wm. H. Reynalds

.CoUings & Co.

.The Horton-Gallo-Creamer
Co.

.Philip Werlein, Ltd.
.Blackman Talking Mach. Co.

Emanuel Blout.

C. Bruno & Son, Inc.

Charles H. Ditson & Co.

Knickerbocker Talking Ma-
chine Co., Inc.

Musical Instrument Sales Co.

New York Talking Mach. Co.

Ormes, Inc.

Silas E. Pearsall Co.
. Ross P. Curtice Co.

Mickel Bros. Co.
.Putnam-Page Co., Inc.
.Louis Buehn Co., Inc.

C. J. Heppe & Son.

The George D. Ornstein Co.

Penn Phonograph Co., Inc.

The Talking Machine Co.

H. A. Weymann & Son, Inc.
.W. F. Frederick Piano Co.

C. C. Mellor Co., Ltd.

Standard Talking Mach. Co.
.Cressey & Allen, Inc.
. .Sherman, Clay & Co.
.The Corley Co., Inc.
.E. J. Chapman.
.The John Elliott Clark Co.
. Sherman, Clay & Co.
.Sherman, Clay & Co.
• Sherman, Clay & Co.
. Koerber-Brenner Music Co.
.W. J. Dyer & Bro.
.W. D. Andrews Co.
.The Toledo Talking Machine
Co.

.Cohen & Hughes
E. F. Droop & Sons Co.
Rogers & Fischer

Victor Talking Machine Co.

Camden, N. J., U. S. A.

Victrola VIII, $50

Oak

Victrola No. 90, $125

Mahogany, oak or walnut

Victrola No. 130, $350
Victrola No. 130, electric, $415

Mahogany or oak

THE TALKING MACHINE WORLD

October 15, 1921

COMBINE PUBLICITY AND WINDOWS

{C ontijincd from page 4)

similar illustrations for the window displays as
are used in the advertising. This effect can be
accomplished to some extent bj' window back-
grounds which the displa}- man himself can
make. It is not a difficult matter for the aver-
age window trimmer to prepare an effective
background, using the wall-board and cold-water
paints. Such a background need not be a finely
executed drawing. It is s'een at a distance of
several feet and is partially covered up by the
merchandise in front. A rough, impressionistic
background will often prove as effective in a
window display as one on which infinite time and
labor have been spent.

The layout for your newspaper advertisement
might feature a large circle. The same circle
forms the keynote of your window display back-
ground— a spot of color that attracts from a
distance. A window- display man who can draw-,
even roughly, can copy illustrations in larger
size from magazines and newspapers. It is easy

to make these tie up in general idea and purpose
with the advertising illustrations used in your
newspaper.

In each advertisement it is a good plan to add
the line, "See these goods in our window display
this week." Sticking the advertisement on the
inside of the plate-glass of your window is an-
other method of getting a direct tie-up. Some
stores do not favor sticking paper to the glass.
In this case the advertisement can be mounted
on a showcard and placed in the center of the
window toward the front, where it will usuallj'
be read if the type is not too small.

Using Reprints of Advertisements

You can secure reprints of your newspaper ad-
vertisements at small cost to feature in this
way. If you can get them printed on coated
paper instead of the regular newspaper they will
be more suitable for displaj' work. It maj^ be
possible to get blueprints or photostats, which
v.-ill show" j-our advertisements in enlarged size.
In an)' form the display of your advertisements in
your window adds materially to their circulation.

Other copies of your advertisements may be

used to connect up your interior displays with
the rest of the campaign. Reprints should also
be distributed among your salespeople so that
they will be fully informed about the merchandise
that is being promoted.

The Value of Price Tickets

Of course, the same prices should be featured
in the window as well as in your advertising. A
window without price tickets is like a letter
without a date. The thing that the spectator
most wants to know is left out. As a general
proposition the first thing a window display man
needs to do in preparing a window is to get
ready an adequate supply of price cards which
should be used liberally. It is a good plan to
make price cards tell a story besides simply the
prices. For instance, a few lines describing the
selling features of the product followed by the
price will prove more effective than the price
alone. Price tickets that show the supposed
former price neatly crossed out and the reduced
price below have been used so often that the
public places little reliance in them.

If the same man handles both your advertising
and window display you will be likely to get
co-operation between these two branches of
publicity. In many stores this is possible and
provides a real job for the advertising display
man. a job which he will take interest and pride
in doing well.

There is nothing particularly new about the
idea of tying up your advertising with your win-
dow displays. But there are many dealers who
do not realize the power that is to be gained by
making their advertising and window displays
work together. At no extra expense and with
little labor and effort any dealer can tell the
same story at the same time in both his adver-
tising and his window display. The associa-
tion will give increased efficiency to both.

SALES MEETINGS AT LOESER'S

W. H. Bishop, Manager of the Talking Machine
Department, Increases Efficiency of Staff by
Teaching Salesmanship

Brooklyn, N. Y., October 6.— W. H. Bishop,
wide-awake manager of the talking machine de-
partment of the Frederick Loeser & Co. store,
has adopted a system of education for the sales-
women in his department which is proving most
profitable. About once each week he calls a
meeting of the sales staff, gives a talk on sales-
manship, the proper and most effective method
of approaching a customer, courtesy, and makes
it a point of cultivating the friendship of his
staff. During the meetings the members are
requested to oft'er any criticism of the service
and suggestions for increasing efficiency that
may occur to them.

The staff is also requested to study closely
the Victor booklet on Red Seal records and to
become familiar with the talking points of each.
^^'hile the meeting is in progress Red Seal rec-
ords are played and the selling points discussed.

Mr. Bishop is contemplating additions to the
sales staff in the near future, due to the" fact
that business is steadily increasing.

LIBERTY PHONOGRAPH CO. FORMED

The Liberty Phonograph Co., McKeesport.
Pa., has been granted a charter of incorpora-
tion in that State, with a capital of $10,000. The
new firm will engage in buying and selling talk-
ing machines. Those interested in the business
are: S. H. Hirshberg. J. H. Hirshberg and
G. H. McNutt.

NEW GRANBY AGENCY IN ALLIANCE

J. Johnson, w-ell-known music dealer of Alli-
ance, O., recently announced that he has secured
the agency for the Granby phonograph. To
give the news the widest publicity Mr. Johnson
arranged for the parade of a band through the
city streets. Banners and literature were dis-
tributed en route, setting forth the Granby
qualities in detail.

LABELS THAT WILL SELL RECORDS

Classification labels made of cloth; the same material
and color as the albums — w^ll sell records and albums.

CARUSO- — now among the immortals — leaves more than a mere collection of
records.

The golden voice has created for us and for posterity a great and definite
class of music.

Just as folks have collected ''hymns." '"violin selections" and other series,
they will now seek complete folios of Caruso Records.

It is needless to enlarge upon the sales possibilities that exist in the suggestion
to your patrons that they start their Caruso Collections at once — using Peerless
Albums and Peerless classification labels.

Write for a sample set of these labels and how to obtain a supply gratis or at
a nominal cost.

Peerless Album
Company

Phil Ravis, Pres.

636-638 Broadway New York

October 15, 1921

THE TALKING MACHINE WORLD

Victroia IV, $25

Oak

Victroia VI, $35

Mahogany or oak

Victroia VIII, $50

Oak

Victroia IX, $75

Mahogany or oak

Victroia No. 90, $125

Mahogany, oak or walnut

Victor
Supremacy

The supremacy of the Victroia is
as evident in the prosperity of Victor
retailers as in the great musical accom-
plishments of the instrument itself.

Victor supremacy means retailer
success.

" Victroia is the Registered Trade-mark of the Victor Talking Machine Company

designating the products of this Company only.
Warning . The use of the word Victroia upon or in the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Talking Machine Co.

Camden, N. J., U. S. A.

I
i

Victroia No 100, $150

Mahogany, oak or walnut

Victroia No. 110, $225

Mahogany, oak or walnut

Victroia No 120, $275
Victroia No. 120, electric, $337.50

Mahogany or oak

Victroia No. 130, $350
Victroia No. 130, electric, $415

Mahogany or oak

THE TALKING MACHINE WORLD

October 15, 1921

PUBLISHED BY EDWARD LYMAN BILL, Inc.

President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President,
J. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373
Fourth Ave., New York; Secretary, E. L. Bill; Assistant Treasurer, Wm. A. Low.

J. B. SPILLANE, Editor
RAY BILL, B. B. WILSON, BRAID WHITE, Associate Editors
L. M. ROBINSON. Advertising Manager
L. E. BOWERS, Circulation Manager

Trade Bepresentatives: A. F. Carter, Wilson D. Bush, C. Chace, Edward Lyman
Bill, V. D. Walsh, E. B. Munch, C. R. Tighe, Scott Kingwill, A. J. Nicklin

Western Division: Republic Building, 209 So. State Street, Chicago, lU. Telephone,

Wabash 5242

' Boston: John H. Wilson, 324 Washington Street

London, Eng., Office: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr.

The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.

Published the 15th of every month at 373 Fourth Ave., New York.

STJBSCKIPTION (including postage): United States, Mexico, $2.00 per year; Canada,
J3.00; all other countries, $4.00. Single copies, 25 cents.

ADVERTISEMENTS: $5.50 per inch, single column, per insertion. On quarterly
or yearly contracts a special discount is allowed. Advertising pages, $1S0.00.

REMITTANCES should be made payable to Edward Lyman Bill, Inc., by check or
Post Office Money Order.

t3^ NOTICE TO ADVERTISERS— Advertising copy should reach
this office before the first of each month. By following this rul^e
clients will greatly facilitate work at the publication headquarters.

Long Distance Telephones — -Numbers 5982-5983 Madison Sq.
Cable Address: "Elbill," New York.

NEW YORK, OCTOBER 15, 1921

MARKED IMPROVEMENT EVIDENT IN BUSINESS

AS the Fall progresses business conditions, so far as they affect
the talking machine industry, continue to improve steadily,
although in some cases slowly. There are some sections of the
country, of course, where things are not as rosy as they might be,
but in the majority of districts not only is the outlook bright but the
actual business being handled now is of very substantial volume.

The wisdom of certain prominent manufacturers in understand-
ing conditions and seeing to it that the situation was not complicated
by overproduction, without question has much to do with the satisfy-
ing position in which the average talking machine dealer or jobber
finds himself to-day.

This regulation has tended to keep things balanced. It has put
a check on sensationalism and has served to discourage to a large
extent those methods to which retailers are frequently put in a wild
efifort to clear their shelves and warehouses of surplus stock.

There has been more or less criticism of retailers who are not
putting forth proper effort to get business under existing conditions,
but a survey of the field would indicate that a great majority of the
dealers are working hard, a fact proved not alone by the demands
upon the wholesalers for stock to take care of current orders, but
by reports .from various sections of what this or that dealer is doing
personally to get his share of such business as may be available.

As has been pointed out before, retailers are not inclined to put
thousands of dollars into enlarged quarters and new fixtures simply
because somebody told them business was going to be good some
time. When such men are willing to make a contract for elaborate
installations it means they are not only doing business right now
but contemplate doing a great deal more later.

The Fall has progressed sufficiently to indicate that the retailer
who really goes after business, who adopts new methods, and lets
it be known in his section of the world that he has talking machines
and records to sell, is going to do a very substantial volume of busi-
ness. He may not break all previous records, but he will be able to
show a very substantial business total by January first.

I AGRARIAN FIELD NOT PROPERLY DEVELOPED

A SURVEY recently conducted by the University of Wisconsin
covering Dane County, Wis., indicated that of the 6,217 farm
houses in the county only 1,027, or 13.6 per cent, are supplied with

talking machines. The survey also showed that machines owned
were of many different makes, the largest percentage of the business
secured by one manufacturer being 28 per cent.

The point made is that in this one county 87 per cent of the
homes are open for the installation of talking machines, and other
surveys conducted by different interests at various times serve to
indicate that a similar percentage of prospects exists in many other
localities, especially in farming districts.

A World representative recently had called to his attention the
fact that in a northern New England village, where practically
everybody is what is termed "well fixed," there were only three
talking machines in forty homes. In other words, over 92 per cent
of the homes in that particular village were prospects for talking
machine sales. All these figures indicate that the point of absorption
of talking machines is so far in the future that there is little reason
for the present generation to worry itself about having no outlet
for sales eifort. No one product, perhaps, can be sold to everybody
in the country, but there is probably no one product that has a
more universal appeal than the talking machine, and the possibilities
for the development of the business appear unlimited. These facts
- should serve to encourage the retailer who is at all pessimistic re-
garding the future.

I WHY NOT CAPITALIZE THE RECORD ARTIST?

IT has been very frequently remarked that even in the larger
towns of the country, where the citizens are to be considered more
or less blase, the talking machine artists, at least the_ better-known
members of the fraternity, are regarded practically in the same light
as personal friends. Having become acquainted with the artist's
work through records, the talking machine owner really feels that
he knows the artist and will go out of his way for the opportunity
of hearing that artist, or group of artists, in the flesh.

The trouble seems to be that not enough dealers take advantage
of the opportunity to connect up their establishments with the ap-
pearance of some particular artist in their own home towns. Not
only are many concert artists closely identified with talking machine
records, but various orchestra groups, and particularly vaudeville
and musical comedy stars, are also becoming well known through
their recordings. The dealer in a city of 25,000 or more will, upon
investigation, find that hardly a month passes without one or more
of the record artists coming to his particular city in the course of
a professional tour. The big companies send out advance lists of
dates on which their concert artists will appear in various cities, but
by going after the vaudeville people and recording artists of that
type the dealer will find his field much broadened.

A motion picture theatre owner who desires to offer a special
attraction at his house to get patronage away from competitors en-
deavors first of all to have some well-known screen artist appear
in person on the stage during the showing of a film in which that
artist is featured. The effect is immediate and always satisfactory
so far as the cash box is concerned.

It will be found that in many cases record artists are only too
glad to appear at the stores of local dealers to feature the records
they have made, for such an appearance is sure to mean increased
record sales which revert to the benefit of the artist whether or not
he records on a royalty basis. If on a royalty basis it means more
income. If he records at so much per record the popularity' of his
records will mean more recording and more profitable terms.

In these days of strong competition anything that will attract
the public legitimately to the retailer's store is to be considered care-
fully, and a popular artist appearing in a local theatre can draw
more people to a dealer's store in five minutes than could be drawn
to the store by other means in a week.

The fact that the Eight Famous Victor Artists can go to a town
and pack a theatre at top prices is in itself proof of the fact that the
public not only wants to see its favorite talking machine artists in the
flesh, but is willing to pay generously for the privilege.

I SOME SELLING POINTS OF PRACTICAL VALUE

IN The World this month is reproduced a paper read before the
Music Merchants' Association of Ohio at the convention of that
body in Columbus last month by C. C. Baker, recognized as the most
successful exclusive music roll dealer in the country, and who more
• recently has been handling records. Mr. Baker confines himself to

October 15, 1921

THE TALKING MACHINE WORLD

rolls and records alone and does not handle player-pianos or talking
machines. Though his remarks concern music rolls particularly, the
same selling rules apply to records and a study of his methods will
go far to help the average dealer in solving the problem of the unused
talking machine, the instrument of which the owner has become tired
through lack of interest in records.

One point that is particularly emphasized by Mr. Baker is that
his best selling roll is "Turkey in the Straw," with such numbers
as "When You and I Were Young, Maggie," "Down by the Old
Mill Stream," and various old-time sacred selections standing high
on the list. He declares that every player-piano or talking machine
sold should have these old-time selections, including Uncle Josh and
similar records, in the initial library to please the old folks, even
though the younger element demands jazz or lighter numbers.

Another point made is that none of Mr. Baker's sales people
are permitted to feature the coming hits when a customer demands
new rolls or records. If he buys a current success the plan is to
sell him some standard numbers to go with it, for when the coming
hit arrives he will come in a second time voluntarily to get the new
number. "Selling a customer a coming hit," declares Mr. Baker,
"is to kill a future sale by heading off the second voluntary visit to
your store."

Tlie selling points offered by Mr. Baker are practical and are
based upon actual and successful experience. They are well worthy
of consideration.

>fl . JDl6 EAA.

/ BUS1HE66
THERE IF

COMBINED EFFORT IN SALES PROMOTION PAYS

TO succeed under modern conditions concentration is necessary.
And this means well-directed effort — ergo results. The day
of random effort is past, and concentration on sales promotion can
be brought about through co-operative effort most effectively. In
union there is strength, and the efforts of the distributor and dealer
combined means much for the success of all interested.

The closer co-operation between the distributor and the dealer
in the matter of sales promotion — one of the several progressive
plans recently inaugurated by a number of talking machine jobbers —
is a move distinctly in the right direction. Experts have been en-
gaged to visit dealers for the purpose of showing how to work up

prospect lists, supply them with suitable sales literature, including
special letters to fit the dealer's local requirements, and other sales
suggestions and aids are furnished and arranged so simply and effec-
tively that they can be utilized along the most logical channels for
distribution.

This advanced type of sales service is not only particularly
pertinent just now, but it is a progressive move that will do much to
stimulate dealers into new lines of activity — a move that will give
them a larger vision in the development of their business. From
reports received by The World this good work is already bearing
fruit, and a great many dealers are realizing that there is a veritable
mine of business at their doors which was never properly developed.

The dealer who succeeds to-day must realize that we are facing
new conditions — that the man who wins must be prepared to work
his territory intelligently and persistently. A great many dealers
have the brains and inclination to achieve this end successfully, but
there are many others who may have the will, but who lack the
directing force which means so much in attaining the desired end.
It is in this case that the plan now being pursued by a number of
prominent talking machine distributors is proving most advan-
tageous. The dealers are supplied with vital information on how to
inaugurate and win a campaign for more business. Thus positive
means for enlarging the volume of their sales is provided which they
cannot afford to overlook.

ONE PEARSALL DEALER writes:

Gentlemen:

I feel we must pause in the rush
of the day to give you a few words of
approbation relative to your shipment of
records received this week. The order left
Binghamton Monday night and on Wednesday
noon the goods, which came by freight, were
in our store.

So as a believer in more "taffy" and less
"epitaphy" I am sending this expression
of my feelings in the matter.

hut

Ask any Pearsall Dealer, he will tell you

"Desire to Serve Plus Ability J'

nother 'feather'
in fii5 Cap/

10 EAST 39th ST.

NEW YORK CITY

SILAS E. PEARSALL COMPANY

THE TALKING MACHINE WORLD

October IS, 1921

NLiJUJLLLIJ

Announcing Reductions
of Commanding Importance
on Entire Cheney Line

Cheney Talking Machine Company,
desiring to dispel at one stroke any hesitancy
that may exist in the public mind as to the
stability of prices on Cheney phonographs, has
made sweeping reductions in prices of all
models.

Built to an ideal — new and scientific princi-
ples of construction, co-ordinated supervision
of manufacture, control of all operations, and
exacting inspection, make Cheney instruments
the acknowledged standard of quality.

This supreme quality at retail prices that will
immediately attract purchasers, and increased
profits to dealers, make the Cheney line of
commanding importance to you.

Cheney Talking Machine Company, Chicago

MASTER INSTRUMENT

October 15, 1921

THE TALKING MACHINE WORLD

Jobber Should Take Dealer Into Partnership

in Joint Effort to Sell Goods - By Hayward Cleveland

[Hayward Cleveland, the writer of this article, has had many
years of personal experience in practically every department
of the talking machine industry — management, promotion of
concert and educational work. He has been closely in
touch with the retailer's viewpoint and knows whereof he
speaks. — Editor.]

The talking madhine jobber should take the
dealer into partnership with him in the joint
effort to sell goods. "Co-operation" and "team
work" should be their watchwords, and absolute
confidence established between them.

A selling policy that is based on a "beat-
yesterday" plan, regardless of all other consider-
ations, will fail. It induces overproduction by the
manufacturer, overstocking by the jobber and the
consequent loading up of the dealer beyond his
ability to market. Thus in dull times or those
of reaction from boom times a condition is
created that works out disadvantageously, if not
disastrously, for all. The retailer, finding him-
self "stuck" with a slow-moving product, seeks
an extension of time on his bills, the exchange of
excess for more salable goods or rebates on
prices. The jobber finds it difficult or impossible
to accede to these requests and the manufacturer,
in turn, gets the shock of the recoil and must,
perforce, put a check upon his activities, and this
is a thing not so easy to do without entailing
loss.

Any plan for pyramiding sales that presumes
upon the unlimited extension of good times be-
yond the inevitable day of reaction — that calcu-
lates upon a larger market yet to be created,
and this quite beyond that which all reason would
dictate as possible, or at all probable, and the
whole fostered by a commission system abor-
tively stimulating to the salesman, in that greatly
enlarged prospective returns are dangled before

illlllllllllllllllllllllllllllllllllllllllllllll
his eyes — forwards the day of reckoning that
the unsoundness of the proposition invites.

The road salesman, in his eagerness to sell,
should be carefully schooled against any over-
statements as to the merit or popularity of his
wares or prospective shortage in machines and
records. Otherwise he, his house and the manu-
facturer are going to get in bad with the dealer,
for the consequent overstocking will produce a
■

I A Timely Discourse on |

I Wholesaling Methods; |

I Correct Selling Policy |

B andthe PreferableWay |

■ to Train a Sales Force ■

state of mind in the dealer difficult to eradicate.
This is all so short-sighted.

The preferable way is to train the salesman
in the way he should go along broad, construc-
tive lines. The reaction from such a policy upon
the jobber and through him upon the manufac-
turer will be wholesome, effective and enduring.

The road salesman should' not merely sell
goods. He should study his client, that client's
territory, store, sales and .display methods and

iiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^^

maintain an attitude of helpful suggestiveness
that will win his heart and confidence. He
should seek and point out to him opportunities
for increasing his trade. From his storehouse of
experience he should draw forth thoughts and
advices that, unostentatiously conveyed, will help
his client in many ways. There is so much to
this idea that it cannot be expressed in a few
lines. It is infinite in its possibilities and will
well repay exhaustive study.

Certain it is that when a salesman shall have
gained the confidence of the dealers to such an
extent as to permit of his own free inquiry into
the amount and character of their recent sales,
allow of his inspection of their stocks of ma-
chines and record's and permit him to make up
the necessary stock orders which he finds
advisable after these two inquiries then he shall
have reached that exact relationship with them
that spells success to all concerned, for the
dealers thus advised, coached and fathered are
bound to have clientages that will stick to them
in bad times and prosper them in good times;
and what is true of the dealers should be doubly
true of their jobber and the manufacturer. The
above is one of the supreme tests of successful
merchandising.

THE APPEAL TO THE WOMAN

Women are the greatest buyers of talking ma-
chines and records; therefore, the wise merchant
V/ill try and make his establishment particularly
attractive to the fair sex. Women have a natural
love for harmony and beauty, and even trifles of
this character find favor in their eves.

ROOM FOR BETTER ADVERTISING

Attention-getting Value of Publicity Well Devel-
oped, but Reading Value Has Been Neglected,
Declares an Authority on This Trite Subject

In a recent article which appeared in Printing
Art, Robert Ruxton made some very interesting
comments along the line of how there still re-
mains a great deal of room for improvement in
the advertising effort made by most concerns.
He said in part:

"As a matter of fact, most advertising has de-
veloped attention-getting value, but not reading
value. By making attention factors strong and
message short, the message is literally 'punched'
in, through the reader's eye, to his .brain. Thus
the reader 'gets' it. This seems to be the philos-
ophy of to-day's advertising. But what does he
get? First, a caricature of literature, and, sec-
ond, a travesty on selling words. The modern
advertisement is the eunuch of literature — some-
thing incapable of generative force. Examine
ninety-five out of a hundred typical ads and you
will find that because they have been emasculated
they have necessarily become assertive in char-
acter. They inevitably take one of several forms.
They either (a) boast, (b) claim, (c) assert or
(d) postulate. We all know the boasting, brag-
ging, vainglorious advertiser, who claims every-
thing and proves nothing. He rarnps over the
pages of our favorite magazine, shouting 'Best!'
with the persistepce of a swamp full of croaking
flogs. The 'assertive' and 'postulating' type are
a little different, and entitled to somewhat more
respect. The trouble with it is that it demands
faith when it should prefer truth that commands
conviction."

Catholic churches, colleges, convents and semi-
naries have discovered a new use for talking
machine records. The Gregorian chants are now
being taught in these institutions with the aid
of talking machines and is proving most suc-
cessful.

SEND FOR YOUR SAMPLE TO-DAY

Mr. Victor Retailer —

Would you spend 15c to bring a customer into your store
and keep your name constantly before a Victrola owner?

We'll say you will! That is why we will send you a free
sample on request of our Advertising Sales-Building-Record

Brush. YOUR ad inserted without extra charge.

KNICKERBOCKER TALKING MACHINE CO.

Victor Wholesalers

138 West 124th St. New York City

THE TALKING MACHINE WORLD

October 15, 1921

The Biggest Season for

in the World —

Exclusive Columbia
Artists

Grand Opera

Jeanne Gordon
Charles Hackett
Hipolito Lazaro
Florence Macbeth
Jose Mardones
Alice Nielsen
Rosa Ponselle
Margaret Romaine
Riccardo Stracciari
Cyrena Van Gordon

Concert

Lucy Gates
Louis Graveure
Hulda Lashanska
Barbara Maurel
George Meader
Carmela Ponselle
Oscar Seagle

Instrumentalists

Eddy Brown
Pablo Casals
Percy Grainger
Josef Hofmann
Sascha Jacobsen
Duci di Kerekjarto
Toscha Seidel
Raoul Vidas
Eugen Ysaye

THIS coming season will be
the biggest of all for the
world -renowned artists of con-
cert and grand opera, for the
stars of Stageland who make
Columbia Records exclusively.

These artists will appear hun-
dreds of times in cities all over
the country. They will entertain
millions of people. Their name
and fame will go before them.

October 15, 1921

THE TALKING MACHINE WORLD

the Biggest "Circuit"
COLUMBIA

Each appearance of each artist
will help Columbia dealers sell
Columbia Grafonolas and Colum-
bia Records.

Combined, they will spread
the impetus to buy to every
nook and corner of the land.

This will be the biggest season
for the Columbia Circuit, the
biggest circuit in the world.

COLUMBIA GRAPHOPHONE COMPANY

NEW YORK

Exclusive Columbia
Artists

Popular

Nora Bayes
Harry C. Browne
Frank Crumit
Guido Deiro
Furman & Nash
Marion Harris
Al Jolson
Van & Schenck
Bert Williams

Dance Orchestras

Paul Biese Trio and College
Inn Orchestra

Columbia Dance Orchestra

Columbia Saxophone Sextette

The Happy Six

Art Hickman's Orchestra
and Trio

Ted Lewis and His Band

Prince s Dance Orchestra

THE TALKING MACHINE WORLD

October 15, 1921

- n ■

■l±ll

□

3
1

The Time Is Ripe Right Now for

Big Granby Sales

You are on the threshold of the most active selling season
of the year. Fall and Winter are the leading sales months.
Then there is the Holiday business which adds to the total.

Make the Granby
Your Leader

as hundreds of other Dealers are doing. Profits, Prestige
and Satisfaction will follow\

The beautiful Granby Period models, the effective Granby
Selling Helps and a Local Newspaper Advertising Cam-
paign in which we will co-operate, mean real business
for you.

Be the Granby Dealer of your community — don't wish
you were — later.

Write or wire for the Granby Proposition. Do it today.

GPANBY PHONOGPAPH CORPORATION

m N

O R

LEVY BUILDING

L K - V I

I N I A ©

mmwmrmmmTmmrmmmmmrmmtmmr^^

October 15, 1921

THE TALKING MACHINE WORLD

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllliy^

Thanksgiving Talking Machine Publicity as |
a Means of Stimulating Business - By w. b. stoddard |

With the approach of the harvest season,
"when the frost is on the pumpkin and the
fodder's in the shock" and everyone is thinking
of Thanksgiving, comes the opportunity of the
dealer in talking machines to largely increase
his sales by suggesting the purchase of a
"talker" or a supply of new records for enter-
tainment during the holiday season.

Time]}" advertising will greatly assist, such,
for example, as that of Reynalds, Mobile, Ala.,

topped with a big turkey:

-^iiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw

I MUSIC FOR THANKSGIVING |

I Three hundred years ago, the sturdy Pilgrims i

1 planted their standard on the New England shores =

1 and dedicated themselves to freedom, both political i

= and religious. =

§ A few years later the little colony, in dire need, |

1 devoutly prayed that relief might come. When, g

= just at harvest time, a sailing vessel from England =

1 appeared, laden with provisions and clothing, the i

g day was consecrated to God for the blessings lie g

E had sent. ;

g In this day, the greatest blessing of the home is g

g music, with its power to comfort, cheer and refresh |

- mankind. :

I HAVE MUSIC IN YOUR HOME ON THANKS- i

I GIVING DAY. I

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiniiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiii^
The ad then went on to specify the kind of
talking machine to purchase and gave a number
of good points about the machine.

Another Striking Advertisement
Another striking ad was run by the Rhodes-
Curford Co., St. Louis, Mo. It was of the one-
column variety, headed with a group of people
gathered about a phonograph, and the printing
was in the form made famous by the humorist,
"K. C. B."

piiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiii
j AN IDEAL THANKSGIVING |

i GOODNESS! HOW we BUT, BEST of all, i
i ARE LOOKING forward AFTER EVERYONE is i
1 TO OUR next visit STUFFED TO the gills i

1 TO THE Smiths' house! WE JOYFULLY repair i
i EACH YEAR it has been TO THE music room i
i OUR CUSTOM to spend AND SIT and listen 1
I THANKSGIVING TO BEAUTIFUL strains 1

i WITH them of §

g AND HOW well MUSIC FROM their =

1 DO I remember VICTROLA, =

1 THAT WONDERFUL WHICH I vow is §
g turkey THE BEST I've heard 1

1 WITH GRAVY and all IN ALL my life. i
I THE DELICIOUS trim- I'M SURE of that |
= mings Because it came from =

I THAT GO with itl 1
j THE RHODES-BURFORD CO. j

iiiiiiiiiiiimiiiiiiiiiiiiliiiiiNiiiiiiiiiiiiniiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiin

This unique ad was complemented with a Har-
vest window that attracted the attention of all
who passed. In the background were branches
and vines, turning to red and brown, while the
floor was covered with corn stalks and dead

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^

leaves, among which were a dozen large pump-
kins, each having painted on it in black an ad-
vertisement of the talking machine handled. In
the background was a scarecrow, with a jack
o' lantern, lighted at night, for a head. At one
side was a shock of corn staiks with a big,
lighted jack o' lantern in the center. Scattered
over the field were three phonographs, while
records were set against each of the pumpkins.
Hold Harvest Festival
One of the large department .stores on the
Pacific Coast, which handles a large line of.
talking machines, greatly increased its sale last
Fall by its November Harvest Festival. It did
not even call it a sale, as there were no price
reductions, but, by means of attractive displays
and signs, interesting programs and intensive
salesmanship on the part of the members of the
talking machine department, a large number of
sales was recorded. Shortly before November
1 cards, in the shape of pumpkins, were sent to
all the regular customers and a large list of
prospects. On the yellow pumpkins were
printed:

^lllllllllllllllIIIIUIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIINUIIIIIIIIIIIIIIIIIIMII^

i You will, of course, want some new records with |

g which to entertain your friends on Thanksgiving, -

- so we invite you to a special "

I IIAK\'EST-HOME CONCERT |

g each Friday evening in November, commencing at g"

g seven o'clock. g

g Here you will have a chance to hear all the new g

= and many of the old records, and a part ot each g

g concert will be given over to "request" numbers. g
iiiii]|iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii>iiiiii)iiiiiiiiiiui!Nitiaiiiiiiiiiiiiii!iiitiimiiiiin

These concerts proved very entertaining. To
add to the interest a big pumpkin was given
away each evening, the efforts of the owner to
carry it away resulting in much merriment and
giving much extra publicity to the store. There
was an intermission of half an hour in the
midst of each concert, when guests had a chance
to promenade about the department and ex-
amine at their leisure the quantities of records
placed in long racks along the wall. The last
concert drew the largest crowd of all, as it was
announced as Apple Night. Quantities of great
red and yellow apples were added to the deco-
rations and girls in sunbonnets and gingham
aprons with big baskets of apples stood at the
entrance and handed out one to each adult in
the audience. The concert featured many "apple"
selections, including "Apple Blossoms," "O, That
We Two Were Maying," "Apple Blossom Time

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli

ir. Normandy," "Apples of Boyhood Days," and
other suitable numbers.

Provides Music for Thanksgiving
The majority of people have but a faint con-
ception of the great variety of records that are
being produced, and the Home Music Co , Lan-
caster, Pa., by informing them in a striking man-
ner, served to greatly increase its sales of
Thanksgiving music. It took an entire page
in the newspapers, in the center of which was
placed the cut of a fine Victrola. The ad was
captioned in large letters ;

WHAT MUSIC DO YOU WISH FOR
THANKSGIVING?
Above, below and on either side of the phono-
graph were little boxes, at the head of which
were printed the words: Concert songs, senti-
mental ballads, comic, Italian gems, patriotic,
Scotch airs, revival hymns, musical comedy
gems, church hymns, popular songs, marches,
transcriptions, Hawaiian airs, folk songs and
descriptive, as well as jazz, mazurka, fox-trot,
waltz, one-step and two-step. Under these
heads were listed a dozen of the best songs of
their class, and among such a wide diversity of
records there was something to suit every taste.
In order to give further publicity to the wide
range of records they arranged a window that
was almost a duplicate of the ad, with a Vic-
trola in the center and racks of records above,
below and on either side, holding records of all
classes of music.

GENNETT RECORD A SOUVENIR

Special Record Distributed at Banquet of Music
Merchants' Association of Ohio

The Starr Piano Co., which had an interesting
exhibit of Starr phonographs and Gennett rec-
ords at the convention of the Music Merchants'
Association of Ohio in Columbus last month,
provided as a souvenir at the Association ban-
quet a special Gennett record bearing on one side
a sales talk on Starr Co. products by John Mar-
tin, sales manager of the company, and on the
other a recording of the new song, "Honolulu
Honey." The record made quite a hit.

L. J. Shover, of Utica, N. Y., ope.ied an ex-
clusive Victrola shop in that city recently.

ECLIPSE

SUPERIOR

THE ECLIPSE MUSICAL CO.

Wholesale Only

Cleveland, Ohio

THE TALKING MACHINE WORLD

October 15, 1921

qiLBERJ

Height 26^/^ Inches
121/^ Inches Square

THE only claim the Gilbert Bobolink has to the Toy World is
its appeal to children. It is more than a toy — a practical
phonograph delicately proportioned to child size. Truly a thing
of beauty with an irresistible appeal to men, women and
children.

The best of workmanship has been put into the motor and
cabinet to produce the most beautiful and highly practical child's
instrument. Carefully designed and constructed by phonograph experts, it comprises
the happy combination of a truly musical, practical phonograph and a child's machine.
It is built particularly for children to play, not only Bobolink records, but other stand-
ard makes up to 8 inches diameter. It comes in two finishes. One, the standard
mahogany, and another, a delicate ivory, beautifully decorated in blue with designs
that will delight the eyes of every child.

Gilbert Bobolink Books

A unique and extremely beautiful assortment of outfits designed par-
ticularly for children. Each set contains a book on which no expense has
been spared in our efforts to produce the most beautiful and practical child
books on the market. Cover and inside illustrations, which are reproduced
in full colors on special inserts, were made by the foremost child artists of
the country. Willy Pogany, illustrating the song books, Maud and Miska
Petersham the reading books.. There are with each set also, two 7 inch,
double faced records that can be played on the standard makes of phono-
graphs. They are records prepared especially for children with child songs
and sayings, so clearly enunciated that children do not have the usual
difficulty in understanding them.

The entire outfit is packed in a folding
cardboard container, beautifully printed in
four colors. It has space for name and
address and can be mailed without further

OCTOBEK IS, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiiiiiiiiiiiiim

Securing Talking Machine Business Through
Use of Uncle Sam's Postage Stamps

IllllllllllUllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllllillllU^

By D. G. Baird |

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

Direct mail is the one_ form of advertising in
which it is- possible for the merchant to pick his
prospects. In direct mail the advertiser can
choose the very people whom he wishes to read
his advertisements and can feel sure that no
others will see what he has to say or to offer.

Direct mail is the one form of advertising in
which he can group all of a certain class of pros-
pects and appeal to them directly, forcefully and
intimately without wasting effort on people out-
side of that particular group or groups.

Merchants in every line have long since real-
ized these advantages of direct-mail advertising
and many of them have employed this form of
publicity to excellent purpose.

Like all other forms of advertising, direct-
mail must be properly prepared and directed,
however, if it is to accomplish the results for
which the advertiser hopes. We are told in
treatises on the subject that an advertisement,
to be successful, must do four things — it must
catch the attention, arouse desire for the article
or thing advertised, convince the reader that
the very one advertised is the right one for him
to buy, and then move him to action — start him
right off to the advertiser's place of business for
the purpose of buying the advertised goods.

Now, inasmuch as direct-mail advertising is
still advertising, these principles apply to this
form of publicity just as they apply to a news-
paper advertisement or to any other form of ad-
vertising.

The difference comes from the fact that direct
mail is, or at least ought to be, more personal
than the general advertisement. This difference
should be carefully borne in mind when prepar-
ing a letter to be sent out to one's customers or
prospects. The personal element should be em-
phasized to the fullest possible extent.

One may, for example, prepare a letter to be
sent out to all female prospects and address the
circular simply to "Dear Madam," without any
name whatever. Many such letters are so ad-
dressed. This, of course, saves- a few cents in
that it is then unnecessary to "have the typist
write in the name and address of the recipient
of each letter.

All of us have received hundreds of such let-
ters— letters from all manner of merchants want-
ing to sell us all manner of merchandise. In-
variably, almost, we read the heading — ''Dear

lUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
Sir" or "Dear Madam" — and toss the letter into
the waste basket. Why? Because we know as
soon as we see that impersonal greeting that it
is an advertisement and we are not particularly
interested. There is nothing about it to comply
with the first fundamental principle of adver-
tising; it does not attract the attention.

Sometimes it isn't even necessary to read the
salutation of the letter. Many such efforts are
sent out in unsealed envelopes, under one-cent
postage, and we know what they are without the
trouble of removing the sheet from its con-
tainer. Very few people care to read general,
unsolicited advertising matter. There is too
much of it, for one thing. Someone is forever
trying to sell us something, and we don't care to

I Direct Mail Is a Form |

■ of Advertising inWhich ■

I aCertainClassofPros- |

B pec/5 Can Be Appeal- |

1 ed to Most Successfully B

buy just now. We are on the defensive, and it
is a very easy matter to just toss this second-
class mail matter into the waste basket.

This practice of sending out direct-mail adver-
tising, in the form of letters anyway, under one-
cent postage saves the sender one cent on each
letter. But if some or many of such letters are
going to be therefore cast aside without a glance
at their contents, isn't the advertiser wasting
instead of saving by this practice? A letter that
gets results is cheap at almost any price; one
that does not get even a casual reading is dear
at any price.

It costs more to type in the prospect's name
and address and to send the letter under first-
class postage, but if one is going to undertake a
direct-mail campaign at all it would seem the
part of reason to spend a little more and use

lllllllllllllllllllllllllllll

methods that have at least some chance of meet-
ing, with success. A letter bearing a two-cent
stamp on the envelope and addressed to one per-
sonally by name at the head of the sheet will
command one's attention and will receive a re-
spectful reading; the other kind will not.

Not only so, but if the letter is from a store
where one is accustomed to trade more or less,
and if it is presented in a cheerful, helpful spirit,
the recipient will appreciate the dealer's interest
in him. He may feel just a little flattered to
think that this dealer appreciates his little pat-
ronage enough to send him a personal letter.

On the same grounds, it may be said that the
use of the addressee's given name, or even of
his nickname, will make the communication
seem all the more personal and will, therefore,
produce better results. If a dealer is accustomed
to address an old friend as "Jim" when the latter
is in his shop, why should he not address him
in the same way in the salutation of a letter?

Imagine Jim's feelings on receiving a letter
from his personal friend, the village talking
machine dealer, addressed merely to "Dear Sir"!
Getting Human Interest Into Letters

The heading of a direct-mail advertisement
is not the only part of the letter that should be
made personal, however. That is just the be-
ginning. Advertising authorities say that the ad
must first catch the attention. Very well, what
will most surely catch the attention of a reader?
Something that concerns him personally or some-
thing that directly concerns another human be-
ing, preferably a person or a class that commands
universal sympathy. This is what is called
"human interest" and it is human interest that
has been responsible for the phenomenal growth
of some of the biggest concerns in America
to-day.

Every talking machine dealer, of course, car-
ries a more or less complete stock of records for
his machine, if not for others. Suppose a dealer
should send out a circular letter for the purpose
of stimulating record sales and should begin that
letter with the exclamation, "Phonograph Rec-
ords— The New Perfect-Tone Kind!"

What results would such a letter be likelj' to
secure?

A large motor car manufacturer is at present
sending out letters that begin just like that, with

{Continued on page 18)

REG. U.S.PAtOFF

WE PRACTICE WHAT WE PREACH

We believe that Victor merchandise should be
displayed in a superlative manner.
Our new home at

15 West 37th St., New York

to which we have just moved, will allow us to accom-
plish this and will provide us with the best of facilities
for serving you.

ORMES, Inc.

Wholesale Exclusively

THE TALKING MACHINE WORLD

October 15, 1921

IMPORTANT TO THE TALKING MACHINE TRADE

Record Albums

Yes, Price is one point.
But so is Quality another point.
Quality and Price must be considered
together. "National Albums" are unsur-
passed and seldom equaled in Quality.
They give permanent satisfaction to the
user. Please your customers. Write us
for price list.

SELECTING THEIR FAVORITES

NATIONAL PUBLISHING CO., 239 S. American St., PHILADELPHIA, PA

THE PERFECT PLAN

GETTING BUSINESS BY DIRECT MAIL

(i ontiiiHcd from page 17)

the exception, of course, that it names the motor
car instead of records.

If the reader of such a letter happened to be
already interested in motor cars or records a
letter with such an opening might receive his
attention, but it would do so because he was
already interested and not because the opening
sentence arrested his attention.

By way of contrast, take this letter, which one
progressive dealer recently sent out to a list of
married women in his territorj':

Dear Mrs. Brown : — Have you noticed how
"scratchy" John's favorite record is getting?
Several little nicks in it, too, if I remember
correctly.

You know they will get that way after a while
in spite of our best efforts to make them in-
destructible. And where one is so fond of a
certain number, and plays it so much, the rec-
ord should be replaced now and then.

But it is the oddest thing; men don't like to
meddle with such matters. I'm that way my-
self about my ties, for e-xample. "The Missus"
always selects my ties, and I'd wear any kind of
an old string if she didn't get me a new one
every now and then. Did you ever know a man
to bring home a nice selection of new records
of his own accord? But when "Friend Wife"
brings them

Oh, I'm not hinting. I can "lift" any selec-
tions I wish right from stock, you know. But
John doesn't happen to be in the talking ma-
chine business where he can just help himself,
and maybe he's waiting for someone to make
him a present of some new records.

There isn't a doubt in the world that Mrs.
Brown read every word of this letter, because it
was of direct, personal interest to her. It was
about her husband and she knew that it was
about her husband before she had finished read-
ing the first sentence.

A letter to wives immediately suggests a simi-
lar appeal to husbands. So we suggest some-
thing like this:

Dear Joe: — She was a fine little woman and a
good housekeeper and she had things all ship-
shape from cellar to garret. But as she stood
there dusting off the old piano she looked almost
ready to cry.

You see, they were going to have company
that night — some young folks all full of youth-
ful energy — and she was sure that they would
want to dance. Just a few nights before she
had been at a little party over at a neighbor's
and they had enjoyed themselves very much in
dancing to the music of the phonograph.

But she didn't have a phonograph. She had
a lovely piano, but she couldn't play it and
dance at the same time, and besides the piano
wasn't nearly so well fitted for producing dance
music. And somehow she thought the com-
pany might think — well, you know how women
are about those things. I wonder why men
don't think more about the equipment of the
home anyway.

Oh, don't mention it, old man; it was only
a suggestion. We've got a dandy little wife
ourselves.

While this letter does not mention the re-
cipient's wife by name in the first sentence or
elsewhere, it does mention some woman and it
goes right on to make a direct appeal to the

BOSTON ALBUMS ARE MADE RIGHT

Patented
1914

BOSTON ALBUMS are made TO SATISFY YOUR MOST EXACTING CUS-
TOMERS. This means that Boston Albums are made right and have been since they
were Patented and introduced to the Trade in 1914. They have never been equaled.
We invite you to send for samples of our four new models — all made right.

BOSTON BOOK COMPANY

501-509 Plymouth Court CHICAGO, ILL.

masculine sympathy — "She" was about to cry.
Such a letter will be read, no doubt about that.
The friendly tone of the letter, the personal,
helpful suggestiveness of it, will evoke a chuckle,
maybe, but it will move the recipient to senti-
mental thoughtfulness, too.

Similar human interest appeals can be pre-
pared in the form of letters in behalf of the chil-
dren as well. If a parent, especially a mother,
can be made to realize that other children are
enjoying themselves in some way that her chil-
dren are missing, or that others have advantages
that hers do not have, she will provide the
necessarjf means for placing her children on a
plane of equality with the others, even if she
has to cut her grocery bill to do so.

The Mailing List

While it is essential that direct-mail adver-
tising letters be made personal and "human,"
it is equally important that they go to the proper
persons, at the proper addresses. Much postage
is often wasted in direct-mail campaigns be-
cause the advertiser does not have a correct
mailing list.

Such a list may be secured in any one of many
v/ays. The dealer in the small town or village
can probably make up a list from his own ac-
quaintance with the inhabitants of the territory.
Others secure lists by promoting guessing con-
tests or giving away prizes to the ones having
tickets bearing lucky numbers. In either case
tickets are provided and customers are required
to fill in their names and addresses on these.
Some also have the contestants write on the
tickets whether or not they have a talking ma-
chine in their homes.

Dealers in large cities will probably do well
to go to the offices of the compilers of their
city directory, or write to them in case they
have no ofiice in the citj-, and ask for exactly
the kind of list of prospects they wish to reach.
These companies gather a surprising amount of
information and are prepared to furnish scores
of dififerent lists of names for such a mailing list.

Just as an example of what may be accom-
plished in this way, one live Middle Western
dealer is now picking his prospects entirely from
salaried people such as teachers, clerks and retail
salesmen, and others whose incomes have not
been seriously impaired by the present business
depression, while he avoids factory workers,
many of whom have been unemployed for months
and would not be able to buy, no matter how
intensely thej' might desire an article.

The list having been secured, the dealer must
forever afterward keep making changes in it and
keep it up to date. People are continually mov-
ing, dying, getting married and leaving the com-
munity, and the direct-mail advertiser who does
not keep his list up to date will soon find him-
self wasting more postage than his advertising
is worth, as well as failing to get results from
his campaign.

There is no more valuable salesman, however,
tlian a mailing list properly kept up and properljf
worked.

The Talking Machine World, Netv York, October 15, 192J

Records

November Bulletin

50001 (
12-in.-^
$1.50 L

50004 ,

I HEAR YOU CALLING ME— Tenor with Orchestra,

John McCormack

12 in / "^^^ GREEN ISLE OF ERIN— Tenor with Orchestra,
5o1 John McCormack

^°'^°YCELESTE AIDA (From "Aida")— Tenor with Orches-

$1 50 I John McCormack

12^rf/^^ DARK ROSALEEN— Tenor with Orchestra,

^2_5q\ John McCormack

'BARBIERE DI SIVIGLIA (A Little Voice I Hear)
5006 (Rossini) — Soprano (in Italian) with Orchestra,
12-in.< Marina Campanari

$1.75 LA, TRAVIATA (Verdi)- Soprano (in Italian) with

Orchestra Marina Campanari

70203 [LOHENGRIN (Dost Thou Breathe the Incense?) (R.
1034-in.^ Wagner) — Tenor (in German) with Orchestra,

$1.25 Hermann Jadlowker

2001 r'MINUET (Boccherini) La Scala Orchestra

1034-in.J CAVALLERIA RUSTICANA (Mascagni)— Intermezzo,
$1.00 L La Scala Orchestra

72302 f
$1.25 I

^2^°^/zAPATEADO (Sarasate)— Spanish Dance— Violin Solo,

$1 50 Piano Accomp ■ • . . . .Jan Kubelik

72402rL£ LUTHIER DE CREMONE (Hubay)— Violin Solo,
1034-in.'^ ^ T7 17

^125 ^ Franz Von Vecsey

10^-in.<j VISION (Drdla)— Violin Solo, Piano Accomp.. Jan Kubelik

' 5|

6010
10-in.-
$1.25

AL FRESCO (Victor Herbert)- Intermezzo,

Henry Hadley's Symphony Orchestra
BALLET OF THE FLOWERS (Henry Hadley)— Suite-
Heather Henry Hadley's Symphony Orchestra

WHEN THE HARP THAT ONCE THROUGH
TARA'S HALL RINGS AGAIN WITH FREE-
DOM'S GLORY— Tenor with Orchestra. . .Gerald Griffin
IN THE VALLEY NEAR SLEIVENAMON— Tenor

with Orchestra Gerald Griffin

I HOPE I MAY JOIN THE BAND— Negro Spiritual,

Norfolk Jubilee Four
WHO BUILT THE ARK?— Negro Spiritual,

Norfolk Jubilee Four

I'M LOOKING FOR A BLUEBIRD— Contralto with

Rega Orchestra •. Vaughn De Leath

MY DADDY— Contralto with Rega Orchestra,

Vaughn De Leath

4408rBRING BACK MY BLUSHING ROSE— Tenor with

10-in.T Orchestra Sam Ash

SScALEARN to SMILE— Tenor with Orchestra .-Sam Ash

/LAmi^ WANT MY MAMMY— Contralto with Rega Orches-

10 in-^ tra Ailern Stanley

85c. 1 TUCK ME TO SLEEP IN MY OLD KENTUCKY
'I HOME — Tenor with Rega Orchestra Billy Jones

4419
10-in.^
85c.

4400
10-in.S
85c.

4402
lO-in.-i
85c.

4410^
lO-in.1
85c

fMELON TIME IN DIXIELAND— Male Quartette with

Orchestra Shannon Four

WHEN THE AUTUMN LEAVES BEGIN TO FALL
— Tenor and Male Quartette with Orchestra,

Lewis James-Shannon Four

4411 r JANE — Male Trio with Orchestra . Crescent Trio

10-in.i I WONDER IF YOU STILL CARE FOR ME— Tenor
85c. L with Orchestra Lewis James

4414 f FRANKIE— Tenor with Rega Orchestra Billy Jones

10-in.-^ DAISY DAYS— Male Quartette with Orchestra,
85c. Shannon Four

4415

10-in.<|
85c.

'TAINT NOTHIN' ELSE BUT JAZZ— Contralto with

Rega Orchestra ... . Aileen Stanley

MANDY 'N' ME— Contralto with Rega Orchestra,

Aileen Stanley

r DADDY, YOUR MAMA IS LONESOME FOR YOU—

in J Popular Blues Mamie Smith and Her Jazz Band

g'scJ SAX-O-PHONEY BLUES— Popular Blues,

' t Mamie Smith and Her Jazz Band

4401 f ON THE CAMPUS— March Conway^s Band

10-in.<; DAUGHTERS OF THE AMERICAN REVOLUTION
85c. ( — March Conway's Band

4403
10-in.<!
85c.

4412
10-in.

HONOLULU HONEY— Hawaiian Guitars-Marimba,

Ferera-Franchini-Green
SWEET HAWAIIAN GIRL OF MINE— Hawaiian

Guitars-Marimba Ferera-Franchini-Green

CHAIN GANG BLUES— Octo-Corda Solo Sam Moore

SSc.lLAUGHING RAG— Octo-Corda Solo Sam Moore

4404 f OH JOY!— Toddle Dance,

10-in. S Harry Raderman's Jazz Orchestra

85c. llLO — Fox-trot Harry Raderman's Jazz Orchestra

4405 rMULE BLUES— Fox-trot ...Tampa Blue Jazz Band

^°g^^-\BAD LAND BLUES— Fox-trot Tampa Blue Jazz Band

4406 rBRONCHO TROT (Tom Mix)— Fox-trot,

10-in. i Hager's Dance Orchestra

85c. I OLD BLUE (Tom Mix)— Waltz .. Hager's Dance Orchestra

4407 rwHY, DEAR?— Fox-trot. Harry Raderman's Jazz Orchestra
^g'^"-\^HARDINGO— Persian Fox-trot Rega Dance Orchestra

4413
10-in.^
85c

'WHEN THE SUN GOES DOWN— Fox-trot,

Green Bros.' Novelty Band
UP IN THE CLOUDS— Medley Fox-trot,

Rega Dance Orchestra

4417JFOOLING ME— Fox-trot Market's Orchestra

^°g5^-\SOUTH SEA ISLES— Medley Fox-trot. .Markel's Orchestra

4418 ("aMONESTRA- Fox-trot Rega Dance Orchestra

^°g"*"-\TI-0-SAN— Fox-trot Rega Dance Orchestra

GENERAL PHONOGRAPH CORPORATION

OTTO HEINEMAN, President

25 West 45th Street New York City, N. Y.

Factories: Newark, N. J. Elyria, Ohio Putnam, Conn. Springfield, Mass. Kitchener, Ont.

Branch Offices: Chicago, III. Toronto, Can.

October IS, 1921

THE TALKING MACHINE WORLD

NEW DEPARTMENT IN COLUMBUS, 0. BORROW MONEY FROM YOUR BANK

MICA
DIAPHRAGMS

Absolutely Guaranteed Perfect
We get the best India Mica directly.
We supply the largest Phonograph Manu-
facturers.

Ask for our quotations and samples before
placing your order.

American Mica Works

Elaborate Quarters Provided in Moorehouse-
Martens Department Store for Talking Ma-
chines and Records — Has Sixteen Booths

The Best Way to Insure the Ability to Obtain
Money From Banks in Hard Times Is to
Borrow in Times of Prosperity

47 West St.

New York

EXTENDS ACTIVITIES IN THE SOUTH

Granby Corp. Appoints J. H. StifT, With Head-
quarters in Atlanta, to Cover Wide Territory

Columbus, O., September 20. — The coinpletion of
the talking machine department of the new
Moorehouse-Martens Department Store is an-
nounced by the officials of the company, and the
department, wherein are handled the Victor and
new Edison lines of mach'nes and records, is
said to be second to none in the State. The de-
partment is located on the lower floor, set off
from the bustle of the store and the street noises,
and the equipment includes si.xteen sound-proof
and elaborately furnished booths. The Moore-
house-Martens Co. only recently moved into
its modern new buildins here.

Norfolk, Ya., October 3. — The Granby Phono-
graph Corp., of this city, is extending its activi-
ties in the South. J. H. Stiff has joined the sales
staff of the company and will make his head-
quarters in Atlanta, Ga., covering South Caro-
lina, Florida, Georgia, Alabama and Tennessee.

E. C. Howard', who was connected with the
Granby organization for a year and a half and
who recently resigned, left Norfolk on October
1 with his family. They motored to Grand
Rapids, where they will remain for about a
month with their ultimate destination San Fran-
cisco. Mr. Howard states that he e.xpects to
remain on the Coast for some months and that
it \j possible that he may handle the Granby
line in that territory.

VICSONIAS FOR EXPORT TRADE

DUNCAN=SCHELL ADDS VICTOR LINE

The Duncan-Schell Furniture Co., Keokuk, la.,
which opened a large store last month, has added
a complete Victor department. The stocks of
two retired Victor dealers at Fort Madison, la ,
were purchased by the new company. The de-
partment contains six booths and a large record
room.

Reproducers Being Shipped in Large Number to
Australia and South American Countries — Do-
mestic Demand Reported on the Increase

The Vicsonia Mfg. Co., New York, manufac-
turer of the Vicsonia reproducer playing Edison
records on other types of talking machines, re-
ports that there is a steadily growing demand for
its products from foreign markets, particularly
from Australia, where the Vicsonia appears to be
very popular, judging from the number of orders
received for it. E.xport shipments have also
been made recently to various South American
countries, and also to Trinidad. Meanwhile the
domestic demand for the Vicsonia is increasing
steadily as general business conditions improve,
according to M. J. Sess, head of the company.

When money tightens up and banks refuse
loans except to old customers or in cases where
exceptional security is given, the talking machine
dealer, in common with other business men,
often finds it impossible to borrow from banks
to tide over the period of depression or to use
for needed improvements. In either case the
merchant suffers serious harm.

This is in a great measure the fault of the
dealer. If he is on good terms with his banker
he can usually borrow money. The time to
borrow is in a season of prosperity, whether the
money is needed or not. Do business with your
banker and meet your notes promptly. The
prompt payment of notes will build up your repu-
tation for integrity with the bank, and when hard
times come and you really need the money there
will be little trouble in obtaining it.

A prominent merchant once made the state-
ment that he borrowed regularly from the bank
whether he needed the money or not. He con-
sidered the interest paid on the loan in the nature
of an investment, since it practically insured his
ability to borrow should he really find it neces-
sary.

If a well-known merchant has been doing busi-
ness with a bank for a number of years and
never borrowed he will find it extremely difficult
should the necessity arise. As a rule the banker
will look askance at a request in such a case.
The thought will probably enter his mind that
the merchant must be in a bad way indeed if his
need for a loan is urgent, and in all probability
he may gracefully refuse the favor.

Mentioning the condition of the weather to a
customer is poor business as well as a waste of
time. The customer will appreciate it much more
if you offer a courteous greeting and then get
down to business. A salesman can be courteous
and still be businesslike.

The Robinson Phonograph Corp., of Vernon,
Cal., was recently granted a charter of incor-
poration under the laws of that State to manu-
facture and deal in talking machines, with a

capital stock of $200,000.

IF YOU WANT THE BEST

Insist on Getting

DE LUXE NEEDLES

The Best Semi-Permanent Needle Made

Let the De Luxe Speak for Itself and Send for Samples, Discounts and Full Particulars

Duo-|oNE Company, Incorporated

Sole Manufacturers of De Luxe Needles
ANSONIA, CONN.

Full Tone

DON'T FORGET THESE FACTS

Perfect Reproduction of Tone No Scratchy Surface Noise

PLAYS I00-200 RECORDS

Three for 30 cents (40 cents in Canada)

Medium Tone

THE TALKING MACHiNE WORLD

October 15, 1921

MAIN SPRINGS

FOR ANY PHOnOGRAPH MOTOR

48 Hour Delivery ! Reduced Prices !

Dependability is tempered right into C. & D. crudble
main springs. Our main springs are made under one roof —
from the rolling of the steel to the winding of the spring.
Each piece of steel that leaves the mill has passed the
insp&^tion of a main spring specialist. This assurance of
Quality is protection to both you and your customers.

CRUCIBLE STEEL— ALL SIZES

FOR VICTOR MOTOR

No. MSI — 1 iiH-li wiile. .02^^x1- feet lung, marine end,. 50c
No. MS2 — IVi Innh wide, .OZSslS feet long, marine

end 75c

No. MSI9— New style, 1 inch x .023 x 12 feet long.

crimp end on inside 55c

No. MS20 — New style. IVi inch x .023 x 16 feet long.

crimp end on inside 75c

FOR COLUMBIA MOTOR
No. MS2I — 25/32 inch wide, .025 x 10 feet long,

marine end 40c

No. MS22— 29/32 inch wide, .023 I 11 feet long,

marine end 40c

No. MS3— 1 inch wide. .02SxlO feet Iopk. marine end . 45c

FOR HEINEMAN MOTOR
No. MS2I— 25/32 inch wide, .025 x 10 feet long,

marine end 40c

No. MS6^ — 1 inch wide. .025.\12 feet long, marine end.. 50c
No. MS23— 1-3/16 inch wide, .026 x 19 feet long,

marine end 80c

FOR BRUNSWICK, KRASBERG, SAAL. SONORA,
STEPHENSON, 8ILVERT0NE, MEISSELBACH OR
THOMAS MOTORS
No. MS8 — 1 inch «1de. .026x13 feet long, square hole.. 50c
No. MS9— 1 inch wide. .026x16 feet long, square hole. .60c

OTHER STANDARD MAKES
No. MSI7 — % inch wide. .025 x 10 feet long, marine

end 35c

No. MSI8 — % Inch wide. .025 x 10 feet long, marine

end 40c

NOTE' — Every main spring for which there is a consistent
demand is listed here on this page. Many of these springs
are interchangeahle ; for example, springs that are listed for
Victor and Columbia motors can be used for Pathe, Swiss
and many miscellaneous motors, etc.

Those prices are F. O. B. Chicago. Send enough to
cover postage if wanted by parcel post or we will ship by
express.

COLE & DUNAS MUSIC CO.

50-56 W. LAKE ST. :: CHICAGO

til f Our new fall bulletin shows eTerything In

nril6 tor phonographs, musii^al instruments, supplies

_ , and arcessories. Our bulletin is used as a

Riillpfin buying guide by hundreds of dealers because

uuusiiu pripgg are so low. Send for it. It is free.

A. C. GILBERT CO. ENIERS FIELD

NEW BRUNSWICK DEALERS

R. F. Perry, of the phonograph division of
the Brunswick-Balke-Collender Co., Salt Lake
City, Utah, announces the following new Bruns-
wick dealers: Lundstrom Furniture & Carpet
Co., Logan, Utah; Fix Co., Kemmerer, Wyo.;
Peckham Furniture Co., Caldwell, Idaho; Pay-
ette Pharmacy. Payette, Idaho; E. R. Miles Co..
Smithfield. and T. Hansen & Co., Ephraim. Utah.

Producer of Gilbert Bobolink Talking Machine
and Bobolink Books Inaugurates Great Holi-
day Campaign on These Products

New Haven, Conn., September 20. — The A. C.
Gilbert Co., producer of the Gilbert Bobolink
talking machine and the series of Gilbert Bobo-
link books, has inaugurated an intensive Fall
and holiday campaign on these particularly
appropriate numbers, which are manufactured ai
its large plant in this city. The A. C. Gilbert
Co. has earned for itself an excellent reputa-
tion and a decided prestige in toy circles through
its production of the well-known Gilbert me-
chanical toys.

In a recent issue of Printer's Ink Monthly an
interesting article was printed describing the
success of the Gilbert Co. in this field and
of the correct principles upon which Albert C.
Gilbert, president of this company, has built
this great industry. The policy of this company
has always been to thoroughly investigate and
try out a market before placing an extensive
campaign behind any one of its products. Thus
the sales popularity of the Bobolink talking
machine, record and books has been well tried
out through its various agencies.

The Bobolink talking machine measures
26>4xl2;/2xl2>^ inches and is finished either in
mahogany or in an attractive, blue and white
nursery design. The Bobolink set of books
consists of four numbers, two song books and
two reading books. The two song books are
unique in thought and arrangement and each
outfit contains one book with a series of chil-
dren's stories as well as music scores for the
piano and words of four delightful folk songs.
Each song, sung by the eminent tenor, Charles
Harrison, is reproduced on a seven-inch, double-
faced talking machine record. The two reading
books are equally attractive, although presenting
an entirely different thought. Each book con-
tains delightful child's verses as well as stories
and attractive colored illustrations, and is
equipped with the same number of double-faced
records.

The A. C. Gilbert Co. has realized the popu-
larity of both the talking machine and record
books for the holiday trade and is. therefore,
presenting them to the talking machine trade
at this time.

A KANSAS INCORPORATION

The Turner Music Co., of Wichita, Kan., has
been granted a charter of incorporation under
the laws of that State, with a capital of $100,000.
Musical instruments will be handled.

NEW VICTOR DEALER IN VIRGINIA

A. H. Goodman & Bro. Take Over Victor De-
partment of Hutchins Bros, at Portsmouth

Portsmouth, Va.. October 1.— A. H. Goodman
& Bro., Portsmouth. Va.. who recently took
over the Victor department of Hutchins Bros.,
this city, held a formal opening last week which
was an unqualified success. During the course
of the day concerts were given by the Evanson-
Weaver Orchestra. Souvenirs, in the shape of
Victor dcgs and flowers, were given to the pub-
Ix. Crowds thronged the store during the en-
t re day and commented favorably upon the
new department, all of which augurs well for its
success. H. A. Brownley has supervision over
the new department, which is located on the
balcony and contains a number of up-to-date
demonstration rooms and a novel arrangement
for taking care of the record stock. The deal
was consummated by Cohen & Hughes, Inc.,
Victor distributors, Washington. D. C.

PERSONAL LETTER HELPS SALES

Imperial Musical Instrument Co. Boosts Sales
by Sending Personal Letter Suggesting Rec-
ords With Record Supplements

Brooklyn, N. Y., October 1. — The Imperial Musi-
cal Instrument Co., which has only been in exist-
ence here for a few months, is aggressively going
out after business and is making it a point to
keep in close totich with people whose names
are on the prospect list.

One plan which the firm has adopted consists
of sending a personal letter suggesting the rec-
ords which will probably appeal to the par-
ticular prospect with the usual record supple-
ment. Of course, this involves a close study
of the customer's choice in music, and the plan
has proved very successful. The firm handles
Sonora. Columbia and Brunswick machines.

GREAT TRIBUTE TO CARUSO

G. A, Barlow's Son Co., of Trenton, N. J.,
furnished a Victrola (school type) with the fol-
lowing Caruso records: the "Largo," "Vesti la
Giubba" from "Pagliacci" and "O Sole Mio," for
use at the great Caruso memorial held last
month at Cadwallader Park, in that city, which
was attended by more than 4.000 people. The
beloved Caruso and his achievements in the
domain of song were eulogized by Senator
James Hammond, after which the records were
played, and the audience was greatly affected
by hearing the voice of their favorite singer,
which is now immortalized and imperishable,
thanks to the talking machine.

TONE ARMS for Portable Machines
TONE ARMS for Medium Priced Machines
TONE ARMS for High Grade Machines

Quantity prices from $2 up, including sound box

Will make specially designed tone arm
and sound box if quantity warrants

Let us know your requirements and we will quote you prices

The William Phillips Phono Parts Corp.

145 West Forty-fifth Street

e "w

o r

k City

October 15, 1921

THE TALKING MACHINE WORLD

u ■

HEAR

n hu the

vnow tnem by tne
"TEMPLE "/^ MUSIC"

THE EXCELLENT

NEW RELEASES

BIG SELLERS

ORIGINAL
■^■■^^ IFFERENT

XCLUSIVE

ECALL

NCHANTING

ODEON
N

UMBERS

LASSIC

VERTURES

ENDERED

WORLD KNOWN
EXTENSIVE
REPERTOIRE
POPULAR— OPERATIC
CLASSICAL and ARTISTIC

ISCRIMINATELY
^\ UPERB

SELECTED VARIETY OF OUR WELL-KNOWN

FOREIGN LANGUAGE RECORDS

GERMAN ITALIAN POLISH BOHEMIAN DANISH
SWEDISH NORWEGIAN SERBIAN HUNGARIAN BULGARIAN
JEWISH GREEK TURKISH ARABIAN SYRIAN

Ask for Our Catalogues of Foreign Language Records

and

CELEBRATED ARTISTS^ SELECTIONS
BIG PROPOSITION FOR DISTRIBUTORS

orican vydQon vjDrporation

lOO WEST 21SJ STREET
NEW YORIv

THE TALKING MACHINE WORLD

October 15, 1921

Add to the Paul Biese Trio's playing of the fox-trots
"I Ain't Nobody's Darling" and "Frankic and Johnny"
a dash of ginger in the solos of Frank Crumit and
you have a big bid for popular appeal.

To sell it— play it. A-3459.

Columbia Graphoptione Co.

NEW YORK

CARUSO'S LAST INTERVIEW

In a Talk With Writer fornhe Tribuna, of Rome,
Noted Tenor Again Emphasized Fact That He
Used Talking Machine to Test His Singing

What is declared to be the last interview ob-
tained with Caruso before his death some weeks
ago appeared in the Tribuna, of Rome, the inter-
view having been obtained by Geni Sadero, well-
known woman opera singer, who visited Caruso
at Sorrento. The article was headed "Caruso's
Last Song," and offers some interesting com-
ments on music by the great tenor.

In his last interview Caruso emphasized again
the fact that he appreciated the reproducing
qualities of the talking machine sufficiently to
use it for the study of his own voice, and is
credited with saying:

"I, Enrico Caruso, am never satisfied with my-
self. It seems to me that I have not reached
that technical perfection for which I have been
seeking for years. You saw me yesterday on
this terrace while the gramophone was executing

some songs of mine. While I was listening to
them I was criticizing the tenor Caru-so. I hope
you heard me? I was noticing, year after year,
the progress made toward that equality of voice,
that intensity of vibration, that equilibrium of
the respiratory dynamics and finally that spon-
taneity for which I wish — all those things which
are necessary when you really want to sing prop-
erly. And I do not think that I have reached
the limit of my desire. How, then, can I be
satisfied with you, even should you be a phe-
nomenon?"

HOLCOMB MUSIC CO. MOVES

LOANS VICTROLA TO BOY SCOUTS

Birmingham, Ala., October 5. — The C. C. Hol-
comb Music Co. has moved into its new quar-
ters at 1919 Third avenue, which have been
thoroughly remodeled. Sound-proof demon-
stration rooms for Victrolas on the first floor
are a feature of the establishment. The wood-
work and furnishings are white and the store
now has a decidedly attractive appearance. The
company occupies two floors, the first being
given over to talking machines and the second
to pianos. A complete stock of machines and
Victor records is handled.

The Levy Furniture Co., of Henderson, Ky.,
Victor dealer, with a keen eye on the business
of the future, is taking advantage of every oppor-
tunity to gain the good will of the youngsters
of the community. In line with this policy the
firm recently loaned a new portable Victrola
and a number of records to Boy Scouts, who
formed a camping expedition on the Green
River.

HIENDSELMAN CO. ENLARGES

The Hiendselman Co., Brunswick dealer of
Provo, Utah, is enlarging its quarters by the
rearrangement of the rear of the store and the
addition of five demonstration booths. The
expansion is made necessary by the rapid and
steady growth of the business. A fine line of
Brunswick phonographs is displayed.

iU'iiU!iiUiiMiMiiLaiiyjii^ia^iiLaiiUjiiyiiiyjiiUiiMiMi^

Records

HITS

Unequaled in

OPERAS - INSTRUMENTALS

Dance selections played by nationally famous " orchestras.
Songs by popular singers — known to theatre and concert patrons.
Arias from favorite operas sung by opera singers internationally cele-
brated.

These Are Some of the Reasons Why

Qlvfl^ Records;

Are Known As "The Record of Quality"

KENNEDY-GREEN COMPANY

(DISTRIBUTORS)

1865 Prospect Avenue Cleveland, Ohio

Communicate with us at once for agency in open territory

October 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

The Proper Method to Pursue in Making j
Sales to Your New Customers - By Frank v. Fauihab

fiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

From the rear of his store the talking ma-
chine dealer was closely watching the new sales-
man. His object was to determine whether he
would measure up to his requirements. Just now
the salesman was surveying the music record
racks in back of the counter. Three young
women had entered together, one of whom
wanted to buy some records. It was the sales-
man's opportunity.

The talking machine dealer felt sure he was
noticing things, at the distance where he stood,
that were unobserved by the salesman. They
were things that, if put to use, should have
profited the store. Certain he was, also, that the
new salesman had still a lot to learn before he
would turn in many sales. When he had em-
ployed him the talking machine dealer realized
he was a novice at the business, yet he scented
possibilities and was never averse to giving a
young man a chance, if that was at ' all war-
ranted.

This was the first week the young salesman
was behind the counter, and until now had had
not much chance to exhibit his ability. Now,
however, the opportunity was present. In the
talking machine dealer's* eyes the three young
women who entered should have proved three
prospects, but he was certain the new salesman
did not share his thoughts. Otherwise, he rea-
soned, the salesman should have displayed much
keener interest.

At one point of the transaction the talking
machine dealer was almost impelled to rush out
from where he stood and accord the new sales-
man some assistance. He was dissuaded from
this course, for he rightly contended the new
man had begun the sale and it was his duty

to terminate it. It should have proved an un-
wise policy, also, had he intervened, for he
would have weakened the salesman's confidence.

What chagrined the talking machine dealer
most was the fact the three young women went
out of the store, after considerable time had
been consumed, with but one lone record, "Too
much time," he thought to himself, "and not
enough sales!" He thereupon strode to the front

B_ Important Pointers on |

■ Correct Salesmanship M

M Based on Practical Ex- M
I perience Which Will be |

■ Read With Interest ■

where the salesman was now replacing the rec-
ords he had withdrawn from the racks. He
cleared his throat, an effort that invariably
preluded an important speech. The action was
rightly interpreted by the salesman, who turned
about apprehensively.

"You didn't play your part any too well that
time, Mr. Ripley," began the talking machine
dealer. "1 didn't like that transaction at all!
I'm certain, had I been in your place, I should
have developed dif¥erent results. I want to

er ■

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^

show you how you could have made better
sales had you put forth the proper effort,

"First thing," the dealer raised his voice, "you
must never overlook the value of new customers!
Those three young women," he jerked a thumb
in the direction of the door, "I never saw be-
fore! Had I been in your place I'm sure I
should have made some effort to learn their
identity. Now, thanks to your lax methods, the
three are out of the store and we know as much
as before!

"We expect many new customers here and it
is up to you to interest yourself in them to the
extent of encouraging them to come here fre-
quently. If you manifest practically no interest
in them, as was the case before, they will pay
you back the same way — and that's not going to
pay us at all! In contradistinction to this,
whenever you convince a customer you are
really interested in him or her you are forming
a good friendship, one that is going to repay us
manifold in times to come. That is a thing you
must always bear in mind!

"I didn't like that sale at all!" the talking
machine dealer waved a hand synchronizing
with his statement. "You should easily have
sold more goods than you did! Let me show
you why!" — he raised an attention-compelling
hand. "To me, in the back there," he jerked
his head in the direction of the rear, "it seemed
as though you were out only for an imme-
diate sale — and that as quickly as possible! You
were trying to rush the sale and you found that
a hard thing to do, as you yourself now will
admit.

"When that young woman asked you for cer-
{Continued- on page 25)

FEATURES

LARGE diaphragm and
long stylus bar length-
ens vibrations, producing a
deeper and more natural
quality of tone.

Perfectly balanced in ac-
cordance with carefully
worked ratios and with re-
gard to co-ordinate parts,
this tone arm and reproducer
permits a freedom and
sweetness of tone heretofore
thought impossible. Sur-
face sounds almost entirely
removed.

Throw-back design permits
of easy access to needle
socket. Saves records from
unnecessary scratching.

PLAYS ALL RECORDS

No. 2 Round Tone Arm and Reproducer

KNOWN the country over for its excellent quality of
tone and natural, life-like reproduction of all
musical tones, and its great volume. This tone arm on
your machine spells success, because of its high standing
in the Phonograph World.

Made only in 8 '/i -inch length. Can be furnished with or
without Mute Tone Modifier, with Mica or .....
diaphragm. NOM>Y-KA

THE JEWEL MUTE

CONTROLS volume just
like the human throat.
Built in the reproducer and
functions in such a way that
the length of vibrations is
minutely regulated and the
tone reproduced to a soft-
ness and clearness that are
remarkable.

Operates by means of a
thumbscrew and is instantly
adjustable. Tone has free
and unimpaired passage
throughout tone arm and
chamber — Not "Muffled" or
"Choked" as with ordinary
type of tone modifier.

Perfect regulation without
in any way changing char-
acter of tone.

JEWEL PHONOPARTS COMPANY - 154 W. Whiting St., Chicago

THE TALKING MACHINE WORLD

October 15, 1921

October 15. 1921

THE TALKING MACHINE WORLD

MAKING SALES TO NEW CUSTOMERS

{Continued from page 23)

tain records you showed your impatience when
you didn't find them immediately. That's a bad
thing to do! You've got to get over it,' the
quicker the better for you and this store. You
know we've got a number of booths here! Why
didn't you suggest to the young women that they
hear a few of the numbers? I'm sure if you had
done this you should have sold more records!
As it was you pulled down about fifty of them
and sold but one of them! Those three young
women may think we have no booths here at
all, and with that in mind they're apt to switch
their patronage elsewhere from now on. I
can't blame them!

"I'm afraid you're not very observant. Any-
one who would have used his powers of obser-
vation should have noticed that while you were
showing the records one of the young women
with the picture hat appeared to be quite in-
terested in a few of the machines. To me it
seemed as though she did not have one of her
own, but should liked to have bought one. Per-
haps she did want to buy one, but changed her
mind, due to your gross indifference! Maybe
she forgot about it. At any rate, had you ob-
served her you should have reminded her of
the fact. You might have made a sale.

"That is all we now know of her desires. If
she does decide to buy a machine she may con-
clude that this is the wrong place to go to.
That's a possibility, and to us a losing one!
Buying our merchandise is one thing; an en-
tirely different factor is the selling end. We've
got to measure up on both, otherwise we might
as well close this store and throw the key, away!

"You could easily have learned the names and
addresses of those three young women, whether
they all own talking machines, and, if not,
whether any purchases of machines were con-
templated. That's the only way of doing busi-
ness. Find out what kind of music they like
best, and of?er to play a few records of the type
preferred! You will often find sales are made
that way which ordinarily would never result.
Keep a customer in ignorance of your goods and
that customer will never be the wiser. And so
long as such a condition prevails you're going to
make mighty few sales — let me tell you that!

"You must learn to be profitably inquisitive.
With the use of a little tact you can find out
many things that will help you to make a sale!
By interesting yourself in people this way you
should be enabled to sell many other kinds of
instruments outside of the merchandise for which
a customer enters. I've done it many times and
there's no reason why you can't accomplish the
same!

"Let me tell you of an incident! It should
give you an idea of how sales are sometimes
made. It is not a singular incident, by any means,
but it happens many times on different occasions,
provided the proper effort is put forth. This
happened about a year ago and illustrates how
sales are sometimes made in an indirect way:

"A young man came here at that time and

inquired regarding a talking machine. I soon
learned that he was quite a discriminating per-
son, but I satisfied him he did not come to the
wrong place. Well, I showed him quite a few
of the machines and finally sold him one of the
better make. And before he went out of here he
placed an order for a large number of records,
too! But," the talking machine dealer at this
point raised his hand, "the good thing about
this sale was the way it had resulted!

"After the entire transaction had terminated
— -and it was a cash sale, too — he confided to
ine why he had selected this store wherein to
make his purchases. He told me he came from
a different neighborhood — he lives about three
miles from here — and that he had been directed
to this place by a woman who had been here
some months before. The woman he referred
to, I later learned, had never made a purchase
here, but on the day in question had accom-
panied another woman whom she had helped in
making some music selections. On that very
day" (the dealer became increasingly enthu-
siastic) "I suggested that this woman look over
some of our talking machines, although she her-
self gave me her word she would never buy any,
for reasons of her own. I had a little time on
my hands and offered to show them to her, any-
way, despite what she had told me. And I'm
glad I did! That woman went out of here" —
the dealer indicated the doorway — "without buy-
ing, but she knew something of our talking ma-
chines of which she had been in ignorance when
she entered. And it was that knowledge that
subsequently led to the purchase made by the
young man. She had recommended our place
because she was certain we had the right sort
of goods, the kind that the discriminating young
man was looking for!

"And, of course, the young man was not dis-
appointed. Do you think that sale should ever
have been made here if I had not offered to
show that woman the assortment we had?"

The new salesman replied not, but a slight
movement of the head was sufficient answer

"And that is a thing you must remember,"
the talking machine dealer resumed. "Never be
hesitant in showing a person our merchandise,
even though the possibility of buying seems
small. As I've shown, it pays many times in
other ways. It doesn't happen too often, yet
it happens often enough to make the policy I've
suggested a paying one. If you don't take any
chances you'll develop mighty few sales.

"And that young man whom I mentioned is
now one of my best customers. He comes here
quite frequently, and what is more, the pur-
chases he makes are quite large, too. He comes
here because he appreciates service. I'll point
him out to you the next time he steps in here
He receives all our monthly catalogs and makes
good use of them. I should never have had the
opportunity to send them to him, as you can
see, if I hadn't gone out of my way to interest
that woman! That means, again, whenever a
new customer pays us a visit learn his or her
name and address, and whatever other valuable
information he or she cares to give. It pays!

A New Oro-Tone Product

3-D Arm. 0-3 Reproducer

The arm is adjustable in length
from 7>4 to 9 inches.

Made to meet the demand for a
dependable Arm and Reproducer
at a low price.

SEND FOR SAMPLE

THE ORO-TONE CO.

1000 to 1010 George St. Chicago, HI.

"Never be satisfied with the sale for which a
customer enters! It's your opportunity, and
your duty to both yourself and this store,
always to suggest other sales. Many times
your suggestions will be accepted. Sometimes
they will be refused. If you win both your-
self and the store profit. If the suggestions
fail, nothing is lost. Anyway — here come three
young men! Now let me see how you will
handle them!"

Quality Distinction

The "VICSONIA" Reproducer

Recognized for its Perfect interpretation of Edison Disc Records on
Victrolas and Grafonolas.

Fitted with permanent jewel point. No loose parts.
Note: The Vicsonia is made of Bronze, sand casted and machined to measure-
ment. Finished in heavy Nickel or Gold plate. Flexible stylus.

Meet the demand — Serve your customers

Sample Model "A" or "B" Vicsonia will be sent on receipt of $4.50. Retail
price $7.50.

Note: Model "B" Vicsonia plays both Edison and Pathe records.

VICSONIA MFG. CO., Inc.

313 E. 134th STREET NEW YORK, N. Y

THE TALKING MACHINE WORLD

October 15, 1921

One sure way to make customers stop, look
and buy is to "dress up" your windows
with tlie new Columbia Window Strip
Transparencies. They work night and day.
Ask your Dealer Service Man.

Columbia Graphophone Co.

NEW YORK

CLEVER COLLECTION STUNT

Special Stationery Which Conveys a Definite
Meaning in the Domain of Collections

HARDWICK MUSIC STORE OPENS

VOCALIONS AT TORONTO FAIR

Patrons and Friends of Establishment Throng
Place at Formal Opening — Floral Pieces and
Congratulations Received From Trade

Scythes Vocalion Co. Has Most Interesting
Display at That Important Exhibition

As a means of collecting small bilh an enter-
prising dealer recently made up a miniature
letterhead, two inches by one and one-half
inches, and a billhead and envelope of a size to
correspond. He used this stationery in calling
the attention of a delinquent customer to the
fact that he had not yet paid for a certain small
item.

In the letter he made note of the fact that
the item due was so small that he desired to
consume as little time and space as possible in
bringing it to the customer's attention. The
letter was closed by respectfully asking for a
remittance by return mail.

The idea in practice proved productive of very
good results. Hence, we pass it along.

RESS BROS. DISSOLVE PARTNERSHIP

YouxGSTOWN, O., October 5. — The partnersnip
existing between L. M. Ress and Joseph Ress
for the past fourteen years under the firm name
of Ress Bros., at 408 W. and 359 E. Federal
street, handling Victor and Columbia machines,
etc., 'has been dissolved. The store at 359 E.
Federal street will be taken over by L. M. Ress,
who has been manager of both stores since
their opening. He will continue the business
under the firm name of L. M. Ress & Sons.
The store at 408 W. Federal street will be taken
over by Joseph Ress, who will meet all obliga-
tions under the firm name of the Ress Music
Store.

UxioNTOWN, Fa., September 30. — The formal
opening of the new Hardwick Music Store in
the Gallatin Gardens Building, on North Galla-
tin avenue, took place here recentl}'. Floral
greetings, letters and telegrams of congratula-
tion were received from various music firms and
local business men The establishment was
thronged with interested visitors, who received
handsome souvenirs. The store was decorated
with floral pieces; in the evening an orchestra
played for the guests. A Magnavo.x, placed in
the transoms over the door, carried the music
to the street.

The store is modern in every way and four
player-piano and talking machine demonstrating
rooms have been constructed for the conveni-
ence of patrons.

Toronto, Oxt., October 1. — The Scythes Vocalion
Co., Ltd., manufacturer and distributor of
Vocalions and Vocalion records, at 29 Alice
street, this city, had an elaborate and interest-
ing display of Vocalions and Vocalion records
at the Toronto Fair recently. The display in-

NEW STORE IN GALVESTON, TEX.

Galveston Piano Co. Opens Up With Excellent
Line of Talking Machines and Phonographs

S. A. ATKINS TO BUILD

The Galveston Piano Co. last month opened a
handsome new store at 2009 Market street. Gal-
veston, Tex., the company handling the Steln-
way. Krakauer, Cable-Nelson, Gulbransen and
other makes of pianos and plaj'ers, as well as the
Victor and Vocalion lines of machines and rec-
ords. F. A. Gutmann is manager of the piano
department of the company, and .A. M. Cain is in
charge of the talking machine and small goods
departments. A complete line of musical instru-
ments has been installed.

Vocalion Display at Toronto Fair

eluded a railed-in space, wherein were shown
various models of the Vocalion, including some
elaborate period styles, and a sound-proof bunga-
low attractiveh' furnished provided the oppor-
tunit}' for demonstrating the products without
interruption or without interfering with neigh-
boring displays. It is stated that the exhibit
brought excellent results both in sales and pros-
pects.

G. B. McAllister resigns

S. A. Atkins, of Pontiac, Mich., agent for Starr
pianos and talking machines, has purchased
property on the Robinson block for his busi-
ness. Remodeling will start at once.

A new music shop, handling a complete line
of Edison phonographs and musical instruments,
has been opened in Northfield. Minn., by C. A.
Bierman.

G. B. McAllister, who for some time past has
been assistant advertising manager of the Co-
lumbia Graphophone Co.. recently resigned from
that position. Mr. McAllister's plans for ti e
future have not been determined as yet. but he
will take a well-needed rest before entering into
anv active business.

QKeiL

Record Agencies

Are Getting the Business

Why not take your share ?

Write for our agency proposition

Independent Jobbing Company

122 E. CENTRE ST., N.
GOLDSBORO, N. C.

Emerson Picture Records

Emerson Entertainers

No. A 100 Little Red Riding Hood

Story with Animal Imitations
The Three Bears
Story with Animal Imitations
No. AlOl Mother Goose Rhymes

With Song Accompaniments
No. AlOl Mother Goose Rhymes

(2nd Scries)

With Song Accompaniments

75c. Each

October 15, 1921

THE TALKING MACHINE WORLD

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IROQUOIS SALES CORPORAT.ON
BUFFALO, N. Y.

Wkolesale Distributors

I K^JKsJL. Records |

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DEATH OF JOSEPH C. KEMPF

Founder of Kempf Bros., Prominent Music
House of Utica, N. Y., Passed Away Recently

Utica, N. Y., September 29. — Joseph C. Kempf,
founder of the firm of Kempf Bros., prominent
piano and music dealers of this city, and one
of Utica's leading business men, died at his
home in this city on September 18, following
a lengthy illness. Mr. Kempf, who retired from
active business three years ago, had been in ill
health for some time, but his condition was not
regarded as serious.

Mr. Kempf was born in Newport, N. Y., in
1853, the family moving to Utica about a year
later. In 1878 he organized the firm of Kempf
Bros, to engage in the retailing of sewing ma-
chines, and in 1880 pianos were added to the
line, such well-known makes being handled as
the Knabe, Emerson, Shoninger pianos, Angelus
player-pianos and, finally, Victor talking ma-
chines. His sons, Charles S. and William J.,
became associated with him in the business in
1905 and in 1920 two other sons, Frederick M.
and Raymond A., entered the firm, Charles S.
having died in 1918. In addition to the three
■.ons Mr. Kempf is survived by his daughter,
one sister and several grandchildren.

EXPOSITION HELPS BUSINESS

New Philadelphia, O., September 30. — New
Philadelphia music dealers claim the recent in-
dustrial exposition did more to revive business
than any other event held here in recent years.
There was a slowing up of business with almost
all merchants here until the exposition was
proposed and then merchants held out hopes for
an improvement in business. Music dealers
here who participated were the S. S. Urfer Co.,
the Jackson Music Co. and the Kintz Co.

MUSIC FIRM CELEBRATES BIRTHDAY

Springfield, Mass., September 30. — The thirty-
seventh anniversary of Taylor's Music House
was celebrated here this week by a special sale
of pianos and other musical instruments. The
firm was organized in September, 1884, and has
enjoyed a steady growth since that time. A
full line of the best-known makes of pianos and
talking machines is carried by this well-known
New England house.

The Freeport Music Shop was recently opened
on the Merrick road, Freeport, L. I. A com-
plete stock of musical instruments is carried.

WURLITZER BUSINESS EXPANDS

New York Business Satisfactory for September
— H. K. Davies Joins Sales Force — Window
and Counter Decorations Attract

The Rudolph Wurlitzer Co.'s Victrola depart-
ment is greatly pleased with the sales of Vic-
trolas and Victor records during the month of
September. The Victrola business has been on
the increase since late Summer and from all
indications the Fall and Winter business is to
be exceptionally good. H. A. Brennan, manager
of this department, has been busy laying exten-
sive plans for Fall business and is contemplating
adding many new sales people to take care of
this expected increase in business.

One of the latest additions to Mr. Brennan's
sales force is H. K. Davies, son of vice-presi-
dent Davies, of the Woolworth chain of retail
stores, who comes to the Wurlitzer organiza-
tion with the intention of learning every phase
of the retail selling of talking machines. He
is well qualified to handle intelligently customers
of musical taste, as he has had a thorough musi-

cal education, both in this country and abroad.

The general appearance of the Wurlitzer store
is taking on a decided new color scheme
through the efforts of an interior decorator who
is to have charge of the window displays, coun-
ter displays and general decorations of the de-
partment. This feature of Wurlitzer is in keep-
ing with the general appearance of the beauti-
ful Victrola warerooms.

DESNOYER WINS EDISON PRIZE

Jackson, Miss., October 1. — A. J. Desnoyer, pro-
prietor of the A. J. Desnoyer Music House, this
city, has been awarded the first prize in the
sixty-day State contest among Edison dealers.
The prize was awarded for the greatest num-
ber of Edison machines sold by any individual
dealer in the State and consists of a ten-day
trip to New York and Washington and a trip
through the Edison laboratories.

Frank E. Meredith, proprietor of the Colum-
bia Music Co., of Boston, Mass., has filed a
petition in bankruptcy. Liabilities are $4,229.35.

Harponola

the Phonograph with the ''Golden Voice

The

best

proposition

We believe the Harponola proposition
offers the dealer a more satisfactory
and salable talking machine upon
more favorable terms and w^ith better
and surer profits.

The onl}) Eial; ijou can test this stale-
ment is to get this proposition

THE HARPONOLA COMPANY

101 MERCELINA PARK CELINA, OHIO

Edmund Brandts, President

Harponola Cabinets are built by the Mersman Brandts Brothers in a
separate up-to-date factory.

THE TALKING MACHINE WORLD

October 15,

1921

Your store will look more
prosperous ! Your customers
will be better pleased and
return more often to buy
new records if you sell the
Record of Quality, THE

Record.

Records

for success

In considering a Record Agency
review the monthly release of OlKf^L
Records. This will testify to the
quality and variety in each new
release. Hits while they are hits! —

Always first on QKeI^ • These are
balanced by records that add prestige
to your reputation. Recordings of
international celebrities may be heard

QKff^ Records are made to reproduce
with the utmost exactitude the most
delicate tones of the human voice.

And you won't have to wait for our
shipments.

Our Service assures your gaining
every sales advantage that a popular
hit offers.

Correspondence on our proposition is
welcome.

Consolidated Talking Machine Co.

227 W. Washington St.

- •

Branch: 2957 Gratiot Ave., Detroit, Mich.

Chicago, III.

October 15, 1921

THE TALKING MACHINE WORLD

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Selling the Sort of Music That Appeals to |
Every Member of the Family :: :: By c. c. Baker |

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I The follotving address delivered be- |

I fore the convention of the Music Mer- |

I chants^ Association of Ohio in Colum- |

I bus recently by C. C. Baker, well- |

I known music roll and record special- |

I ist of that city, should be of particu- |

I lar interest to talking machine record \

I dealers, for although it refers particu- |

I larly to music rolls, the practical sug- |

I gestions regarding the sort of music to |

I sell and why apply just as strongly to |

1 records as they do to music rolls. Mr. |

1 Baker s statemen ts are based upon |

1 actual experience. ^ 5S }« |
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Never was the future of the player roll as
bright as it is to-day. Never v^^ere more people
really interested in the musical opportunities
v/hich are presented in this, to many, new form
of entertainment.

The player roll is so closely allied to the
player-piano that in discussing the future of the
player roll it will be advisable for me to discuss
also the future of the player-piano. I must ask
your indulgence in using the personal pronoun
so frequently in this talk, but the committee
Vi'anted a red-blooded presentation of the sub-
ject and the only way that I know how to do
that is to give you a little of the inside develop-
ment of my business, right off the bat. In dis-
cussing the future of the player-piano I will
m.ake this statement, that the future of the
player-piano depends entirelj' on how intelli-
gently we dealers merchandise the player roll.
Educating the Salesman

If I were a manufacturer of player-pianos I

think I would spend more time mstructing my
salesmen to sell the idea to their customers that
the success of the future sales of player-pianos
depends entirely on the player rolls. To prove
this statement I unconsciously sold for Colum-
bus dealers at least fifteen pianos by answering
one advertisement in the "For Sale" column.
Seven years ago a man connected with a large
steel industry here in Columbus advertised his
player-piano for sale. I wrote him a letter sug-
gesting perhaps the reason he wished to sell his
player-piano was on account of the music rolls
which he had. He came into the store and asked
if I could help him sell it and before he left I
had sold him over $17 worth of player rolls and
he began to come in every week — sometimes
twice a week — to buy more rolls.

He bought a roll cabinet, then he bought an-
other, the largest made. One day when he was
bu}'ing rolls he said: "I wish you would get
me made a large roll cabinet, about three times
a? large as the big one I bought of you, as
1 now have over eight hundred rolls."

I called up a cabinet maker to get figures on
it, but the following day he came into the store
and said he had a better idea, and right off his
dining-room he built a dance hall with roll racks
the same as I had in the store. He, his wife and
four children, three of them girls, came into the
store. He wanted a music teacher for them,
which I got. Neighbors were always welcome at
those concerts and informal dances. Do you
think of anyth'ng better for our business? This
man, through his enthusiasm, was the salesman
for these fifteen pianos, but the player roll was
the direct salesman.

Another example of how the player roll sold

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many player-pianos in Columbus — I would study
my customers, become friendly and always sug-
gest that they call their friend over the tele-
phone to hear the particular roll I would sell
them. You would be surprised to know the
number of rolls that were actually sold
this way and more surprised at the number of
player-pianos. I have given you two plus sales
of both rolls and pianos. This next suggestion
is the most important in our business.

Educating the Customer

Too many of us have but one object — getting
the down payment and the signature on the
contract. A great number of players are sold
because the daughter or son has been after "Dad"
until he finally affixes his signature, of course
allowing John or Mary to pick out the rolls.
Now, John and Mary spend three to four nights
a week dancing; the selections are "Dr. Jazz Ras
Ma Tas," "Sweet Mamma" and the like. Now,
Dad and Mother never heard of these numbers
and as they are not familiar with jazz orchestras
their player represents noise, not music. When
a neighbor who has the fever to buy a player-
piano asks Dad about it Dad, appreciating "That
Dear Old Mother of Mine," not "Sweet Mamma,"
and just having made one of the thirty payments,
rather knocks instead of boosts. Of course, his
neighbor who was a prospect is not looking at
player-pianos that day.

Grandma can be pleased by "Silver Threads
Among the Gold." Grandpa, reared on a farm
where the first real tune he ever heard on the
fiddle in the old barn was "Turkey in the
Straw," will like that. Also "Turkey in the
Straw" is a wonderful mixer with "home brew."
(Continued on page 31)

RAINBOW
SACRED
RECORDS

Double Disc S5c.

r A •! ^

^ .-n ear a remfccBv ^

RAINBOW RECORDS

HOMER RODEHEAVER, supreme in sacred song,
records exclusively for Rainbow Records. His new
songs can only be found on Rainbow Records.

Every dealer can stock a Sacred Record Line. We
specialize in Sacred Records. Write to your nearest
distributor.

Rainbow Records have no season. They sell from
January to December, year after year. No heavy stock.
No old stock.

RAINBOW
SACRED
RECORDS

DISTRIBUTORS

ELITE PHONOGRAPH
CO.

1626 Chestnut St.
Philadelphia, Pa.

STERLING ROLL &
RECORD CO.
137 W. 4th St.
Cincinnati, O.

RODEHEAVER CO.
440 S. Dearborn St.
Chicago, 111.

J. K. POLK FURN. CO.
288 Decatur St.
Atlanta, Ga.

STERLING ROLL &
RECORD CO.

434 4th Ave.
Pittsburgh, Pa.

RODEHEAVER CO.
814 Walnut St.
Philadelphia, Pa.

RODEHEAVER RECORD CO.

ISO East 41st Street

New York

THE TALKING MACHINE WORLD

October 15, 1921

ailllllllillll:lllll.lllll!llllllll!lllllllllllllillllllll:lllilllHlllliUliL

Model
506

THE illusion of reality is at its
best when music is reproduced by
the Steger Phonograph. Every note
that issues from the Steger is true to
life, a faithful echo of the human voice
or instrumental skill of the master.

The wonderful Steger tone-chamber
of even-grained spruce and the
unique, patented, adjustable tone-arm
make perfect rendition of every disc
record certain.

The Steger Phonograph is as beauti-
ful in the artistry of its design and
the attractiveness of its finish as it
is charming in its tone-reproducing
qualities. There is a \'ariety of pleas-
ing designs that will appeal to every
lover of the beautiful.

From a sales standpoint the incom-
parable Steger offers unlimited possi-
bilities to the active dealer. It is
backed by a great and profitable mer-
chandising plan that adds immeasur-
ably 10 the value of Steger repre-
sentation.

Desirable territory open. Write for
the Steger proposition today !

Phonograph Division

STEGER &: SONS

Piano Manufacturing Company

Steger BuUding, - - CHICAGO, ILL.

Factories: Steger, Illinois, where the "Lincoln"
and "Dixie" Highways meet.

"If it's a Steger— it's the most raluablePiano in the world. "

Model
505

?22o.oo /nrpnTp

October 15, 1921

THE TALKING MACHINE WORLD

SELLING MUSIC WITH WIDE APPEAL

{Co)itiiiued front page 29)

Let me tell you the two largest selling rolls,
"Silver Threads Among the Gold" and "Turkey
in the Straw," both should be with every player-
piano. I think it is just as important to sell
"Turkey in the Straw" with every player-piano
as it is to sell an "Uncle Josh" record with each
talking machine. Do not allow your customers
to be selfish and buy only rolls they like them-
selves; make them remember the children.
Grandma, Grandpa and the visitor in the home.
Therefore, it is necessary with each player-piano
sold to have included "Turkey in the Straw,"
"Silver Threads Among the Gold" and "Nearer,
My God, to Thee."

Merchandising of Player Rolls

The salesman who suggests, sells or even
mentions a big hit is reducing your sales 50
per cent and automatically keeping customers
out of your store. To make my point clear
we will suppose, for example, a customer asks
for "My Mammy," which is the hit of the hour,
and that the salesman then suggests "All by
Myself," which promises to be the coming new
hit. You would naturally think you have made
a plus sale, but you have automatically stopped
your customer from coming into your store.
Why? Because, in a short time when "All by
Myself" does become a hit, the customer will
not come in after it because he has already pur-
chased it at the suggestion of the salesman.

Now, let us see how it would have worked
out the other way. The customer asks for "My
Mammy," which the salesman sells. The latter
then suggests one of the many beautiful rolls
ol the ballad or waltz type. The customer leaves
the store pleased, as he has a variety of music,
also better music, keeping his interest in his
player-piano. Now comes the second plus sale.
In a week or two "All by Myself" makes a hit
— then your customer comes for it and, of course,
the salesman can sell another or more of the
beautiful better rolls, for the catalog is full of
wonderful numbers.

My suggestion — that of always keeping the
new-coming big hit for your drawing card —
gets your customer into your store a second
time and doubles your business. In turn, this
policy of selling will create the desire for bet-
ter music, sell more player-pianos and more rolls.
The Rolls That Sell Perpetually

I would' not consider a player roll department
on a paying basis until my overhead expense is
entirely taken care of by perpetual selling rolls;
that is, rolls of the old standard type, old favor-
ites, waltzes, marches and classics. You will
recall that considerable discussion took place at
the Youngstown Convention last year between
the better-class and the jazz music. I believe
that both are extreme. There is a way to grad-
ually educate the public in better music through
the player roll and this can be done by merchan-
dising the music roll as it should be.

We need not discuss the buyer of the better
class of music. The other fellow is the one to
whom we want to devote our time first. He will
always buy jazz, but there are many wonderful
numbers which have enough melody to interest
him. I may suggest a few rolls that will evi-
dently get our customer away from most of
this jazz. Use any well-arranged march or two-
step, as: "King Cotton," "Heaven's Artillery,"
then a few of the old waltzes, "Blue Danube,"
"Zenda," "Moonlight on the Hudson," then grad-
ually work your -way towards "Canary ai;d Night-
ingale Warble," "Moonlight in the Forest,"
"Humoresque"; a prelude, a good overture, the
old operas, and so on, as far as your customer
wishes to go, or you, by the display of real
salesmanship, can lead him in the right way.

Are you getting the maximum of roll business
from your customers? I hope I may be par-
doned for making reference to my own busi-
ness. In our wholesale department we have
468 customers in the State of Ohio — many of
them buy from me exclusively; that means the
sale of hundreds of thousands of rolls each year.
We have developed our retail business to the ex-
tent that the combined retail sales of my Co-

lumbus stores are 41 per cent of the combined
purchases of the 468 dealers. This is largely
due to the fact that we do sell Dad and Mother,
all the children and Grandpa and Grandma.

The future of the player roll (and it never
appeared brighter than to-day) rests absolutely
with each and every one of you. Not only the
player roll, but the player-piano's future de-
pends upon the intelligent merchandising of the
player roll.

In closing his address, Mr. Baker cited the
case of one of his dealers in a nearby Ohio
town, with a total population of less than 6,000.
This one dealer had sold in that town from 300
to 500 each of "Silver Threads Among the Gold,"
"Turkey in the Straw," "Where the River Shan-
non Flows," "When You and I Were Young,
Maggie," "Down by the Old Mill Stream," etc.
The dealer in question, when making up a list
of rolls to go with a player sale, always includes
from three to five sacred numbers, and Mr.
Baker declares that as a result of this policy
between three and four hundred player-pianos
have been sold to the people of the town — more
player-pianos than are owned in any town of
the size in the State.

STERLING PIANO CO. TO MOVE

Leases Its Six-story Structure on Fulton Street
for Term of Years — Plans New Home in
Prominent Piano District of Brooklyn

Brooklyn, N. Y., September 30. — The building
occupied by the Sterling Piano Co., at 518 Fulton
street, this city, has been leased for a period of
twenty-one years by a concern which intends to
remodel it and cut the street floor space into a
number of smaller stores. The structure, which
is owned by the Sterling company, is six stories
in height and is considered one of the finest and
most modern in the Fulton street section. The
Sterling Piano Co. will remain in its present
quarters until the new home in the piano center
on Flatbush avenue is ready for occupancy.
The Victor and Sonora lines are handled.

NEW QRANBY DEALERS IN ST. LOUIS

An Extensive Campaign Being Planned to Push
This Instrument in This Territory

St. Louis, Mo., October 1. — The wholesale branch
of the Granby Phonograph Corp., of Norfolk,
Va., in this city, reports many dealers appointed
recently in Illinois and many prospects are
expected to be closed in the next thirty or sixty
days. The Granby line is now also firmly
established in St. Louis, dealers having been
appointed in each section of the city. Among
recent Granby dealers appointed in this city are
the following: Davids Furniture Co., E. M.
Hardesty Music Co., Buettner Furniture Co.,
C. H. Thuner Furniture & Carpet Co. and the
St. Louis House Furnishing Co.

The St. Louis House Furnishing Co. is plan-
ning an extensive campaign to introduce the
Granby in its territory. It has placed an order
for a carload of machines. The talking machine
department is to be under the supervision of
Earl Goebels. The E. M. Hardesty Music Co.
has already had much success with the line,
having sold its first shipment of Granbys within
a week after they were received.

LAWSON PIANO CORP. IN TROUBLE

A petition in bankruptcy was filed recently
against the Lawson Piano & Phonograph
Corp., of 2572 Park avenue. New York City, by
the Faber Piano Co., Inc., John J. Deegan and
the Mapes Piano String Co. It is stated that the
liabilities are about $100,000 and assets about
$10,000.

MAKING EXTENDED TOUR

H. L. Pratt, manager of the branch service
division of the Columbia Graphophone Co., is
making an extensive tour of the country, visiting
Columbia branches, where he is instituting novel
merchandising features in anticipation of an ac-
tive Fall and Winter Columbia business.

No. 250T, List Price $250.00

Usual discounts to dealers

48"x28"x31" high. Finished all
around

Seaburg Mfg. Co.

Jamestown, N. Y.

THE TALKING MACHINE WORLD

October 15, 1921

Arc you happy? You will be when you see
how these new Marion Harris records
sell— 'Tm Loolcing for a Bluebird (to Chase
My Blues Away)*' and "Sweet Cookie."
A-3457.

Columbia Graptiophone Co

NEW YORK

CHILDREN'S PICTURE RECORDS

TRADE ACTIVITIES IN SAN DIEGO

Great Campaign Being Launched by Emerson
Phonograph Co. in Interest of Its Records

The Emerson Phonograph Co. is launching
this month an intensive campaign in the interest
of Emerson records throughout the country.
A particular feature of this campaign are the
fhildren's picture records which are being fea-
cured in all the company's publicity. Very
attractive circulars and hangers and other ad-
vertising material have been prepared by the ad-
vertising department, all being done in varied
colors with figures representing the many dif-
ferent characters of fairyland. E. H. Davis,
advertising manager, is keenly enthusiastic over
the possibilities of these children's picture rec-
ords, and he states that the dealers are receiv-
ing this particular feature of the Fall campaign
in a very enthusiastic manner. It is expected
that this publicity will not only sell children's
picture records, but increase the sale of other
Emerson records accordingly.

New Music Department at Holzwasser's, Inc.,
With R. B. Sumner as Manager — San Diego
Music Co. Opens — Crosby Hopps Buys In-
terest in the Gray-Maw Music Co., Inc.

DISPLAY VALUE OF THE DOOR

How a Cleveland Man Uses the Door as an
Advertising Source in the Evening

MULTITONE MFG. CO. SOLD

Eau Claire, Wis., October 4. — The plant of the
Multitone Mfg. Co., this city, which was re-
cently declared bankrupt, has been sold at auc-
tion to S. R. Davis, Dr. E. T. Finucane, T. L.
Roberts, W. J. Carpenter and Dr. A. L. Payne,
former directors of the old company, for $52,000.
The liabilities of the firm at the time bankruptcy
proceedings were instituted were over $125,000.

DEATH OF H. E. BEUREGARD

H. E. Beuregard, of the sales staff of Ormes,
Inc., Victor wholesaler. New York City, died
suddenly on Saturday, September 17. Mr. Beure-
gard's death was due to heart failure. He was
well known and liked among the Victor retailers
in the metropolitan district and his genial per-
sonality will be missed by his many friends.

San Diego, Cal., October 3. — A music depart-
ment has been opened on the eighth floor of
the store of Holzwasser's, Inc., at Fifth street
and Broadway, with R. B. Sumner, formerly
of Los Angeles, as manager. Blue Bird talking
machines will be handled, in conjunction with
pianos, players, rolls and records, with possibly
a fine line of sheet music and musical merchan-
dise later.

Crosby Hopps, who has been manager of the
local store of the Wiley B. Allen Music Co. for
the past few months, has severed his connection
with that establishment and has purchased an
interest in the Gray-Maw Music Co., Inc.. also
of this city. He has been succeeded by J. H.
Cooley, tor ten years manager of the Colorado
Springs and Pueblo branch stores of the Knight-
Campbell Music Co., of Denver, and for a similar
length of time manager of the Spokane branch
of the Sherman, Clay & Co. stores.

The San Diego Music Co., composed of S.
B. Frank and D. Horowitz, has opened a store
at 624 Fifth street for the special purpose of
catering to the foreign-speaking people who
purchase records of Spanish, Chinese and other
alien character. This company handles the
Columbia graphophones and records.

The local branch of Barker Bros, recently had
a special sale to close out a line of records,
and in three days sold more than 3,000.

Miss Bernice Halbert, formerly in the talking
machine department of the Bledsoe Furniture
Co.'s store, has taken a position as head of the
record sales department of Barker Bros., one
of the leading concerns of this city.

The Bledsoe Furniture Co. has sold out its
talking machine department and will discontinue
handling macliines and records.

The new answer to the ancient riddle is that
a door is not a door when it is a show win-
dow. Every bit of display space counts and
J. L. Mahon, of Cleveland, has turned his door
into a show window with the aid of a shelf and
a light on a light framework which can be
swung into place after the store is closed for
the day. In adopting this device lettering on
the window must be placed high enough so as
not to interfere with the display. Think of what
this added space means to the small shop with
a very meager frontage! The novelty of the
arrangement has attracted the favorable atten-
tion of many people to the ingenious merchant.

NEW LANDAU STORE IN PITTSTON

PiTTSTox, Pa., October 2. — The Pittston Music
Shop, at 40 South Main street, this city, has been
taken over by the Landau Music Stores. The
Music Shop, which has enjoyed a prosperous
business since it was opened several years ago,
has been renovated and presents an attractive
appearance. A complete stock of Victrolas,
Victor records and musical instruments is han-
dled. The establishment will be under the per-
sonal direction of Harry Michlosky and Hyman
Landau, who compose the Landau Co.

NEW TRUCK FOR KNICKERBOCKER

The Knickerbocker Talking Machine Co., Vic-
tor wholesaler. New York, has added consider-
ably to its service facilities through the recent
purchase of a Mack truck with a total loading
capacitj' of seven tons. This is said to be one
of the largest automobile trucks devoted to this
service in New. York City and will enable the
Knickerbocker Talking Machine Co. to render
the ma.xinium amount of service to its dealers.

TKe Needle op TKe

A Near Permanent Needle

A CACTUS NEEDLE

THAT
SELLS ITSELF

Produces clear, natural tones;
eliminates surface noise;

brings out all subtle details of
the music and preserves the
records.

Needles can be repointed on
sharpener enclosed in package, so
that each needle will play an in-
definite number of records.

Centurij

ATTRACTIVE INDUCE-
MENTS MADE TO JOBBERS

For Samples and Particulars
Write to

THE PERMO COMPANY

4215 TERRACE ST.,
OAKLAND, CAUFORNIA

October IS, 1921

THE TALKING MACHINE WORLD

BliieBy

THE TONE
THAT TtlKILi;

New Creations in Phonographic Art

Blue Bird phonographs are the last word in scientific
construction, artistic appearance and tone reproduction.

PATENT PENDING

Streamline Model

(Disappearing Cover)

The epitome of convenience
and elegance.

Retail Price $250

This classic colonial type
Spinet Desk (at right) with
concealed phonograph is a
supreme achievement of ar-
tistry and utility. One of
several "2 in i " feature
pieces. Appropriate for
living room or library.

Retail Price $275

Blue Bird phonographs play all records

The "Blue Bird" fills a place all its own in phonographic achievement.
Three new models here shown have been created by Blue Bird craftsmen
to round out a complete line of authoritative models which will satisfy
the most exacting tastes.

The "Emanator" — an automatic record container, practical and efficient,
is a special Blue Bird feature.

Variety of styles in Blue Bird
phonographs range in price
from $65 to $325.

— and now Blue Bird records
. are ready for distribution to all
dealers, whether they handle
Blue Bird phonographs or not.

Their tone purity, infinite
range and freedom from sur-
face noise distinguish them
from all other instruments.

Blue Bird "Spinnette"

PATENT PENDING

The Blue Bird factory is devoted exclusively to the manufac-
ture of phonographs and is one of the strongest and best
equipped organizations of its kind on the Pacific coast.

If you are not selling Blue Bird phonographs, there is a
big opportunity for you in your city.

Write for full information and special discounts to dealers.

PATENT PENDING

BlueBird "Teakar" Phonograph

Har.dsomely modeled; adapted to
garden parties and entertainments.

Sliding top for duplex use.

Retail Price $140

Blue Bird Talking Machine Co.

Los Angeles, California

THE TALKING MACHINE WORLD

October IS, 1921

RAINBOW RECORDS IN NEW YORK

Rodeheaver Record Co. Establishes Headquar-
ters in This City With T. P. Ratcliff as Gen-
eral Manager — Record of Chorus of 2,000
Voices Among the Features of New Catalog

. The Rodeheaver Record Co., the head of
which is Homer Rodeheaver, well-known solo-
ist and choir leader for Billy Sunday, the Evan-
gelist, has now established headquarters at 150

known wherever sacred music is featured, is
now under exclusive contract with the Rode-
heaver Co. and has already made a number of
"Rainbow" records for that concern.

The new Rainbow records, which is the name
of the Rodeheaver Co. products, are made under
the direction of C. R. Johnson, a recording
e.xpert of wide reputation, who has been con-
nected with the trade for thirt3'-two years. An
excellent catalog has already been built up,
among the features being records of chorus

ROWE'S MUSIC SHOP SOLD

R. J. and J. O. Benton Purchase Long Island
Store — Specialize in Victor Products

Lynbrook, N. Y., October 1. — Rowe's Music Shop,
Atlantic avenue, this. village, has been purchased
by R. J. and J. O. Benton, who will continue the
business under the name of the Lynbrook Music
Shop. The new owners are planning many
changes in the establishment which, when com-
pleted, will make it one of the finest and most
modern in this vicinity. A delivery service to all
parts of Long Island is a feature of the service.

R. J. Benton, who managed the business for
Mr. Rowe during the past year, is a Victor en-
th.usiast and he has made a thorough study of the
V ictor talking machines and records, therefore
he is well equipped to make h'.s venture a suc-
cess. In addition to a complete stock of Vic-
trolas and records, pianos, music rolls and sup-
plies are handled.

FOREIGN CATALOG GROWS IN FAVOR

Homer Rodeheaver

East Forty-first street, New York City, with
Thomas P. Ratcliff in charge as general man-
ager. The company plans to do considerable
recording at the new headquarters, as well as
at Winona Lake, Ind., where much of the re-
cording has been done in the past.

The permanent laboratories of the company
will still be maintained at Winona Lake, which,
during the Summer, is the gathering place for
Bible students and those in training to become
song leaders, under the direction of Dan Bedoe
and I'red Martin. Mr. Bedoe, who is well

Thomas P. Ratcliff

singing by 2,000 voices, an accomplishment in
recording that is declared to be unique. It is
stated that a verj^ substantial demand for the
sacred records on the Rainbow list has been
realized among all classes and that the field for
this type of music appears to be an unusuallj'
broad one.

The Emerson foreign record department is
immensely pleased with the reception given by
the trade to its growing foreign catalog. Louis
D. Rosenfield, director of the foreign record
department, in a chat with The World stated
that it is the purpose of this department to
keep in constant touch with the dealer, advising
him of any new phase of foreign recordings,
as well as to familiarize him with inter-
esting data of the artists who make the records.
In this way the foreign record catalog has
made immense strides and has given the dealer
a wider field, whereby he could present these
records to the trade in an intelligent manner.
The result has been that Emerson foreign rec-
ords have taken a decided boost.

A talking machine establishment was opened
at the Grand-Trumbull Market, Grand River,
Myrtle and Trumbull avenues, Detroit, Mich..

on October 1. by A. Guinsburg.

The Simmons Phonograph Co., Inc., of Se-
attle. Wash., has been granted a charter of
incorporation in that State, with a capital of
§150,000.

THE
IMPROVED

Slioziing Reproducer of Jewel Attachment turned »/> tn
change needle. Also position zvhejj not i'm use.

Plavs all types of records. Operates the same as
the '"EDISON" with the LEVER.

No adjustments necessary when changing from
lateral to vertical cut records. Stop prevents
swinging to the right.

Needle scratch almost entirely removed.

Turning back of Reproducer permits of easy
access to needle socket and saves records from
unnecessary scratching.

Is the ONLY attachment that plays vertical cut
records in the proper "EDISON" position with
the Reproducer turned FACE DOWN to the
record, giving it a floating action.

NOT

Just Another Attachment

BUT

a distinct improvement in Tone
Reproduction as well as in Me-
chanical Construction and Finish.
Send for descriptive circular which
contains "HINTS REGARDING
THE CARE OF A PHONO-
GRAPH."

If your jobber does not handle,
write us.

Price the same. Liberal discount
to dealers.

GUARANTEED IN EVERY
WAY.

MONEY BACK IF NOT SATIS-
FIED.

Retail Price N/P $7.50

Showing face vieiv of Jewel Attachment in position for
playing lateral citt records.

Xeedle CENTERS on all records.

Straight air-tight construction and absence of
movable joints insure perfect reproduction and
great volume.

Pivoted ball-joint insures perfect reproduction and
freedom of movement both vertically and hori-
zontally.

Weight is the lightest that can produce perfect
results, thus saving the record, and permitting a
freedom and sweetness of tone considered impos-
sible.

Indestructible NGM-Y-K_\ diaphragms do not
blast, crack, split or warp, and are the greatest
development in phonographic sound reproduction
in years.

Sho7uing Jeicel Attachment in position for playing vertical
cut records.

G/P 10.00
We handle highest grade Jewel
Point Needles.

JEWEL PHONOPARTS COMPANY

Shozi-itig back z-iezv of attachmetit in position for playing
lateral cut records.

154 W. Whiting St., Chicago

The Talking Machine World, New York, October 15, 1921

GENERAL PHONOGRAPH CORPORATION

OTTO HEINEMAN. President

25 West 45th Street New York City, N. Y.

Now is the time to go after business.
Make things hum. Manufacture now
and be ready for Christmas Sales.

HEINEMAN MOTOR No. 77

Use HEINEMAN and MEISSELBACH Motors,
Tone-Arms and Sound Boxes — and you and your
dealers will be satisfied.

ASK FOR NEW PRICE LIST

October 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiii

Several Constructive Merchandising Ideas for
the Talking Machine Trade . . By smith c. Mccreg

or I

NEW RECORDINGS OF FAVORITES

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

they ought not to interfere in any way with
talking machine record demonstration.

The favorite selection in some collections is
one that was recorded several years ago. It is
probable that newer and better recordings have
been made since, but the old record still has the
favored place. That one record appealed to the
buyer more than the others, and he will be glad
to listen to any new recordings of the same
song.

It is quite probable that the record has been
discontinued, and if it has then it is all the
more important to pay attention to requests for
such records. A sympathetic search to aid in
getting the best recording, if the old one cannot
be obtained, will make a good impression on
the customer and he will speak of it to his
friends.

'ONE-RECORD" ADVERTISING

DEMONSTRATION BOOTHS

A great many dealers now handle player-piano
rolls in addition to talking machines and rec-
ords, so the question of sound-proof demonstra-
tion booths is an important one. A demonstra-
tion booth that is not "sound-proof," though it
is supposed to be, is a damper on many sales.
From the customer's point of view, few things
are more irritating than to have the sound of
the piano used to demonstrate the player rolls
penetrate the booth and drown out a favorite
orchestra or violin piece.

It costs more to have a demonstration booth
really sound-proof, but the customer is going to
buy more records if he can listen to them undis-
turbed. Piano rolls bring in a good profit, but

The advertisements of the record manufac-
turers in the magazines of national circulation
often feature a single record. Some retail
dealers are also doing this in much of their
local advertising.

Perhaps the attitude of the record buyer is
not fully understood by those who consider such
advertising as wasteful. It is only human na-
ture to be proud when one's judgment is veri-
fied by experts, and that is the effect of a maga-
zine advertisement endorsing a certain record.
If the customer has the record he is better
satisfied; if he does not have it, but has pur-
chased other selections in the past with a simi-
lar endorsement, he is moved to purchase the
new selection too.

-While "one record" advertising is especially
useful in interesting the customer in the work
of a new artist, it also creates interest in good
recordings by familiar ones. It helps the cus-
tomer develop a taste for good music, and that
is worth trying for.

IlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllUlllllllllllllllli
gifts often seek to exchange them a few weeks
later.

Some dealers who would not otherwise ex-
change records do so with gift records, because
they seek to obtain the trade of the people who
bring them in for exchange.

This practice is just as harmful to the other
record buyers as any other exchange practice,
for it does not make any difference when the
record is used; if it has been used, then it is
not worth the full price, and to sell it for such
is not giving the buyer full value for his moiiey.
This cannot fail to react against the dealer
later on. "No Exchanges" is a sign worth plac-
ing in every demonstration booth.

BACK SPIRIT OF YOUR GUARANTEE

EXCHANGING GIFT RECORDS

There are always some instances where the
wrong record is purchased, but the greater
number of these annoying occurrences are dur-
ing the rush of the holiday season. Large num-
bers of records are given as presents, and if
the records are like some they already have, or
do not appeal to them, the receivers of such

The spirit of every honest guarantee is com-
plete satisfaction, and you have not reached the
high point of your success if- any of your cus-
tomers have cause for complaint due to a trifle
that was not in the written guarantee.

Sometimes the demonstrating instrument is
equipped more thoroughly than the stock
models and the customer thinks he was to get
the same, though the contract calls for a stock
model. Of course, no dealer can afford to give
the customer expensive "extras," but when the
amount involved is small and the customer hon-
estly believes he is right it pays to satisfy him
as completely as possible.

Such adjustments are doubly valuable if the
buyer later learns you were under no obliga-
tion to give him the extra value, and make for
favorable decisions when the customer is in
doubt.

BIG DISTRIBUTORS FOR

QK&(s^ Records

There is no time like the present to establish an QKe^ Record
Agency.

The output of OKjbL Records is greater and better than ever before.
Dance and vocal hits excel in quality and character of recordings.
The opera and instrumental records are the finest in the market.

The Demand Increases Every Day

Let us help you with an agency!

STERLING ROLL and RECORD CO.

Pittsburgh, Pa., 434 4th Ave.

Cincinnati, Ohio, 137 W. 4th St.

THE TALKING MACHINE WORLD

October 15, 1921

Prices Further Reduced

Practically Back to Normal

CONVERTO

PATENTED DEC. II. 1917

TALKING MACHINE CABINETS

OWERED costs make it possible for us to announce new prices on Converto Cabinets that are
practically back to normal.

The Standard Converto is now listed at from $26.50 to $32.50, subject to the regular dealer's discount.

The De Luxe Converto list is $55.00, subject also to regular
dealer's discount.

These new prices will materially help your Converto sales,
because you can sell a combination of Converto Cabinet and small
Victrola at a combined cost far lower than that of even unknown
cabinet machines.

W rite for new Price List.

THE C. J. LUNDSTROM MFG. CO.

Little Falls, N. Y.

Lundstrom "Converto" Cabinets are broadly covered
patents. Infringements will be promptly prosecuted.

Converto Wholesale Distributors

Albany. N. Y.
Atlanta. Ga. .

SETTING THE MACHINE IN CABINET

Baltimore, Md. .

Birmingham, Ala.
Buffalo. N. Y. ..
Burlington, Vt. .

Chicago, III

Cincinnati, Ohio
Cleveland, Ohio ,
Columbus, Ohio ,
Dallas, Texas ..
Denver, Colo.
Des Moines, la. .
Elmira. N. Y. ..
El Paso, Tex. ..
Houston. Texas .
Indianapolis, Ind.
Jacksonville, Fla.
Kansas City, Mo.

Memphis, Tenn. .

. Gately-Haire Co.. Inc.
. £l;ea Talking Machine Co.

Phlllipl & Crew Piano Co.
. Cohen & Hughes. Inc.

Si F. Droop & Sons Co.
. TallEing Machine Co.
. Curtis N. Andrews
. American Phonograph Co.
. Lyon & Healy.
. Budolph Wurlitzer Co.
. Cleveland Talking Machine Co.
. The Perry B. Whitslt Co.
. Sanger Bros.

. The Knight-Campbell Mujlc Co.
. Mickel Bros. Co.
. Elmira Arms Co.
. W. G. Wall Co

. The Talking Mach. Co. of Texas
Stewart Talking Machine Co.

. Florida Talking Machine Co.
J. W. Jenkins' Sons Music Co.
Schmelzer Co.

. O. K, Houck Piano Co.

Milwaukee. Wis.

Mobile. Ala

Newark. N. J. ..
New Orleans, La.
New York City . .

Omaha, Nebr. ..

Peoria. Ml

Philadelphia. Pa.

Pittsburgh. Pa. ..
Portland. Me. ...
Richmond. Va. ..
St. Paul. Minn. .
San Francisco. Cal
Syracuse. N. Y. .

Toledo. Ohio

Washington, 0. C,

.Badger Talking Macilne Co.
Wm. H. Eeynaldi
Ceilings & Co.
Philip Werlein, Ltd.
Emanuel Blout

Cabinet & Accessories Co.. Inc.

Knickerbocker Talking Uachiut Co

Boss P. Curtice Co.

Mickel Bros. Co.

Putnam-Page Co.

C. J. Heppe & Son

Penn Phonograph Co.

H. A. Weymann & Son, Inc.

Standard Talking Maciiine Co.

Cressey Sc Allen. Inc.

The Corley Co.. Inc.

W. J. Dyer & Bro.

Walter S. Gray Co.

W. D. Andrews Co.

.Toledo Talking Machine Co.

Cohen & Hughea. Inc.

E. F. Droop & Sons Co.

October 15, 1921

THE TALKING MACHINE WORLD

When the Ziegfeld Follies opened In New York,
"Sally, Won't You Come Back'' simply stopped the
show. Ted Lewis and His Band play it, with
"Bring Back My Blushing Rose/' "Second Hand
Rose," "I Know"— all on one big double. A-3453.

Columbia Graphopbone Co.

NEW YORK

0. p. GRAFFEN WITH GRANBY CORP.

Will Represent This Concern in New York City
and Larger Cities in New Jersey

The Granby Phonograph Corp., New York,
recently added to its sales staff O. P. Graffen,
who is well known in the New York wholesale
talking machine trade. He will represent
Granby phonographs in New York City, as well

O. P. GrafEen

as in the larger cities of New Jersey, interesting
talking machine dealers in the Granby line.

Mr. Graffen comes to the Granby Corp. with
a very fine reputation and a wide experience in
the talking machine field. He was for a num-
ber of years with the Columbia Co. and during
the past year has been connected with the
General Phonograph Corp., selling the New
York City trade.

Mr. Graffen will work under the direction
of R. R. Wilson, New York sales representative
of the Granby line, who is making extensive
plans for a Granby drive in metropolitan New
York and New Jersey during the coming Fall
and Winter months.

SECURE MUCH LARGER QUARTERS

The Wm. Phillips Phono Parts Corp. recently
obtained a large loft covering 4,500 square feet
for plating purposes. This latest expansion in
the business of the company was made necessary
through the greatly increased orders being re-
ceived and it is expected this plating plant will
be one of the finest equipped in the city.

William Phillips, president of the company,
reports that September has been the higgest
month this year and predicts the continuance of
this good business throughout the entire Fall
season.

George R. Hardy has been placed in charge
of the Edison phonograph department of the
Greenfest Store, of Peekskill, N. Y.

CONCEIVES ORIGINAL PUBLICITY

Knickerbocker Talking Machine Co. Devises
Clever Advertising Novelties for the Trade

DEVELOPING NEW PROSPECTS

How a Progressive New England Dealer Oper-
ates in Extending His Business and Sphere of
Influence Through Use of Questionnaire

One of the most recent advertising novelties
produced by the Knickerbocker Talking Machine
Co., Victor wholesaler, New York City, for the
use of the Victor dealer is a telephone index,
the front cover of which will bear the imprint
of the individual dealer. Abram Davega, vice-
president of the company, has evolved an excel-
lent plan in conjunction with this novelty for
the securing of a complete list of local prospects
and the increasing of sales in general.

This Victor distributing house has also recently
presented to its dealers reproductions of the
photographs of famous Victor artists on mounted
medallions. They are finished in silk, silk-moire,
ivory and mahogany, and are indestructible,
washable and non-fadeable. It is expected that
these artistic medallions will prove very popular
with Victrola owners. The Knickerbocker Talk-
ing Machine Co. is also receiving numerous or-
ders for the "Da-Lite" electric display for the
featuring of Victor records.

WORK HURTS NO ONE

Nobody ever becomes a nervous wreck while
he is succeeding, no matter how hard he works.
He goes by the board only when the tide turns
against him or when he quits work to have a
good time.

A dealer located in New England recently
sent out a letter to his entire list of prospects.
It had an immediate effect on his business
and greatly increased his prestige. "Good
music" constituted the theme of the letter
and the main idea he conveyed to the reader
was that his company was anxious to go to
almost any length to help his home city develop
a deeper understanding, knowledge and appre-
ciation of really fine music. He explained cer-
tain things he was doing at considerable cost
and the amount of effort he was putting forth
to help promulgate a love of good music among
the people of his city.

In concluding the letter he asked one favor
of the recipient, namely, that he fill in and re-
turn the enclosed post-card. This card had
printed on it a series of questions, as follows:

Name

Address

Telephone

What, if any, records have you been unable to get?

Do you wish the monthly record supplement mailed regu-
larly? Yes No

Have you any friends that you believe would be interested
in either a machine or in receiving a monthly record

supplement?

Although this letter was of a very general

type the amount of returns from it were very

satisfying.

CONFIDENCE

To Our Customers Wc Owe All— To Them We Give All

Between the retailer and f
Cohen &. Hughes there
are business deahngs

of the highest
integrity extending over
a span of many years.

COHEN & HUGHES

Wholesale ExcluMWely
BALTIMORE WASHINGTON

THE TALKING MACHINE WORLD

OCTOBEK 15, 1921

MAGNAVOX

IS IDEAL FOR DANCING

Read These Letters — Names on Request

"I have been using your MAGNAVOX for a
year at my Amusement Park, running it 12 hours
a day during the season, and it has never yet
failed to deliver the goods, and works perfectly
for dancing in my outdoor pavilion."

"We find that the MAGNAVOX is just the
thing we have been looking for for dance work
and school purposes, as the phonograph is
hardly loud enough where there is a large crowd
assembled."

"The MAGNAVOX outfit received today,
and as I said in one of my letters that I could
decide in fifteen minutes, when I was trying to
arrange for one. Why, man, it did not take three,

and will say it bears out all claims, and more."

"At one time there were three May Pole sets
of little tots — about seventy-five in all — dancing
to the clear bell-like music of the MAGNAVOX.
For school work and dancing purposes the
MAGNAVOX is a complete success."

"I allowed the manager of the dance hall to
use the MAGNAVOX that night to dance to.
It was so superior to his old phonograph that I
signed him up for a machine."

"You are overlooking a good bet if you do not
sell a MAGNAVOX to every live wire talking
machine shop in the country, and here's hoping
you do."

They Were Pleased — So Will You Be — If You Will Write for Dealers' Proposition

THE MAGNAVOX COMPANY THE MAGNAVOX COMPANY

2701 East 14th Street Penn Terminal Bldg.

Oakland, California 370 7th Ave., New York City

October 15, 1921

THE TALKING MACHINE WORLD

TRANSMISSION OF MUSIC BY WIRE

Wright & Wilhelmy, Pathe Distributors, Hold
Concerts on Pathe Actuelle Which Are Heard
Three Hundred Miles Away

few weeks is beyond computation, far exceeding
that from all other sources during the year. It
is expected that it will be possible, with addi-
tional equipment, to be able to transmit music
between Omaha and New York before long.

INTEREST IN MUSIC INCREASING

Letters Requesting Advice for Conducting Music
Memory Contests, Etc., Being Received From
All Parts of the Country — Interest Is Growing

Omaha, Nek., September 30. — Through the me-
dium of a radiophone, or wireless, the trans-
mission of music long distances from its source
has become an accomplished fact. .Concerts on
the Pathe Actuelle phonograph in Omaha are
being "picked up" daily in Wichita, Kan., 300
miles away, and in scores of adjacent cities.
Wright & Wilhelmy, Pathe distributors, of this
city, in conjunction with Ronald Rockwell, a
high school student who owns the apparatus
which was installed by the Hempel Electric Co.
in its plant, are responsible for this original
method of supplying music. Of course, other
attempts have been made to send music by wire-
less, but Wright & Wilhelmy report that the
large diaphragm of the Actuelle has proven far
more suitable for the transmission of sound by
v-'ireless than the sound reproduced through the
medium of the tone arm and state that the music
sent was reproduced at the receiving end with
greater power and beauty of detail as to tone
and shading. Furthermore, it required no me-
chanical attachment to corral the sound, the
wireless transmitter being placed about two
inches from the end of the cone. The Omaha
firm states that while the wireless music was
being used to promote Actuelle publicity, radio
activity may soon be perfected so as to become
practical for commercial use. Wright & Wil-
helmy are in receipt of enthusiastic letters daily
from residents of other towns and cities telling
how they have enjoyed the music from Omaha.

Recently a public demonstration was made in
Kruger Park, Omaha's pleasure resort, and a
novel exhibition was witnessed by many thou-
sands of visitors who were astonished at the
results achieved. Each day a series of concerts
was staged at noon and at 8 p. m. at the Hempel
plant. Wright & Wilhelmy report that the value
of the publicity obtained for the Actuelle in a

JONES PIANO CO. ADDS VICTROLAS

Ohio Firm Remodels Talking Machine Depart-
ment— Coulter Jones Assumes Management

Mansfield, O., October 6. — A fine Victor talking
machine department was recently added to the
music business of the Jones Piano Co., of this
city. The company, which occupies two floors
of the building in which it is housed, has re-
modeled and redecorated its talking machine de-
partment. Several demonstration booths have
been constructed. The new Victor department
will be in charge of Coulter Jones, son of W. E.
Jones, proprietor. A complete line of high-
grade pianos and musical accessories is also
carried in stock.

The establishment, which is considered one
of the largest in this section of the State, con-
tains every comfort for patrons and lovers of
music. A rest room for visitors and a room
in which music instructors may meet for con-
ferences are features of the store.

The widespread interest in the advancement of
music throughout the country is evidenced from
the number of letters received by the National
Bureau for the Advancement of Music from
every section of the country. The music mem-
ory contest is meeting with especial favor.
Schools everywhere are increasing their efforts
to instill a love of music into their pupils which,
if the present rate of progress continues, must
be felt by the music trade. Civic organizations
in large cities, as well as in the smaller towns,
are exhibiting interest, and many newspapers are
devoting special sections to musical news.

The National Bureau for the Advancement of
Music is extending every aid' in planning music
memory contests, concerts, etc., where desired.

EFFECTIVE ARTIST TIE=UP

Columbia Dealer Co-operates With Artists'
Vaudeville Engagement — Plan Produces Sales

FEATURES BRUNSWICK AT REVUE

American Fork, Utah, September 30. — A fea-
ture of the annual Fall opening and style revue
of the Chipman Mercantile Co., which recently
acquired the Brunswick line of talking machines,
was a Brunswick demonstration and a general
talk on Brunswick products by R. F. Perry, rep-
resenting the Brunswick-Balke-Collender Co.,
of Salt Lake City. Over five hundred people
were present at the demonstration, which closed
with the playing of Mario Chamlee's record,
"Dreams of Long Ago."

Wilkes-Barre, Pa., September 30. — The Snyder
Music Co., Columbia dealer, had a timely tie-up
with Furnam and Nash, Columbia artists, who
were at a vaudeville theatre here recently. Mr.
Sheppard had a talk with the theatre manager,
consequently the following result. During the
first appearance he called them to the front of
the stage, introduced them as exclusive artists
for the Columbia Graphophone Co., placed a
Grafonola on the stage and played their record
A-3412 to the audience; then Furnam and Nash
sang it and several others. This made a big hit.
Tickets were passed out and the person holding
the lucky number was presented with the Grafo-
nola.

The Meinell Music Co., West Florinesse ave-
nue, St. Louis, Mo., has taken on the Sonera
line.

A branch of the Phonograph Record Exchange
Co. of America was recently opened in Marion,
O. The new store is in charge of C. E. Kellog.

These Silent Salesmen Increase Your
Sales and Cut Down Your Overhead

The day of "allotment" is past. The problem is the same in the talking machine field as in
other lines — intensive sales efifort to move "dead stock" — Universal Displayers do this with
comparative ease. Records are displayed where customers can read all the titles easily, causing
inquiries to play and clinching many sales that otherwise would be lost.

UNIVERSAL SELF-SERVICE DISPLAYERS
SUBSTITUTE SIGHT FOR SEARCH

There are 50 Different Styles
Ask Your Jobber for Them

Universal Fixture Corporation

133 West 23rd Street

NEW YORK

THE TALKING MACHINE WORLD

October 15, 1921

$250,000

Worth of Sonora Phonographs
Ordered by One Western Dealer

IN months gone by orders from retailers amount-
ing to $250,000 or more were not uncommon.
Everyone, flushed with success, confident of the
. future, ordered extravagantly, expecting to receive
only a portion of the goods ordered.

But today conditions are different. Orders are
based on public demand, and prospects based on
something more than mere hope. Orders placed to-
day are expected to be filled.

The fact that one dealer has just ordered
Sonoras, the invoice value of which is approximately
$250,000, is significant evidence of the trend of the
times and the future outlook. The firm placing this
order is, of course, a big one, but so is the order.

Now is the time to place YOUR order — be
assured of sufficient stock for future demand.

If you haven't a Sonora agency, write today —
follow the lead of the many prominent firms that
have been selling Sonoras successfully in the past
and are doing so today.

October IS, 1921

THE TALKING MACHINE WORLD

QONORA was the first phonograph to play ALL
^ MAKES of disc records perfectly without extra
attachments, and it enables you to hear not only records
of American manufacture, but foreign records as well.

Gibson-Snow Co.,

Syracuse, N. Y.

State of New York with the excep-
tion of towns on Hudson River below
Poughkeepsie and excepting Greater
New York.

W. B. Glynn Distributing Co.,

Saxtons River, Vt.

States of Maine, New Hampshire,
Vermont and part of Massachusetts.

Griffith Piano Co.,

60S Broad St., Newark, N. J.

State of New Jersey.

Hessig-Ellu Drug Co.,

Memphis, Terni.

Arkansas, Louisiana, Tennessee, Mis-
sissippi.

Kiefer-Stewart Co.,

Indianapolis, Ind.
Entire State of Indiana.

Lee-Coit-Andreesen Hardware
Co.,

Omaha, Nebr.

State of Nebraska.

M S & E,

221 Columbus
Mass.

Ave., Boston,

Connecticut, Rhode Island and east-
ern Massachusetts.

C. L. Marshall Co., Inc.,

514 Griswold St., Detroit, Mich.
Michigan and Ohio.

Sonora Distributing
Texas,

Co. of

Dallas, Texas.

Western part of Texas.

BESIDES possessing im-
portsmt patents of
its own, Sonora is licensed
and operates under BASIC
PATENTS of the phono-
graph industry. Sonora's
future and the future of
Sonora's dealers' business
are secure.

The Magna vox Co.,

616 Mission St., San Francisco,
Cal.

Washington, California, Oregon, Ari-
zona, Nevada, Hawaiian Islands,
northern Idaho.

Sonora Phonograph Co., Inc.,

279 Broadway, New York

Distributors for Greater New York
and towns on Hudson River below
Poughkeepsie.

Southern Drug Company,

Houston, Texas.
Southeastern part of Texas.

Southern Sonora Company,

310-314 Marietta St., Atlanta, Ga.

Alabama, Georgia, Florida and North
and South Carolina.

Southwestern Drug Co.,

Wichita, Kans.

Southern part of Kansas, Oklahoma
(except 5 N.E. counties) and Texas
Panhandle.

Sonora Phonograph Co- ©f
Philadelphia

1214 Arch St., Philadelphia, Pa.
Western Pennsylvania and West Vir-
ginia.

Minneapolis Drug Co.,

Minneapolis, Minn.

States of Montana, North Dakota,
South Dakota, Minnesota.

Robinson-Pettet Co., Inc.,

Louisvilld. "fe'y? "1

State of Kentucky— ;-TTg

C. D. Smith Drug Co.,

613 Arcade Bldg., St. Louis, Mo.
St. Joseph, Mo.

Missouri, northern and eastern part
of Kansas and 5 counties of N.E.
Oklahoma.

StreTell-Paterson Hardware Co.,

Salt Lake City, Utah

Utah, western Wyoming and south-
ern Idaho.

C. J. Van Houten & Zoon,

Marquette Bldg., Chicago, 111.

Illinois and Iowa.

Yahr & Lange Drug Co.,

Milwaukee, Wis.

Wisconsin, Upper Michigan.

Sonora Co. of PhUa., Inc.,

1214 Arch St., Philadelphia, Pa.

Eastern Pennsylvania, Maryland, Del-
aware, District of Columbia and Vir-
ginia.

Greater City Phonograph Co., Inc.

311 Sixth Avenue, New York

All of New York City except that
lying east of Broadway, Brooklyn;
counties of Westchester, Putnam and
Dutchess, south of Poughkeepsie and
all Hudson River towns and cities on
the west bank of the river, south of
Highland.

Long Island Phonograph Co.

150 Montague St., Brooklyn, N. Y.

All of Long Island and Brooklyn,
north of Broadway.

Moore-Bird & Co.,

1751 California St., Denver, Colo.

States of Colorado, New Mexico and
Wyoming east of Rock Springs.

Sonoras are now selling at Revised
Prices based on present-day costs.

THE TALKING MACHINE WORLD

October 15, 1921

CABLE ADDRESS REO'D
"FII.A88E— PHII.A."

THE MARK OF

ANY{i

Size

Quantity
" uality

SERVICE AND

LONG DISTANCE 'PHONE

BARING 535

SATISFACTION

Quotation

Delivery

Product

}RIGHT

Phonographically Speaking y*jPy They Talk For Themselves

IMICO INDIA RUBY
MICA DIAPHRAGMS

INTERNATIONAL MICA COMPANY SS'liKi"'^

INTERNATIONAL MICA CO., 106-110 W. Lake St., Chicago, Illinois

FACTORS AND SALES DEPT.,
37TH AND BRANDYWINE STS.,
WEST PHILA., PA.

V. T. SCHULTZ
CLEVELAND, OHIO

RAYSOLO SALES CO.
LANCASTER, PA,

ARTHUR BRAND & COMPANY
CINCINNATI, OHIO

WALTER S. GRAY
SAN FRANCISCO, CAL.

DAVENPORT PHONOGRAPH &
ACCESSORY CO.
DAVENPORT, IOWA

ARTOPHONE COMPANY
ST. LOUIS, MO.

STEINOLA COMPANY
KANSAS CITY, MO.

PROVIDENCE PHONOGRAPH
SUPPLY CO.
PROVIDENCE, R. I.

^Write for"IMlCO" representation in your territory— domestic or foreign. Special facilities for Export Business

"IMICO" and "SERVICE" are SYNONYMOUS

THE ESSENTIALS OF A SALESMAN

Qualifications the Successful Man Must Possess,
According to a Magazine Writer

According to an article which recently ap-
peared in the magazine Administration, the
essential elements of the genuine salesman may
be briefly catalogued as follows:

One who has a steady eye, steady nerve,
steady tongue and steady habits.

One who turns up with a smile and who still
smiles if turned down.

One who strives to out-think the buyer
rather than to out-talk him.

One who is silent when he has nothing to
say — and also when the buyer has something
to say.

One who takes a firm interest in his firm's
interest.

One who earns respect by being respectful.
One who can be courteous in the face of
discourtesy.

One who keeps his word, his temper and his
friends..

HOLDS "BUBBLE BOOK PARTY"

Omaha, Neb., October 1. — The Brandeis Store,
this city, recently gave the children of the com-
munity a "Bubble Book Party" which was ex-
ceptionally successful. More than a thousand
children attended during two afternoons and eve-
nings and souvenirs were distributed to the
happy youngsters. The party not only resulted
in the sale of a number of Bubble Books, but
also provided considerable valuable publicity.

TALKING MACHINE MEN MEET

Two Live Addresses Features of September
Session of Local Retail Organization

MODERNOLA SALES CORP. FORMED

The Modernola Sales Corp., New York, has
been granted a charter of incorporation under
the laws of New York State, with a capital of
$10,000. The firm, which will handle musicai
in.struments, is composed of C. C. Seiffert and
D. H. Wendel.

The stock of the Pumphry jewelry and talk-
ing machine establishment, of Decatur, Ind , has
been moved to its new store, a half block below
its former location.

The monthly meeting of the Talking Machine
Men, Inc., the organization composed of talking
machine dealers of New York, New Jersey and
Connecticut, was held according to schedule on
Wednesday, September 14, at the Cafe Boule-
vard, this city. The meeting was preceded by a
luncheon, following which Henry Teller, of Fred
Fisher, Inc., the well-known music publisher, was
introduced and addressed the gathering on the
plans of his company for the exploitation of the
firm's Fall catalog, particularly in conjunction
with talking machine records. A number of
songs were sung, including the current Fisher
hit, "Ma."

R. B. Whelan, of the Health Builders, Inc.,
manufacturers of a line of talking machine rec-
ords promoting health exercises in the home,
was introduced and spoke on the merits of the
course issued by his company.

GRANBY AT THE OHIO CONVENTION

Cincinnati, O., October 3. — Robert Clark, who
represents the Granby Phonograph Corp., of
Norfolk, Va., in southern Ohio and eastern
Kentucky and whose headquarters are in this
city, states that business is showing a decided
increase, particularly in the last two weeks, and
that all indications are for a fine Fall business.
The Granby phonograph was represented at the
convention of Ohio music dealers, held in Co-
lumbus from September 12 to 14. Those in
charge of the exhibit were: Charles H. Kennedy
and H. C. Schultz, who cover northern Ohio;
Robert Clark, who covers the southern half of
Ohio, and Harry Coplan, of the home office of
the Granby Phonograph Corp.

FOLDER FOR SPECIAL RECORDS

The advertising department of the General
Phonograph Corporation has just issued an at-
tractive four-page folder featuring Okeh records
by colored artists. Among the artists listed are
Mamie Smith, Norfolk Jazz Quartet, Daisy Mar-
tin, Gertrude Saunders and Tim Brymn and his
Black Devil Orchestra. All of these records have
met with an active sale throughout the country
and this folder can, therefore, be used to advan-
tage by Okeh dealers.

A couple of inches of appealing advertising will
bring better results than a double-page spread
of poor material.

The Talking Machine World, Nezv York, October 15, 1921

"Health BuUder" Records
Bring You Big Profits

Famous "Daily Dozen" Exercises, devised by great athletic
authority, now on talking machine records.

ALTER CAMP'S celebrated exercises for keeping
fit — set to specially selected music on records, with
a voice giving the commands — have made a
smashing hit with business men and physical culture
enthusiasts everywhere.

Every man and boy knows Walter Camp's reputation
as an athletic trainer and wants this set of five large
double disc "Health Builder" records, carrying his com-
plete "Daily Dozen " exercises. In the album with the
complete course on ten-inch records are 1 2 charts, show-
ing the movement to make at each command, and illus-
trated with over 60 actual photographs — and a booklet
of instruction written by Walter Camp himself.

Cash In on ^'Keeping Fit'' to Music!

These are the same exercises taught by Walter Camp
during the war to officials in Washington — adopted by
the Army and Navy — and published in Collier's, Physical
Culture, American, Woman's Home Companion, Ameri-
can Boy, Red Cross, and many other magazines.

Before offering this wonderful course to the dealer, we

Every busy man
and woman
wants Walter
Camp's "New
Way to Keep

have given it a thorough try-out, selling direct to the
buying public by mail.

Results from the first ten advertisements of our national
advertising campaign made us double our production
facilities for records.

Get ready to get your share of profits on the demand
for Walter Camp's "Health Builder" outfit. Regular
discounts to dealers. Exclusive territory allowed. In-
quiries from national advertising sent to local representa-
tive. Circulars furnished with your imprint.

Be the "Health Builder" Dealer

Walter Camp's "Health Builder" System is the most
profitable phonograph record proposition ever put on the
market. It is a proven success. One ad in New York
City brought over 2,500 inquiries and resulted in $5,000
in direct sales. You can cash in on the popular "keeping-
fit movement" now sweeping the country. Send now
for a sample 10-inch "Health Builder" record, with
charts, and learn all about the profitable proposition
offered you as exclusive "Health Builder" dealer in your
city.

Send for Sample Outfit

HEALTH BUILDERS
Dept. D. 334 Fifth Avenue New York

HEALTH BUILDERS

Dept. D.

334 Fifth Ave., New York.

Please send me, prepaid, one 1 0-inch double-disc
"Health Builder " record, carrying four of Walter
Camp's "Daily Dozen," with four charts — and your
special proposition to dealers. I have privilege of
returning this outfit.

Name

Address

October 15, 1921

THE TALKING MACHINE WORLD

MANY NEW JEWETT DEALERS

Eleven New Dealers in Detroit and Other Cities
— New Salesmen Appointed — Sales Manager
Fair Tells Why Business Is Good

Detroit, Mich., October 5. — The Jewett Phono-
graph Co., of this city, despite the adverse trade
conditions, is apparently meeting with remark-
able success in developing its line among re-
tailers.

The Woodmansee Music Store and the Lampe
& Tanner Music Shop have both announced to
their trade in the past few days the taking on
of the Jewett line, thus making eleven dealers
in Detroit. In addition to the foregoing Jewett
dealers have just been appointed in three other
Michigan towns, namely. Armada, Hudson and
Everett.

A. A, Fair, sales manager of the Jewett Co.,
who has just returned from a highly successful
Eastern trip, says that credit for Jewett expan-
sion in Detroit must largely go to E. F. Sharp,
assistant sales manager. Mr. Sharp will be re-
membered as being formerly field sales manager
at the local Columbia branch.

Mr. Fair announces the appointment of some
additional salesmen, including C. E. H. Lehr-
mann, who will travel in western New York,
and C. A. Crane in southern Ohio. George D.
Phillips has been covering Michigan for some
time and, judging from the tack-studded map in
Mr. Fair's office, is meeting with success all over
the Wolverine State.

"Why we are so busy when other manufac-
turers are complaining and why our factory is
oversold is really hard to explain," said Mr.
Fair. "Perhaps we are going after it harder.
We know that the public is still interested and
becoming more so in goods which are worth a
fair price and for which a fair price is asked.
At the Michigan State Fair we had a booth
which was turned over to our dealers for a day
each. One of our dealers, F. B. Walker, got
forty interested prospects in a day. This idea
of 'going after it' and our financial support of
our dealers are probably the two big reasons
why we are busy to-day, in spite of the depres-
sion."

The Culp Bros. Piano Co., Fort Smith, Ark.,
has increased its capital stock from $12,000 to
$50,000. Besides the Fort Smith store the firm
operates stores in McAlester, Ark.; Russcllville
and Hartsliorn, Okla.

MAKING TRIUMPHAL TOUR

Greek Evans and Henrietta Wakefield, Olympic
Artists, Scoring in Opera — Records Popular

Greek Evans and Henrietta Wakefield, who
record exclusively for the Olympic Disc Record
■Corp., are at present en tour with the Scotti
Grand Opera Co., which has been making a
triumphal tour to and from the Pacific Coast.
At present this company is playing engagements
throughout the Middle West and Olympic
dealers in the various cities at which they are
stopping are reaping benefits in increased record
sales.

Everett G. Holmes, sales manager of the
Olympic Disc Record Corp., reports that busi-
ness has improved greatly and that the demand
for Olympic records has shown a tremendous
increase. In New York City the sales of Olym-
pic records have shown a remarkable growth.
The selection "Sweet Lady," from "Tangerine,"
is a great favorite with the public and this
record is a popular seller.

TALKING MACHINES FOR TYPISTS

Pasadena High School Installs Machines in
Commercial Department — Experiments Show
That Music Speeds Up Work of Students

The use of the talking machine for speeding
up work of various kinds has opened up many
new fields for the salesman to work. Another
field, and one which is widespread, is opened
to the salesman by the recent announcement
of the commercial department of the Pasadena
high school, Pasadena, Cal., that talking ma-
chines speed up the work of students in type-
writing. The experiment has been so success-
ful that talking machines have been installed in
the school as part of the regular equipment,
according to F. H. Thurston, head of the de-
partment. This has been done by a number
of other schools.

Operators of typewriters work on a system
of rhythm, declared Mr. Thurston, and the talk-
ing machine helps the students to acquire the
rhythm of movement in their strokes.

What More Can You Ask

All the features that go to make a talking
machine Profilabl]) Salable you will find as
regular equipment of Ma^nola: "Built by
Tone Spc' ialists."

Complete description of all these features is
to be found in our handsome illuslraled
catalog, vifhich we should like to send you.
May we? Ask us to tell you our plans
for your benefit!

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHUL2. President
General Offlfiet Southern Wholesale Branch

711 MILWAUKEE AVENUE 1530 CANDLER BLDG.

CHICAGO ATLANTA. BA.

Are You Ready?
3iiBBLE Books

"that Sing"

are going to be one of the biggest sellers during •
the holiday season.

We base that statement on the fact that they have
been selling steadily all year round.

Are you ready to fill every order for the series
of 12 books? Better fill up the gaps in your
stock now.

If you need any displays — counter cards — display
racks — circulars — newspaper advertisements —
we have them ready to ship.

Being prepared is half the battle — the dealer that has
prominent, attractive displays of Bubble Books
this year will reap the rewards.

Complete stocks can be carried for a very small
investment — turnover is rapid — profit liberal.

Send in that order — today

HARPER & BROTHERS

Bubble Book Division
130 West 42nd Street New York

THE TALKING MACHINE WORLD

October IS, 1921

■

\
I

5
s

SE LLING
TALKING
MACHINES

HAT are your customers' require-
ments in a Talking Machine?

First, that it reproduce well.
Second, that it adds to the Home
picture.

With the first we have nothing to do, but
with the second a lot.

The higher you raise the body of a
Talking Machine Cabinet from the floor
the less it fits into the picture and yet you
must have legs to the Cabinet and you must
apply something to make it easy to move.

Slides — Domes of Silence — are the only
contrivances upon the market that do not
unduly raise the Cabinet and yet help make
it easy to move the machine from place
to place, save strain upon the legs — save
floors — save rugs.

This is the reason so many
Cabinets from the high price
period models down are today
equipped with Domes of Silence.

HENRY W. PEABODY
& CO.

Domes of Silence Division
17 State Street New York

Specify DOMES OF SILENCE

■

October 15, 1921

THE TALKING MACHINE WORLD

Are your windows working full time? With the new
Columbia Window Strip Transparencies you get full
value out of your windows, large and small, night
and day. Ask your Dealer Service Man. It will
pay you.

Columbia Graphophone Co.

NEW YORK

HERRMANN OPENS NEW VICTOR SHOP

Beautiful Victor Showrooms Opened at Port
Richmond by the F. F. Herrmann Talking
Machine Co., Inc. — Many Guests Present

The recent opening of a branch store of the
F. F. Herrmann Talking Machine Co., Inc., at
124 Richmond avenue, Port Richmond, marked
the addition of the finest Victor establishment
on Staten Island to New York's metropolitan
emporiums. This company, which is the
leading Victor dealer in that section, has an-
other large store at Stapleton. The building in
which the local establishment is housed was
purchased last June by Mr. Herrmann, presi-
dent of the company.

The new store was formally opened to the
public during the latter part of September. In-
vitations were sent to the music lovers of Port
Richmond to attend afternoon and evening con-
certs by a noted orchestra. Souvenirs were
distributed- to the hundreds of guests and the
record and demonstration booths were thrown
open for their inspection and the enjoyment of
the great Victor library of records.

Among those present were: Thomas F. Mc-
Creedy, of the Victor Talking Machine Co.;
H. C. Ernst, of the New York Talking Machine
Co.; Lloyd Spencer, of the Silas E. Pearsall
Co.; W. J. Haussler and J. Harris, of C. Bruno
& Son, Inc.; A. Davega, of the Knickerbocker
Talking Machine Co.; Mr. Johnston, of the
Blackman Talking Machine Co., and J. J. Davin,
of the Reincke-Ellis Co., who contributed much
to the success of the event. The merchants of
Port Richmond called en masse, congratulated
Mr. Herrmann and presented him with a horse-
shoe of flowers six feet in height. After the
evening concert Mr. and Mrs. Herrmann gave
a supper dance to their guests.

The color scheme of the record demonstra-
tion rooms, as well as the reception parlor and
period room at the rear of the store, is in
cream and old ivory. The wall borders are of
blue tint with numerous paintings symbolic of
music.

UNUSUAL PUBLICITY STUNT

Recently a truck which the driver had lost
control of ran into the window of Gelb & Mayer,
Bloomsburg, Pa., who are wide-awake Columbia
dealers. The plate glass window was completely
destroyed, so the dealers took what was left of
their display out of the window and placed a
piano there instead. One of their organization
stepped in and played the piano while another
sold sheet music and records to the crowd watch-
ing from the outside, right through the window.

Roy Haas and Stanley J. Smith, who have
been with the Crystal Lake Music Co. for the
past two years, have bought out the interests of
K. H. Nelson, of Los Angeles, Cal., and A. H.
Henderson, Jr., of this city, in the business.
Mr. Haas was made manager of the store when
it was opened by Mr. Nelson and Mr. Smith was
his assistant.

CHECK UP ON YOUR WINDOW

Learn Whether It Is Bringing Results by Com-
pelling Interest and Bringfing Callers

From time to time it behooves every retail
merchant to make some definite check on the
efTect being produced by his window display.
A merchant, located in Fort Wayne, recently
kept count and discovered that of 2,732 persons
who passed his window between 8 a. m. and 10
p. m. 881 stopped and looked at his store dis-
play and less than 100 came into the store. The
next time you check up on your window, see how
your results compare with this.

PLAY VOCALION RECORD 1,200 TIMES

Cleveland, O., October 1. — A vocalion record
that has been played more than 1,200 times was
picked up in a local confectionery store here
by S. J. Basta, a local Vocalion dealer. The
record, which was played thirty or forty times
every day, is still in good condition, amply
testifying to the durability of these discs. Mr.
Basta has sent the record to the Aeolian Co.
in Chicago.

Fred C. Emery, who formerly operated a
music store in Orange, Mass., recently opened
a store in Gardner, Mass. A complete stock of
Victrolas, including period models, and Victor
records is handled.

IMPROVEMENT MORE PRONOUNCED

Interesting Chat on Conditions by General Man-
ager Underwood, of the Jewett Co.

Detroit, Mich., October 3. — "Business is improv-
ing— it is really picking up," remarked C. F.
Underwood, general manager of the Jewett
Phonograph Co. "Our connections with the
Paige Alotor Co. and other industrial relations
provide us with sources of information which
force us to that happy conclusion.

"The trouble with the individual business man
to-day is that he will persist in making business
comparisons with the heyday war days. He
gauges everything from the conditions prevail-
ing in wartime and doesn't try to move goods.
We are convinced that goods can be moved if
sufficient effort is made. In our opinion the
next era is to be that of 'product worth the
money' and we are basing our future on' high-
class, but not necessarily high-priced, goods.

"On recent trips I regretted to see that cer-
tain manufacturers are allowing and certain
dealers are permitting the consignment evil to
creep into the trade. Any arrangements which
permit of a nine or ten months' payment basis
is going to work incalculable harm to the trade
at large and the conscientious member of the
industry will discourage it all he can.

"We are well satisfied with our own busi-
ness. We are far oversold with the factory
running overtime. We hope to keep it so."

VICTOR ARTISTS

In Concert and Entertainment
Personal Appearance of

Eight Popular Victor
Favorites on One Program

A live attraction for live dealers and jobbers

"'^ Bookings now for season 1921-1922^^1
f Sample program and"'paniculars upon request

P. W. SIMON, Manager

1658 Broadway New York City

Famous Ensembles including

Campbell & Burr - Sterling Trio - Peerless Quartet

THE TALKING MACHINE WORLD

October 15, 1921

INVENTS NEW REPRODUCER

Gloria Phonograph Co. Introducing the Inven-
tion of Paul E. Biitow, President of the Com-
pany— Made of Spun Aluminum

The Gloria Phonograph Co., of 559 Fifth ave-
nue, Brooklyn, N. Y., is the manufacturer of a
new reproducer for which it holds the exclusive
United States and foreign patents, and which is,
as far as the diaphragm is concerned, revolu-
tionary in composition. It is made of spun
aUiminum and it is claimed that "the reproducer
gives volume, natural tone without 'scratch or
blast,' and is particularly adapted for the rendi-
tion of vocal, piano, violin, cornet and other solo
records."

The diaphragm is only .0025 of an inch thick
and in order to reduce it down to this fine dimen-
sion the inventor discovered a new art of spin-
ning metal, the result of over sixteen years' ex-
periment with diaphragms and allied parts. The
result has been that his work has created much
comment in inventive and technical circles.

The new reproducer is the invention of Paul
E. Biitow, a well-known musician, who has for
years experimented with phonograph sound re-
production. He is the head of the Gloria Phono-
graph Co. and has associated with him his two
sons, Charles J. and Henry G. Biitow.

The company has a factory at 226 Fifteenth
street, Brooklyn, and deliveries of the new re-
producer are now being forwarded to the trade.

C. UDELL TURPiN TAKES CHARGE

The Pace Phonograph Corp., manufacturer of
the "Black Swan" records, which are having suc-
cess as the products of colored artists, announces
the appointment of C. Udell Turpin as general
sales manager of the company. Mr. Turpin is
a graduate of the business school of Columbia
University and has considerable experience in the
sales field. He will have associated with him
several salesmen from his former organization.

GOODMAN & BRO. ADD VICTOR DEPT.

Norfolk Establishment Opens Attractive Victor
Department — Many Present at Opening — Nov-
elty Souvenirs Distributed to the Visitors

Norfolk, Va., October 6. — The opening of an
attractive Victor talking machine department
was celebrated recently at the establishment of
A. H. Goodman & Bro., at High and Effingham
streets, this city. The department, which is lo-
cated on the mezzanine floor of the store, is
elaborately fitted up. In addition to specially
constructed cabinets for records, there are four
sound-proof booths for demonstration purposes.
The door of each booth is wired in such a man-
ner that, upon closing, the booth is automati-
cally lighted.

Several hundred persons attended the open-
ing. The entire store was decorated with palms
and ferns for the occasion and among the deco-
rations was a floral offering from the Victor
Talking Machine Co. and cut flowers from em-
ployes of the store. Novelty souvenirs consist-
ing of cut flowers and Victor dogs were dis-
tributed to those attending, and an orchestra,
hired for the occasion, furnished music. F. S.
Harris, special representative of tihe Victor
Talking Machine Co., with offices in Washing-
ton, D. C, was present and assisted materially
in making the affair a success. The new de-
partment is in charge of H. A. Brownley, with
two assistants.

PLANS FACTORY IN KEYPORT

IKeytort. N. J., October 4. — The Eclipse Phono-
graph Co., manufacturer of an electrical talking
machine, is considering the possibilities of a fac-
tory here for the manufacture of its product. In
the past the machines have been made for this
company by the. Aeromarine Plane & Motor Co.
If the plans go through stock totaling $300,000
in value will be issued, of which the village will
be asked to subscribe one-sixth.

LATE TALKING MACHINE EXPORTS

Exports, Including Records for Eight Months
Ending August 31, 1921, Total $2,704,511

Washington, D. C, October 4. — In the summary
of exports and imports of the commerce of the
United States for the month of August, 1921
(the latest period for which it has been compiled),
which has just been issued, the following figures
on talking machines and records are presented:

The dutiable imports of talking machines and
parts during August, 1921, amounted in value to
$38,952, as compared with $60,875 worth which
were imported during the same month of 1920.
The eight months' total, ending August, 1921,
showed importations valued at $421,023, as com-
pared with $608,197 worth of talking machines
and parts during the same period of 1920.

Talking machines to the number of 2,240,
valued at $111,595, were exported in August,
1921, as compared with 5,411 talking machines,
valued at $209,793, sent abroad in the same
period of 1920. The eight months' total showed
that we exported 24,997 talking machines, valued
at $1,195,790, as against 51,205 talking machines,
valued at $2,507,433, in 1920, and 38,352 talking
machines, valued at $1,255,920, in 1919.

The total exports of records and supplies for
August, 1921, were valued at $111,337, as com-
pared with $208,875 in August, 1920. For the
eight months ending August, 1921, records and
accessories were exported valued at $1,508,721;
in 1920, $2,574,439, and in 1919, $2,232,743.

ARNOLD MUSIC CO. OPENS BRANCH

Tampa, Fla., October 5. — The Arnold Music Co.,
of Jacksonville, Fla., opened a Victrola depart-
ment in the Maas Department Store, this city,
last week. Norman H. Price, well known to the
music trade throughout the State, has been
made manager of the department. The Arnold
Co. is also the distributor for Victor products
in this vicinity.

Concentration Insures
Efficiency

By devoting our efforts exclusively to the
Victor dealers in Northern New Jersey and North-
eastern Pennsylvania, Collings & Company have
developed a service which means greater profits
to every Victor dealer.

Such attention to the dealers' demands warrants
investigation of this service. Our clientele is
rapidly growing, because of the efficiency of this
direct co-operation.

Why don't you give it a trial?

COLLINGS & COMPANY

Victor Distributors for Northern New Jersey and Northeastern

Pennsylvania

Clinton & Beaver Sts. (Plum Building) Newark, N. J.

October 15, 1921 THE TALKING MACHINE WORLD 47

^Uhe New Scotf ord Tonearm

and Superior
Reproducer

CA new external shape
of ace and heauty^
without chan^in^ the
internal design :

Q
O
©
O
O
O
O
O
O
©

The

NEW

TKat same ang,le turn with tKe solid inclined plane
deflecting tKe sound waves straig,kt downward into
amplifying cKamber. TKat same famous Scotford
tone. — ^tKe tone of refinement ^ g,enuinely musical.
Now in a tonearm of accepted, conventional, popu-
lar design. WRITE FOR SAMPLES.

New Construction

The long, straig,ht tube is of drawn
Yellow Brass. Tonearm Base, Main
Elbow and Connection Elbow and
the Reproducer Frame, Face Rin^
and Back Plate are cast of TENSO
White Brass Alloy. — ^an alloy more
than double the tensile streng,th of
cast iron. — ^much stronger, harder
and lighter in weight than ordinary
white metal alloys. New dies have
been produced for casting all parts.
The new parts are solidly cast, and
are very substantial and durable.

STYLE No. 1 FINISH

A combination of Nickel or Gold Plate and Black Rubber Japan

STYLE No. 2 FINISH
A different combination of Nickel or Gold Plate and Black Rubber Japan

STYLE No. 3 FINISH
All parts Plated in Nickel or Gold

In ordering specify whether Reproducer should have Plain Gilt Plate or" Superior " 2^ame
Plate. To obtain Individual Name Plate, customer must furnish Decalcomania Transfer

Samples Will be Submitted on Approval

Style 1 Tonearm lon^tube and main
elbow, Reproducer face rin^ and
back Black Japanned: other parts
Plated.

Style 2 Tonearm lon^ tube and main elbo^ Plated, base Black Japan-
ned; Reproducer back Black Japanned, the face rinfe and frame
Plated.

Style 3 All parts of Tonearm and Reproducer are Plated.

Gold $ 9.00
Gold 10.00
Gold 11.00

No. 1 New Scotford Tonearm and Superior Reproducer . Nickel $7.00
No. 2 New Scotford Tonearm and Superior Reproducer . Nickel 7.75
No. 3 New Scotf ord Tonearm and Superior Reproducer . Nickel 8.50

Samples Prepaid at the Above Prices

Write for Our
Specification Sheet and Quantity Price List

BARNHART BROTHERS
& SPINDLER

Monroe and Throop Streets

CHICAGO, ILLINOIS f

©©©©©©©©©©©©©©©©©©©©©©©©©©©©©(§©©©©©©©©©©©©©©©©©©©©©©©^

THE TALKING MACHINE WORLD

October IS, 1921

THE VALUE OF FLOOR SPACE

Through Scientific Merchandising the Value of
Each Part of a Floor and a Building Is Deter-
mined— A Very Interesting Analysis

Scientific merchandising has recently deter-
mined the value of every foot of floor space.
On a standard 20x100 lot the first two feet —
the windows — are worth 12 per cent of the rent
of the store. The first eight feet on the inside
of the store are worth 13 per cent of the rent.
You should place your most profitable items
there; also displays of well-known merchan-
dise, so that the customer will get the feeling,
on entering the store, that you carry familiar
merchandise. The right-hand window and side
of the store are more valuable than the left.
The next ten feet are worth 13 per cent of the
rent. At approximately eighteen feet from the
front door is the most valuable spot in the store.
This has been proved by repeated tests. You
should always have there a big display of turn-
over, low-priced merchandise with a general

appeal. The next thirty feet are worth 28 per
cent, and each ten-foct space of the last forty
is worth less, except the last, which is worth
about 8 per cent of the rent. Whatever the size
of your store, an arrangement of merchandise
according to these proportions is a good begin-
ning for scientific selling. Then tie up to man-
ufacturers' advertising, brighten your windows,
follow a definite display schedule and plan your
displays in advance.

RECEIVES A GREAT OVATION

Revella E. Hughes, an exclusive artist for the
"Black Swan" records, was the soloist at the
final Sunday September concert in Central Park,
New York. Miss Hughes, who possesses a clear
soprano voice of great range and splendid qual-
ity, rendered two numbers, both of which she
has recorded, "Ah, Wondrous Morn" and "Thank
God for a Garden." At the close of her program
she received an ovation from the 10,000 persons
who were present and Mayor Hylan presented
her with a bouquet of American Beauty roses.

A VIGTROLA WHOLESALER'S
SUGGESTION

T^ACTI month spend a two-cent stamp on
the home that has no Victrola, and ham-
mer away at it every month for ten years, and
your bill for stamps will be $2.40!

Think of it! Circularize a thousand people
each month at an expense of only $2,400 at
the end of ten years. If you said only "Jones —
Victrolas" to a thousand Victrola/^j-j- homes
every month it would develop your business
enormously.

We can tell you how to organize for selling
by mail.

We can supply you with the material you need,
and an efficient envelope-addressing machine,
and, furthermore, can supply our customers
with the Victrolas needed to back up a cam-
paign of this sort.

W rite to us today.

Buffalo Talking Machine Co., inc.

Wholesale Victor Distributors
Buffalo, N. Y.

VELVETS FOR TURNTABLES

A. Wimpfheimer & Bro. Find an Increasing Ap-
preciation of This Finish

Harold Wimpfheimer, of A. Wimpfheimer &
Bro., manufacturers of velvets, velveteens, etc.,
for turntables, in a recent statement to a repre-
sentative of The World said:

"This season has seen much activity in the
demand for velvets for turntables. There is
hardly a manufacturer in the country who does
not use velvets for this purpose and seemingly
the demand is constantly growing larger. The
fact that the public is demanding quality ma-
chines has created a larger market for such goods
and inasmuch as the velvet turntable is a sales
feature most organizations find it desirable to
equip their machines in this manner."

A. Wimpfheimer & Bro. have made a minute
study of the needs of the talking machine in-
dustry for velvets and have arranged special
plans to meet the requirements of those inter-
ested.

VICTROLA OFF ON LONG JOURNEY

Instrument Purchased in Columbus, O., to Ac-
company Missionary to Japan

Columbus, O., October 3.— Heaton's Music Store,
this city, recently sold a Victrola for use in
Japan. The instrument was purchased by a local
Methodist congregation for Miss Helen Arbrecht,
who has just left for Japan to take up missionary
work. A score of records were purchased with
the machine, mostly of operatic numbers, hymns
and patriotic anthems.

SELLS MACHINES TO SHIPS

Whenever a battleship comes into Boston Har-
bor Mr. Pearlstein, proprietor of the AUston
Music Shop, Allston, Mass., makes it a point to
visit it. Some time ago he visited the U. S. S.
"Delaware" at Gloucester, Mass., taking with him
a D-2 Grafonola and a Magnavox. As a result
lie sold a D-2 and a G-2 Grafonola and forty
records to individuals on the ship. Since he in-
augurated this service Mr. Pearlstein has been
successful in selling over 75 per cent of all the
battleships that have come into Boston Harbor.
This supplements the house-to-house campaign
with the battleship-to-battieship plan.

VENETIAN MUSIC CO. SOLD

BiNGHAMTON, N. Y., October 1.— The business of
the Venetian Music Co., this city, was recently
taken over by M. T. and Thomas Sullivan, two
well-known and popular local young men. A com-
plete stock of talking machines and records is
handled by the new proprietors, who are aggres-
sively going after business.

LAW FOR MARKING USED GOODS

An ordinance aimed at the advertising of
second-hand or used merchandise without
plainly designating it as such has been intro-
duced in the City Council of Seattle. The ordi-
nance makes such advertising punishable by a
fine of $100 or imprisonment for thirty days.
The bill was prepared at the request of the
Better Business Bureau.

TROY MUSIC CO. OBTAINS CHARTER

The Troy Music Co., Troy, N. Y., has been
granted a charter of incorporation in that State,
with a capital of $15,000. Incorporators are:
Jesse Waitman, J. E. Miltenberger, Jr., Carl
Scheble, C. A. Lowman and Philip Scherer.

DECLARES OUARTERLY DIVIDEND

The Victor Talking Machine Co., of Camden,
N. J., has declared a quarterly dividend of $10
per share on common stock and a regular quar-
terly dividend of $1.75 on preferred, payable
October IS.

October 15, 1921

THE TALKING MACHINE WORLD

ff CLT FV'C GRAPHITE PHONO
1 L J 1 J SPRING LUBRICANT

Ucley'i Lubricant maket th« Motor make good

Is prefiared In the proper coasistency. will not nia out, dry up<
become sticky or rancid. Remains Id Its origiui form fDdefiaimy.
Put up in I, 3. 10, 23 and 50-pound c«n« for dealen.

This lubricaot is also put up io 4-ouoce cans to retmll at 25 ccats
each under the trade name of

FTTRFKA noiseless talking

1^ »J JVI^ MACHINE LUBRICANT

IVritt for Mpeclal propotUion to jothm.

ILSLEY-DOUBLEDAY & CO.. 229-231 Front St.. NewToriL

PERIOD DESIGNS IN "TALKERS"

Chas. D. Isaacson, Well-known Music Authority,
Offers Some Interesting Comments on That
Important Subject — Of Value to Dealers

Charles D. Isaacson, the well-known authority
on music, recently contributed an interesting and
practical article on period designs in talking ma-
chines to the New York Globe, for which he
was at that time editor of "The Family Music
Page." In the article Mr. Isaacson said:

"I have written several articles about pianos in
period designs, and many have written me, 'What
about phonographs?'

"If the piano makers have succeeded so well
ill making their instruments such accurate art
furniture they have been well seconded and, I
am inclined to say, surpassed in this respect by
many of the phonograph manufacturers. From
the unsightly old talking machine with the large,
cumbersome horn of tin to the time of authenti-
cated cabinets of the formal period furniture is
the history of an important epoch in the popular-
ization of two arts — music and home beautifica-
tion.

"The talking machine is an American product.
The Victrola, declared a distinguished authority,
is the one strictly American contribution to
architecture — a statement worthy of a pause or
of careful consideration. It took its form as a
matter of convenience and utility. When the
horn first put its head under cover, and so made
it possible for fine homes to admit the talking
machine, it made the generally accepted design
of the developed phonograph. (I use these
names as though they were generic; they are
not, but the owners of them, it is possible, will
overlook this indiscretion.)

"At first some wealthy home owners, desiring
the benefits of the phonograph, but being un-
willing to have a cabinet so out of keeping with
the rest of their furniture, engaged special custom-
made 'bodies.' These cases, which cost up to
many thousands of dollars, gave a prestige to the
rest of the line when photographs of them were
placed alongside the regular offerings. Clever
business men, seizing upon this interest and
sensing the vast new growth of knowledge con-
cerning furniture, began to develop authenticated
designs. A by-product of their organized effort
in this direction has been the development among
the lay public of a desire to understand more of
the meanings of period furniture. A beautiful
William and Mary phonograph, perhaps, was the
forerunner of some William and Mary chairs;
perhaps was responsible for the purchase of a
complete suite of William and Mary drawing-
room furniture. Instances which have come to
m.y own immediate attention have been many
right along these lines.

"But, as has been mentioned, that is merely a
by-product. This discussion is addressed to the
students and authorities on period furniture who
are planning the enlargement of their home music
interests. Decidedly it is a beneficial and heart-
ening influence to bring into the authentic Louis
XVI drawing room a perfect example of the
period in a grand piano and a phonograph."

Jules Tarlow, formerly with Gimbel Bros.,
New York, is now manager of the talking ma-
chine department of Sage, Allen & Co., of Hart-
ford, Conn.

A complete stock of Victrolas and Victor
records has been added to the talking machine
department of the L. Grunewald Co., Ltd.,
Jackson, Miss.

WHEN DEMONSTRATIONS HURT

Several Cases Reported Where Open-air Dem-
onstrations of Talking Machine Records Have
Been Regarded as Nuisances

Several cases that have come up recently in
the East indicate that although the playing of
the new records on machines arranged in such a
way that the music is carried out into the street
and to the attention of casual passers-by may
serve to stimulate business the talking machine
dealer will do well to see that the demonstra-
tion is not conducted in such a way as to consti-
tute a nuisance and win the disfavor of his
neighbors.

Protests have been made in several instances
where these demonstrations had been so pro-
longed as to interfere with the rest of neighbor-
ing residents, and in at least two instances the
matter has been brought to court for adjust-
ment. The average talking machine dealer de-
pends largely upon his neighbors for his regu-
lar business and should see to it that demon-

strations designed to arouse interest should
not be of a character to win disfavor and
thus hurt trade rather than help it. There is rea-
son in all things, even in the extent to which a
business-building campaign may be carried.

REMODEL STRANBURO MUSIC STORE

Jamestown, N. Y., October 5. — Plans are being
drawn for alterations to the Stranburg Music
House, in this city, which, when completed, will
make it one of the finest establishments in this
part of the State. The first floor will be devoted
entirely to talking machines and records, while
the upper floors will be devoted to the display
of pianos and musical instruments. The plans
include the installation of new sound-proof rec-
ord demonstration booths and record racks on
the first floor.

Baker-Ashurst, of Fulton, Mo., has opened a
new Victor store in that city, according to a re-
cent announcement by the Koerber-Brenner Co.,
Victor distributor, St. Louis, Mo.

THE PHONO-TOY CABARET IS HERE!

The Greatest Toy Novelty of the Year Has Arrived

IT IS MAGNETIC-DRAWS CUSTOMERS TO YOUR STORE

(Illustration a trifle more than actual size)

We can now make deliveries of the PHONO-TOY CABARET, the most
attractive phonograph toy ever produced. DeHghts young and old. Amusing and
entertaining. An artistic and refined performance. Two dolls included in set,
with a series of other dolls, packed in attractive form.

Retail Price, $2.75 — Discount, 33 1/3% for less than 3 dozen;

40% for more than 3 dozen.
Order Through Your Jobber or Direct

PHONO-TOY CABARET, Inc.,
5 Columbus Circle, New York.

Please send me :

□ Dozen at $2.75 each, less 33 1/3%.

□ Dozen at $2.75 each, less 40%.

□ Gross at $2.75 each, less 40%.

Name . .
Address

Prices are F. 0. B. New York

THE TALKING MACHINE WORLD

October 15, 1921

INTRODUCE MOST DISTINCTIVE LINE

Blue Bird Talking Machine Co. Visualizes Utili-
tarian as Well as Artistic Possibilities of
Phonographs in Several New Creations

Los Angeles, Cal., October 3. — The field offered
for inventive genius in the ever-fascinating realm
of the talking machine is practically unlimited.
The success which greeted the advent of the
"period models," supplementing the less preten-
tious patterns so long in general use, has served
as a constant stimulus for still greater endeavor.

It comes as no surprise, then, to learn that with
the typically Western pioneer spirit the Blue
Bird Talking Machine Co., of this city, has
blazed a new trail. It has visualized the utili-
tarian as well as the artistic possibilities of the
phonograph and created a distinctly new line,
combining in each individual instrument a dual
role of usefulness.

The Blue Bird "Spinnette" is one of the most
striking of these achievements. When closed it
resembles a refined, Colonial console table,
which would beautify any living-room. As the
lid is raised, however, a practical writing desk
comes to view, with convenient compartments
for filing requirements. When her correspond-
ence is finished milady may, if she wills (by
simply lifting an inner lid), listen to the fasci-
nating orchestration of Whiteman or the Biese
Trio, or be entranced with the immortal voice
of the now silent Caruso.

The Blue Bird "Teakar" is an equally inter-
esting invention which suggests many opportu-
nities for entertainment to the hostess. Closed
it is, to all intents and purposes, a handsomely
modeled, serviceable tea cart; useful alike in the
dining-room, sun parlor or the patio. A sliding
lid, however, reveals a cleverly designed com-
partment, in which rests a Blue Bird phono-
graph, instantly responsive to the desire for
music to enliven the luncheon or party.

The Blue Bird "Streamline" model is another
very distinctive creation, notable for elegance
and convenience. In this instrument a disap-

Special Brilliantone
Glass Display Outfit

Consists of 300 packages assorted toaes,
Brilliantone Needles, packed in metal and
glass three-color display stand. A silent
salesman and an inviting fixture for your
counter that will double your needle sales.
100% PROFIT
DISPLAY STAND FREE

No. 573AN — Dealer's price for
complete outfit of stand and 300
packages Brilliantone Needles, all
tones

$15.

COLE & DUNAS MUSIC CO.

50-56 W. LAKE ST.

Write for our new fall bulletin,
accessories, phonographs, etc.

CHICAGO

Many bargains in

pearing roll-top cover succeeds the familiar lines
of the lift lid.

Other innovations as notably different from
the usual models as the above Blue Bird talk-
ing machines are being developed by this com-
pany. It is not difficult to predict a big success
for the new Blue Bird line, as the reports of
early sales of these distinctive models indicate
that the factory will be taxed to capacity to
meet the requirements of the trade.

RECORDS WORK OF PIANO STUDENTS

Teacher in Columbus, O., Uses Ordinary Dictat-
ing Machine to Record the Playing of His
Pupils and Show Them. Various Errors

ORGANIZE WESTERN ENVELOPE CORP.

J. M. Alter, formerly president of the Boston
Book Co., who severed his connections with that
organization some time ago, has organized a new
company under the trade name of the Western
Envelope Corp. for the purpose of specializing
in the manufacture of record envelopes. The
company has acquired an entire floor at 65 Hope
street, Brooklyn, N. Y., and is already operating.
The equipment of the new concern is most mod-
ern and quality record envelopes are being
turned out in great quantities. Much of the
machinery, which is of the most efficient type,
was designed and patented by Mr. Alter.

Columbus, O., October 3. — Harold G. Davidson,
a concert pianist and teacher of the piano in
this city, is using the ordinary type of dictating
machine as a means of recording the playing of
his pupils, and pointing out to them the various
mistakes they make in the various selections.
The records are made of the pupils playing at
various stages, so that an accurate comparison
can be made of the progress of the pupil. Mr.
Davidson has experimented with the plan until
he is now able to do some very satisfactory
amateur recording, providing there is not too
much use of the sustaining pedal.

A chain is as strong as its weakest link — so is
a business organization.

TALKING MACHINES IN PAINT STORE

Walter L. Flanders, proprietor of a paint and
wall paper establishment at Mayville, N. Y.,
who recently added a line of talking machines
to his stock, is finding the sale of talking ma-
chines such an important adjunct to his business
that he has been forced to provide more room
for display purposes.

THE MUTUAL TONE MODIFIER

Does not muffle but decreases the sound, leaving all the original shading.

By the simple process of controlling this new device upon the sound-box will shade the tone pro-
duced to any desired degree.

It is simple and indestructible and its performance is accurately correct. It effects considerable
saving in comparison with other forms of modifiers and is particularly appropriate for the portable
machine. This modifier is adaptable to every known make of sound box.

Manufacturers, Jobbers, Dealers, write for our proposition TODAY

The Mutual Phono Parts Mfg. Co.

Manufacturers of Mutual Tone Arms and Reproducers
149-151 Lafayette Street NEW YORK

The Talking Machine World, Nezv York, October 15, 1921

Three More Models

Added to Brunswick Console Line

We are pleased to announce the Cambridge, the Colonial
and the Queen Anne, ready for trade delivery.

There is a strong and growing demand for console phono-
graphs, which embody the beauty and convenience of the
earlier consoles, at popular prices.

These three attractive models, with the Stratford, present
a console line rightly graded in price and attractively
varied in design and appeal.

Write for complete list of Brunswick cabinet, console
and period models.

THE BRUNSWICK-BALKE-COLLENDER CO.

General Offices: 623-633 S.Wabash Ave. .Chicago
Branch Houses in Principal Cities of United States, Mexico and Canada

Colonial

Finished in Mahogany and
American Walnut

Height 35 inches
Width 40y2 inches
Depth 2V/2 inches

Equipped with newly developed
Ultona and all-wood Oval Tone
Amplifier; Tone Modifier; Auto-
matically Balanced Lid; Powerful
3-Spring Motor; Trimmings Gold
Plated.

CAUTION

Brunswick dealers
will recall the in-
stantaneous success
of the Stratford
and are therefore
urged to send in
their orders at once

Finished in Mahogany and
American Walnut
Height ZSYz inches
Width 36^ inches
Depth inches

Equipped with newly developed Ultona and all-
wood Oval Tone Amplifier; Tone Modifier; Auto-
matically Balanced Lid; Powerful 3-Spring Motor;
Trimmings Nickel Plated.

Cambridge

Finished in Highly Figured
Burl Walnut

Height ZdYz inches
Width 39 inches
Depth 22>^ inches

Equipped with newly developed
Ultona and all-wood Oval Tone
Amplifier; Tone Modifier; Auto-
matically Balanced Lid; Powerful
4-Spring Motor; Trimmings Gold
Plated.

Height 38 inches
Width 44^ inches
Depth 24 inches

Equipped with newly developed Ultona and all-
wood Oval Tone Amplifier; Tone Modifier; Auto-
matically Balanced Lid; Powerful 4-Spring Motor;
Trimmings Gold Plated.

New England Distributors:
Kraft, Bates & Spencer, Inc.
IZ65 Boylston Street
Boston, Mass,

Canadian Distributors:
Musical Merchandise SalesCo.
79 Wellington St., West
Toronto

PHONOGRAPHS AND REC

October IS. 1921 THE TALKING MACHINE WORLD

H. N. McMenimen

Consulting Engineer

Consultation by appointment on
every phase of the phonograph in.
dustry, including:

Recording, Plating and
Pressing

Motor, Tone-Arm and
Reproducer Design

Patent and Model
Development

Sales Promotion and
Advertising Plans

Laboratory:

Scotch Plains, N. J.

Tel. Fanwood 1438
Offices:

2 Rector Street, New York

Tel. Rector 1484

WANAMAKER SAYS "GET TO WORK"

Declares That Business Must Expand and Money
Must Be Put to Work in Business and Build-
ing if the Country Is to Prosper

"The keynote for the American people is to
get to work, get into service and do all they
can," said John Wanamaker, head of the Wana-
maker store, and one of the greatest merchants
in the country, to newspaper men shortly after
he arrived in New York from his headquarters in
Philadelphia last month.

"There will be plenty of work for all if we all
show our faith, not by relaxing our efforts, hold-
ing back in fear, putting on blue glasses and
keeping our money in our pockets," continued
Mr. Wanamaker, "but by making needed im-
provements, starting to build and rebuild, buying
and selling, putting to work our energies, our
brains, our moneys — everything we have — for the
good of the country.

"Money must come out of its hiding place in
the banks and in the homes and go to work along
with our physical and mental energy — new
homes, new stores, new factories, new businesses,
new courage and new faith."

What profiteth it a business to gain 300 new
customers in a year and lose 300 old ones in
the same period because of indifference, errors,
slow deliveries, discourteous letters and tactless
credit policies?

H. J. Smith Laboratories

Manofactarer Phonograph Jewels

Telephone 2896 Market

833 Broad St. Newark, N. J.

Sapphire Ball Jewels, Pathe, Okeh, Bruns-
wick, Edison Diamond Points, Edison New
Playing Wonder, Recording Sapphires,
Lateral Styluses, Hill Dale Styluses,
Recording Machines, Shaving Machines,
Recording Diaphragms, Experimental Work,
Recording Wax.

TO RAISE CARUSO MEMORIAL FUND

Caruso American Memorial Foundation to Seek
$1,000,000 for EstabUshment of Free Scholar-
ships and Prizes for Promising Young Ar-
tists— Trade Members on the Committee

The Caruso American Memorial Foundation
has been organized in New York for the pur-
pose of raising one million dollars for annual
free scholarships and prizes for promising young
artists in the United States, the fund to be
in memory of the great tenor, who passed away
not long ago. The permanent committee, which,
it is said, is incomplete at this time, is under
the temporary chairmanship of Dr. Antonio
Stella, formerly personal physician to Caruso,
and includes among the fifty names so far an-
nounced: R. B. Aldcroftt, president of the Music
Industries Chamber of Commerce; Calvin G.
Child, director of the recording laboratories of
the Victor Talking Machine Co.; Thomas M.
Fletcher, president of the Q R S Music Co.,
Chicago; O. G. Sonneck, president of G. S^-hir-

mer. Inc., music publisher, of New York, as
well as a number of men prominent in public
and business affairs in New York and other
cities, and such artists as John McCormack,
Amelita Galli-Curci and Ignace Paderewski/,
The committee will be organized permanently
next month, it is said.

A POINTER ON WINDOWS

Dealers who encounter difficulty with their
window displays on account of the plate glass
window possessing strong mirror properties
will find it advisable to use light backgrounds.
This throws the instruments displayed into re-
lief and in a large measure overcomes the glare.
Cream color is perhaps the most desirable.

Know your stock thoroughly. Don't annoy
customers by having them wait while you ex-
plore the record shelves for a particular selec-
tion. Also familiarize yourself with prices. Many
customers are antagonized by having to wait
while the salesman looks over the price list.

One of several Console models

KIMBALL
PHONOGRAPHS

Superior Construction,
Faithful Reproduction,
Visible Beauty,
Many Models,
Kimball Prestige,
100% Satisfaction

Mahogany
Oak
Walnut

Wnie for Agency proposition

W W. KIMBALL CO.

Established 1857

Kimball Bldg., 306 S. Wabash Ave.
CHICAGO

Mahogany
Oak

THE TALKING MACHINE WORLD

Insist on the
ORIGINAL

Trade Mark

HALL

NEEDLES

il y.S, PATE

Trade Mark Registered

Insist on the
ORIGINAL

Trade Mark

When a Man—

passes from the first stage of appreciation of
a talking machine as a novelty to apprecia-
tion of the instrument as a source of con-
tinuous enjoyment, he finds out for himself
— whether anyone tells him or not — that the

Hall Fibre Needle

is the supreme needle for the best and most
permanent reproduction.

As a dealer it is your duty to tell him first.
The information will be appreciated.

HALL MANUFACTURING CO.

Successor to the B & H Fibre Needle Co.

33-35 W. Kinzie St., Chicago, 111.

October 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^

Some of the Current Troubles
borhood" Dealer in Talki

According to a talking machine dealer in a
Western town who is in a position to know, the
period of slack selling from which the talking
machine trade, in common with other industries,
has suffered, has a much greater effect upon
the suburban or, as he is frequently termed, the
"neighborhood" dealer than upon the retailer
located in the business center of the city. The
suburban dealer, therefore, is called upon to
exert considerably more eft'ort than his down-
town competitor if he is to maintain his business'
balance.

There are several reasons for this condition,
chief among them being that the downtown mer-
chant can use profitably display advertising in
the local newspapers and draw people to his
store from every section of the city. He is thus
ill a position to augment his regular following
with the trade of transient shoppers and this in
itself is no inconsiderable item.

In commenting upon the situation the dealer
in question said: "The music merchant of the
suburb has a hard row to hoe at this time and
what business there is seems to go to the down-
town merchant, who uses large display ads in
the newspapers, puts on special selling stunts
and does unusual things in the way of merchan-
dising campaigns. Located, for instance, as we
are, two miles from the downtown retailing dis-
trict, we must depend largely on the community
in which we are located and the rural trade.

"The average neighborhood music store pro-

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU^
prietor cannot afford to make a flash like the
downtown merchant. He advertises conserva-
tively and must back up what he lists in his
advertisements. The downtown merchant need
not be so particular, for he can get away with
many things the merchant of our locality cannot.

"Neighborhood business is largely what the
store makes it, and most dealers located as we

I Must Be More Aggres- |

■ sive Than His Com- |

I petitor in the Business J

I Center if He Aims to |

M Keep Trade Going m

aillllllllllllllllllllllllllilllllllillllllllllllllllllllillllll^^^ mill iiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiii iiiiiiiui

are make the best of the neighborhood trade
because it is usually the best after all. These
people we come in daily contact with and they
pay their bills promptly. Few ask for credit,
and consequently fchey might be classed as cash
customers.

"Summed up, the neighborhood music mer-

of the "Neigh- j
ng Machines |

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIW

chant must be far more aggressive than the man
doing business downtown, and especially in times
such as these must be constantly on the alert for
new id'eas in merchandising, and must keep close
tab on the situation prevalent downtown. It is
the low price that attracts the trade and the
biggest trouble is getting the customer into the
store. Once in, the salesman can convince him
that the merchandise is just the same as that
offered by the merchant downtown, and at the
same price."

The neighborhood dealer, it is declared, is
most quickly affected by the unemployment situ-
ation, especially if he is located in an industrial
center. It frequently happens that employes of
various suburban plants reside in the district in
the vicinity of the factories, both for convenience
and by reason of economy. Any lack of work
in the factories of the district, therefore, reflects
immediately on the sales of all products outside
of possibly food. Where the downtown mer-
chant can draw from one section of the city
when conditions are not right in another, the
neighborhood dealer must set himself to the
task of overcoming any buying lassitude and by
sheer force of effort persuade even the man on.
a temporary "vacation" that talking machines
and records are as essential during periods of
rest as when activity prevails. It's a hard job,
and the dealer who overcomes the handicap has
done something of which he can well feel proud
— he is a hustler.

JURY ROWE CO. ADDS VICTOR LINE

Opens Fine New Victor Department — Concert
and Autumn Decorations Feature Opening —
W. P. Fremont Made Manager

Battle Creek, Mich., October 4. — Elaborate ar-
rangements marked the formal opening of the
Jury Rowe Furniture Co.'s new Victrola de-
partment here. Fall decorations in the new de-
partment, a special window display, featuring
the Victrola, and a well-planned concert were
the features of the day. At the close of the
musical program a Victrola was presented to
one of the guests.

The new department, which is the finest in
the city, contains five beautifully decorated
demonstration booths. A self-service counter
for records has been installed. The counter
contains a wide assortment of Victor records

and has the advantage of giving the customer
quick service. Patrons select the records which
they wish to hear and take them to booths,
where they may consume as much time as de-
sired to judge the merit of the selection. W. P.
Fremont, well known in local business circles,
is in charge of the department.

ARTIST CO=OPERATES WITH DEALER

REDMAN & SONS HAVE THE VOCALION

R. I. Redman & Sons, of Olney, 111., have just
been appointed Vocalion dealers. They have a
very up-to-date store and the new music depart-
ment which they will open makes their store
complete. After January 1 they intend to en-
large their music department and make it one
of the biggest in the State. They will carry in
stock everything in the Vocalion line and are
very enthusiastic over the future of their
Vocalion department.

Peoria, III., October 6. — Mme. Cyrena Van Gor-
don, of the Chicago Opera Co., and exclusive
Columbia artist, appeared recently in this city
and co-operated with the Chas. B. Adams Co.,
Columbia dealer, in a timely publicity stunt. Mr.
Adams carried attractive advertising in the local
newspapers, announcing the fact that Miss Van
Gordon would appear at his store on a certain
afternoon and would autograph her Columbia
records. This announcement brought forth a
good-sized crowd, and Miss Van Gordon was
kept busy autographing a large number of rec-
ords. The plan produced actual sales, and the
dealer was keenly appreciative of Miss Van
Gordon's co-operation. ^

The Klote Music House, of Ed'ina, Mo., is plan-
ning to open a branch store in La Belle, Mo.

Two Important Reasons
why

Celina Cabinets Are Popular

QUALITY and PRICE

Now, more than ever, will these two
vital points impress the purchaser.

Celina Cabinets are made right in every
detail.

Write us for Further Particulars

The Celina Specialty Co.

Celina, Ohio

THE TALKING MACHINE WORLD

October 15, 1921

Business Creating Ideas

COMPLETE

Viewing it from every angle, Pathe offers
you the most complete phonograph and
record proposition available.

PATHE PHONOGRAPHS

The line is well balanced, consisting of

but seven different
models, reasonably
priced in a range
to suit all classes of
demand. Substan-
tial construction,
excellent finish,
and the Pathe tone
supreme are evi-
denced in each.

Model No. 6

Model No. 3

PROFIT

Your profit is generous, more so than
that afforded by any of the few cor-
responding standard lines. So liberal is
it that you are enabled to divert part to
advertising over your ow?i name in your
local newspapers and still have left a
satisfying margin.

DISCOUNTING COMPETITION

Pathe not only gives you merchandise
which sells, but provides you with means
to sell it! You receive, besides business-
producing ideas, definite sales-clinching
advantages possessed by you, the Pathe
dealer, exclusively.

Model No. 10 Model No. 12 Model No. 14 Model No. 17

THE FORWARD LOOKING DEALER

Who has not yet done so, will immediately investigate the profit-bearing potentialities
of a Pathe agency. From such, comrnunication is invited.

October 15, 1921

THE TALKING MACHINE WORLD

Sales Clinching Merchandising

GOOD SELLING RECORDS

The list of new records released each
month is confined only to those selec-
tions, popular as well as standard, for
which we are certain in advance a good
demand exists. Supporting these regular
monthly releases is the complete Pathe
Library, containing a comprehensive list
of favorite old songs, band and orchestral
numbers, operatic and instrumental solos
by world-known artists, etc., etc.

Pathe records have always been ac-
claimed by the discriminating for their
exceptional wealth of detail and mellow-
ness of tone.

BOTH NEEDLE AND SAPPHIRE PLAYED

For years owners of machines specially
built to reproduce lateral-cut records
have been asking dealers for Pathe Rec-
ords that would play on their machines.
It was in response to this demand that
several months ago Pathe placed lateral-
cut needle-played records upon the
market. This new Pathe product bears
the trade-mark name "ACTUELLE."

Acquaint yourself with the superiority of
these new Actuelle records over the con-
ventional type of mechanically recorded
article with which the market is flooded.

Pathe Actuelle Records play perfectly on any make of
talking machine. A special needle is unnecessary. Use
any of the well-known brands of steel needles.

THE

Another exclusive and valuable asset of the
Pathe dealer.

The Actuelle has no competition, because it is
the sole instrument of its kind in the world,
marking the only real advance of a quarter
century in the science of sound reproduction.
In the Actuelle the regulation tone-arm, sound-
box and sound-chamber have been eliminated. A
taut wire conveys the sound vibrations directly
from the record to a shallow cone of parchment.
This parchment cone receives, amplifies and
reproduces the voice or instrument, with a
fidelity and richness of tone volume, absolutely
unattainable by the ordinary talking machine.

PATHE FRERES PHONOGRAPH COMPANY

BROOKLYN, N. Y.

THE TALKING MACHINE WORLD

October 15, 1921

COMPOSED BY ENRICO CARUSO

j^.^oucd/jHEkR IT
<?/7^/BUYIT"HERE

^01/ cant Wron^
Wifh any 'Jeist son^

QRAFONOLA USED AT DANCES

Columbia Dealer on Pacific Coast Holds In-
formal Dances in His Store — Grafonola Re-
ceives Many Encores — Popular for Dancing

RiTZviLLE, Wash., October 7. — The Singer Music
Store, of this city, Columbia representative, has
the distinction of having the only music store
in this town, and incidentally owning the only
dance hall. As Ritzville is a progressive town
of over 2,000 people, Mr. Lucas, owner of this
store, realized that weekly dances would be a
popular feature.

During the Summer months Mr. Lucas experi-
mented with various forms of dance entertain-
ment, giving informal dances that made his store
one of the popular centers of the town. At one
affair the Grafonola played several selections,
followed by a player-piano, but finally the latter
instrument was eliminated in favor of the Grafo-
nola.

At the annual Harvest Ball held recent^' in
the Singer dance hall, a seven-piece orchestra
opened the program with Irving Berlin's hit,
"All By Myself," and for the encore a K-2
Grafonola and the Columbia record of the same
selection played by Ted Lewis were used. It
was necessarj' to play this record three times in
order to satisfy the crowd, and after that everj-
piece the orchestra played was followed by the
same selection on the Grafonola. These weekly
dances have not only added to the prestige of
the Singer music store, but have produced direct
sales of Grafonolas and records.

REDUCES PRICE OF PH0NO=MOVIES

Popular Toy Will Now Retail at Ninety-eight
Cents — Manufacturers Report Many Orders

CULTIVATE THE PROSPECT LIST

A live prospect list is a valuable asset and
a poor one is expensive in proportion to the
number of dead prospects on it. Cut out the
dead ones and save money. Do this now before
you start the holiday- campaign, thus working
alone the lines of efficiencv.

CovixGTOX, Ky., October 8. — The Commercial Art
Shop, of this city, manufacturer of Phono-
Movies, has advised the trade that the new price
of this popular dancing ioy is 98 cents. The
company reduced the price of this toy in recog-
nition of the fact that talking machine dealers
will desire, to feature an accessor5' during the
holiday season that will retail at a moderate
price.

During the past few weeks the Commercial Art
Shop has received substantial orders from deal-
ers throughout the country, and there is every
indication that the retail trade as a whole is
preparing for an active Fall season. Phono-
Movies are also being used to advantage by the
dealers in connection with window displays, as
the?- invariably attract the attention of passers-by.

Flexlume Signs Have An Art Appeal

The artistic designs of Flexlume Electric Signs, the grace of the raised,
snow-white glass letters, give them an artistic appeal which is not without
its effect on music lovers. That is why so many Flexlumes are found on
stores where musical instruments are sold.

Flexlumes are day signs as Avell as night signs. They have greatest
reading distance,' lowest upjceep cost, most artistic designs.

Let us send you a sketch shoiving a Flexlume de-
signed to meet the particular needs of your business.

FLEXLUME SIGN COMPANY

36 KAIL STREET BUFFALO, N. Y.

Flexlumes — Electric Signs Made Only by the Flexlume Sign Co.

October 15, 1921

THE TALKING MACHINE WORLD

USED EFFECTIVE PUBLICITY

Progressive Columbia Dealer Sells Carload of
Grafonolas — Timely Advertising Features
Campaign Which Was Successfully Conducted

Pittsburg, Kans.; October 7. — During the re-
cent fair at this city the Botefuhr Music Co., of
Pittsburg, Columbia dealer, ordered a catload
lot of Grafonolas and immediately began an ex-
tensive advertising campaign to dispose of them.
At this fair it is a custom to have various races,
and, taking advantage of this opportunity, this
dealer secured the privilege of placing three
large signs, illustrating Columbia Grafonolas and
records on the water wagon which sprinkled the
grounds after each race. The stunt proved very
successful and gave the company timely pub-
licity.

Besides reading notices, a newspaper page
printed on both sides was used for circularizing
purposes and 10,000 of these circulars were dis-
tributed in practically every home in Crawford
County. The company sold its carload of Grafo--
nolas, which is "going some" these days.

AT LAST !

One Phonograph
Needle for all Tones

'Loud' Medium 'and 'ScA' Jkedles Unnecess,

Sonofbim

Tke Needle VXth A FlCTiblp Poinf ^

Has Solved The 5ig Problem

The poiid beM flexible and softer than
Oie records, will neither fear nor batter them.

IT'S THE GREATEST INVENTION
OF THE PHONOGRAPH A.GE:

Each Sonafam Plays20to50Kecoids
Any recxjrd ^y Phonograph ir\,

ORIGINAL TONE and VjDLUME

Ohe best needle Value ever offered

4aOM2for25?

No dealer's stock is complete
without this needle that satisfies
music lovers.

It improves new records and
makes old records almost like new.

Wholesale Distributors in
all important commercial
centers.

Write for samples, prices and
full particulars about free adver-
tising helps and the Wonderful
Tonofone Window Display.

R. C. WADE CO.

110 South Wabash Avenue CHICAGO
In'ventors and Sole Makers

LANDAU'S FOURTH VICTOR STORE

Successful Victor Retailer Opens Fourth Store
at Pittston, Pa. — Uses Attractive Advertising
to Announce Its Latest Important Move

Pittston, Pa., October 7. — Landau's, well-known
Victor dealer, took possession of its Pittston
store at 40 South Main street a fortnight ago,
and within the short space of two weeks has
already won the confidence and esteem of the
local buying public. This enterprising Victor
dealer used efifective advertising in the Pittston
newspapers announcing the opening of the Pitts-
ton store, and this advertising was noteworthy
for its dignity and timeliness.

Landau's is one of the most successful talking
machine establishments in the Keystone State,
and, in addition to the Pittston store, is located
at Wilkes-Barre, Nanticoke and Hazleton. The
Victor line is handled exclusively in all of these
stores, with a comprehensive line of musical
merchandise and jewelry.

HAS NOT SOLD SONORA STOCK

George L. Brightson, President of Sonora Pho-
nograph Co., Denies Rumors to That Effect —
No Changes Contemplated Either

Repeated rumors to the effect that George L.
Brightson, president of the Sonora Phonograph
Co., 279 Broadway, New York, had sold out his
interests led recently to a denial in the form of
the following statement from Mr. Brightson,
who said to a representative of The World:
"The rumor, which originated for reasons best
known to those starting it, is absolutely un-
founded. I have not disposed of any of my
stock and have never attempted to sell any in
the past and can offer no encouragement to any
who may expect to benefit by such an oppor-
tunity. Furthermore, there are no unusual
changes contemplated in either the personnel or
policies of the organization."

STATUS OF GROUP ADVERTISING

Associated Advertising Clubs Urge That Federal
Trade Commission Does Not Interfere With
Practice of Co-operative Advertising

In view of the increased tendency among busi-
ness men in various lines to go into co-operative
advertising on a more or less extensive scale,
it has been felt that there was a danger that
such advertising might be regarded with dis-
favor by the Federal Trade Commission, which
sometimes appears more inclined to dally with
technical violations of the restraint of trade laws
tlian with the actual and more flagrant violations
of those same laws.

Taking issue vnth the situation, the following
resolution was passed at the recent convention
of the Associated Advertising Clubs of the
World in Atlanta:

"Whereas, It is with the deepest satisfaction
that the advertising industry has watched the
continuous growth of co-operative advertising in
marketing the products of fruit growers, of lum-
bermen and of many other producers, until to-
day farmers are coming together in association
to use co-operatively this great force in market-
ing their crops; and,

■ "Whereas, We hail the advent as advertisers of
these fundamental producers, whose products
are basic human necessities, as offering the
crowning opportunity to complete the demon-
stration of the power of advertising to serve
'all sorts and conditions of men'; therefore be it
"Resolved', That the Associated Advertising
Clubs of the World, in convention assembled
this 16th day of June, 1921, strongly oppose any
action on the part of the Federal Trade Com-
mission to interfere with legitimate association
or group advertising."

Don't knock your competitor's line. Remem-
ber that most people have an inherent love of
square dealing and will resent it. In many in-
stances they are very likely to patronize the com-
petitor in the future.

5LANDIN

ANY successful sales
proposition must
depend upon some ex-
ceptional feature which
outclasses competition.
The remarkable sales of
the Blandin Phono-
graph now being en-
joyed by dealers are due
to that instrument's
purity of tone produc-
tion, which is in turn
due to its original con-
struction of sound
chambers. No other
phonograph approaches
it in reproducing most
difficult records like the
voice or piano. Dealers,
write us for attractive
proposition.

Racine Phonograph Co., Inc.

RACINE, WISCONSIN.

Hear
Record

TINCHER WITH STERCHI BROS.

Knoxville, Tenn. September 30. — J. E. Tincher,
formerly connected with Edison distributing
houses in Minneapolis, Kansas City and New
Orleans, and associated with the music business
for the past twenty-five years, has been placed
in charge of the music department at the Sterchi
Bros, store here. This concern carries one of
the most complete lines of musical instruments
and supplies in the South.

You can't drive a nail with a sponge, no mat
ter how much you, soak it, and you can't secur^
talking machine business without making an ef-
fort to get it.

A branch of the National Phonograph Stores
has been established in Middletown, Conn., by
Gilson Hall.

THE TALKING MACHINE WORLD

October IS, 1921

\ "HIS MAStERS VOICE" /

^ "EG.U.S.PAT.OFF.

//JXV

MICKEL
SERVICE

from

OMAHA

EXCLUSIVE VICTOR JOBBERS - I4I4-I4I6 H ARNEV 5T..OMAHA,NEB

1 1

s I

EXCLUSIVE VICTOR JOBBERS- 4 M COURT AVE., DE5 MOINES. lOVs^A.

MICKEL .^iS^,

SERVICE

from

DES MOINES

\ "HIS MAStER'S VOICE" /

REG. U.S. PAT. OFF. q^/

October 15, 1921

THE TALKING MACHINE WORLD

Convention of the Iowa Victor Dealers

Most Successful Meeting of Iowa Victor Dealers' Association Held in Des Moines September 19 and 20, With a Great

Array of Retailers Present — Constructive Practical Talks Greatly Enjoyed —
Mickel Bros. Co. Entertain Visitors to Convention

Des Moines, Ia., October 3. — From the remarks
voiced by every dealer attending the fifth an-
nual convention of the Iowa Victor Dealers' As-
sociation, held in Des Moines, September 19
and 20, it is generally conceded that never before
has the Association provided a more helpful
and entertaining program. The speakers chose
their topics carefully, with the idea in mind that
the days of real salesmanship were upon us at
last and their messages proved to be of great
material assistance to all.

After getting acquainted and registering, the
members gathered on the third floor of the
Mickel Building, 411 Court avenue, which was

educational and entertaining had a wonderful
future before it.

Educational Work in the Schools
Miss Mayme A. Jardine, of the Mickel Bros.
Co., gave a short but interesting talk on musical
educational work in the schools and showed
how valuable a dealer could make this idea by
co-operating with the schools in placing Vic-
trolas in every room. Miss Jardine illustrated
the value of the talking machine record in a
musical way by presenting a very interesting
musical program, which the delegates to the
convention greatly enjoyed. The artists partici-
pating were Miss Loretta BorofT, Thomas Bon-

"We firmly believe that our policy of records
on approval makes us many friends. It is really
official advertising at low cost and permits a
wide distribution of records. Besides this it
brings many people into the store who other-
wise would not be there."

Mrs. Jessie Vance, of the Vance Music Co.,
Mason City, gave her views on the opposite
side of the question, stating that in sending out
records on approval, a dealer loses the personal
contact with the customer, which is so necessary
in developing his clientele. She added: "Cus-
tomers who come to our store hear the records
demonstrated under proper acoustic conditions

Those in Attendance at the Convention of the lo wa Victor Dealers' Association Held in Des Moines

arranged to accommodate the convention and
also a number of exhibitors whose merchan-
dise on display was of great interest to every
dealer. The Garver Hardware Co., Des Moines,
jobbers for the Magnavox Co.; the Hulsizer,
Co., Des Moines, manufacturers of interior store
decorations; Capital Sign Works, Des Moines,
signs and window trimmings; Addressograph
Co. and the Morris Cash & Credit Register Co.,
of Omaha, were among the exhibitors.

The meeting was called to order at 1:30 Mon-
day afternoon by President L. R. Spencer.
Mayor H. H. Barton was introduced by the
president and delivered a short address of wel-
come. His talk was exceedingly interesting,
describing from an outsider's viewpoint the
phenomenal growth in popularity of the Victor
talking machine and his belief that anything so

ney and Samuel Carmell, a young violinist,
whose work especially demonstrated what won-
derful results could be obtained in using the
Victrola in connection with the musical educa-
tion of the child. The other participants en-
gaged in singing and folk dancing in costume, and
the entire program helped to display most effec-
tively the great possibilities of the Victor talk-
ing machine as an educator for the child as
well as the grown-ups.

Sending Records on Approval
The meeting was then thrown open to general
discussion, at which time a number of very im-
portant questions were considered, the affirma-
tive and negative sides being taken by various
dealers. C. E. Beard, of Chase & West, Des
Moines, who conducts quite an extensive ap-
proval business, defended his policy as follows:

and an experienced sales person makes every
point possible in developing their friendship.
Friendship develops more friendship, and the
more friends we have the rnore customers we
have."

Charging Interest on Contracts

The ne.xt subject, "Interest on Contracts,"
was discussed between L. A. Murray, of Daven-
port, for the affirmative, and R. B. Townsend,
Des Moines, the negative. After a heated argu-
ment the general belief was that, in justice to
both the dealer and the customer, a legal rate
of interest- should be charged on all talking
machine paper.

The Value of Outside Salesmen

The next subject, "Outside Salesmen," was
defended by J. J. McNamara, of Washington.
(Continued on page 60)

THE TALKING MACHINE WORLD

October IS, 1921

CONVENTION OF THE IOWA VICTOR DEALERS— (Continued from page 59)

He said: "I firmly believe in outside salesmen.
We find that we are better able to convince the
farmer of the advisability of purchasing a Vic-
trola if we can talk to him face to face. An
outside salesman was recently added to our
force and during the first two months of his
work our gross sales were increased by 40 per
cent over the corresponding months of last
year."

Joe C. Britt, of Boone, who spoke on the neg-
ative side of the question, stated: "Outside sales-
men are too expensive. For a short time we
had one outside salesman and the trouble he
got us into exceeded by far the number of sales
he made. I believe that by using the same
amount of money spent on outside salesmen
in some other direction, such as advertising, it
would be best. Get the people into your store
and then, if you can't sell them music with all
of the surroundings in harmony with the sell-
ing, no one will be able to sell them.

John G. Paine's Inspirational Address

John Gregg Paine, of the Victor Co., was
introduced and delivered a very inspirational
address on "Trusteeship." He spoke on the
mutuality that exists in the business of mer-
chandising Victor products between the Victor
Co. and the dealer, and showed how the business
has grown to such great proportions that to-day
the Victor Co. could no longer look upon the
business as "its" business, nor could the dealer
look upon the business as "his" business. The
outlook must be broader than that and the time
has come when both the dealer and the Victor
Co. must look upon themselves only as a part
of the great industry as a whole. He then
pointed out very forcefully how the Victor Co.
recognized its responsibilities to the dealer, how
it realized that each dollar invested by the dealer
in Victor merchandise was an earnest belief of
the faith the dealer had in the Victor Co. and
its products and they could be assured that the
Victor Co. would never do anything to shake
that faith or to destroy it, but, rather, would
continue to guard that faith and cultivate it to
the. end that the dealer may ever rejoice in the
wisdom that gave him his faith. He then went
on to show how the Victor Co. guarded this
faith and cultivated it, %'y its supreme mer-
chandise, by its service to the dealer, by its
experimental laboratories and by various other
means, which he enumerated and described at
some length and in a most interesting way.

On the other hand, he pointed out that the
dealer had responsibilities toward the Victor
Co. that he must not shirk. He was the ulti-
mate channel of distribution and "if the stream
is not to become stagnant its mouth must not
becc5me clogged." A dealer's responsibility to-
ward the great Victor business is to keep the
goods moving rapidly and as effectively as is
consistent with fair, four-square business meth-
ods. "The Victor Co.," Mr. Paine said, "is con-
stantly alert to the business conditions of the
community, so that it could gauge far in ad-
vance the tide of affairs. You have had exam-

ples of the business acumen of the Victor Co.
and how it has unfailingly predicted each change
in business conditions. Its responsibility to-
ward the industry and the dealer required it to
do so, and now it has predicted a revival of
business in a most marked degree and, with faith
in its prediction, augmented its manufacturing
program to meet the growing demand for Vic-
tor goods. When the revival is fully felt and
completely realized as a fact the dealer will
find the Victor Co. totally prepared to meet
it. Will you dealers be, likewise, as well pre-
pared?"

' In the evening the members of the Associa-
tion attended the Orpheum Theatre in a body,
where a special program had been arranged in
their honor.

TUESDAY MORNING'S SESSION
The Tuesday morning session was called to
order promptly at 9:30, at which time Earl H.

Geo. E. Mickel

Haglind, of Mickel Bros. Co., gave a demon-
stration on the adjustment of Victor motors
and governor.

Window-trimming Demonstration

One of the most important numbers on the
morning program was a practical window-trim-
ming demonstration by Jack Cameron, head
decorator of the Harris Emery Co., of Des
Moines. In speaking of his work Mr. Cameron
said: "Wonderful opportunities are given a win-
dow trimmer in displaying such high-class mer-
chandise as Victrolas. Have harmony in color
only in your settings and the use of two colors
is most effective. In displaying Victor mer-
chandise it is bad taste to show the price
ticket. Do not simply stand a Victrola in the
center of your window and expect it to be effec-
tive. Best center on the corner or to one side.
And to obtain a vfery pretty effect a hidden
colored lamp glow in fed, amber, blue or green
will work wonders."

Interesting Stereopticon Lecture

Gus Mayer, of the Unit Construction Co., gave
a very interesting stereopticon lecture anent the
products of his company and how they are
made.

G. E. Mickel Discusses "The Business-getter"

George E. Mickel, president of Mickel Bros.
Co., discussing the subject of "The Business-
getter," described the famous business stunt of
the West, the Mickel Victrola Club. This plan
is at present being operated by the Mickel Music
House, of Omaha, and Mr. Mickel's statistics,
showing the results of the first fifteen days of
the sale, were astonishing. His address was
illuminating and enjoyed by the conventionites.

Roy E. Waite, of Chicago, spoke on the
"Value of Trade Papers." "The real mission
of a trade paper," said Mr. Waite, "is to give
news of its industry and of experiences of those
in the industry. A successful trade paper is
one that can distinguish between news and
printed matter. Trade papers are time-savers.
They give you the record of events in as concise
and complete a manner as possible, which will
enable you to profit by the knowledge."

Duane Wanamaker, of Chicago, made a short
talk upon the value of conventions.

Rockwell on Advertising and Salesmanship

J. J. Rockwell, of the Reincke-Ellis Co., Chi-
cago, gave a few interesting points on the sub-
ject, "Seed for the Harvest." In speaking Mr.
Rockwell said: "Advertising, like these other
things I have spoken of, entails a present pay-
ment for a future reward. Properly used, prop-
erly co-ordinated in the business in which it is
used, intelligently planted and given time to
bring its crop into maturity, the seed of future
business which we call 'advertising' is as cer-
tain in its production of returns as is life in-
surance, or a savings bank account, or habits
of thrift. It is as certain of production of its
crop as is the good seed that the farmer plants
in fertile ground which he cultivates and fer-
t'.Y.zes.

■ The seed from which sales are made, I care
not what the line of business is, are seeds of
suggestion, inspiration, education, and, as in the
production of any other crop, the process of
sowing must be repeated, and continuous, if
there is to be a continuous growth for the har-
vest.

"And just as the farmer knows that between
the sowing of the seed and the gathering of the
harvest time must be given for the growth to
mature, so the good business man knows that
between the sowing of an idea or an inspiration,
or a new thought jn the prospective customer's
mind, he must wait for time to bring the growth
of that seed in the prospect's mind up to ma-
turity and upon maturity the sale will be made.

"A lot of business men have an idea that the
great salesman is the fellow who goes out and
'knocks them dead' and brings back the order
from the first interview. I have an idea that
the great salesman, like the man who is great
from any standpoint, is not the 'one call' man,
but is the man who wears well, who can sug-
gest and inspire and educate, and who, after im-
planting these forces, has the patienc: to culti-
vate them and keep out the weeds and who has
intelligence enough to know when the growth

MASTER WAX BUSINESS BLANKS

Special Waxes for Recording and Black Diamond Business Blanks

Due to our increased business, we announce that we have moved from 57-59 Paris St., Newark, N. J.,
to a new and larger factory at 165-167 Bloomfield Ave., Bloomfield, N. J., where we are equipped to
produce at a maximum.

We would be glad to discuss a sales proposition from different territories for our output.

The Wax and Novelty Company

165-167 Bloomfield Avenue, Bloomfield, N. J.
F. W. MATTHEWS

October 15, 1921

THE TALKING MACHINE WORLD

CONVENTION OF THE IOWA VICTOR DEALERS— (Continued from page 60)

is mature and to go out then and gather in the
harvest.

"I believe that we are coming more and more
to realize that the best salesman is not the
greatest arguer or debater. We are coming to
an understanding of Thomas Jefferson's axiom:
that 'human beings are not convinced by argu-
ment, but by reflection'."

The meeting then adjourned and the mem-
l)crs were guests of Mickel Bros, for luncheon at
the Kirkwood Hotel.

New Officers Elected

The afternoon session of the Association
opened the regular business meeting. Election
of officers followed and the following were
(■hosen for the ensuing year:

President, L. A. Murray, Davenport.

Vice-president, C. B. McGregor, Creston.

Secretary, H. B. Sixsmith, Des Moines.

Treasurer, R. B. Townserid, Des Moines.

Executive committee: J. D. Vance, Mason
City; R. G. Lohr, Muscatine; H. A. Duncan,
Fort Madison; F. H. Walter, Cedar Rapids;
J. M. Donahoe, Fort Dodge; M. W. Duncan,
Albia; L. R. Spencer, Iowa City.

The report of the treasurer showed a healthy
condition of the organization with no bills out-
standing. The report of the secretary showed
that out of approximately 225 dealers in the
State all but about 10 per cent were members.
The "Question Box" Interesting

The answers to the "Question Box" proved
very interesting. Some questions, affecting the
policy and plans of the Victor Co., were very
effectively answered by G. L-. Richardson, Iowa
representative of the Victor Co. Mr. Paine also
came in for his share of questions and they
proved to be an interesting part of the program
Business Survey of State

For several montlis prior to the convention
the Iowa State University Extension Depart-
ment, under direction of Prof. O. E., Klinga-
man, had been gathering valuable statistics in
connection with the Victor indiistrv of the

State. Questionnaires were sent to a number
of • dealers containing some rather pertinent
questions, covering practically every branch of
their business, and Prof. Klingaman's talk was
based upon the results obtained from this sur-
vey. The points given were of great assistance
to the dealers and his suggestions for the man-
agement of their business proved to be of cash
value to every one there.

The meeting then adjourned, to be held at
approximately the same time next year at Des
Moines.

Mickel Bros. Co. Entertains

The evening's entertainment was at the cour-
tesy of Mickel Bros. Co. and consisted of a
banquet and dance at the Hotel Fort Des
Moines. The "Angel Chorus" provided the fun
and, with the able assistance of "Henry," it was
put over in fine shape. During the evening
FVederic Knight Logan, composer of the "Mis-
souri Waltz," assisted by Mrs. Genevieve Wheat-
Baal, played and sang Mr. Logan's hew com-
position, "Pale Moon," which is included in the
October Victor supplement. "Henry" provided
a little fun with his rendition of "Somebody
Else."

The entire arrangements of the program and
entertainment was entirely in the hands of H.
B. Sixsmith, sales manager of Mickel Bros.
Co., and a rising vote of thanks was given him
by the members for providing the most benefi-
ci:,l and entertaining program yet arranged.
Loving Cup for Geo. E. Mickel

The outstanding part of the evening's pro-
gram was the presentation of a loving cup to
Geo. E. Mickel from the Association. Mr.
Townsend, of Des Moines, made a very effective
presentation speech, which was acknowledged
by Mr. Mickel in broken tones of appreciation.
Those in Attendance

Chase & West, Des Moines: E. Chase West,
William Allen, Mr. and Mrs. C. B. Beard, Stew-
art Gadd, Earl Linn, Mr. and Mrs. Walter Lind-
quist, Eleanor Melchor, Sara Olmquist. Mr. and

Mrs. C. W. Rindfleisch, Frances Sears, Ruth
Uhl, Lois Willetts, Winifred Willetts, Don Wil-
lis and Ray Barquist; Des Moines Music Co.,
Des Moines: Mr. and Mrs. H. L. Woodward,
Sylvia Heidt, Jos. Stanton, Mary Wilson, Cub
Wilcox and. Charles Weber; S. Davidson &
Bros,, Des Moines: Mr. and Mrs. L. Davidson,
Mr. and Mrs. R. B. Townsend, Ferne Brooks,
Mr. and Mrs. Henry Olson, Mrs. Glenn Ufford,
James B. Wilson and Elva Tralton; Haddorff
Music Co., Des Moines: Mr. and Mrs. N; A.
Lilja; Mickel Bros. Co., Des Moines: Mr. and
Mrs. Geo. E. Mickel, Mr. and Mrs. H. B. Six-
smith, Mr. and Mrs. E. H. Haglind, Mr. and
Mrs. Roy Banta, Florence Cage, Lelia White,
Eva Donner, Minnie Lipshey, Eliz. Garrity, Mr.
and Mrs. Don Peters, Mr. and Mrs. Guy D. An-
drews, H. W. Burnett, Gerald Young, Granville
Henry, Don Bell, Mayme A. Jardine and Nor-
man Banta; Anderson Music House, Charles
City: R. W. Anderson; Red Cross Dec. Co,
Centerville: Mr. and Mrs. H. C. Adams and
Paul Cushman; Bollinger Music House, Oska-
loosa: Mrs. M. B. Bollinger and Chas. W. Bol-
linger; Baas Music Shop, Rock Island, 111.: Mr.
and Mrs. Baas; Baylor Furniture Co., What
Cheer: Mr. and Mrs. John Baylor; Crary Hard-
ware Co.: Mr. and Mrs. Joe Britt, Mrs. Florence
Scanlin and Fred Crary; Standard Furniture
Co., Centerville: Mr. and Mrs. Wolfe Bernstein;
Watters Drug Co., Cedar Falls: Mr. and Mrs.
C. L. Brown; Peacock & Baxter, Atlantic: Hen-
ry Baxter; Harry Clarke, Anamosa; Combs &
Clouse, Chariton: Mr. and Mrs. D. Earl Combs
and D. C. Clouse; Mickel Music Co., Marshall-
town: Mr. and Mrs. John Cobb, Mrs. Grace
Travis and Mr. and Mrs. C. W. Holms; Arnold
Jewelry & Music Co., Ottumwa: Carl Dalin;
Mark W. Duncan, Albia: M. W. Duncan and
Miss L. Duncan; Donahoe & Donahoe, Fort
Dodge: Jim Donahoe; Baxter Piano Co., Daven-
port: J. J. Donnelly; Strombeck Drug Co., Ma.x-
well : Air. and Mrs. O. F. Strombeck and A.
(C ntit'uiiicd on pacic 62)

'hermanJM^& Go.

Pacific Coast Distributors

Victor Victrolas
Victor Records
Victor Accessories

Main Wholesale Depot:
741 Mission Street, San Francisco

Branch Wholesale Depots:

444 So. Broadway, Los Angeles, California

45 Fourth St., Portland, Oregon
Oceanic Bldg., Cor. University and Post Sts.,

Seattle, Washington
427 West First Ave., Spokane, Washington

THE TALKING MACHINE WORLD

October 15, 1921

IOWA VICTOR DEALERS' CONVENTION

{Continued from page 61)

W. Gamble; Oppenheimer-Alsop Co.. Oska-
loosa: H. A. Groves; Fannie A. Nichol, Mt.
Ayr: Miss F. A. Nichol and Mrs. Helen Hargis;
Wm. Hersbergen, Mitchellville: Mr. and Mrs.
Wm. Hersbergen and Sylvia Hall; W. H.
Hoover, Mt. Vernon; Ireland Music Co., Inde-
pendence: F. B. Ireland; Kennedy-Gardner Co.,
Iowa Falls: Mr. and Mrs. W. G. Kennedy; P.
K. McKee, Indianola: Mr. and Mrs. P. K. Mc-
Kee, E. R. McKee and Thelma Lyon; Duncan-
Schell Co., Fort Madison: Mrs. Maude Lan-
gridge; L. A. Murray Co., Davenport: L. A.
Murray and Theresa Murray; McGregor Bros.
& Coens, Creston : Mr. and Mrs. C. B. McGregor
and Miss Margaret McGregor; E. C. Mittvalsky,
Cedar Rapids; J. F. McNamara & Sons, Wash-

ington: J. J. McNamara; F. H. Nolte, Stuart:
Mr. and Mrs. F. H. Nolte and Irene Nolte;
McCauley & Powers, Adel: Mr. and Mrs. C. E.
Powers; Victor Co., John Gregg Paine and G.
L. Richardson; John Boesch Co., Burlington:
Flora Raikes and Laurence Waibel; Harmony
Hall, Iowa City: Mr. and Mrs. L. R. Spencer;
M. J. Soukup, Decorah; Swan Pharmacy, Mad-
rid: Mr. and Mrs. F. R. Swan; E. P. Shella-
barger, Columbus Junction; Theden's Pharmacy,
Tama: Mr. and Mrs. F. R. Theden; Vance
Music Co., Mason City: Mrs. Jessie Vance and
Gail White; Morris Sanford Co., Cedar Rapids:
F. H. Walter; Frederic Knight Logan, Mrs.
Genevieve Wheat-Baal, Mr. and Mrs. Jack Cam-
eron, Prof. O. E. Klingaman, Gus Mayer, Roy
E. Waite, Mr. and Mrs. W. O. Welker, D.
Wanamaker, J. J. Rockwell, Governor and Mrs.
N. E. Kendall and Mayor H. H. Barton.

SEYMOUR SOULE'S IMPORTANT POST

MEETING OF NEW JERSEY RETAILERS

Victor Dealers' Association Holds First
Meeting in Newark on September 20

Fall

The first Fall meeting of the Victor Retailers
of New Jersey, the State organization that has
already accomplished much good for the trade,
was held on September 20 at the Robert Treat
Hotel, Newark. Members of the association en-
joyed the usual excellent luncheon, after which
a business meeting was held, during the course
of which Fall business prospects and plans were
discussed at some length. The attendance at the

meeting was unusually large and the enthusiasm
evinced by the members presages an active Fall
in association circles.

Plans are now being made to provide special
features for coming meetings, and it is expected
that at the next session a man of national promi-
nence will talk to the dealers on matters per-
taining to their business. All members of the
Victor trade in New Jersey are made welcome
at the meetings.

E. C. Nittnalsky has opened a new Victor
store at 212 South First street, Cedar Rapids, la.
He has a fine line of Victrolas and records.

Ward's Khaki Moving Covers

Distributors

BRISTOL II barber, INC.
3 E. 14th St.. New York City

YAHR & LANGE DRUG CO.
207.215 E. Water St.. Milwaukee, Wis.

COHEN & HUGHES. INC.
Wastilngton. D. C.

BECKWITH-O'NEILL CO.
Minneapolis. Minn.

STREVELL-PATERSON HARDWARE CO.
Salt Lake City, Utah

C. L. MARSHALL CO.. INC.
Beckman BIdg., Cleveland, 0.
Butler BIdg.. Detroit, Mich.

THE REED CO.
237 Fifth Avenue. Pittsburgh. Pa.

C. J. VAN HOUTON &. ZOON
140 S. Dearborn St.. Chicago. III.

SONORA DISTRIBUTING CO. OF TEXAS
Dallas, Texas

KNIGHT-CAMPBELL MUSIC CO.
1608 Wynkoop St.. Denver, Colo.

CHAS. H. YATES
311 Laughlin BIdg., Los Angeles, Cal.

W. D. & 0. N. ANDREWS
Buffalo. N. Y.

SACHS & CO.
423 So. Wabash Ave., Chicago

SHERMAN, CLAY & CO.
741 Mission St., San Francisco, Cal.

Grade "D" CoTer wit^

No. 3 Straps

THE C. E. WARD CO.

(Weil-Known Lodge Regalia Home)
101 William Street New London, Ohio

Also Manufacturers of Rubberized Covert
and Dust Covers for the Wartroem

JOHN A. FUTCH CO.
35 Auburn Ave., Atlanta, Georgia
1500 South Boulevard, Charlotte. N. C.
630 Washington St., Jacksonville, Fl».

ORTON BROTHERS MUSIC HOUSE
Butte. Mont.

GRAY & DUDLEY CO.. Nashville, Tenn.

ASSOCIATED FURNITURE MFRS.
St. Louis, Mo.

W. J. DYER II BRO., St. Paul. Minn.

AMERICAN PHONOGRAPH CO.
Burlington. Vt.

JOSEPH BARNETT & CO.. Cedar Rapldi, It.

Appointed Assistant Advertisingr Manager of the
Columbia Graphophone Co., New York

The appointment of Seymour Soule as assist-
ant advertising manager of the Columbia
Graphophone Co., of New York, has just been
announced. Mr. Soule comes to the Columbia
Co. highlj' recommended and with an extensive
experience in the advertising field. He was for-

Seymour Soule

nierly connected with the Geo. Batten advertising
agency, where he specialized on Columbia Dicta-
phone advertising, and also became familiar with
the general advertising policy of the Columbia
Grafonola as well.

Mr. Soule takes up the active dtity of assist-
ant advertising manager immediately, and is al-
ready hard at work on many new features of
Columbia advertising. Owing to his wide prac-
tical knowledge of the work of the advertising
department he is certain to meet with a large
measure of success.

MUSIC LIGHTENS HOUSEWORK

Talking machines are now being used by many
housewives as a means of lightening their house-
work. The talking machine is kept in action
while the work is being done and women who
have tried this claim that they feel less weary
when evening comes, due to the soothing and
stimulating effect of the music. Some women
have gone so far as to place a talking machine
in the kitchen and they do their cooking and
wash their dishes while the machine plays their
favorite records.

DISPLAY AT ILLINOIS STATE FAIR

Springfield, III., October 1. — The Hilmer Piano
Co., Granby dealer, attractively exhibited that
line at the Illinois State Fair, held recently. The
Hilmer Piano Co. reports that the exhibit was
well attended and an e.xcellent prospect list was
secured.

OCTOBEB 15, 1921

THE TALKING MACHINE WORLD

Phonograph
That Immediately

Attracts G
Pleases

The Season's Biggest
Opportunity

The advent of the beautiful Modernola has instituted the One
New Accomplishment in the Phonograph world. It is truly the only
radical departure in design and construction from the great mass of
phonographs in existence and is distinguished for its beautiful charm
in Tone as well as a wonderfully cheerful appearance.

Placed on the floor of your store it will attract immediate atten-
tion and once in the home of the user it will ever be a source of
genuine delight and pleasure — which, after all, will bring you the
greatest favorable and profitable advertising you so much desire.

Unusual Points

Being round in shape the Modernola occupies much
less space than a square machine of the same diameter.

While also sold without the Stand Lamp yet the
Stand Lamp — especially with its soft glow of light —
adds to the charm of the Modernola as an artistic room
decoration.

The Modernolas are furnished in a variety of fine
finishes and a large selection of beautiful Lamp Shades
from which to choose.

The Modernola is in every way a very attractive
Phonograph. It is a great asset to every dealer.

The Modernola Company

Johnstown, Pa.

The Holiday Season is approaching and you should place
your order at once to insure early delivery. For fullest
information address Dept. D.

Important
Notice

As our Eastern Sales
Representatives we have
appointed the Modern-
ola Sales Co., with
offices at 927 Broad-
way, New York City.
They are sales repre-
sentatives for
Greater New York,

Eastern New York

State,
Connecticut,
Rhode Island,
Northern New Jersey.

Phone Ashland 74S3

Warehouse
101 West 20th St.

THE TALKING MACHINE WORLD

October 15, 1921

AlAMIE SMITH ON EXTENDED TOUR

Popular Okeh Artist Featuring "Sax-O-Phoney
Blues" on Present Tour — Will Visit Pacific
Coast After the Christmas Holidays

.Mamie Smith, popular "Blues" singer and ex-
clusive Okeh artist, is featuring on her present
tour a new song entitled "Sax-O-Phoney Blues,"
written by Milo Rega, and one of the song
novelties of the present season. Mamie Smith
attained countrj'-wide success in the rendition
of "Crazy Blues," but the song that she is now
featuring offers her possibilities that will un-

ETCHED METAL NAME-PLATES

SAIITHOLA

DMADE BY
JOHN SMITH & CO. C

NEW YORK. U.S. A.

MODEL

SERIAL NQ.I

FOR MANUFACTURERS AND DEALERS

Write for prices
stating quantity
desired

SOLD BY

I HENRYdONES® CO.

' SI UIsriOTv' ST.

ALLEGHENY. PA.

EVERLASTING

NEAT IN APPEARANCE

ELECTRO-CHEMICAL ENGRAVING CO., Inc., 52 Vanderbilt Avenue, New York, N. Y.

the Standard Amusement Co., is proving a de-
cided success, and after the holidays Mamie
Smith and her companjf of entertainers will tour
to the Pacific Coast. Plans are also under way
to present Aliss Smith with her own company
in a Broadway production later in the season.

COLUMBIA ARTISTS IN EUROPE

Famous Columbia Stars Planning European
Tours — Charles Hackett's Services in Demand

THE WANDERING GAZE

Many Salesmen Lose Sales Because Their At-
tention Is Everyvyhere but on the Customer
as They Give Their Sales Talk

Mamie Smith

doubtedly enable her to eclipse the phenomenal
popularity that she won with the "Crazy Blues"
number.

"Sax-O-Phoney Blues" has been recorded for
the Okeh record library, and Okeh dealers will
have an excellent opportunity to feature this
song, as Mamie Smith's tour, which started at
New Haven on September 23, will extend as far
north as Boston and as far south as Florida.
This tour, which is under the management of

A factor in successful salesmanship that is
often overlooked is inattention to the customer;
in other words, discoursing enthusiastically
about the product, pointing out its advantages
and superioritj', etc., and gazing anj-where and
everywhere but at the customer. This is an
extremelj' annoying trait and the prospect gets
the impression that the salesman, is reciting a
memorized speech and very often he walks out
without making a purchase.

The salesman will get materially better re-
sults if he looks at the customer, squarely when
he talks. In no other waj' can the prospect be
impressed with the earnestness of the seller and
the value of the product. When the sale is
finally consummated the buyer will feel satis-
fied with the treatment accorded him at the
store as well as with the purchase which he has
made.

The Columbia Graphophone Co. was recently
advised by Alexander Kahn, its European repre-
sentative, that a number of prominent Columbia
artists are planning to make European tours,
and are in demand in European musical circles.
Sascha Jacobsen, prominent violinist, will in all
probability make an extensive European tour.
Charl&s Hackett, famous tenor of the Metro-
politan Opera Co., who is at present in the
United States, is being demanded by both the
Opera Comique of Paris and La Scala of Milan.
Toscha Seidl. popular violinist, in all likelihood
will make a tour of England, where he received
an ovation on his last appearance. Mr. Seidl
is at present on his way to Scandinavia.

ANDREWS BUYS INTEREST

Harry L. Andrews, of Spokane, Wash., has
purchased an interest in the Baird Musical Co.,
of Walla Walla, Wash. The firm will be known
as the Baird-Andrews Music Co. in the future.

•An attractive Victrola salon was recently
opened in the waiting room of the Baltimore
& Ohio Building in Gerard, O., by Roy E. Pur-

du m.

When you feel your record sales
are slumping try —

Records

The enormous factory releases are proof

of their sales value

THE HARPONOLA COMPANY

Distributors

CELINA, OHIO

Distributors

October 15, 1921

THE TALKING MACHINE WORLD

Tonepen

TRADEMARK

Dealers! Here Is the
New, Quick -Selling
Unrivaled Tonepen

LOUD SOFT

The TONEPEN does what no other needle can do.

The TONEPEN plays all records— hill-and-dale and
lateral-cut. Because it is tubular and light, it quickly
responds to sound vibration and does not wear away the
record. The TONEPEN gives loud, soft and medium effects.
Simply turn the TONEPEN so as to bring more or less of
the point to bear — that is all. No other needle can do these
things.

The TONEPEN reduces scratching to practically
nothing. Therefore, it brings out of the record all the
quality that is in it.

The TONEPEN is good for 80 to 100 records. No other
needle lasts so long.

TONEPENS greatly prolong the life of the record.

TONEPENS sell at sight— 25 cents for three is the
retail price.

Write today for our special dealer offer.

Liberal discounts are made to reputable dealers. Stock
up now for the Christmas trade.

Send for Free Sample

TONEPEN COMPANY

219 Center Street New York City

THE TALKING MACHIT^E WORLD

October IS, 1921

The Far East flavors the Novelty Record
tills month— "Danse Arabe" and "Danse
Orlentale " played with exotic effect by the
Oriental Orchestra. An extra good record
for extra sales. E-7258.

Columbia Graphoplione Co

NEW YORK

ISAACSON ADDRESSES SALESPEOPLE

LOOKS FOR BETTER BUSINESS

New York Record Sales Forces Listen to
Address and Concert at Wurlitzer Hall

Geo. E. Brightson, President of the Sonora
Phonograph Co., Saw Evidences of Increased
Demand on Recent Trip to Central West

when asked if they were doing anything to
counteract dull times."

:Mr. Brightson calls hi.=; trip a very satisfac-

Charles D. Isaacson, who is in charge of the
New York Evening Mail's free concerts and
editor of the Mail's "Our Family Music" page,
was the speaker at a meeting and concert of
retail talking machine and record salespeople,
held under the auspices of the Talking Machine
Men, Inc., at Wurlitzer Hall, Wednesday after-
noon, September 28.

Mr. Isaacson chose for his subject "How to
Sell Good Music." He pointed out that record
salespeople had the pow-er to educate the people
who entered their establishments to desire bet-
ter music. He also gave a demonstration of the
proper way in which to push the better class
of music.

Selections were rendered by Miss Helen Leve-
son, mezzo-soprano, accompanied by Jacques
Wolfe at the piano, and Ralph Tomlinson, ac-
companied by Theodore Springmej-er at the
piano.

START PERFECT PACKAGE DRIVE

Express companies, railroads and steamship
lines in the United States and Canada have
asked the co-operation of all industries in a per-
fect package movement, to be inaugurated in
November, which has been designated as "per-
fect package month." The idea of the movement
is to center more attention on the proper pack-
ing of goods in an effort to overcome the heavy
annual losses incurred through carelessness.

George E. Brightson, president of the Sonora
Phonograph Co., 279 Broadway, New York, which
is also marketing the Sonora pianos and plaj'er-
pianos, returned recently from a trip West as
far as SL Louis and including the attendance,
with Frank J. Coupe, vice-president, at the con-
vention of Indiana Sonora dealers at Indianapo-
lis, held by the Kiefer-Stewart Co., Sonora job-
ber for Indiana.

Mr. Brightson w-as pleased with the reception
accorded him everywhere, and especially grati-
fied at the evidence that the Sonora is fast be-
coming recognized throughout the Middle West
as it has already been in the East for some
years.

"Although I found no wndespread belief that
business will boom this Fall as never before,"
said Mr. Brightson to a World representative,
"it seems that merchants everywhere have great
faith in a big improvement this Fall and in
every case their belief is based on sound, sub-
stantial reasons. What impressed me more than
anything during my entire trip was the notice-
able fact that the merchants radiating the most
confidence were those who admitted that busi-
ness with them at present w-as not really bad
and, further, that they w-ere going after it as
never before, planning to continue their aggres-
sive methods %vithout abatement. On the other
hand, those most gloomy and reflecting the
'what's the use' attitude used these very words

George E. Brightson

tory one and is sorry his time is so taken up at
the New York office that he is unable to spend
more of it visiting Sonora representatives.

The small house that advertises never fears
big competition.

At Last Something Worth While to Sell

in the Phonograph Accessories Line

FOR RECORDS \

Since our first ad in this paper we have sold over 200 dealers — and opened six Jobbers

REASONS WHY NIFTY LIFTERS SELL ON SIGHT

1. Prevents Breaking
of records.

2. Does away with
unnecessary h a n -
dling and prevents
scratching of rec-
ords.

3. Saves wear and
tear on brakes and
gives machine dou-
ble life.

4. Doubles life of
records.

5. Prevents bruising
of finger nails.

6. Saves Energy.

7. Eliminates annoy-
ance of stopping
and starting ma-
chine to change
records.

8. Saves time in
changing records.

Retail Price: Nickel Plated, only 50c each — Gold Plated only 65c each

Liberal margin of profit for you

Write today for full particulars and prices

LIBERAL DISCOUNT FOR JOBBERS

NIFTY LIFTER COMPANY

SCHENECTADY, NEW YORK

The Talking Machine World, New York, October 15, 1921

I
I

MAMIE SMITH

All Mamie Smith's Records Now 85c

SENGATIONAI. SONG HlT-reA-njRED

THE reign;ng queem of Qi/Hcomm

m Wm ALL-STAR JAti f?EVUE.

SEPTEMBER 24th marked the opening date of Mamie Smith's
concert tour for the coming season. Her personal appearance m all
the large towns will be a tremendous boom to her records. Her first
engagement will be in the New England territory. She will tour as far
South as Florida. Saxo-Phoney Blues looks like the feature hit in her new
song review. This means big business for every Okeh jobber who has
sufficient stock on hand to meet ready requests. Mamie Smith is working
Saxo-Phoney Blues hard. She realizes how good it is. Soon you won't
be able to get enough to sell to the thousands that will be wanting this
record all over the country. Special advertising literature is being
prepared on it.

Place your order today for Mamie Smith's biggest hit

Records

GENERAL PHONOGRAPH CORPORATION

25 West 45th Street

OTTO HEINEMAN, President

New York City

October 15, 1921

THE TALKING MACHINE WORLD

CANTON DEALERS ARE OPTIMISTIC ©©@©©©©©®©©@©©©©©©©©©©®©©@@©©@©©©©©©©©©©©©©@©©©©©©@©©©©©©@©©©©©©@©©^

Conditions in Eastern Ohio Bettering — Exhibi-
tors at Stark County Fair — New Dealer Opens
— Instructions in Salesmanship — Other News

Canton, O., September 30. — With the advent of
Fall music dealers of the Canton district are pre-
paring for a busy season and without exception
all dealers are optimistic as to what the next
tv.'ti months hold in store for them. They an-
ticipate a spirited holiday trade and there is
every reason to believe that the Fall and early
Winter will bring the much-looked-for revival in
retail business.

The impression of music merchants in eastern
Ohio is that business is on the up-grade. They
say that they feel the general public is in a
njore complacent mood than it has been for some
months past and is disposed to go in and help
restore conhdence and anything else that needs
restoration.

Industrially the Canton district is improved
over last month 20 per cent and slowly the large
army of unemployed is being absorbed. Indica-
tions are that the local metal working mills
will continue active indefinitely.

Never in the history of the Stark County Fai"
were there so many exhibits of retail music deal-
ers as last week. Five local music houses were
represented with booths in the Merchants' Hall.
Two dealers from Massillon, O., also had booths.
The representative of The World was very much
impressed with the attractiveness of the exhibits
this year and special mention is due the Alford
& Fryar Piano Co. and the George Wille Music
Co., both of Canton. A boy soloist at the
Alford-Fryar booth made a hit with the fair
spectators, while at the Wille booth hundreds
crowded into the aisles to listen to the music
produced by a seven-piece jazz band. The idea
was that of George Wille, head of this music
house, and it went over big with patrons on
Friday night. Many sales resulted from the
exhibits and indications are that the business
of all music houses represented at the fair will
show a substantial increase as the result of the
displays.

Another music concern, it is reported, will
soon invade Canton. The Rhines Edison Shop
will open soon in the new Witter Building,
Cleveland avenue, N. W. This concern now has
a store in Massillon. No definite announcement
has been made as to the opening plans of this
shop.

Miss Helen Ramsdell, Government instructor,
has opened salesmanship classes in the Cham-
ber of Commerce rooms here. More than one
hundred clerks from downtown retail stores
have registered for the course. Miss Ramsdell
conducted classes here last year and diplomas
v.-ere granted those who passed successfully the
examinations. Local stores furnish the clerks
and the Government has the co-operation of the
Board of Education and the Canton Chamber of
Commerce.

STUDY CUSTOMERS' PREFERENCES

It is a good plan to study the preference of
customers with regard to the kind of music which
they prefer and when the knowledge is at hand
place it on file with other data concerning the
customer. The talking machine merchant with
such knowledge can suggest records to the cus-
tomer which he thinks would please. Such a
courtesy is sure to please and will often result in
increased sales.

ROSA PONSELLE POPULAR IN EUROPE

Rosa Ponselle, the great Columbia soprano
and member of the Metropolitan Opera Co.,
New York, will soon leave for Europe, where her
Columbia recordings have already won quite a
large measure of popularity.

No merchant is so perfect that he is able to
form an organization which cannot be criticised,
therefore a wise policy to adopt is that of
encouraging salesmen and store help to criticise.

The Superior Lid Support

CA touch of one Finder lifts or doses
the Lid, which stops at any point desired
Does not warp the Lid

Sample Prepaid, $0.75 Nickel — $1.25 Gold

Quantity Prices on CAvplication

Superior Specialties for Phonographs

BARNHART BROTHERS & SPINDLER |

Monroe and Throop Streets CHICAGO

BETTER CONDITIONS INDICATED A COMPLAINT THAT BROUGHT SALES

Interesting Chat With Everett H. Holmes,
Which Tells How Trade Winds Blow

Lawyer Complains of Victrola Music in Dwyer
Piano Co. Store and Then Sales Start

An indication of the return of better condi-
tions in the talking machine industry , is to be
found in a recent report made by Everett H.
Holmes, sales manager of the Olympic Disc
Record Corp. Mr. Holmes stated that during
the Summer months it was the usual custom of
the dealer to await the call of the salesman be-
fore ordering additional stock. Now the tele-
phone, telegraph and United States mail are be-
ing used extensively by these same dealers in
ordering phonographs and records. This is sig-
nificant and encouraging.

Mr. Holmes further stated in an interview with
The World: "The Olympic Disc Record Corp.
has had steady business from the time its first
records were released in May, and each month
we have shown a rapid gain over the previous
month. Furthermore, our wholesale distributors
are increasing their monthly orders far over
their contracts and we are proud of the success
with which this record is meeting."

New Orleans, La., October 1. — Charles H. Id-
dings, of the Dwyer Piano Co., is beginning
to hope that the music produced by the Vic-
trolas and records being demonstrated in the
Dwyer store arouses frequent complaints from
neighboring business men and others, if all the
complaints work out as successfully as that
filed by a neighboring attorney recently. :

Some weeks ago the lawyer in question, with
oihces opposite the Dwyer store, complained to
the police that the school model Victrola which
was being played in the doorway of the music
store was a public nuisance. As a result of the
complaint a good-natured Irish cop, by the name
of Kerrigan, was sent to the Dwyer store to in-
vestigate. Mr. Iddings met the ofiicer, learned
that he was a lover of music and proceeded to
sell him a Victrola IX for his own home. Two
weeks later the lawyer who made the original
complaint dropped into the store and bought $10
worth of records as an apology for his action.

PHONOSTOP

5th Successful Year

ACCURATE— SIMPLE— DURABLE

Reasonable
Price

Guaranteed Fully

Nickel or Gold

UNIVERSAL
STANDARD

NEED-A-CLIP

New Fibre Needle Clipper

Guaranteed
RETAIL

75 cents

Trade Discount

A SUPERIOR TOOL
THE PHONOMOTOR CO., 121 West Ave., Rochester, N.Y.

THE TALKING MACHINE WORLD

October 15. 1921

llH^lllllllj^llllllim 1^ ||iiniliiij^liniii|^Miiiii|j^iiiiiii|^ j^iiiiii^

MiniMlffriiiiiin

.iy\

c latest addition to the
Jeivett line, a Simplified
Sheraton console, is re-
markable value at $145.
It is of standard Jewett
construction, cabinet
work and finish.

Which Will Make the Most Money for You
— Frozen Dollars or Liquid Capital ?

Your storeroom or warehouse filled with phonographs represents frozen
dollars. It means a dangerously high investment — slow turnover — old
stock — borrowed money — worry.

You're probably wondering if there isn't some merchandising policy
which will prevent you from getting into such a predicament again.
There is.

The manufacturers of the Jewett phonograph realize that "loading up"
is bad for everybody — dealer, manufacturer and buying public.
That's why we build a high-grade instrument at a price which means
immediate sales.

That's why we do not ask you to contract for more phonographs than you
can readily dispose of. Under our plan you will never worry about a
warehouse full of frozen dollars.

That's why we offer a liberal co-Operative advertising plan and enable
you to discount your paper immediately on favorable terms.
The Jewett line in your store means liquid capital — quick turnover — sure
and satisfactory profit — remarkable value that insures pleased customers.
Write today for our dealer proposition.

October 15, 1921

THE TALKING MACHINE WORLD

Q. W. LYLE HEADS NEW COMPANY

Prominent Talking Machine Man Now Presi-
dent of Manufacturers Phonograph Co. — Will
Control Entire Output of Well-known Factory
— Company Armounces Interesting Plans

George W. Lyle, for many years vice-presi-
dent and general manager of the Columbia
Graphophone Co. and more recently associated
with the Pathe Freres Phonograph Co. in an
executive advisory capacity, is now president of
a new talking machine company, which will be
known as the Manufacturers Phonograph Co.
This new concern has opened headquarters at
95 Madison avenue and its merchandising plans
include several new ideas which will undoubt- .
edly prove of interest to the trade.

The Manufacturers Phonograph Co. has com-
pleted plans whereby it controls the entire out-
put of one of the largest and most successful
talking machine manufacturers in the United
States. In a chat with The World Mr. Lyle
outlined his company's plans, stating as follows:

"Our policy will center upon the elimination
of overhead and the placing of our product in
the dealers' hands at list prices and discounts
which we believe have heretofore been impos-
sible. We shall shortly show samples of five
models, including two uprights, retailing at $100
and $150 respectively; two consoles retailing at
$125 and $175 and a special console at $40 retail
to enclose all the leading makes of small ma-
chines.

"Our cabinet plant is one of the best equipped
in the country. It has produced over $3,000,000
worth of completed high-grade talking machines
each year during the last few years for one of
the older companies. This product has been
recognized as the finest quality marketed by
this company, and the quality has been uni-
form in every detail, including the grade of
materials used, the working, joining and finish
of these materials and in the assembling, pack-
ing and shipping of the finished product.

"In view of the drift of the trade toward the

period cabinet, and recognizing the great signifi-
cance of correct designs in this field, we have
under contract one of the foremost furniture
designers in the country, a graduate of L'Ecole
Beaux Arts, whose work is as well known in
Paris as it is in the product of many Ameri-
can manufacturers.

"We know the phonograph business and we
know the dealer's market and his present prob-
lems. We believe that the time has come when
a larger share of the profit must go to the dealer

years after Mr. Metzger retired from the posi-
tion of advertising manager of the Columbia or-
ganization.

RAPPAPORT'S MUSIC SHOP OPENS

Fine New Victor Establishment in New York
Contains Many Features — Display Windows
Equal to the Best in Metropolitan District

Rappaport's Music Shop, an exclusive Victor
establishment, at 880 Westchester avenue, New
York City, was formally opened during the latter
part of September. The store is one of the
finest and most attractive in upper New York.
Spacious display windows, a beautiful reception
room and twelve demonstration booths are fea-
tures of the store. In the rear a special room
has been devoted to the display of period models.

The establishment was crowded at the opening
and besides a big concert souvenirs were dis-
tributed to the guests. Mr, Rappaport, president
of the organization, received many messages of
congratulation and floral pieces. Those -present
included many artists, jobbers or their repre-
sentatives and dealers. Manager Prisyon and
his assistants, Messrs. J. Hannan, Lehrer and
F. Fuller, represent the personnel of the estab-
lishment.

DOWN FOR BUSINESS AND PLEASURE

W. D. and C. N. Andrews Visit Victor Factory
and Then Attend World Series Games

George W. Lyle

who at the same time must be able to deliver
a finer product at a more favorable price."

The Manufacturers Phonograph Co. is already
establishing distributing agencies in fifteen of
the largest cities in the country under the di-
rect supervision of men whom Mr. Lyle <ie-
scribes as the most experienced men in the in-
dustry. The advertising is to be handled by
Hanff-Metzger, Inc., the agency that has handled
Pathe advertising, and which conducted the
very successful Columbia campaign for several

W. D. Andrews, of Syracuse, N. Y., and C. N.
Andrews, of Buffalo, N. Y., both well-known Vic-
tor wholesalers, stopped in New York City late
last month on their way to the Victor factory
in Camden and th?n came down early this month
to attend the World Series baseball games.
Both brothers are enthusiastic baseball fans and
always manage to see at least a few of the
World Series games each year.

Remember, the man of "go" is seldom let go.

PAT. APPL'D FOR.

GRO-TONE
FEATURES

Extension A telescopes into large
elbow B, giving a length adjust-
ment from 7% to 9 J/2 inches.
Adjustment screw C engages an
indexed channel in extension A,
assuring perfect alignment. Slight-
ly releasing locking thumbscrew E
permits height adjustment of large
elbow in base ring D. Releasing
locking screw E entirely permits
tone arm to be removed from base
ring D for packing separately be-
fore shipping, if desired.

ASK FOR ILLUSTRATED AND DESCRIPTIVE
CATALOGUE

1000 to 1010 GEORGE ST.
CHICAGO, ILLINOIS

MODEL L S

COMPOUND
ROCKEB
ACTION

T h e highest
grade and most
scientific repro-
ducer ever offered
the trade.

PAT. APPL'D FOR

IllustratiDg Angle Throw Back Improvement. Permits
reproducer to clear tone arm when thrown back regard-
less of whether it is in position for playing Hill and
Dale or Lateral-cut records.

THE TALKING MACHINE WORLD

October 15,' 1921

Beginning October 1 st

The New
Super- Finish

BRILLIANTONE
STEEL NEEDLES

will be delivered in

The New
Counter Display Cartons

(Each tone in a different colored carton)

The Last Word iii
Talking Machine
Needles

^^^^^

IIP-

BRILLIANTONE

SteelNeedie Co . Incorporated

Selling Agents foi'
1^ H.BAGSHAW & CO. Factory. Lowell Mass.

. . s.«.px 347 FIFTH AVENUE,

— New York "'"^'V

SUITE 610

Canadian Distributors: The Musical Mdse. Sales Co., 79 Wellington St. W., Toronto
Foreign Export: Chipman Ltd., 8-10 Bridge St., New York City

October 15, 1921

THE TALKING MACHINE WORLD

The applause Van & Schenek got in the
Ziegfeld Follies tor "In the Old Town Hall"
and "What's -a Gonna Be Next?" will be
echoed by every customer who hears this
great double. A-3461.

Columbia Graphoplione Co,

NEW YORK

SEMICENTENNIAL OF PACKARD CO. EDISON FOREIGN RE=CREATIONS CANTON DEALERS EXHIBIT AT FAIR

Fiftieth Anniversary of Establishment of Big
Ft. Wayne Institution to Be Celebrated in No-
vember in an Elaborate Manner

Ft. Wayne, Ind., October 8.— Elaborate plans
are now being made for the semi-centennial cele-
bration of the establishment of the Packard
Fiano Co. in this city, the fiftieth anniversary of
the company occurring on November 4. The
occasion will be marked with special festivities
in which the officials and employes of the Pack-
ard Co. will participate. Manager Achenbach, of
the retail store of the company, hopes to have
the formal opening of the new downtown build-
ing on the same date, and thus make the celebra-
tion a double one. The Victor talking machine
is handled by the retail division of the company.

LEAVES FOR WESTERN TRIP

W. F. Hitchcock, of Phonomotor Co., Will
Visit Trade in West— Gratifying Reports of
Business Conditions Now Being Sent In

Rochester, N. Y., October 7.— W. F. Hitchcock,
head of the Phonomotor Co., of this city, manu-
facturer of the Phonostop and the Need-A-Clip
fibre needle cutter, left recently for an exten-
sive Western trip. Mr. Hitchcock had received
quite a number of inquiries in the past few weeks
which called for immediate attention, as they in-
timated that several well-known concerns were
planning to increase their activities materially.

Before leaving on this trip Mr. Hitchcock
commented upon the fact that his company's
sales for 1921 up to September 1 showed an
increase over 1920, which, in view of general
business conditions, was most gratifying. The
new Need-A-Clip cutter is meeting with con-
siderable success, and dealers throughout the
country are ordering it in good-sized quanti-
ties.

ADOLPH H. MAYERS LEASES BUILDING

Adolph H. Mayers, well-known Victrola
dealer in the metropolitan district, now located
at 1983 Broadway, has leased the entire two-
story and basement building, at 1989 Broadway,
for a term of years. Mr, Mayers will move his
business to the new location as soon as altera-
tions have been made.

BLANDIN CO. OBTAINS CHARTER

The Blandin Phonograph Co,, Racine, Wis.,
has been granted a charter of incorporation in
that State, with a capital of $400,000. Incor-
porators are: S, W. Blandin, M. W. Youngs
and E. L. Davis.

The Forest City Phonograph Co., Rockford,
111., which had been closed since November,
1920, has resumed operations with three-quar-
ters of its former force. About two hundred
men are now employed at the factory.

November Advance Lists Include Numbers in
French, Polish, Norwegian and Russian Which
Are Splendidly Simg by Prominent Artists

All but Two of Local Music Houses Have Dis-
plays at Stark County Fziir — Efforts Amply
Rewarded With Sales and Prospects

Thos. A. Edison, Inc., in addition to its regu-
lar advance list of records sung in English for
November, has also prepared many interesting
Re-creation records in French, Polish, Nor-
wegian and Russian. The ten French numbers,
which embrace popular and standard songs,
are recorded by Paul Dufault, tenor; Hector
Pellerin, baritone; Torcom Bezazian, baritone.
The four Polish Re-creations, which consist of
folk and Christmas songs, are sung by Michael
Zazulak, baritone. The si.x Norwegian Re-
creations are made by the Misses Olson and
Carsten Well. The two Russian numbers con-
sist of folk songs and are sung by Alexander
Sashko, tenor.

IRISH SONG NEW OKEH FEATURE

A new song, entitled "When the Harp That
Once Through Tara's Halls Rings Again for
Freedom's Glory," written by Emmett O'Gowan,
a member of the famous Okeh Rega Orchestra,
which records for the General Phonograph
Corp., of New York, will soon be a new feature
of the Okeh recordings. Gerald Griffin, the
Irish singing actor, is enthusiastic about the new
song and was largely instrumental in bringing
it to the attention of the Okeh clientele.

Canton, O., September 30. — Never before in the
history of the Stark County Fair did the retail
music merchant take as much interest as this
Fall. With the exception of two dealers, every
music house of any consequence in Canton was
represented with exhibits at the annual fair,
which closed recently.

Booths in former years were not nearly so
attractive as those of music dealers who were
represented in the Merchants' Hall last week.
The talking machine was given a prominent
place in the exhibit, as were pianos, players,
musical merchandise and sheet music. Even
records were on display in all the booths.

Canton dealers represented at the fair in-
cluded the Alford & Fryar Piano Co., George
Wille Music Co., Klein & HeflFelman Co., Wil-
liam R. Zollinger Co,, the Rhines Edison Shoppe
and the Arnold Music Co., of Massillon, O.

Attendance at the County Fair exceeded
60,000 during the four days and each music mer-
chant had some original stunt by which to at-
tract the spectators and get his offerings before
them for consideration.

Music dealers of Canton are enthusiastic over
the fair of this year and declare their efforts
were amply rewarded by the number of sales
and prospects which resulted.

Supplement Envelopes
for Everyone

Stock Record Envelopes,
green sulphite or brown
kraft, 10 and 12 inches
plain* and printed*

Delivery Bags, grey or
brown kraft, 10 and 12 inch
plain* or printed.

Featuring seasonal displays in a way to attract attention.
Blue, pink, green and white — dealer's choice of paper
color. Prices and samples on application.

* Can be delivered upon receipt of order

HALSTED WILLIAMS CORPORATION

Brooklyn, New York

815-819 Monroe Street

THE TALKING MACHINE WORLD

October 15, 1921

THE TALKING MACHINE WORLD

iiiiiiniiiiiiuiiiiiiiiuiiniiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^

Developing the Campaign for Better Business j
By Practical Suggestions to the Sales Force I

As has been pointed out time and again, the
attitude of the heads of a company has much
to do with the attitude of even the lowest em-
ploye in relation to the business situation and
what the individual worker can do to help pro-
duce results under business handicaps. It quite
often happens that heads of concerns are some-
v/hat pessimistic in their attitude and yet they
seem surprised when their employes are in turn
pessimistic and devoid of the energy that gets
results to-day. Then, again, we find optimistic
and aggressive executives who by word of mouth
and by their very actions instill some of their
spirit of action into those associated with them.

Among these latter is to be included E. H.
Droop, secretary of the old-estabHshed house of
E. F. Droop & Sons Co., Washington, D. C,
Victor distributer, whose spirit of cheerfulness
and optimism has long been recognized by the
trade in general. In a recent memorandum to
the employes of his house, E. H. Droop offered
some comments that are reproduced here in the
belief that they will encourage other executives
to take similar courageous and timely action.
In his memorandum Mr. Droop said:
"Dear Co-worker:

"1. We firmly believe that the sun has set on
the long period of depression which engulfed
all business in this country and that it has risen
on a brighter 'to-morrow' which gives promise
of great activity and opportunity for all who are
willing and want to work.

"2. Our business has taken heavy losses — not
only because of generally dull business condi-
tions, not only in the depreciation of many mar-
chandise values in stock, but because of our
eiTorts to keep our organization intact and not
lower compensations in any instance. Whether
the last-mentioned condition can be maintained
in the face of wage and salary reductions and
their readjustment everywhere to meet present-
day conditions depends solely upon you and the
efforts you put forth to assist to the best of
your ability to retrieve the losses which have
been suffered.

"3. We are face to face with new conditions.
They can be met successfully by personal re-
adjustment and individual ef?ort; they will be
met in our business by the process of elimination
if necessary. The drone has no place in modern-
day business; he or she is a drag on the con-
scientious and well-directed effort of others; only
the real worker will survive, and that is as it
should be. The world owes no one a living;
however, it does owe you the chance to make
one — and the results which you achieve in your
daily work alone are recognized; all else in busi-
ness is negligible.

"4. Success in every business depends on sev-

iiiiiiiiiiiiiiiiiii;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

eral qualifications, and we mention some of them
in the order of their appeal to us: Personal ap-
pearance; courtesy, cheerfulness and undivided
attention to the customer; thorough knowledge
of your goods; above all, a ringing sincerity and
absolute truthfulness in everything you say — no
exaggeration, no knocking, no hesitation — back
of it all, an intelligent mind improved by study
and application; and, finally, the ability to im-
press the customers that you know what you are
talking about — that you want to help them
Crather than merely put over a sale and get their
money) — and that you are associated with a
house in which you have confidence and which
will back 1o the limit anything you have said or
promised.

"5. We ask you to let the foregoing statement
(No. 4) sink deep into your reflections.

"6. Please remember in all things you do or
say here that it is the E. F. Droop & Sons Co.
(and not any individual member of the corpora-
tion or of any department) which, in the final
analysis, is blamed and held responsible for any
shortcomings — and that you must understand
this and be absolutely loyal to this principle.

"7. Practical suggestions and constructive
criticism are always helpful and for that reason
welcomed; we invite them through personal in-
terviews or in writing.

"8. There must be harmony among the per-
sonnel of this house; no department and no in-
dividual can be independent; all departments are
interdependent. Employes must be friendly with
one another, at least as far as their relations may
appertain to this business. Pull together in a
determined effort to increase business — to place
no blur on the lustrous heritage which the
founder of this house, E. F. Droop, left his suc-
cessors— namely, a good name and the confi-
dence of the public!

"9. Our personal interest lies with those who
are interested in their work — in the house and
its aims — in those who endeavor at every hour
of the working day to be 'on the job,' thus giving
valuable service to the E. F. Droop & Sons Co.,
its patrons and to that great principle known as
the 'World's Work."

"10. We are with you and want you with us.
When you need information come upstairs and
ask for it. If it should be of such nature that it
can be easily furnished by the responsible heads
of various departments, we refer you to those
men in whose judgment we place confidence.

"Keep the store in trim condition; do your
part to this end. Don't shift the responsibility
to other shoulders; every little helps and it
makes each one's burden lighter.

"Go to your task with a song in your heart;

it will make the day brighter for everyo:;e. Be
helpful, considerate, sympathetic, willing, cheer-
ful, energetic, interested, and if you have any
troubles at the end of the day come with them to
the undersigned — he will try to help you iron
them out.

"Yours for uplift and progress in every phas?
of life and endeavor,

"(Signed) E. H. Droop, Secretary.

"P. S. — ^Make a note of this note: Remember,
this is the time for everyone to realize that
truth, courtesy and smiling service are not only
the three great elements of personal success, but
that they are constituent qualities of controlling
force in the composite called progress. Exercise
them-^they are essential."

INTRODUCE TONEPEN NEEDLE

New Type of Needle Now Being Made by Tone-
pen Co. — Has Many Distinctive Scientific Fea-
tures of Great Interest to the "Talker" Trade

The Tonepen Co., New York, recently intro-
duced to the trade a new type of talking machine
needle for use on all machines playing lateral
cut records. The company is now manufactur-
ing this needle in quantities and general trade
distribution is under way.

William Dubilier, a well-known inventor in
various mechanical fields, has invented this new
needle, which has many distinctive scientific fea-
tures. In a chat with The World, Mr. Dubilier
stated that the dealers handling the new needle
are enthusiastic regarding its practical merit, and
quite a number of them have advised him that
it represents a distinctive improvement in talk-
ing machine needle production.

The Tonepen Co. claims that this new needle,
being tubular in shape, will transmit vibration
quickly and more easily than a solid rod, and
as the needle is of light weight it will not wear
away the point so quickly nor does it cut the
record material.

Mr. Dubilier states that by the use of the
Tonepen needle the ordinary scratching of the
record is almost entirely eliminated, and the
point is so made as to be parallel for a distance
so that the small portion of the record which is
worn away does not become wider and does not
cut the sides.

In the various experiments conducted by Mr.
Dubilier the Tonepen needle played more than
SdO records and the company is guaranteeing the
needle to play at least 100 records. By slightly
turning the position of the needle it plays loud,
soft and medium tones and can, therefore, be
featured to advantage as a needle adaptable for
playing every type of record.

PREPARE NOW

For Bigger Record Business

Records

Satisfy All Demands
EVERHART & BROWN ::

1705 EAST BROAD STREET
RICHMOND, VA.

THE TALKING MACHINE WORLD

October 15, 1921

The lowest point of the recent business depression
passed for us some time ago, and the revival has been
more rapid than that following the panics of 1893,
1907 and 1914, as shown by our order records.

With the exception of 1919 and part of 1 920, our
orders received are now equal to our average of 36
years.

WINDSOR FURNITURE COMPANY

1420 CARROLL AVENUE

CHICAGO

All Grills and other Orna-
mentation carved in solid
Mahogany or Oak

October 15, 1921

THE TALKING MACHINE WORLD

]

The Windsor Furniture Company

IS THE

OLDEST MAKER

CONSOLE PHONOGRAPHS

FACTORY:
1420 Carroll Avenue, Chicago

MAIN SALESROOM :
1411 South Michigan Avenue, Chicago, III.

Exhibit: January and July in Blodgett
Building, Grand Rapids, Michigan

EASTERN DISTRIBUTORS :
Hyman Bros, & Co., 47 West 34th Street, New York

No composition or veneers
used as substitutes for
carving

THE TALKING MACHINE WORLD

October 15, 1921

Tir

c:
[

1 1^

THE BIG HIT FROM ^TANGERINE'

A CATCHY MELODY YOU CANT FORGET

JuiuSanderson

Sunj by JULIA SANDERSON and FRANK CRUMIT

n ^^^ou cant qo wrong

"ASK TO H EAR IT-, \w/A anij Teist'Song"

Talking Machine Trade Situation

Analyzed by George R. Madson

His Observations on Current Conditions and His Suggestions Regarding Prac-
tical Methods of Merchandising of Considerable Interest

giiimmiiiiiiiiiiiiniiiniiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiw

I The general talking machine situa- j

I Hon and developments which are to be |

I expected in that branch of the Indus- |

I try were set forth at considerable |

I length by Geo. R. Madson, of the t

I Cheney Phonograph Sales Co., Cleve- |

I land, before the convention of the |

I Music Merchants' Association of Ohio |

I recently held in Columbus. Mr. Mad- |

I sons broad experience in the merchan- |

I dising of talking machines serves to |

I lend weight to his opinions, which are |

I printed herewith in full. 5^ 5g |

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiniiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM

"I have been asked many times, during the
last twelve months, vi'hat is the matter with the
talking machine? Why has the slump been
all out of proportion to some other lines of
musical merchandise? The market for talking
machines is satisfactory; v>'hat the industry needs
is a change in merchandising methods, and the
merchants who have recognized the change have
no complaint to make. Every merchant and manu-
facturer should welcome this change. During
1918 and 1919 the majority of homes were able to
purchase talking machines, so that the novelty
period has passed and to-day the talking ma-
chine has reached a high place in the musical
merchandise world. The talking machine has
reached the piano stage of merchandising. The
buying public must be shown, the goods must
be right, prices must be right; talking machines
are not readily sold to-day at any price just

because they are talking machines; you must
help create the desire and go out and get the
business.

"The talking machine industry is very fortu-
nate in having high-grade manufacturers create
and build up the business, keeping it clean, pro-
tecting the merchants and with very few excep-
tions advertising honestly and without mis-
representation. However, now that competi-
tion is becoming keener considerable nonsense,
or, what is worse, false information along musi-
cal lines, is being put out by some manufac-
turers, either through national advertising or
through advice to dealers. For example, the
advertising manager of one of the large talk-
ing machine companies, to show its careful
attention to detail, states that when calling on
one of its Iiigh executives he noticed several
plates containing rosin and upon asking for an
explanation was informed: 'We are having a
noted violinist make records to-day and I have
been testing rosin; we want him to have the
very best rosin obtairtable.' The artist prob-
ably had a Cremona violin worth thousands
and bow worth hundreds, but it was the rosin,
according to that manufacturer, that was neces-
sary for fine records.

"Another notice to dealers was brought to
my attention. The manufacturer seemingly
wished to explain to his dealers the saying,
'No person can do two things equally well,'
evidently forgetting that the maxim conveys
the meaning that no person can do two things
equally well at the same time. The company
explained, in its house organ, that its orchestra

director, for example, could only do one thing
well — direct the orchestra; therefore, he was a
great director; this advertising manager had
evidently never heard of Ysaye, Gabrilowitsch
or Sokoloff, really great directors and also
amonff our greatest instrumental artists. It is
such piffle that, when used by music dealers,
keeps the talking machine from being taken
seriously by the really musical public.

"Every successful piano merchant knows his
pianos thoroughly, can explain every detail and
method of construction. What do you know
about the talking machine, except that it plays
records? The talking machine is a mechanical
device following well-known natural and me-
chanical laws allowing a full explanation. There
is nothing mysterious about it.

"In selling a piano you sell tone and cabinet.
In a talking machine for tone you sell natural-
ness of reproduction, and this is where the talk-
ing machine is confusing to a great many
dealers.

"In the piano you have in every instrument
the characteristic piano tone. You can only
secure in different instruments a sweeter, more
mellow or more brilliant tone. You merely
compare one instrument with another. The
talking machine has no tone of itself, it en-
deavors to reproduce the tones of other instru-
ments and voices as nearly like the original
as the manufacturer can make it.

"Are you capable of recognizing the charac-
teristic tone of different instruments? You who
are piano salesmen should be able to judge the
correctness of piano reproduction; if you are
a thorough violinist to judge the correctness of
violin tones, and as the talking machine is not
temperamental any instrument that reproduces
any one instrument correctly will reproduce all
instruments or voices correctly. As a mechani-
cal device it is not capable of discriminating
between the vibrations of piano, violin, cornet
or voice and on the other hand any talking ma-
chine that is fault}' in its reproduction of the

GLORIA REPRODUCER— AN IMPORTANT MESSAGE

A sound-box and diaphragm of entirely new principles

After four years* use and exhaustive test the GLORIA REPRODUCER
is now placed on sale, with VOLUME— NATURAL TONE — NON
SCREECH — NON BLAST and improvement with age.

The diaphragm of SPUN aluminum of an inch thick. Hear a cornet
solo, piano, violin, cello and soprano voice, with the absolute fidelity of
the original.

To the trade: The Gloria Reproducer will be shipped in sample
lots for $3.25. Tone Arm and Sound-box $6.00. Send for yours.

Remittance must accompany all orders for samples

GLORIA PHONOGRAPH CO.

u. s.

PATENT
MAR, 23. '20

Ready for use

Factory
226 15th Street

Salesroom
559 Fifth Ave., Brooklyn, N. Y.

PAT.
FRANCE
GERMANY
GREAT

BRITAIN
CANADA

Open face

October 15, 1921

THE TALKING MACHINE WORLD

voice or any one instrument will be equally
faulty in its reproduction of all.

"If you need advice as to which instruments
are the best get the advice of one who knows,
taking into consideration that some saxophone
or trap players are not musicians.

"I recently heard a discussion of different
makes of talking machines in one of the large
music houses. One of the salesmen was ex-
plaining that a certain make reproduces violin
records (he was a violinist) better than the
other make, but, he said, the other make plays
a well-known singer's records better. One of
the salesmen asked my opinion. I explained
that I was not sure; I had only heard that singer
two or three times and that to judge I would
have to be more familiar with that singer's voice.
The salesman who made the assertion said, 'I
have never heard him, but I like it better.'

"That is a sample of the knowledge displayed
by the majority of talking machine salesmen in
our music stores. 'It must be the best because
I like it better.' Don't forget you frequently
have customers that know almost as much as
you do. An instrument sold by misrepresenta-
tion, even if unintentionally, will make a poor
booster of a customer when knowledge comes
to him.

"Know the design, construction, material and
finish of the talking machine cabinet. A promi-
nent talking machine manufacturer said to me,
'We are selling music, not furniture.'

"Suppose one of our great sopranos ap-
peared before a concert audience dressed in a
pink dress, red sash, high, black shoes and
white hose. Would the concert be a success?
Assuredly not. We insist on harmony. A piano
merchant recently said to me, 'I cannot sell
period cabinets; they are too new.' He forgot
his pianos were period designs and that he
would not think of buying the gingerbread
designs of twenty years ago. Our architects
and designers are trying their best to make us
forget the monstrosities they forced on us dur-
in the past fifty years. We have begun to
realize that the designs created and improved

upon by artists for centuries are still the best.

"What is the finish of your talking machine
cabinets, construction, metal parts? Are you
giving your customers their money's worth on
a piece of merchandise? Your firm should be
the court of last resort for musical instruments.
You must know thoroughly what you are buy-
ing. Give your talking machine department the
same amount of attention you give your piano
department, employing just as high grade a
sales force. Work for your talking machine
business and you will surely get it — wait for it
to come to you as in the past and you will
always be asking what is the matter with the
talking machine situation.

"As talking machine merchants we are doing
this world a great good or a great harm, de-
pending upon the class of records we are sell-
ing. Unfortunately, we rriust cater somewhat
to the popular demand; but it is up to us as
music merchants to co-operate with the differ-
ent associations for the advancement of music,
such as the Federation of Women's Musical
Clubs, which are offering scholarships and prizes
for American compositions, and do our share
in educating the public to what is good in
music. As someone has said, 'Music sweeps
away the dust of every-day life'."

NEBRASKA ASSOCIATION TO MEET

Victor Dealers of That State to Hold Annual
Convention in Omaha on October 17 and 18

BRUNSWICK AND SONORA IN YONKERS

YoNKERS, N. Y., October 5.— The State Music
House, Inc., which opened at 485 South Broad-
way, this city, last week, carries a complete line
of Sonora and Brunswick machines. J. H.
Friedl, general manager, is well versed in talk-
ing machine merchandising and Percy Armitage,
sales manager, formerly engaged as a Columbia
salesman and later connected with the retail
trade in New Rochelle, N. Y., is also well
equipped to make the venture a success.

Omaha, Neb., October 8. — -The formal an-
nouncement of the annual convention of the
Nebraska Victor Dealers' Association, to be
held at the Fontenelle Hotel, this city, on Oc-
tober 17 and 18, has just been sent out to the
members of that organization, and the various
features of the meeting are set forth in a man-
ner that should insure a record attendance.

The program includes speeches by John G.
Paine, of the Victor Co.; James J. Davin, of
the Reincke-Ellis Co., and others; an interesting
talk and demonstration by Miss Mayme A.
Jardine, efficiency expert of the Mickel Bros.
Co.; a talk and derhonstration on window dis-
plays by representatives of the Burgess-Nash
("o., and an illustrated talk by H. A. Beach
or some other representative of the Unit Con-
struction Co. There will also be a number of
entertainment features.

A special feature of the convention will be the
appearance of Thurlow Lieurance and his com-
pany, who devote special attention to Indian
music, of which Mr. Lieurance has long made a
special study. Several of his songs, including
"By the Waters of the Minnetonka" and "By
Weeping Waters," have been recorded for the
Victor and are quite familiar to the dealers.

REMODELING LOUIS KAY STORE

A large circle of friends and acquaintances is
valuable to the talking machine dealer. One
way of securing this is to take an active part in
civic duties.

Extensive alterations are under way at the
Victor establishment of Louis Kay, 97 Chambers
street, New York. New record demonstration
booths, fixtures and woodwork are being in-
stalled and the display window is being enlarged
and deepened to make room for better and more
artistic displays. The service counter and rec-
ord racks are being moved forward to facilitate
record sales. The changes will add much to the
attractiveness of this establishment so popular
with downtown buyers.

AT LAST ! !
A PERFECT RECORD REPEATER

As simple to use as a record.
Instantaneous — sure fire — fool-proof.
Has absolutely no effect on record, machine or needle.

NOW READY FOR

Retail
Price

Retail price

REGULAR TRADE
DISCOUNTS

U. S. Patents and Foreign Patents Pending

WALBERT MFG. CO.

925 Wrightwood Avenue, Chicago
New York Office: 200 Fifth Avenue

THE TALKING MACHINE WORLD

October IS, 1921

Widdicomh console phono-
graphs are made in the most
popular period styles. Each
model portrays handsomely the
fine art of true period interpre-
tation. The artistic cabinet de-
signs and Unish are the handi-
craft of an organisation which
for three generations lias en-
joyed a splendid reputation for
skill in the art of ivood fashion-
ing.

Widdicomb console models have
m-any distinctive features of
design. Chief among these are
divided top, partitions for al-
hiitns, automatic stop and pat-
ented tone control. The Widdi-
comb plays all records. Write
for the latest Widdicomh cata-
log and the full facts of the
U'iddicomb dealer's franchise.

Widdicomb console art model
of Early American period.

PHONO GRAPH

Q7;e Aristocrat o/~ Phonographs

Merchants with the Widdicomb Franchise
are creating increased patronage

Prices Reduced!

Since September 15 prices on
eJl models of Widdicomb
Phonographs eu-e reduced to the
pre-war beisis. The new retail
prices for the various upright
zmd console styles range from
$95.00 to $300.00.

Discriminating buyers endorse
the two-fold appeal of
the Widdicomb

THE enterprising phonograph merchant,
who takes advantage of the fact that the
Widdicomb offers much more than re-
producing perfection alone, is gaining an
enviable prestige among phonograph buyers.
He is laying the foundation of a sound, con-
stantly increasing business.

For the Widdicomb is not alone a musical
instrument of superior type — it is an article
of fine furniture, which can fittingly take its
place in the most perfectly appointed room.

The Widdicomb Furniture Company were
the first manufacturers to sense fully the
possibilities for beauty in phonograph con-
struction. For three generations they had
been recognized leaders as builders of fine
furniture. With their broad experience of
the popular taste for furniture in period
design, they visualized the appeal of a
phonograph of similar master craftsmanship.

From that beginning came the exquisite
Widdicomb Period Phonograph of today,
deservedly known as "The Aristocrat of
Phonographs." Built in the most popular
period designs — Chippendale, Sheraton,

Adam, Queen Anne, and Early American
Art — the Widdicomb blends harmoniously
and unobtrusively with the furnishings of
the most tastefully appointed room.

The tonal superiority of the Widdicomb is
obtained through the Widdicomb Amplify-
ing Tone Chamber developed after years

of experiment by the best phonograph ex-
perts possible to employ. This is an exclu-
sive feature, which makes it possible to play
all records without the least vibration or
metallic harshness. "Blasting" is entirely
eliminated.

For the first time in phonographic history
every note in the chromatic scale, from the
highest tones in the upper res^ister to the
deep, rich bass notes, is given its full tonal
value and emphasis — no more, no less.

The remarkable beauty of Widdicomb up-
right and console models in period designs,
complemented by the purity and richness
with which they reproduce every varied
expression of the artist — whether vocal or
instrumental — is leading more and more
persons of cultivated taste to select the
Widdicomb.

Write today for the Widdicomb catalog and
full details regarding the Widdicomb fran-
chise— learn for yourself how you can
increase your sales.

(60)

THE WIDDICOMB FURNITURE CO., Grand Rapids, Mich,

Fine Furniture Designers Since 1865

October 15, 1921

THE TALKING MACHINE WORLD

GRIT AND WORK, THE

CURE FOR UPSET TIMES

Fear, Which Caused Depression, Must Be Over-
come by Faith and Hard Work, Says Thos.
A. Edison — Interesting Analysis of Conditions

Grit, determination and hard work can cure
the economic conditions that upset the countrj',
is the opinion of Thomas A. Edison, who re-
cently, in the course of a talk with Wm. H.
Crawford, pointed out that a general pessimistic
view of the present business situation has done
much to bring about depression and that "good
times" can be restored by optimism, faith, com-
mon sense and hard work.

Mr. Edison pointed out that the psychology of
fear is the prime cause of the depression which
we are now so resolutely overcoming. "Hard
times come in recurring cycles, and are nothing
new," he remarked. . "The point is that the
country always recovers from them and goes
forward with greater strides than before. We
will get over it now, too. The tide has begun to
turn. Times are getting better slowly. The
bad periods are caused by a faulty adjustment
of our economic machine, or by its being thrown
out of gear by some unusual force, such as war.
The machine will work properly as soon as the
obstruction is removed."

After discussing the unemployment conditions
in great detail he emphasized that we all must
make sacrifices and that all necessary work, both
public and individual, should be engaged in
right now — that concerted effort on the part of
national. State and municipal governments can
utilize a large number of our unemployed.

"Another obstruction in our economic ma-
chine," said Mr. Edison, "is the uncertainty con-
cerning future legislative enactments. The Con-
gress should hasten to pass laws that will give
assurance to capital and furnish it protection.
Capital is timid at best. It hesitates to invest
money on uncertainties, preferring to place it on
an assured interest until it knows what expenses
are to be attached in the form of tariffs, in-
come and excess profit taxes, cost of labor and
material. As soon as the Congress lets the capi-
talists know where they stand, how much it
is going to cost to do business, what labor legis-
lation is going to be passed, what is to be done
about transportation and shipping and whether
the freight rates are to be advanced or reduced,
they can determine how far they can safely go in
reopening their industries. The more favorable
the legislation passed by the Congress is to busi-
ness interests the greater increase there will be
in industry, and the larger the number of un-
employed put to work. A dilatory and ineffi-
cient administration of national affairs does
more to hinder the return of prosperity than any
other agency.

Wants Output Increased

"We must increase our output. The most
obvious way to do so is by exporting more of
our products. This cannot be done until the

DIRECT FACTORY PRICE— JUST MENTION THE QUANTITY

MOTORS CASTINGS
TONE ARMS Grey Iron

REPRODUCERS and Brass for

Direct Quantity Importations On

TURNTABLES Stvlus Bars

MOTOR FRAMES ^lyius oars

TONE ARMS bcrew Machine rarts

HORNS and THROATS Talking Machine Hardware

JEWEL and STEEL (Bulk or Packed)
PHONOGRAPH NEEDLES
GENUINE RUBV BENGAL MICA

D. R. DOCTOROW

Vanderbilt /I've. Bldtj.
SI East 42nd Street, New York
Tel. Vanderbilt 5^62

tariff question is definitely settled. Our trade
with most foreign nations is at present largely
a matter of barter, because their money is prac-
tically valueless — fiat money, with nothing to
back it. You cannot buck a steel engraving
plant and a printing press. Americans are not
willing to" sell their supplies on any such se-
curity; as our dealings with them are necessarily
a barter, before we can satisfactorily deal with
them we must know the definite tariff rates on
which their products will be admitted. The New
York Republican State platform expresses the
tariff situation exactly:

" 'As we must sell as well as manufacture, no
tariff law should be enacted in the unsettled
economic Conditions of the present that will pre-
vent us from re-establishing the profitable ex-
change of foodstuffs and commodities by bur-
dening those to whom we must sell to such an
extent as to make it impossible for them to sell
to us, and therefore to buy from us.'

"The plan of Secretary Wallace to increase
our export business is excellent. America has
the goods and the money to finance under proper
security foreign business and the other nations
need our goods. When a definite and perma-
nent tariff is established and concerted financial
support secured it will be possible to very mate-
rially increase our exports.

Back to Normal Living

"We must get back to normal living and
spending, forget our fears, our extravagances
and our niggardliness, and live as if it were
ordinary times. During the war America lost
its head. Money was so plentiful, such high
prices could be obtained for commodities, jobs
paying such big wages could so easily be se-
cured, that we fairly wallowed in extravagance.
Then came the reaction, and we went to the
other extreme.

"What we must do is to believe that normal
times are close at hand and live accordingly.
The manufacturer and miner, if they are optimis-
tic, can, as far as the banks will carry them, make
up stock for future delivery. The banker, if he
is optimistic, can advance money to the manu-
facturer as far as is consistent with business
principles. The laborer must get back to nor-
mal by recognizing that war-time wages are
past and accepting a reduction of wages that
will enable his employer to sell his goods at
profit. The jobber and retailer must assist in the
reorganization by charging off to profit and loss

the difference between prices based on the pres-
ent wage and the prices which were paid for
goods, and the consumer must begin buying nor-
mally. The whole people must work in uni-
son with the definite aim of bringing back good
times, which they can best do by living as if
they were here already.

Our Money Value 100 Per Cent
"A restoration of confidence will do more to
accomplish this end than any other factor. Let
me emphasize that there is plenty of capital in
the country to finance industry, provided it . is
safe to do so. That there are plenty of natural
resources in our country to furnish the proper
security to capital and to support many times the
number of people that we now have. That there
is nothing economically wrong with America.
While other nations may be financially bankrupt
our money is worth one hundred cents on the
dollar. That while our taxes are high they are
not confiscatorj', as practically they are in some
other nations. That we have the best transport
system in the world, with more miles of rail-
roads, more automobiles, more and cheaper
methods of getting our products to market and a
normally free buying public to consume our
products.

"There has been an indescribable something
in the air that caused our fears, which in turn
created the depressed economic condition. This
something will disappear as a mist in the morn-
ing. As we gain confidence the bankers will lend
more money; gradually, of course, but more.
The mine operator will increase his output, the
manufacturer will employ more workers. As
the prices come down the people will go back to
normal buying."

Mclaughlin, the music man

Frankfort, Ky,, September 30. — x^rticles of in-
corporation were approved and a charter was
issued to-day to McLaughlin, The Music Man.
of Paducah, with a capitalization of $75,000. In-
corporators were O. C. McLaughlin, W. E. Mc-
Laughlin, S. E. McLaughlin and five others, all
of Paducah. ■ - ,

Motorphone, Inc., of Union Hill, N. J., has
been incorporated at Trenton with $125,000 capi-
tal stock, to deal in phonographs. The incorpo-
rators are: Frances E. Harmon, Marcus O. Saro-
kin, Weehawken, N. J., and May J. Hurvut7

ji'yiii^iiyjiiyjiiyiiiU'iu=^iMiiyiit^i!Uiii!jiiUii^

WHOLESALE

^^HERE Service to Victor Dealers is Backed by Long,
First-hand Experience in the Field of Distribution.

EMANUEL BLOUT

DISTRIBUTOR

VICTOR EXCLUSIVELY
2799 BROADWAY, at 108th Street, : :

NEW YORK

THE TALKING MACHINE WORLD

October 15, 1921

equipment,
untried products

cheapness' sake.

Van Veen booths, racks and counters are being manufactured
with the utmost economy, yet without sacrifice of quaUty or service.

The dealer who installs Van Veen equipment now is assured
of the same high-grade product, at prices based on today's cost
of production. Your holiday business will pay for the installation
if you will have it done at once. We have it all ready to ship.

VanVeen

OMPANY

INC

12 YEARS OF STUDY AND EXPERIENCE IN
BUILDING AND PLANNING MUSIC STORES

Hearing ^GDMs I^cord^cks- GbuNiERS

EXECUTIVE OFFICE
47-49 WEST 34th STREET
NEW YORK CITY

SALES OFFICE
1711 CHESTNUT STREET
PHILADELPHIA

nan

WINDOWS AS BUSINESS=QETTERS

The Chubb-Steinberg Shop, of Cincinnati, Put-
ting Across Many Novel Ideas Which Help
to Attract Public Attention — Window Value

Cincinnati, O., October 6. — Although the open-
ing of the new Chubb-Steinberg Music Shop, at

place where things are done." With the open-
ing, three months ago, Mr. Chubb and Mr.
Steinberg, working hand in hand, began to put
across novel ideas and each week brings a new
and original business-getter. The large show
windows are changed as often as three tinxes a
month, in order to keep up with the current
events. The store contains ten Unico bearing
rooms, including a delightful kiddies' room with
cut-out pictures and juvenile furniture and a
gentlemen's smoking-room and two large draw-
ing-rooms. There are twenty-four feet of Sel-
Re.K counter, equipped with the Chubb & Stein-
berg record-a-phone. Blue and ivory prevail in
the fittings and decorations, which are of excep-
tional elaborateness. There is a special lighting
sj'stem, in which are included many polychrome
lamps with shades harmonizing with the pre-
vailing decorations. The fact that both mem-
bers of the firm are active in the store and
have as their aim originality is in itself enough
to insure success, according to their friends.

During the rush hour people line up to get a
chance to listen to the music through the alumi-
num tubes. Irwin Kurtz, manager of the Broad-
way establishment, announced that the Gotham
Shop on Nassau street, in downtown New York,
lias been closed, pending the acquisition of a
new location.

R. N. WATKIN OFFERS GOOD ADVICE

Dallas Music Merchant Makes Plea for Fair
Business Practices Among Competitors

SEL=REX ATTRACTS ATTENTION

How Chubb-Steinberg Uses the Windows
17 East Sixth street, one of the most up-to-date
stores of its kind in the Middle West, still is
fresh in the memories of the people it has
gained the reputation throughout the city as "a

Crowds Attracted by Novelty at Gotham Shop
on Broadway — Downtown Store to Move

The attention of customers is being attracted
to the Sel-Rex counter recenth'- installed at the
Gotham Shop at 135 Broadway, New York.

PHONOGRAPH CASES
Reinforced 3 -ply Veneer

The Standard Case for Talk-
ing Machines and Records

MADE BY

Let us figure on your requirements

PLYWOOD CORPORATION, Goldsboro, N. C.

Mills in Va.. N. C. and S. C.

Robert N. Watkin, secretary of the Will A.
Watkin Co., Dallas, Tex., and known through-
out the countrj^ for his activity in association
affairs, recently sent the following message to
the music merchants of Texas, which was pub-
lished in The Musicale, a local music paper.
In his message Mr. Watkin says:

"During the present conditions it is well to
remember that there is competition in the music
business. However, your biggest competitor is
not the man selling a line of goods similar to
3-ours, but the automobile dealer, the real estate
dealer, etc., for the average purchaser has just
so much to spend and if he spends it for autos
he doesn't have it for pianos. A good policy
to observe toward j-our fellow music dealer is
one of fairness, one of mutual respect. Beat
.vour competitor, if you can, by selling better
goods, using fairer methods and being more
courteous. Don't knock your competitor; get
acquainted with him — you may learn something.
Straight business wins out in the end."

NEW POST FOR A. NENNSTEIL

Louisville, Ky., October 3. — Augustus Nennsteil,
formerly manager of the talking machine de-
partment of the Herman Straus & Sons Co.
and prior to that in charge of the Stewart Dry
Goods Co.'s talking machine department, has
gone to Huntington, W. Va., with the Bruns-
wick and Columbia departments of the Alfred
Wilev Piano Co.

October 15, 1921

THE TALKING MACHINE WORLD

FLETCHER UNIVERSAL
TONE ARM and REPRODUCER

Gives Proper Playing Weights for All Records. No Adjustment Screws or Springs,
SAMPLES $8.00 Specify 8}^" or 9H" arm

FLETCHER -WICKES CO., 6 East Lake Street, Chicago, Illinois

THE GEORGE McLAGAN FURNITURE CO.. STRATFORD. ONTARIO. EXCLUSIVE CANADIAN AGENTS

THE BRUNSWICK IN PITTSBURGH

National Phonograph Co. Arranges to Feature
That Line in Aggressive Manner

Pittsburgh, Pa., October 4. — An elaborate show-
ing of the Brunswick phonograph and the Bruns-

and very attractive models of the Brunswick
phonograph were displayed, as welP as a line
of Brunswick records. The firm reports a good
sale the past month of the Brunswick line and
has keen anticipations for the Fall and Winter
trade. The National Phonograph Co. occupies
the entire building at 633 Liberty avenue and
on one, the first, floor is the retail department.
There are seven sound-proof booths, as well as
a series of display and show rooms. The Na-
tional Phonograph Co. also handles the Q R S
rolls and a portion of the rear section of the
first floor is given over to this player roll
department.

DO NOT IGNORE COMPETITORS

Interchange of Merchandising Ideas Between
Merchants Is a Profitable Practice

A Display of Brunswicks
wick records was made by the National Phono-
graph Co., one of the latest additions to the list
of Brunswick dealers in western Pennsylvania.
Their show window was handsomely decorated

MORRIS ROSS WEDS MARY LIPPMAN

Morris Ross, proprietor of the Rialto Phono-
graph Co., 104 Avenue B, New York, was re-
cently married to Miss Mary Lippman, credit
manager of the Emerson Record Sales Co., at
the congregation Kol Israel, in New York. The
ceremony was performed by Dr. Joseph Shlisky,
famous Cantor and exclusive Vocalion artist.
Those present included Director Rosenfeld, of
the foreign record department of the Emerson
Phonograph Co.; B. W. Gordon, of the Musical
Products Co., Vocalion jobber, and Manager
New, of the Emerson Phonograph Co., city
sales department.

The dealer who adopts the policy of remain-
ing by himself and entirely ignoring his com-
petitors has chosen an unprofitable course to
pursue. No matter how clever he may be there
are other merchants just as clever, if not more
so, and it ill behooves him to neglect the ad-
vantage to be derived from an attitude of friend-
liness toward his competitors.

"In union there is strength" is an old and
true saying, as has been demonstrated time and
time again by the unions which have been
formed by the trades crafts, and the same ap-
plies to the music industries. The interchange
of constructive merchandising ideas derived in
this manner cannot help but work to the advan-
tage of each individual dealer.

J. E. Henderson, district manager for the
Columbia Graphophone Co., in Louisville, Ky.,
resigned last month and is taking a needed rest.
Mr. Henderson has not announced his inten-
tions for the future.

Things seldom get so bad that they couldn't
be worse.

SOMETHING ENTIRELY NEW IN TONE ARMS

THE FLETCHER "STRAIGHT"

STRAIGHT INSIDE— Taper Outside
BALL BEARINGS THROUGHOUT

NEW DESIGN NEW CONSTRUCTION

Yes, it is universal and equipped with the Regular Fletcher
Reproducer, giving the same natural tone quality as heretofore
Made in two lengths, 8?^" and SEND FOR PRICES AND TERMS

FLETCHER-WICKES COMPANY

6 EAST LAKE ST. CHICAGO

THE TALKING MACHINE WORLD

October 15, 1921

Back from vacaOon your customers will
want to waltz to "Remember" and "In My
Tippy Canoe," by Prince's Dance Orchestra.

This big 12-inch double will go big this fall.
A-6194.

Columbia Graphophone Co

NEW YORK

EFFECTIVE STATE FAIR DISPLAY

W. J. Dyer & Bro. Have Elaborate Exhibit of
Automatic Instruments, Pianos, Victrolas,
Small Goods, etc., at Minnesota State Fair

bandsmen attended the fair and stopped to in-
spect the display of band instruments. The
accompanying illustration gives some idea of
the arrangement of the booths.

St. Paul, Minn., September 30. — One of the in-
teresting displays at the Minnesota State Fair,
held recently, was that of W. J. Dyer & Bro.,
the old-established music house of this city, who

BETTER OUTLOOK IN MEMPHIS

Visitors to Tri-State Fair Optimistic — Dealers
Make Great Showing of Machines

TRADE SERVICE FOR MUSIC DEALERS

Trade Service Bvireau of Music Industries Cham-
ber of Commerce Offers Two Attractive Series
of Advertisements to Merchants

One of the Dyer Booths at State Fair
had three booths at the fair devoted to exhibits
of various lines handled by the house, either as
distributor or retailer.

One booth was devoted to the display of
orchestrions and pianos of the automatic type,
including a Reproduce, made by the Operators
Piano Co., Chicago, and a large automatic
orchestrion made by the same concern, as well
as an electric piano manufactured by the Link
Co. This booth attracted considerable atten-
tion and brought in some real business.

The general house display occupied the two
other booths, and included pianos, musical mer-
chandise, Victrolas and Alelodee music rolls,
Dyer & Bro. being distributors for the two last
named products. The musical merchandise was
most effectively displayed in handsome wall-
cases, electrically lighted, with the various in-
struments mounted on a background of white
silk, and the result was most striking. Many

Memphis, Tenn., October 3. — Business condi-
tions continue to show steady improvement in
this territory and at the Tri-State Fair, which
closed here October 1, the crowds of visitors
were all in an optimistic mood. There was quite
a showing of talking machines at the Fair.

The newest home of the Victor in this city,
(he Bell-Wellburn Piano Co., has very attrac-
tive quarters at 160 Madison avenue and is
making a very complete showing of records and
machines.

Some very attractive windows were arranged
by the O. K. Houck Piano Co. during the Fair
week, one in particular, illustrating the musical
artists of all nations, winning favorable notice,

Columbia Grafonolas are being given an ex-
cellent display by the McConnell Furniture Co,
and Reinhardt's store at 25 Main street.

F, O. Stilling, formerly with the O. K. Houck
Piano Co., has rejoined the forces of this estab-
lishment after two years' absence.

The Starr phonographs in various styles are
being featured very effectively by the Stewart-
Jones Furniture Co., while the Pathe is being
shown by the Scott-Kelly Furniture Co. and
Al Silberberg, whose Pathe window displaj' is
unusually artistic.

An Edison tone-test has been put on by the
Edison Phonograph Shop and, as usual, it is
arousing much interest.

C. C. Fletcher, who formerly conducted a
talking machine establishment in Kansas City,
Kan., has moved his business to Shenandoah, la.

The Trade Service Bureau of the Music Indus-
tries Chamber of Commerce, under the direc-
tion of C. h. Dennis, has announced that it is
prepared to furnish to the members of the Na-
tional Association of Music Merchants a num-
ber of service items for individual use covering
problems of advertising and selling, business
forms and methods, collection helps and sources
of information on the music industry.

As the first feature of the service there is
being offered to the music merchant a selection
of two series of copyrighted illustrated adver-
tisements taken from the previous co-operative
advertising campaigns of the National Bureau
for the Advancement of Music and representing,
it is said, the cream of these advertisements.

Under the plan the use of the advertising will
be limited to the first dealer in each town who
places a definite order for either series, the order
including full sets of newspaper mats, which are
sold to the dealer at cost, the amount of the
charge being extremely small. The first of the
series of advertisements includes twelve pieces
of copy, four-column size, twelve inches deep,
under the caption, "What the Great Minds of
All Time Say About Music," The second series
of eight advertisements, also four-column size,
twelve inches deep, represent the development
of the subject, "Music — the Birthright of Every
Child."

It is expected that the offer of the special ad-
vertising service will prove interesting to music
merchants just now, in view of plans being made
for Fall and Winter business.

Other features of the Trade Service Bureau
will be announced at intervals as they become
ready for operation.

WE SERVE THE SOUTH"

WITH

Records

Correspondence Solicited from Dealers in this Section interested in Okeh Agencies

WHOLESALE PHONOGRAPH DIVISION

O F

J, K. POLK FURN. CO., Inc.

Offices and Show Rooms

294 Decatur Street

Atlanta, Ga.

The Talking Machine World, New York, October 15, 1921

GENERAL PHONOGRAPH CORPORATION

OTTO HEINEMAN, President

25 West 45th Street

New York City, N. Y.

Factories:

Newark, N. J. Elyria, Ohio Putnam, Conn. Springfield, Mass. Kitchener, Ont.
Branch Offices: Chicago, III. Toronto, Can.

Our Record

''The Record of Quality''

Our Splendid Dean Needle

"7/ie Needle of Quality''

This combination assures

Sales and Profits

No better needle made to play (DKsL.
Records and all other records perfectly

We are at your service with new
prices — it will pay you to investigate

GENERAL PHONOGRAPH CORPORATION — ^

OTTO HEINEMAN, President ^M^^i

25 West 45th Street New York City, N. Y.

Factories: Newark, N. J. Elyria, Ohio Putnam, Conn. Springfield, Mass. Kitchener, Ont.

Branch Offices: Chicago, HI. Toronto, Can.

October IS, 1921

THE TALKING MACHINE WORLD

JOHN H.WILSON.Manager

324\VASmNGTON ST.,BOSTON.MASS.

OTON

ENGLAND

Boston, Mass., October 8.— Business appears to
be on the mend, so the trade generally seems
to think. The present indications are that the
Fall will show a much bigger increase in vol-
ume of business than was the case last season,
and the jobbers are making ready to fill a large
volume of orders. There are some types of
m.achines of pretty nearly all makes that are
running low and special efforts are being made,
in view of the popularity of these styles, to get
a replenished stock. The retail shops would
scarcely be stocking up if they, too, did not feel
confident that there is a good season ahead,
and their confidence is warranted in large de-
gree by the inquiries that are being made for
machines of all the standard makes. That the
corner has really been turned in general condi-
tions is getting wide belief, and even banking
institutions are sharing in the optimistic senti-
ment. Statisticians who keep their eyes and ears
close to the prevailing economic situation are
putting out highly encouraging statements and
all this looks good to the mah who has been
holding on in the face of adverse conditions.
Music Men to Meet October 26

There was a special meeting yesterday of the
committee of the New England Music Trade
Association to arrange for the annual meeting
of the organization, and it was decided to have
a dinner at Young's Hotel, October 26. An
effort will be made to get a distinguished
speaker, for it was the opinion of the commit-
tee that the members — that is, the piano trade —
are ready for serious things and anxious to hear
from someone who has a real, live message to
give touching the immediate future of business.
The man whom the committee will try to get
is Roger Babson, the famous statistician, whose
views on current economic questions are being
widely quoted. Mr. Babson conducts an Insti-
tute at Wellesley which has a number of stu-
dents who are getting highly specialized instruc-
tion. The annual meeting of the Association
really should have been held the middle of
September, but the occasion was postponed until
this later date.

New Brunswick Representatives

The latest best news coming from Kraft, Bates
& Spencer, Inc., regarding the Brunswick,
which, during September, found a bigger de-
mand than in many a month. Harry Spencer is
going over shortly to New York for several

days in the interests of the Brunswick, and
Kenneth T. Finney, the wholesale representa-
tive, is also going on a trip in a few days, tak-
ing in fifteen or sixteen places through New
Hampshire and Vermont and getting as far as
the border— and he may decide to get across.
He plans to be away ten days. The Brunswick
has just been signed up for two new representa-
tions. One is The Brunswick Shop, at 60 Wash-
ington street, Salem, of which Francis B. Odell
is the manager. The other is the New Tog
Shop, at 127 Main street, Andover, the man-
ager of which is A. Sutherland.

Marked Improvement in Vocalion Business
Manager Wheatley, of the Vocalion Co., re-
ports that the September business, both in ma-
chines and records, was a marked improvement
over recent months and he is looking confidently
forward to a good holiday demand for the
Vocalion line. A new record made by the Vo-
calion, for advertising purposes and therefore
for private distribution, is that recently made
for the Moxie Co. On one side is a Moxie
song, so-called, which was written by Dennie
Shea, a popular press representative for sev-
eral of the Boston theatres, while on the re-
verse side the same thing is made into a one-
step. The song was recorded by the Shannon
Four, while the dance number was recorded by
the Aeolian Dance Orchestra. Several months
ago the Vocalion made a record for the Filene
Co., the numbers being selections that were a
feature of one of the Filene shows that was
staged at the Tremont Theatre, and the Moxie
people were so well pleased over that achieve-
ment that they wanted one of their own.
Wider Okeh Record Distribution
E. B. Shiddell, head of the company bearing
his name, at 142 Berkeley street, this city, re-
ports that September was a surprisingly good
month in the distribution of Okeh records, and
he is looking for still bigger business in part
because of a circular which he sent to New
England houses early in the month and which
already has brought forth many replies from
persons who are anxious to take hold of the
Okeh line. With each letter were sent samples
of twelve records, and a point was made in the
circular that a man did not necessarily have to
be a talking machine dealer, actually carrying
machines, to handle the record proposition; that
anyone could sell these as a side line. Person-

\ ^ ^^^\ \r0^l\\\/// If /

w^\\\iiif'////^>

"In Union there is strength."
We stand ready to unite with you
in the merchandising of Victor
products.

Eastern Talking Machine Co.

rSS Essex Street
BOSTON MASS.

/ I 1 \ ^

ally Mr. Shiddell has made several trips re-
cently to nearby territory in the interests of
his line. As he had no vacation this past Sum-
mer he is planning to go away on a hunting
trip the latter part of October or early in
November, and probably will select Canada as
the most attractive place for good game.
. W. F. Chick in Charge at Widener's
There's a new manager now in charge of
Widener's, at 23 West street. He is W. F.
Chick, who at one time conducted a shop in
Worcester, where he featured the Harmonola.
He has also had other experience in the selling
line, so that he comes into his new post with
a fund of valuable knowledge. Mr. Chick was
(Contmiied on page 84)

DELIVERING THE GOODS, AND THEN

VICTOR Service that extends beyond the mere
filling of the dealer's order — that really helps in
solving retail sales and stock problems — is vital
right now. The spirit of practical helpfulness is
characteristic of

DITSON VICTOR SERVICE

With TWO Points of Contact

HIS MASTERS VOICE

OLIVER DITSON CO.
BOSTON

CHAS. H. DITSON & CO.

NEW YORK

THE TALKING MACHINE WORLD

October 15, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 83)

HORTOH-GALLO-CREAMERCQ

NEW HAVEN

CONNECTICUT

VICTOR SERVICE SPECIALISTS

three years in service, one year of which was;
spent in the French army and two with the
American forces, Twenty-sixth Division. Mr.
Chick says that the Granby is finding rapid
favor with the public and he is sure that there
will be an increasing demand for it as time goes
on, owing to its obvious merits.

Take on New Record Line
With the Hallet & Davis Co. eventually to
retire from the retail business there is a special
sale in the Pathe goods now going on at the
Boylston street warerooms, and since Septem-
ber 25 a great many sales have been made. A
new line of records on the market, called the
Musica, put out by the Opera Disk Distribut-
ing Co. of New York, has been taken over by
the Hallet & Davis house as distributing agents
for the New England territory, and the catalog
that is put out has surprised local people by
the list of prominent musicians that are in-
cluded.

Charles F. Brvmo

Charles F. Bruno, president of the Tremont
Talking Machine Co., of Tremont street, has
returned from his Summer home at Gloucester,
where he had a cottage for the season. He . is
about to make a change in his Winter residence
from Cambridge to Arlington, where he is shar-
ing a new home with Warren Batchelder, who
is head of the retail sales force of the Tremont
Co. Retail business at this house is showing
manifest signs of improvement and a very good
demand for goods is looked for from now on,
say all those connected with the warerooms.
Hold Great Educational Conference

An educational district conference of the mu-
sic supervisors of Greater Boston schools has
just been finished. It was a three days' session
at the headquarters of the Columbia Co. and
proved eminently successful from every point
of view. The conference was similar to others
lately held in Cleveland and Kansas City. It
was held under the auspices of the general

education department of the Columbia Co., of
which W. A. Willson is the manager, and dur-
ing the three days there were two sessions each.
Professor Mohler, of Columbia University, who
is a recognized authority on music appreciation,
directed the course, which followed the same
general lines as the courses he conducts at
Columbia. Many invitations had been sent out

to the music supervisors in the schools through-
out Greater Boston, and many availed them-
selves of this rare opportunity. In addition to
Professor Mohler there were present Miss Skil-
ling and Miss McKee, of the Columbia educa-
tion department in Canada; Miss Martin, of the
New York State education department, and
{Continued on page 85)

KRAFT-BATES^-'SPENCER

NEWENGLoi^D DISTRIBUTORS

INC.

PHONOGRAPHS AND RECORDS

^/The Musicians' Phonograph"

It is highly significant of the success of The Bnmswick Phonograph and Brunswick
Records that you will find them in the homes of many of the leading musicians of both
Europe and America.

These exacting critics have at last found something in phonographic music which they
can admire and which passes the severe tests they naturally make of any musical instrument.

Brunswick dealers find that it is easier to sell a Brunswick to a trained musician than
to the imtrained layman, because the musician is better able to appreciate the great strides
which have been made in the Brunswick Method of Reproduction.

KRAFT - BATES & SPENCER, Inc.

1265 Boylston Street - - Boston, Mass.

Steel Needles

NEW ENGLAND DISTRIBUTORS
Albums Record Brushes

Khaki Covers

October IS, 1921

THE TALKING MACHINE WORLD

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 84)

AT YOUR COMMAND
ANYWHERE IN NEW ENGLAND

TEINERT
ERVICE

E R V E S

Here are some of the salient features in Steinert Service:

Educational and Personal Service Bureau.
Practical Store Ideas Department. 1
Promotion of Educational Work in Schools.
Unsurpassed Record Stock. „. • r

Efficient Back Order System.

Excellent Shipping Facilities. ['
Years of Experience in Victor Merchandising. [

This is a part of our service.

It is available to you anywhere in New England.
We will be glad to help you in your Fall campaign.

M. STEINERT & SONS

Victor Wholesalers

35 Arch Street

BOSTON

Mrs. Grace Drysdale, the Columbia Co.'s educa-
tional representative for the New England ter-
ritory. The general subject of music apprecia-
tion in its various aspects was gone thoroughly
into and those attending went away with a
valuable fund of new ideas touching the proper
presentation of music all along the line, from
■ the kindergarten department up to the high-
school grades. The evening sessions were at-
tended by a number of the local Columbia
dealers who could not attend at any other time.
C. A. Buechner Now Traveling Representative

Announcement is made by Manager Fred E.
Mann, of the Columbia Co., of the appointment
of C. A. Buechner, of Boston, as traveling sales
representative for western Massachusetts and
Vermont, succeeding J. F. Fagan, who has re-
cently resigned. Through long association Mr.
Buechner is well informed on the talking ma-
chine business. At one time he was associ-
ated with the Emerson and the Granby lines.
Big Victor Demand at Steinert's

Kenneth Reed, wholesale manager of the Vic-
tor department of M. Steinert & Sons, has had
to roll up his sleeves and get right down to
hard work lately and he, therefore, has not had
the opportunity for playing golf that came his
way earlier in the season. This is another way
of saying that business with the Steinert house
is showing up better and better as time goes
on and there are several models of Victor ma-
chines which, because of the heavy demand for
them, are actually out of stock for the time
being. The present demand for goods Manager
Reed looks upon as a healthy forerunner of
what may be expected later, and, while he is
not anxious to actually predict a shortage of
goods, it is in order, he thinks, to warn the
trade that it will prove good business in the
end to place orders as early as possible. With a
vision of good business ahead and the neces-
sity for having increased accommodations for
larger stocks. Manager Reed has arranged to
enlarge the record stockroom by 50 per cent

On October 10 Manager Reed intends to go
over to Camden to attend the second Victor
jobbers' class, to be held, as usual, at the fac-
tory. Incidentally, about this time there ought
to be something doing in Canton, for it is the
tenth wedding anniversary of Mr. Reed and his
wife. A few weeks ago Kenneth Reed met
with a loss which has necessitated his purchas-

ing a new automobile. His old car was a
Haynes twelve-cylinder. The stable on his
estate at Canton, where he kept his machine,
was found to be in flames. It took some time
to put out the fire, which came near reaching
the house. The Haynes car was a wreck
by the time the blaze was extinguished, so
now Mr. Reed owns a handsome Hudson
speedster.

Hovey Dodge Back From West Indies

Hovey Dodge, of the Eastern Co., is home
from a three weeks' trip taken to the West
Indies. He sailed from New York on one of
the United Fruit Co.'s vessels and while away
he stopped at Panama, Costa Rica, Cuba and
Colombia, having good weather all of the time,
though the vessel went a long way out of its
course to avoid the terrific hurricane which was
experienced by so many craft. Hovey returns
greatly benefited in health and filled with pep
for the Winter's activities. ;

Featuring the Operatone i

Arthur Erisman, head of the Grafonola Co
of New England, has had a very busy time
during September, and he is another who has
good reason to look forward with pleasant an-
ticipation to the next several months. Toward
the end of the month he was over in New York
on business. Manager Erisman has just taken
on another device which is sure to make a hit
with the public. It is the Operatone, based on
"true scientific principles," which is controlled
by the Naturelle Reproductions Corp., of New
York City, and, though it has been demonstrated
here only a couple of weeks or so, everybody
is most enthusiastic who has heard it at this
v/ell-known shop at the corner of Tremont and
Avery streets. A new addition to Manager
Erisman's staff is Fred L. MacNeil, lately in
charge of Widener's in West street. Mr. Mac-
Neil has a host of friends in the trade and he
knows the art of selling.

Cullen Developing Emerson Business

A. L. Cullen, of the Lansing Sales Co., has
been making several trips by auto lately into
New Hampshire and Massachusetts cities and
towns in the interest of the Emerson machines!
and he has been able to interest quite a num-|
ber of substantial houses in this proposition. I
Welcome for Unico Man _ l

; George Lyons, of the Unit Construction -Gb.,;i
called upon the trade throughout New England;

{Continued on page 86)

*?erfection" Reproducers and
'Terfection'' Bali-Bearing Tone Arms

Attachments

For Edison, Victor, Columbia

The "Perfection" Bail-
Bearing Arm No. 4 com-
bined with " Perfection"
Flexi-tone Reproducer
No. 7 makes the most
perfect combination Arm
and Reproducer available
for playing all makes lat-
eral cut records on Edison
Disc Machine, requiring
steel, tungsten or fibre
needles.

See catalog for other
illustrations

NOTE — Send for our latest catalog and prices.

The "Perfection" Universal Bail-Bearing Tone Arm No. 6 with New Pur-i-tone
Reproducer (attached) plays all makes of records on the Edison Disc Machine.

NEW ENGLAND TALKING MACHINE CO.

Manufacturers

16 Beach Street Boston, Mass.

Factory Representative

L, A. SCHWARZ, Inc., 1265 Broadway, New York City

THE TALKING MACHINE WORLD

October 15, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 85)

LANSING KHAKI
COVERS

The Pioneer Moving Cover

High
Grade

Govern-
ment

Khaki

Dealer's Prices NOW :

$gQQ

medium
size
43"x20"x23>^'

large size
49"x23"x2434"

$7 35 extra large
I ^= 52''x22H"x23H"

Fitzall Leather or No. 3x Strap
$2.50

Piano Moving Covers $18.00

SLIP AND RUBBER COVERS
FOR PHONOGRAPHS AND PIANOS

Eliot and Warrenton Sts.
BOSTON, 11, MASS.

the latter part of September and, as usual, got
a pleasant welcome. He spent considerable time
in and around Boston.

Lansing Supplementary Leaves
The Lansing Sales Co., New England distrib-
utor for a number of well-known accessories in
the talking machine and piano field, has recently-
issued a sheaf of supplementary leaves to be in-
serted in the Lansing loose-leaf record catalog,
which was issued in the early part of the year.
In a letter accompanying the supplements A.
J. Cullen, president of the company, calls par-
ticular attention to the material reduction in
prices shown and requests that all previous
price lists be taken from the catalog and the

" Nameplates With a Personality"

For Manufacturers and Dealers of Talking Maclune«,
Phonographs, Musical Instruments, etc.

E. V. YEUELL CO., Maiden, Mass.

When You'll Think of Nameplatet
You'll Think of Yeaell.

revised and latest price list be inserted therein.
Harry G. Russell Calls on Victor Jobbers

Harry G. Russell, of Providence, who now
travels through Rhode Island and Connecticut
in the interests of the Victor, made a special
trip to Boston during September and called on
the three Victor jobbers in this city.

Business Shows Up Satisfactorily

Manager Herbert Shoemaker, of the Eastern
Co., spent several days at the factory the middle
of September, in attendance upon the jobbers'
class and at which there were twenty present.
Mr. Shoemaker says business is showing up
very satisfactorily.

Orders Steadily Increasing

The New England Talking Machine Co., of
this city, manufacturer of Perfection tone arms
and reproducers, reports a decidedly favorable
increase in the business done during September,
compared with the months of July and August,
and is looking forward to a still larger volume
for the following month.

INTERESTING DATA FOR THE TRADE

The Musical Tastes of the New England Public
Reflected in a Recent Report Showing Num-
ber of Farmers Owning Pianos or Talkers

Boston, Mass., October 1. — From the milk indus-
try to talking machines seems a far cry, surely,
but there has lately been an investigation here-
abouts which tells a story touching the musical
tastes of one part of the general public. Re-
cently the New England Milk Producers' Asso-
ciation made a canvass among the farmers in
those parts of New England that are especially
devoted to the dairy business and five States
were included, namely, Maine, New Hampshire,
Massachusetts, Connecticut and Vermont. The
canvass was to show the state of prosperity of
the families, what they possessed in the way of
comforts and luxuries, and while there are some
items that have no bearing on the music trade
even remotely there were some figures of more
than passing interest to the trade. For instance,
in the State of Maine it was found that 27 per
cent of the farmers in the sections inquired into
had pianos, 23 per cent had organs and 17 per
cent had talking machines.

In Massachusetts the figures were these:
Pianos, 57 per cent; organs, 25 per cent, and
talking machines, 39 per cent.

New Hampshire: Pianos, 65 per cent; organs,
6 per cent; talking machines, 45 per cent.

Connecticut: Pianos, 58 per cent; organs, 8
per cent; talking machines, 6 per cent.

Vermont: Pianos, 52 per cent; organs, 24 per
cent; talking machines, 44 per cent.

The figures are worthy of close study.

H. S. BROWN OPENS BIG STORE

New Establishment in Fitchburg, Mass., Is the
Largest in City — Complete Line of Pianos and
Talking Machines Handled

Fitchburg, Mass., September 30. — Henry S.
Brown, of Lynn, Mass., opened one of the largest
piano and talking machine establishments in
this city by taking over the piano and musical
instrument store formerly operated by A. F.
Girouard and a pool room adjoining and turning
the whole into one large store.

The ground floor contains the business quar-
ters of the firm, as well as several large demon-
stration rooms. The second floor consists of a
showroom, in which are displayed thirty-five dif-
ferent makes of pianos and sixteen lines of talk-
ing machines. The Shoninger pianos are fea-
tured. One of the many provisions for the com-
fort and convenience of patrons consists of a
large rest room, beautifully furnished. The third
floor of the establishment is used as a store
room and a large reser\-e stock of pianos and talk-
ing machines is kept here. Hoisting apparatus and
a special building which is to be used as a ship-
ping department facilitate the handling of in-
struments.

The "Record" Is Broken

in sales of "Long Quality " cabinets and
"Peerless" Albums in New England.

See both advertisements illustrated in this
issue.

Send your orders for their lines to

L. W. HOUGH

Factory Representative

20 Sudbury Street Boston, Mass.

NEW GRANBY MODELS ANNOUNCED

Expansion of Console and Upright Line Inter-
ests Trade — News From the Granby Sales De-
partment— Kiwanis Club Visits Granby Plant

NoRTOLK, Va., October 5. — Two new Granby
models, an upright and a console, are announced.
The upright is known as the No. 10 Sheraton,
is listed at $100, and is furnished in mahogany,
walnut and oak. The console's number is 50
and is also a Sheraton, listed at $175. This ma-
chine is furnished regularly in mahogany and
walnut. These styles have been added owing
to the pressing demand for lower-priced models
than those which heretofore have constituted the
line.

J. G. Widener, president of Widener's, Inc.,
spent several days this week at the factory of
the Granby Phonograph Corp., in Newport
News, and at the Granby headquarters in this
city.

D. D. W. Connelly, who recently joined the
Granby sales organization, has been temporarily
transferred from Philadelphia to headquarters
here.

S. Bemis, a new salesman in the Granbj' or-
ganization, will cover Maine and New Hamp-
shire, making his headquarters in Boston.

Harry Coplan has been working the Middle
Western Cities of Cincinnati, Indianapolis and
St. Louis for almost a month. He reports that
business conditions are improving throughout
the Middle West and he feels that the phono-
graph business is due for a prosperous Fall
season.

Members of the Kiwanis Club attending a
recent convention in Norfolk journeyed to New-
port News, a large number being guests of the
Granby Phonograph Corp. at its factory. Sou-
venirs were distributed by Irving Beckhardt,
Granby credit manager and a member of the
Kiwanis Club, who showed the visitors how a
good phonograph should be built.

Q. W. B. MUSIC CO. MOVES

The G. W. B. Music Co., of Herrin, 111., re-
cently opened its new quarters in the Herrin
State Savings Bank. Edison phonographs and
pianos are handled. Paul W. Balance, well
known in local business circles, has been made
manager of the establishment.

Superior Quality

COTTON FLOCKS

For Record Manufacture

Made by

CLAREMONT WASTE MFG. CO.

CLAREMONT, N. H.

October 15, 1921

THE TALKING MACHINE WORLD

You'll ring the bell on your cash register
with these two fox-trots that ring the bell,
"Molly 0'' and "Goodbye, Pretty Butterllles,"
by Art Hickman's Orchestra. Order a good
stock. A-3458.

Columbia Graptaophone Co

NEW YORK

NEW PATHE DISTRIBUTORS IN OHIO

Alms & Doepke Co., of Cincinnati, Appointed
Exclusive Pathe Jobbers for State of Ohio —
A. R. Saunders Manager of Department

Cincinnati, O., October 5. — The appointment of
the Alms & Doepke Co., of this city, as ex-
clusive Pathe distributor for the State of Ohio
has been announced bv the Pathe Freres Phono-

A. R. Saunders, who deservedly earned an
enviable reputation during the years he was em-
ployed by the Fischer Co., has been appointed
manager of the Alms & Doepke Co. wholesale
Pathe division.

It is the plan of the new company to render
the maximum of service to the Pathe dealers
and to co-operate efficiently with each individual
in merchandising helps.

Rose, a Kiss and You," which, by the way, is
a favorite of his; "Eli, Eli," which showed his
splendid Hebrew diction; "Rose of Picardy"
and "Gipsy Trail." He appeared the following
day at the Rotarian luncheon and called on the
Victor stores during his stay — a busy man who
still had time to add to his list of business
friends.

EXCISE TAX ARGUMENT ON RECORD

Fred Gennett, of Starr Piano Co., Adopts Novel
Means for Presenting Views to Congressmen

OPENS SCHOOL RESEARCH SECTION

Thos. A. Edison, Inc., Establishes School Re-
search Department at 473 Fifth Avenue With
Prof. C. H. Famsworth in Charge

Richmond, Ind., October 1. — The use of the talk-
ing machine record for the purpose of stating
the case of the people to the legislators has
been made for the first time by Fred Gennett,
secretary of the Starr Piano Co., who recorded
the views of the music industry on excise taxa-
tion on a special Gennett record and had it taken
to Washington by the Starr Co.'s attorney,
Guido Gores, for presentation to Senator Wat-
son. Through the co-operation of the Gennett
laboratories the finished record was ready for
delivery within twenty-four hours from the time
Mr. Gennett did the recording.

JOHN STEEL VISITS CLEVELAND

Popular Victor Artist Introduced to Cleveland
Dealers — Cleveland Talking Machine Co. Pre-
sents Him to Trade in That Territory

A. R. Saunders

graph Co., of Brooklyn, N. Y., taking effect Sep-
tember 28, 1921. From this date the require-
ments of all the dealers formerly supplied by
the Fischer Co. will be taken care of by the
Alms & Doepke Co. from a brand new stock of
Fathe phonographs, Actuelles, Pathe records and
Actuelle needle-cut records. The former stock
of Pathe merchandise held by the Fischer Co.
has been repurchased by the Pathe Freres Co.

Cleveland, O., October 6. — John Steel, Victor
artist, made firm friends of the Victor dealers,
who met him at a luncheon at the Cleveland
Athletic Club during his appearance at the local
Keith's Theatre. The luncheon was given by the
Cleveland Talking Machine Co., Victor whole
saler, following its policy of acquainting the
artists and trade with each other. Of the many
artists who have met the dealers none has been
so generous as Mr. Steel, who sang, gladly, "A

Growing out of its investigations of the use
and need to humanity of music Thomas A. Edi-
son, Inc., has established its school research de-
partment under the same roof with the head-
quarters of the Phonograph Corp. of Manhat-
tan, at 473 Fifth avenue. New York City. Prof.
Charles H. Farnsworth, of the department of
music, Teachers' College, Columbia University,
is the head of the new department, and Dr.
Esther L. Gatewood, of the Ohio State Uni-
versity, is his associate.

The main purposes of the school research de-
partment are to study school music problems
and the various uses of school music, together
with the service of general research. That is,
music teachers, supervisors and others who use
the Edison phonograph in their work are cor-
dially invited to ask questions or seek advice per-
taining to their work. Suggestions for courses
of music study, based on Re-creations, and any
special programs desired, will be furnished to
applicants. Edison dealers who desire to give
school programs, and who wish to interest teach-
ers or clubs in New Edison material, will be
urged to seek the help of the new department.
In connection with these questions Prof. Farns-
worth and Dr. Gatewood will devote thought
and energy to general and theoretic problems of
music and their purpose and application to
society and industry.

PHONOGRAPH RECORD LABELS

Emerson

That will meet the requirements of the manufacturer
of Records. Our experience along this line assures
you of the best of results, quality as well as artistic
in design. We make record labels for some of the
largest record manufacturers.

If we are not making any of the following Specialties
for you we would be pleased to quote you as our ex-
perience enables us to give you the desired results.

KEYSTONE PRINTED-SPECIALTIES COMPANY

321-327 Pear Street
SCRANTON, PA.

Our Specialties —

Phonograph Record
Labels

Gummed Stickers of
large quantities

Trading Stamps, etc.

THE TALKING MACHINE WORLD

October 15, 1921

Record Department

Machine Department

UNICO DEPARTMENT of the Gramophone Co., Ltd.

London, England

There Is Still Time

for you to re-equip your department before the Holiday season opens up. Unico
Service can transform your Talking Machine Department into the Musical
Headquarters of your Community in a few days.

We Are in Daily Receipt

of orders by wire, mail and phone from all points extending from Coast to Coast.
These orders, whether large or small, are going forward f requently the day
received, always within a few days. Unico Service Men follow immediately and
the new store or department is completely installed "before you can say Jack
Robinson."

Speed — Yes, But Not at Sacrifice of Quality

For months we have been preparing for this active trade revival. The Unico
equipment we install for you in such miraculously short time has been made in
the good old-fashioned slow way, completely finished, fitted and held ready for
rush order shipment.

Better Still

You need make but a very small immediate cash investment. The Unico Deferred
Payment Plan enables you to finance the operation out of Profits from Increased
Sales.

Unico Departments As Low As $500.00

and we mean complete departments, Room, Rack and Counter equipment.
Whether your requirement is for $500.00 or $50,000.00, and irrespective of your
geographical location, the Unico System is unquestionably your wise choice
because of guaranteed quality, service and speed of delivery.

You Can Still Improve Your Selling Facilities

in time to take advantage of the most active machine and record demand of the
year, which is just ahead, but —

Ph one, Wire or Write Our Nearest Office TOT) AY.

UNIT CONSTRUCTION COMPANY

NEW YORK
299 Madison Ave.
Corner 41st St.

Rayburn Clark Smith, President
58th Street and Grays Avenue
PHILADELPHIA

CHICAGO
30 N. Michigan
Boulevard

See Our FuU Page Announcement of New Unico Portable Stand in this Issue

Oil

October 15, 1921

THE TALKING MACHINE WORLD

ANNOUNCE "DREAM PICTURES"

Collings & Co. Call Attention of Dealers to
Value of De Cou's New Idea for Illustrating
the Mood of the Music — Interesting Move

Collings & Co., Victor wholesalers of Newark,
N. J., have brought to the attention of their
dealers this month the possibilities in the use
of the "Dream Pictures" originated by Branson
De Cou, who is well known in the trade for
his work in the educational department of the
Victor Talking Machine Co. and more recently
as an educational director for an important
jobber.

It is pointed out by Collings & Co. that
through the showing of "Dream Pictures" in
various localities, under the auspices of various
dealers, it is not only possible to arouse the
direct interest of talking machine owners in the
records featured and in Victor records generally,
but it is also possible to provide the means for
assisting schools in securing the necessary funds
for the purchase of Victrolas and suitable

libraries of records. "Dream Pictures," it is ex-
plained, are simply a piogram of five Victor rec-
ords with the mood of each selection illustrated
simultaneously upon the screen by many richly
colored pictures fading one into another. For
instance, when the October record, "In
a Monastery Garden," is played there floats
across the screen a wonderful series of pic-
tures of the old California missions.

The "Dream Pictures" were seen at the Bam-
berger store in Newark, N. J., during the week
of October 3 and were also shown at the Wana-
maker store, New York, during the week of
October 10.

For the purpose of attracting visitors to the
store so that they may hear the new records and
inspect the new line of machines it will be best
for the dealer to conduct an invitation recital.
Arrangements can be made with Mr. De Cou,
however, for school recitals for the purpose of
producing revenue for Victrola funds when
tickets are sold for stipulated amounts.

Suggestions for handling the "Dream Pictures"
are made in the Collings & Co. announcement.

DEATH OF DAVID BISPHAM

Once Leading American Baritone, Interpreter of
Wagnerian Roles and Columbia Artist — Made
American Debut in 1896 — A Great Favorite

SELLING AND ADVERTISING JOIN

Entire Separation of Advertising and Sales De-
partment of Business Declared to Be Grave
Mistake by W. A. McDermid

With the modern tendency toward specializa-
tion there has been a noticeable inclination on
the part of certain business concerns to divorce
their advertising department from the sales de-
partment.

It is, of course, true that the modern adver-
tising man must have an expert knowledge of
many technical sides of the advertising profes-
sion which the sales manager, or executive re-
sponsible for sales, need not acquire.

Similarly, there is much knowledge pertaining
to sales and sales promotion which those in
charge of the advertising need not acquire, but
that does not mean that the two can be divorced
or even nearly so. They must be meshed in a

most perfect fashion to get satisfactory results.

As W. A. McDermid, vice-president of the
New York Sales Managers' Club, said in a recent
interesting article:

"Whoever ultimately determines a company's
sales policy should co-ordinate the advertising
program as an integral part of that policy before
it is sent to the official who is finally to approve
it. This rule will work hardship at first in
some cases, but its observance is imperative to a
final, satisfactory orientation of the sales-adver-
tising enterprise."

In connection with this matter, a man hailing
from Missouri might well remark: "Show me
the concern where the man or men really re-
sponsible for the sales of a company are not
always playing a directing part in the advertising
effort and I will show you the concern that, if
not approaching failure, is at least incurring a
large percentage of waste in both its sales and
advertising departments."

David Bispham, American baritone and Co-
lumbia artist, for many years one of the fore-
most figures in the American operatic and con-
cert field, passed away of heart disease suddenly
October 2 at his home in New York City.

The deceased, who was sixty-five years of age
at the time of . his death, was born in Philadel-
phia, of Quaker parents, in 1857. In 1866 he
went to Europe, where he studied under Vanu-
cinni in Florence, Italy. His first professional
appearance was made in the Palace Theatre,
London, in an opera "Bejoche." In 1896 he
realized his ambition when he first appeared in
grand opera at the Metropolitan Opera House,
New York. In a short time his fame was estab-
lished and for the next twenty years he was
associated with every kind of baritone part in
grand opera, singing in Italian, French, German
and English. He was famed particularly as an
interpreter of Wagnerian roles. Mr. Bispham
was one of the founders of the Society of Ameri-
can Singers and enjoyed membership in many
clubs, including the Lambs' Club, Century,
Players, etc. He is survived by his widow.

THE EDISON LINE IS ADDED

The Rooney Co., 1451 St. Nicholas avenue.
New York, Victor dealer, has taken on the
Edison line, and on Monday, October 3, gave an
interesting concert of Edison Re-creations as a
feature of a "grand opening." Striking adver-
tisements were carried in the New York papers
connected with this event.

OPENS STORE IN HAMILTON, PA.

A talking machine establishment, to be known
as the Controla Music Shop, has been opened in
Hamilton, Pa , by Michael Lonzetta.

ANNOUNCEMENT OF^SERVICE

TO NEW YORK STATE DEALERS'ON

Vocalion Red Records

FROM SYRACUSE
October Specials

Yerkes S. 8. Flotilla Orchestra 10" 85c

14242 My Sunny Tennessee
Sweet Lady

14240 Ilo— Fox-trot

Yoo-Hoo — Fox-trot Newport Society Orchestra 10

14237 Who Will Be the Next One to Cry Over You Ernest Hare 10

Cry Baby Blues Aileen Stanley

14236 Tuck Me to Sleep (In My Old Kentucky Home) Shannon Four 10

Down in Happy Valley Hart & Shaw

14241 Ma— Fox-trot

Just Like a Rainbow — Fox-trot Al Jocker's Dance Orchestra 10

85c
85c

85c

Our Business Experience of Over Fifty Years Leads Us to Believe That
We Can Successfully Serve You. Your Inquiry Will Be Appreciated.

GIBSON-SNOW CO., Inc.

WHOLESALE DISTRIBUTORS

SYRACUSE NEW YORK

THE TALKING MACHINE WORLD

October 15, 1921

l/ou can't qo wrong
with anif Jeist'song'

HEAR IT

LEADING —

ORCHESTRAS

EVERYWHERE

> SNAPPY BIT OF SYNCOPATION

AS GOOD AS THE FAMOUS

WANG WANG BLUES'

GREATLY IMPROVED DEMAND FOR MACHINES IN ST. LOUIS

Dealers Report Increased Sales of Medium-priced Models — T. B. Hauk Buys Field-Lippman Co.
Branch — New Quarters for Lehman Piano Co. — Some News Brieflets of Interest

St. Louis, Mo., October 8. — October is commonly
looked upon as a good talking machine month in
St. Louis, and it is starting ofif as though it
meant to merit the good reputation it has won
in the past. Toward the end of September there
was a noticeable improvement in the movement
of machines. It was not pronounced, but there
was no mistaking the quickened demand and all
the indications were and still are that the im-
provement will continue and increase as the holi-
days draw nearer. The best demand is for
medium-priced instruments, ranging in price
from $100 to $200, the better grade of popular-
priced machines. The fancy machines that com-
mand fancy prices are still sold, but not as fre-
quently as formerly. The present demand for
medium goods is considered more healthy than

the other and is believed to have elements of
greater permanence. The improvement is in both
the wholesale and retail fields. Records are sell-
ing well with Caruso demand still evident.
T. B. Hauk Now the Owner

The Field-Lippman Piano Co. has sold its
North Side branch at 3702 North Grand avenue
to T. B. Hauk, who has been manager of it since
it was opened two years ago. Mr. Hauk, who
will conduct the business in the future, will con-
tinue handling the Brunswick line.

Tri-State Association to Meet

Great preparations are being made for the
coming of the Eight Famous Victor Artists, on
October 10, under the auspices of the Tri-State
\^ictor Dealers' Assoc'ation. The concert, which
will be at the Odeon at 8 p. m.. will be preceded

Here's a Way to
Sell Victrola IXs

Put your Victrola IXs with
the UDELL Talking Ma-
chine Record Cabinet 1402.
The cabinet is the thing that
will sell the machine. This
cabinet is made in either
Mahogany or Quartered
Oak. It holds eight Victor
Albums.

Victrola dealers all over
the country have used the
UDELL Record Cabinet as
a selling tool with which to
dispose of their Victrola
IXs.

F.O.B.
Indian-
apolis

There are many little points of superiority about the UDELL Cabinets.
The patented hinged rim makes the Victrola IX and Cabinet appear as

one whole piece.

TS^UdellWorks

1309 West Twenty-Eighth Street
AT INDIANAPOLIS

by a business meeting at 3.30 p. m. at the Claridge
Hotel and a dinner at the same hotel at 6 p. m.
.-\fter the concert there will be a dance at the
Arcade Dance Hall from 11 p. m. to 1 a. m.
The arrangements are in the hands of the Ex-
ecutive Committee, composed of T. W. Maetten,
Val Reis, Charles Lippman, Frederick Lehman
and E. C. Rauth.

C. R. Salmon Goes to Los Angeles

C. R. Salmon, for the past year sales manager
of the Artophone Corp., has severed his connec-
tion with that organization and has gone to Los
Angeles, Gal., where he will locate and make his
home in the future. Before going with the Arto-
phone Corp. he was for eleven years with the
St. Louis branch of the Columbia Co., and has
been one of the best-known talking machine men
in St. Louis. In California he will either embark
in business for himself or will form a connection
with an established firm as Pacific Coast repre-
sentative. He has several propositions under
consideration.

Lehman Piano Co. in New Quarters

The Lehman Piano Co. took possession on
September 30 of its new store at 1101 Olive
street, the first floor of which will be given up
largely to the demonstration and sale of talking
machines and records. Attractive booths have
been erected along the west wall of the store,
facing the Eleventh street windows. Welch &
Co.. who handle talking machines along with
furniture, will occupy the old Lehman store, to-
gether with their present store at 1109 Olive
street This gives them needed room.

Some Edison Activities

T. J. Price, Edison dealer at Belleville, III.,
had an attractive float in the annual "Ding Dong"
parade at Belleville last week.

The G.-\V.-B. Music Co., of Marion, 111., Edi-
son dealer, made a display of Edisons at the
Marion County fair last week.

The Silverstone Music Co., in recognition of
the St. Louis celebration of the Missouri Cen-
tennial, had a window display designed to im-
press the progress in invention in lOO years
through the inventiveness of Thomas A. Edison.
.•\n animated figure of Lafayette reminded side-
walk gazers that 100 years ago there was no
Thomas A. Edison and no phonograph, electric
light or motion pictures.

O. C. Gammon, an Edison dealer of Humboldt,
Tenn., was a recent visitor to St. Louis.

The ^^'ellston Talking Machine Co. has moved
into a new building at 5956 Easton avenue,
across the street from the former location.

T. H. Bennett, of the Brunswick Co., has re-
turned from a business trip to Memphis, Tenn.

Manager E. M. Morgan, of the Columbia Co..
reports a very large percentage of increase in
the volume of sales for September over previous
months. Large orders for Columbia Grafonolas
and Columbia records from many dealers are a
sign of confidence in all sections for big Fall
and Winter business.

L. A. Mifflin, proprietor of Mifflin's Book
Store, Herrin, 111., spent a day in St. Louis, re-
plenishing his stock of Columbia products. Carl

October 15, 1921

THE TALKING MACHINE WORLD

"BLACK DIAMOND"

GRAPHITE

Spring Lubricant

The Lubricant
Supreme

» Guaranteed not

to dry up or
become sticky

or rancid; re-

-'i. j! - tains its

<^Mr rp«r"^^' W smootli, silUT
feSf^SI touch indefl-

•tei^i^^P pared in just

tlie rii;lit consistency in collapsible tnlies;
1, 5, 10, 25, 50 lb. cans.

Manufactured only by

HARTZELL CRUCIBLE CO.

North Side, Pittsburgh, Pa.
Manufacturers' Representatives
LOUIS A. SCHWARZ, IXC.
1265 Broadway, Xew I'orls City
21 East Van Buren St., Chicago, 111.
335 Forsyth BIdg., Atlanta, Ga.

FOR SALE BY ALL LEADING JOiiBERS

Burchett, of Kirksville, Mo., also called at the
branch headquarters.

G. H. Crossen, the Columbia dealer in Eldon,
Mo., was here with his wife, and paid the Co-
lumbia branch office a call. Other visitors have
been: Phil A. Dallmeyer and wife, of Jefiferson
City, Mo., and T. R. Burns, of Willow Springs,
Mo. Both are live Columbia men and are out
after the business.

O. C. Melchior has been appointed St. Louis
city salesman for the Columbia, to succeed W.
L. Peters, resigned.

Places Machines in Schools

Miss Florence E. Hazlett, representative of
the Columbia educational department, spent sev-
eral days recently in Murphysboro, 111., and, with
Rolens & Millikan, the Columbia dealers, placed
Columbia Grafonolas and educational records in
a dozen schools in Jackson County. She also
spent a very profitable week in Springfield, Mo.,
co-operating with Columbia dealers there. Her

later activities include several teachers' institutes
at Shelbyville, Marshall, Murphysboro, 111., etc.

Assistant Manager J. Bryant made a special
trip to Litchfield, 111., where the Columbia dealer,
M. E. Rubinowitz, is pushing the line in his usual
energetic fashion.

Remodel Kramp Store

Charles Kramp has remodeled his store at 1305
South Broadway, St. Louis, refurnishing it
throughout in first-class style, making it one of
the best appointed phonograph shops in the city.
He has inaugurated a series of Wednesday eve-
ning Columbia record demonstration concerts,
which are proving very successful and profitable.
His audiences test the capacity of the accommo-
dations.

Changes in Selling Staff

Many changes in the selling staff of various
St. Louis Victor houses are taking place. At Stix,
Baer & Fuller the new ones are Miss Lacey Mc-
Ghee, Miss Katherine Walsh, Mrs. Billie Ladd
and Miss Evelyn Nagel. At Field-Lippman's are
Miss Laura Hagge and Mrs. K. Holland, for-
merly with Saenger Bros., Dallas, Texas. At
Glaser's Music Shop is Miss Betty Zlotnik.

Jerome Munie, O'Fallon, 111., has just taken
on the Victor line. Mr. Munie plans to dis-
continue his soda fountain business and devote
his time to music. This is a Koerber-Brenner
account.

It is with deep regret that we chronicle the
death of Mrs. Glaser, wife of J. Glaser, Victor
dealer in Sixth street.

Opens Store in ColHnsville

Collinsville, 111., is able to buy Victor records
at home for the first time in 3'ears. Roy Sauer
opened a handsome Victrola store at that place
on September 10 with three sound-proof booths,
record racks and all equipment of the latest.
Friends are predicting great success for Mr.
Sauer.

A Delightful Hobby

Highfill & Neifind, Victor dealers of Caruthers-
ville, Mo., have an unusual customer in a physi-
cian of the town. This doctor's hobby after
office hours is to train canaries. He releases
them from their cages and allows them the

full freedom of the house. Then he starts the
Victrola, using actual bird records, as well as
those of the whistlers and nature singers. His
success keeps him calling for new records.

H. Altemueller, of Washington, Mo,, also has
a couple of canaries whose taste in music is
highly cultivated. When the representative from
Koerber-Brenner Co. comes to play the monthly
samples the birds are silent throughout the list
of dance numbers and most popular songs, but
they show their full apprec'ation of the Red Seal
numbers by trilling ecstatically.

Big Send-off for Wellston Co.

They called the police to keep out the crowd
whose pressure at one time threatened the glass
of the beautiful show windows at the new home
of the Wellston Talking Machine Co. F. Cole-
man has been a dealer solely in Victrolas and
Victor records for many years. He opened a
handsome new store last month. The booths
and woodwork are finished in ivory and old ivory
with silver lighting fixtures. Three thousand
Penn dogs were given as souvenirs. Mr. Cole-
man's neighboring dealers showed the high
esteem in which he is held by filling the house
with flowers. This shop has the unique distinc-
tion of employing no outsider, the work being
carried on by Mr. and Mrs. Coleman* with their
daughter and son-in-law, Mr. and Mrs. C. A.
Dieke.

BIERMAN OPENS NEW EDISON SHOP

NoRTHFiELD, MiNN., Octobcr 4. — C. A. Bierman,
local Edison dealer, who for some time was
located in A. W. Bierman's furniture store, is
now located in new and larger quarters on South
Division street. Mr. Bierman's stock is much
larger than formerly and in addition to phono-
graphs he now handles pianos and musical in-
struments.

The Coale Music Co., of Stockton, Cal., due
to its rapidly growing business, has moved to
larger quarters on South Sutter street. A com-
plete line of talking machines and records is
handled.

IT PLAYS
ANY&^4LL
ODISCO
RECORDS

IT PLAYS
THEM AS
OTHERS
CANNOT

THE PHONOGRAPH FOR THE
DISCRIMINATING. OUR SELLING
PLAN OUTSTRIPS COMPETITION
AND ASSURES UNUSUAL PROF-
ITS;-SEND

THE
MUSIC-
MASTER
of PHONO-
GRAPHS

THE MANOPHONE
CORPORATION iS^

ADRIAN MICHIGAN

WITH IT'S
INCOM-
PARABLE
OUALITY
OF TONE

A MUSICAL INSTRUMENT BUILT
BY MUSICAL INSTRUMENT BUILD-
ERS. IT HAS THE VOX-HUMANA-
A HUMAN THROAT, REPLACING
THE COMMON THROAT OF PIPE.

THE TALKING MACHINE WORLD

October 15, 1921

LONG CABINETS

(Illustrated)

at REDUCED PRICES for OCTOBER

This sale
will close
positively

OCTOBER 31st

ORDER TODAY

to secure
prompt
deliveries.

This sale
il 1 close
positively

OCTOBER 31st

ORDER TODAY

to secure
prompt
deliveries.

Stvle 71 — Mahogany and Golden
Oak. Height 33)4 in. Top
ll'AxlTA in.

OCTOBER SALE PRICES:

Flat top racks $9.37

Flat top shelves 10.12

Style 24 — Mahogany and Golden
Oak. Height 33 in. Top 17x17 in.
OCTOBER SAI/E PRICES:

Flat top racks 56.93

Flat top shelves

Style 72— Golden Oak only.
Height 34 In. Top 1654x20 in.
OCTOBER SALE PRICES:

Flat top racks $10.12

Flat top shelves 10^7

Style 87 — Mahogany and Golden Oak.
Height 30 in. Top 19'Ax22^ in. Made
with shelf interior only

OCTOBER SALE PRICES:

Flat top shelves $12.37

Top moulding shelves 13.12

Stvle 86— Mahogany and Golden Oak.
Height 30 in. Top 19'ix22H in.
OCTOBER SALE PRICES:

Flat top racks $10.12

Flat top shelves 10.87

Top moulding racks 10.87

Top moulding shelves 11.62

There is also a special September price
list for LONG Player Roll Cabinets —
Write for Details.

Style 32— Mahogany and Golden Oak.
Height 30 in. Top 24x20 In.

OCTOBER SALE PRICES:

Flat top racks $10.12

Flat top shelves 10^7

The Geo. A. Long
CabinetCompany

HANOVER, PA.

Style 76— Golden Oak only. Height
34 in. Top 19>is22^ in.

OCTOBER SALE PRICES:

Flat top racks $10.50

Flat top shelves U.25

Top moulding racks 11.25

Toji ranuldiiig shelves 12.00

Style 79 — Mahogany and Golden Oak.
Height 34 in. Top 195^x22^ in.
OCTOBER SALE PRICES:

Flat top racks $14.25

Flat top shelves 15.00

Top moulding racks 15.00

Top moulding shelves 15.75

Style 77 — Mahogany and Golden Oak.
Height 34 in. Top 19J^x22^ in.
OCTOBER SALE PRICES:

Flat top racks $13a2

Flat top shelves 13.87

Top moulding racks 13.87

Top moulding shelves 14.62

October IS, 1921

THE TALKING MACHINE WORLD

\ Philadelphia, Pa., October 5. — The talking ma-
chine business in Philadelphia during the month
of September showed an improvement over the
previous month. It did not reach to the figures
of 1920, but with man}- firms there was a near
approach. Business was considerably better in
the outlying territories than it was in this city
and this is attributed to the fact that such dis-
tricts are not feeling the pinch of hard times
to the extent that they are in this city. A thing
that the talking machine men cannot account
for is that the piano business in this city is
moving ahead faster than is the talking ma-
chine business, and in quiet times the dealers
feel that conditions should be just the reverse.

The Philadelphia trade has, however, been
stocking up heavily, and at the present time it
does not look as if there was going to be any
shortage of goods this Fall; at least, not to the
extent that the dealers will be unable to sup-
ply something satisfactory.

R. M. Nelson New Brunswick Manager

There has been a change in the Brunswick
management in this territory, in that Richard M.
Nelson has come here as the Philadelphia man-
ager, replacing C. P. Chew, who has represented
the Brunswick here since its local introduc-
tion. Mr. Nelson was originally connected with
the Brunswick in New York and for the past
year has been in Atlanta, Ga., managing the
Brunswick wholesale business in that section.
He came here September 1.

Mr. Nelson states that the Brunswick busi-
ness in Philadelphia during September has
shown a decided improvement. He believes that
his firm is going to have a very good, substan-
tial business this Fall. He says: "I do not feel
that it is going to be like the boom times of two

gfniLADELPHIA

and

IPCALITX

years ago, but I do believe we are going to have
a satisfactory business — a good, staple business."
New Brunswick Agencies

Snellenburg Co.'s talking machine department
has just added the Brunswick to the other ma-
chines it is handling, and it is going to give
it prominence. The Brunswick was also placed,
during the month, in the big department store
of Isaac Bensch & Son, of Pottsville; with the
Jacob Bros, firm, of Scranton, Pa., and with
the firm of Eugene M. Goldman, 623 South
street, Philadelphia.

Mr. Nelson says: "We have a big stock of
Brunswicks, but we are not heavily stocked on
certain lines. The new models have been going
very good and there has been such a demand
for these instruments that we have been entirely
cleaned out on a few styles, but have several
large shipments under way."

O. F. Jester Added to Staff

O. F. Jester, who until recently was the Granby
representative here and previous to that was
with the Columbia Co., has been added to the
Brunswick sales force. Mr. Jester will repre-
sent the firm in the southern and central section
of the city. The Brunswick Co. is just getting
into the foreigrn record field and during October
will come out with ten Jewish records, three of
which are by the famous Jewish cantor, Kwar-
tin. These records will be handled by all the
Brunswick dealers and they anticipate a large
demand. These Jewish records will be followed
by those of other nationalities from month to
month.

Penn Co. Reports Better Business

The Penn Phonograph Co. men, all four of
whom are on the road at present, report business
as being quite good in the outlying sections and

they are sending in some very good orders. The
Penn Co. has been receiving large orders for its
dogs, which are, no doubt, being secured for
Winter and holiday window displays. It is also
having a number of inquiries for the Victor
miniature operatic figures, and particularly
those of Caruso in his various characters.
Columbia Activities

At the Columbia Co. headquarters here the
report is that business shows a tendency to pick
up and that dealers are showing a much more
active inclination to order. The firm is well
stocked with both records and machines and has
just put on several new salesmen. The sales
meeting in the Columbia's Model Shop on the
17th was one of the most interesting and enthu-
siastic of an}' thus far held.

Among the Columbia Co.'s out-of-town visi-
tors during the month were: J. E. Nace, of
Hanover, Pa.; Sol J. Phillips, of South Bethle-
hem; Calver Anderson, of Atlantic City; Mr.
Geyson, the talking machine manager of Eich-
tenwalner, of Allentown, Pa., and William Josh
Daly, who went from here to visit the dealers in
the vicinity of Wilkes-Barre and Frackville.

The Happy Six, well-known exclusive record
makers of Columbia dance records, are about to
invade this territory for several months and will
give a number of concerts among Columbia deal-
ers, assisted by Stanley Peters.

Join the Columbia Forces

The Columbia Co. has appointed, for educa-
tional work in this territory. Miss Margaret R
Martin, who will work from this branch in con-
junction with any of the dealers who will desire
her services. A. M. Laurie has been added to
the Columbia sales force, replacing F. D. W
(Continued on page 94)

LEADERSHIP

THE position expected of every Victor Dealer
in his community — possible because of the
class and quality of the merchandise he sells.

This organization aspires to leadership in this
territory — and accepts such recognition, not as
an honor, but as a responsibility.

Keeping the Victor business on a high and profit-
able basis these days calls for mature judgment
and character dealing.

The Louis Buehn Company

of Philadelphia

THE TALKING MACHINE WORLD

October IS, 1921

THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 93)

ROLL YOUR OWN"

ASK ANY OF OUR OKEH
DEALERS — THEY KNOW

QKe^ Records

ARE PROFIT MAKERS BECAUSE

"THEY SATISFY"

SONORA

COMPANY OF PHILADELPHIA

1214 ARCH STREET PHILADELPHIA

Connelbs who resigned quite recently to enter
the automobile business.

Exhibition at Bethlehem Show
W. T. Briggs, of the Columbia Dealers' Serv
ice department, spent several days during the
month in Bethlehem, assisting Sol J. Phillips
with his exhibition at the Bethlehem Show,
which was given by the various firms of that
city, including the Bethlehem Steel Works. Mr.
Phillips had a very attractive booth, and the
P. 3 Adam period Grafonolas, which were fea-
tured, were the cynosure of all eyes, as placed
in the uniquely dressed booths. Two Grafonolas
were given away as prizes and a special stunt
that was pulled off was the playing of the
Grafonola with the orchestra during the inter-
mission.

To Retire From the Field

The Philadelphia Show Case Co., which re-
Imquishes the representation of the Vocalion
line by January 1, will retire entirely from the
talking machine business, and it is said that a
number of persons are after this valuable repre-
sentation in this city. Manager Burkart has not
been connected with the department for several
weeks, but the business is being looked after by
Graham French.

A recent visitor to the Sonora Co. of Phila-
delphia was Frank H. Coupe, vice-president of
the Sonora Co. of New York. The Sonora
pushed materially ahead in September and good
reports from all sections are being received re-
garding business.

H. W. Weymann Is Optimistic

Harry W. Weymann, head' of H. A. Wey-
mann & Son, reports that their business is picking
up in very fine shape. Their business is better
than last year. Mr. Weymann says: "Septem-
ber trade showed a decided improvement over
the month of August and the advance orders that
have been received from dealers for shipment
this month indicate that the volume of business
to be done during the next three months — the
last quarter of tlie year — is going to be quite
satisfactory. I believe there is going to be a
marked improvement right along."

Mr. Weymann says that the reduced price of
the new Motrola, of which they are the exclu-
sive representatives in this section, which they
sell to be retailed at $19.50, has brought in a vol-
ume of orders from all the dealers in their
territory, and in many cases has helped the
dealers to increase the sales of their machines
and records. Among their dealers here re-
cently were E. T. Filer, of Schuylkill Haven,

Pa., and Mr. Britz and his son, of the Manigold
Music Co., of Reading, Pa.

The W. C. Stiver Co., dealer in phonographs
at 64 West Chelten avenue, Germantown, is
now in the process of closing out its business.

Mr. Youngjohns, of Norristown, Pa., is add-
ing new booths to his store, and he recently took
over the adjoining building and is preparing to
almost double his selling capacity.

Joins the Ludwig House

Edward Toye, for a long time connected with
the Gimbel Bros.' talking machine department,
has resigned and has accepted a position to take
charge of the talking machine department at
the Ludwig House.

Well Pleased With the Outlook

Everybody's Talking Machine Co. had a very
much better business in September than it had
in August, and it is very much elated with the
present outlook. This company is making many

improvements in its store and has added a con-
siderable amount of shelf capacity. A consid-
erable amount of e.xport trade is being done at
present. In September shipments were made
to Melbourne, Australia; Vancouver, B. C;
Juarez City, Mexico, and Ponce, Porto Rico.
New sizes have been added to Everybody's
Co.'s list of machine springs, which now number
thirty-one. It expresses the wish that if any-
one knows of any spring that it is not handling
to write and it will gladly add it to its stock,
for it means to carry everything that anyone
may inquire for. It is having quite a heavy sale
on its needle called Umantone, which is made
expressly for its trade. Paul Baerwald, sales
manager of the General Phonograph Corp.. was
a recent visitor.

Harry Fox Makes Good Report

Manager Harry Fox, of the Emerson, states
that its business is rapidly assuming a normal
condition. September business was considerably
ahead of August and more nearly approaches the
Emerson business of a year ago. Plenty of ma-
chines and records are in stock and collections
are excellent. Mr. Fox has spent considerable
time in New York at the Emerson headquarters
and sa}'S that everything looks to a very large
business for the firm this Fall. All plans for
handling it have been laid, as well as an Emer-
son advertising campaign. "The firm's policy is
now set," says Mr. Fox, "and it is up to the
distributors to put it over."

Recent Philadelphia talking machine men from
the nearby territory who were here were C. C.
Shelly, of the Arco Drug Store Co., of New-
castle, Pa., and Leon Wittich, of the Wittich
store, of Reading, Pa.

Opens New Store

The People's Talking Machine Co., on the 10th
of September, formally opened up a new store
at Seventh and Wolf streets, which is one of
the finest-appointed stores in this city. It is a
branch of the 502 South Fifth street store and re-
ports that it is doing a very fine business. It
has torn out the side of the former building and
built a series of display windows, and has had
seven booths installed.

Some Changes in Sales Staff

Fred Adams is no longer connected with the
Perfek'tone Co. and House Salesman Wright has
been replaced by George H. Bein. Both Mr.
Adams and Mr. Wright have gone into the
automobile business. The Perfek'tone has been
enjoying a very good business and has recently

On nf

Guard T

Victor I

Penn-Victor Dogs are the best watchmen of Victor
Welfare in the Home.

Sold by most Victor Distributors.
Write them or us for prices.

Penn Phonograph Company

913 Arch Street Philadelphia, Pa.

Victor Wholesale Only

October 15, 1921

THE TALKING MACHINE WORLD

THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 94)

been putting some new models on the market.

Harold Cregar, of the Penn Phonograph Co.'s
sales force, was recently married and spent his
honeymoon at the Delaware Water Gap.
Buehn Business Steadily Advancing

The Louis Buehn Co. reports that its Victor
business each week in September showed a sat-
isfactory improvement. On most of the records
stock is being received in a most satisfactory
way, but there is a shortage on some of the
most popular of the numbers. Among the
Buehn firm's recent visitors were: Mr. Taylor,
of Shifler & Taylor, of Carbondale, Pa.; E. J.
Youngjohns, of Norristown, and C. C. Shelly,
of the Arco Drug Co., of Newcastle, Pa., which
company, it is reported, will shortly handle the
Victor products in its store in Waynesboro.
Long Console Model Popular

William S. Eitler, representative of the Geo. A.
Long Cabinet Co., of Hanover, Pa., in this city
and surrounding territory, reports that the new
Long console cabinet is meeting with a demand
that has exceeded all expectations. The other
numbers of the Long line are also being ordered
in noticeably increased quantities.

Increased Demajid for Cheney Products

G. Dunbar Shewell, president of the Cheney
Sales Corp., of New York and this city, reports a
decided improvement in business. Large orders
are being received as a result of the readjust-
ment plan offered by the Cheney Talking Ma-
chine Co., allowing Cheney dealers a rebate on
the old models in stock which were superseded
by new models, provided a corresponding num-
ber of new models is ordered.

Moves to New Quarters

The Unico Talking Machine Co., wholesaler
and retailer of talking machine supplies, has
moved to 227 South street, this city.

Joins the Granby Forces

F. D. W. Connelly has joined the sales organ-
ization of the Granby Phonograph Corp. in this
city. Mr. Connelly will cover Baltimore and
most of Maryland, Delaware and Southern New
Jersey as far as Trenton.

Blake & Burkart Report Progress

Blake & Burkart report that the end of Sep-
tember showed a considerably better business
than the beginning of the month, but it has not
yet reached the pace that it was going at this
time last year. Mr. Blake states that while the
majority of the machines and records they sell
are the Edison, for they have come to be recog-

Smiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiifiniim^

IllllllllimilllllllllllllllllllllllllllllU:

iiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiinrr,

nized as Edison dealers, yet they have been
doing very well with the Vocalion. He says that
in the six months that they have handled the
Vocalion they have yet to get a complaint of

any trouble with the instrument, and he believes
the sales of this instrument will increase right
along. Mr. Blake is very optimistic regarding
the business outlook.

UNICO EQUIPMENT DEMANDS TELL OF TRADE REVIVAL

Over One Hundred Talking Machine Concerns Located in Various Parts of the Country Have Re-
cently Placed Contracts for Unico Equipment — Will Hold Openings This Month

Philadelphia, Pa., October 3. — The Unit Con-
struction Co., of this city, reports that ovei
one hundred talking machine concerns located
in various sections of the country from coast
to coast have recently placed contracts foi
Unico equipment and the majority of these con-
cerns will have formal openings this month.
This renewed activity on the part of the trade in

HEW

UNIVERSAL MOTOR

Retail $19.50

(former price $30)

This marvelous little electric, self-winding mechanism
attached to any type Victrola or any make Talking
Machine will accomplish what the self-starter did for
the automobile.

We, as exclusive wholesalers in Eastern Pennsyl-
vania, New Jersey and Delaware, of the New Motrola
with universal motor, are ready to fill your orders now.

Write for Trade Discounts

H.A.WEYMANN & SON,Inc.

1108 Chestnut Street
PHILADELPHIA

preparing for the usual rush of Fall and holiday
business is, perhaps, one of the surest signs
of the returning normalcy.

The Unit Construction Co., having anticipated
this demand, is meeting it with a service which,
it states, is eliciting great commendation from
its customers. For example, a very large in-
stallation for the George J. Birkel Co., of Los
Angeles, with special features throughout, was
completely delivered in less than six weeks,
shipment being made by way of the Panama
Canal.

Rayburn Clark Smith, president of the com-
pany, pointed out that "Unico departments,
complete in every detail and irrespective of size,
can be shipped within twenty-four hours from
the receipt of order and railroad deliveries are
now operating on a very fast schedule, enabling
the Unico service department to complete the
final installation of the equipment in the dealer's
store in a few days after the order is placed."
He also remarked that among the new depart-
ments with Unico equipment which will be for-
mally opened are the following: George J. Birkel
Co., Los Angeles, Cal.; John Elliott Clark Co.,
Salt Lake City, Utah; Lamar & Johnson, Den-
ver, Col.; Hellrung & Grimm, St. Louis, Mo.;
Leopold Krchma, Chicago, 111.; Krause Furni-
ture Co., Chicago, 111.; Frank Solar, Chicago,
111.; J. M. Wilcockson Co., Hammond, Ind.;
Noble Piano Co., Detroit, Mich.; Miller & Mc-
Cracken, Royal Oak, Mich.; C. J. Duncan, Mas-
sillon, O.; Standard Talking Machine Co., Pitts-
burgh, Pa.; Aaron Furniture Co., Greensburg,
Pa.; Hansen Melody Shop, Moundsville, W. Va.;
W. B. Dutrow, Harrisonburg, Va.; R. S. Kish-
paugh, Fredericksburg, Va.; C. F. Maxwell,
Renova, Pa.; J. J. Kneis, Mahanoy City, Pa.;
Henry Weltman, Glen Lyon, Pa.; L. H. Soper,
Waterville, Me.; Stranburg's Music House,
Jamestown, N. Y.; Weil Bros. Furniture Co.,
New York City; Cool & Shaller, New York
City; H. Kahansky, Brooklyn, N. Y.; Jos. A.
Herzenburg, Franklin, N. J.; Traco Co., Toms
River, N. J.

THE TALKING MACHINE WORLD

October L5, 1921

OIXIELAAID

A SNAPPY ONE-STEP SONG 'V^u canUo u;ron^

mh any Jeist sonf

ASK TO HEAR IT

PROMISING TRADE IN THE WEST

Harry A. Beach, of Unit Construction Co.,
Brings Back Most Encouraging Report From
Transcontinental Business Trip

Philadelphia, Pa., October 1. — Harry A. Beach,
vice-president of the Unit Construction Co.,
manufacturer of Unico talking machine ware-
room equipment, of this city, who recentl}^ re-

San Francisco it was somewhat tighter, although
quite a large volume of business was being
done. I did not get up to Portland, Seattle and
Spokane, as I originally planned, but I learned
that these cities were not doing quite the vol-
ume of business that Los Angeles and San
Francisco were doing. In Salt Lake City the
outlook was verj' good. Resumption of good
business was already taking place just about
the time I was there. In Denver business was
im.proving and reports from a number of dealers
were decidedly favorable. This same condition
was to be found in Omaha and an even still
better condition in Minneapolis and St. Paul.
Both Chicago and St. Louis are also receiving
better business and signs of good business re-
sumption were also to be found in Toledo. De-
troit, Cleveland and Pittsburgh.

"I was more than encouraged over the situa-
tion as a . whole and both direct and indirect
results were all that could be expected. One
thing that impressed me, probably more than
anj'thing else, was the fact that where dealers
were going out after business in the way in
which they should results were forthcoming.
There were innumerable instances of business
reported which I would characterize as normal,
not as based on 1919 figures, but normalcy of
the present day, wliich I would compare more
directly with those figures of 1917."

den, president of the company, states that it has
already created much attention and has brought
in some substantial returns.

CIROLA AN ALL=YEAR INSTRUMENT

Big Summer Business Closed — Great Campaign
for Fall and Winter Under Way — Two Impor-
tant Appointments — U. S. Government a Buyer

Harry A. Beach
turned from an extended trip as far as the
Pacific Coast, reported many entirely encour-
aging conditions throughout the country.

In a recent interview with The \\'orld Mr.
Beach stated: "The trip, as a whole, was an
intensely interesting one, as it enabled me to
become intimately familiar with conditions in
the talking machine trade in the Far West. I
was more than gratified over the amount of
business being done during the da3's of my vis-
its to the various cities. In fact, in Los Angeles
business was up to the top notch. They, seem-
ingly, did not experience any slump in trade. In

A CLEVER BIT OF PUBLICITY

Sprajrtone Phonograph Corp. Issues Cutout of
Room With Triangular Machine in Position

The Spraytone Phonograph Corp., of Ridge-
vvood, N. J., manufacturer of a triangular-shaped
talking machine made particularly to be set in
the corner of a room, has just forwarded to the
trade multi-colored cutouts of a miniature room
with the machine fitting snugly in the corner.
This is a unique method of placing before the
trade the features of the product, and R. B. Lin-

Philadelphia, Pa., October 1. — The Cirola Dis-
tributing Co., Inc., distributor of the portable
machine of that name, reports that the Summer
of 1921 was the biggest season in its history.
Meanwhile it is a mistaken idea that the portable
machine is only for the Summer trade. The sales
records of this company show that there is a
good demand for portables all the year round.
Interesting literature has recently been mailed
stressing the all-3'ear-round sales opportunities
of the Cirola portable.

G. D. Giacomo, president of the company,
announces the appointment of G. Porter in
charge of the advertising and sales end of the
business. Mr. Porter is well experienced in this
work and under his able direction an intensive
Fall campaign has already been launched. The
appointment of Stanley F. Miller to the sales
staff of the organization is also announced. The
latter is thoroughly familiar with the talking
machine trade, having been connected previously
with the branch office of the Brunswick-Balke-
Collender Co. in this. city. ^- ,„ -- . -

The United States Government was a recent
pleased purchaser of -Cirolas. Mr. Giacomo re-
ceived last m.onth an order to ship six Cirolas
to the Marine Barracks at Quantico, Va. Some
weeks later a testimonial of a most practical
character was received in the form of a repeat
order for six more.

J. Watson has been appointed receiver for
Cushman & DeVerner, Inc., dealers in talking
machines, at 1771 Amsterdam avenue. New York.

DEALERS SAY— Their Success With
Popular Priced

"ALL— YEAR— ROUND"
CIROLA PHONOGRAPHS

UNPRECEDENTED
IN THE HISTORY OF THE TRADE

SMALL INVESTMENT
FOR DEALERS

RETAIL PRICE $35.00
LIBERAL DEALERS' DISCOUNT

Size: 12^^ x 11^ x 6
Weight 16 lbs.

CIROLA OISTRIBUTING CO., Inc.

204 Colonial Trust Bldg-
PHILADELPHIA, PA.
U. S. A.

A Phonograph with three wonderful
tones at a price which meets the
demands of present-day
business conditions

October IS, 1921

THE TALKING MACHINE WORLD

INDUSTRIAL CONDITIONS AFFECT TRADE IN PITTSBURGH

Talking Machine Fraternity Optimistic and Working Hard for Better Business — New Playertone
Models — Brtmswick Publicity — Novel Pathe Advertising — Edison Tone-tests Popular — Other News

Pittsburgh, Pa., October 5— While there is
some improvement noted in business in talking
machine circles in the Steel City at this writing
there have not come back the trade conditions
that the live talking machine dealer wishes and
hopes for. It is true that September has shown
a marked increase in sales of talking machines
and records over August, but the fact remains
that the volume of business desired by the re-
tail trade has not materialized. However, it
must be noted that the industrial situation here,
on which is predicated all of the material pros-
perity that Pittsburgh enjoys at any time, has
not reached the plane which is commensurate
with top level payrolls. It is true that many
mills have resumed operations during the past
three or four weeks, but there are still quite a
number that are preparing to operate. When
the iron and steel output has reached 75 to 80
per cent capacity (as it undoubtedly will) then
there will be disbursed such payrolls as will have
a most stimulating effect on business and on
the talking machine trade as well.

The talking machine fraternity here, as a
whole, is optimistic concerning the future and,
while it has been rather difficult to maintain the
morale of the sales staffs in times when busi-
ness was abnormally sluggish, the various deal-
ers believe that they are in for a good Fall and
Winter season. The live dealers are using
printers' ink to good effect and are taking ad-
vantage of every opportunity to form a liaison
between buyer and seller.

Buehn Reports Real Gain

A. A. Buehn, treasurer of the Buehn Phono-
graph Co., Edison distributor, in referring to
business conditions, said: "We find that the clos-
ing days of September showed a real gain in
sales in our wholesale department. I feel sure
that with the coming of October and the cooler
days when people seek the fireside and naturally
turn to music for entertainment there will be a
marked increase in the talking machine trade.
We feel very hopeful concerning the future and
are making our plans for business accordingly."
Two New Handsome Playertone Models

I. Goldsmith, president of the Player-Tone
Talking Machine Co., with offices at 967 Liberty
avenue, in speaking with The Talking Machine
World representative, said: "We are now plac-
ing before the trade two handsome models of
the Player-Tone that are bound to make a sensa-
tion in the retail line. One is the famous Shera-
ton console model, No. 250, priced at $135 re-
tail, and the other the popular Queen Anne con-
sole. Model No. 300, which sells at $150 retail.
These are models that will add grace and dig-
nity to any shop in which they are displayed.
The entire equipment, including cabinet hard-
ware, is heavily gold-plated, making the most
complete, artistic and perfect tone-producing in-
strument sold in America, with our guarantee
against spring breaking or defective workman-
ship for one year." Mr. Goldsmith emphasized
the fact that "the retail talking machine dealer
will always buy an article that has merit and
that will appeal to his patrons." Mr. Goldsmith is
of the opinion that just as soon as the readjust-
ment period is completed in the iron and steel
trade and the mills are operating on something

like normal that business conditions in general
will vastly improve.

Brunswick Billboard Campaign

A great publicity program has been started,
whereby some 400 or more advertising billboards
will be placed in various sections of the Pitts-
burgh district by the Brunswick-Balke-Collender
Co., with the object of bringing more forcibly to
the attention of the public the Brunswick phono-
graph and the Brunswick records. This was ex-
plained by J. A. Scanlan, Jr., manager of the
Brunswick phonograph department here. He
stated that a regular twenty-four-sheet poster
would be displayed on the billboards through
the co-operation of the Brunswick-Balke-Collen-
der Co. and the several Brunswick dealers in the
Pittsburgh territory.

New Brunswick dealers added the past few
weeks are as follows: S. Seegman, New Ken-
sington, Pa.; De Coster Bros., Jeannette, Pa.;

A. G. Ditmar, Butler, Pa.; Robinson Furniture
Co., Saltsburg, Pa., and Ullomar & Bailey,
Waynesburg, Pa.

T. T. Evans Encouraged Over Outlook

Thomas T. Evans, manager of the wholesale
Victor department of the C. C. Mellor Co , who
spent several weeks among his Victor clients
in eastern Ohio and western Pennsylvania,
stated that he was much encouraged by the out-
look for trade and anticipated a good trade for
the coming- Fall and Winter.

Novel Publicity Brings Results

H. J. Brennan, manager of the Pittsburgh
Talking Machine Co., is much pleased with the
results obtained by a novel publicity move by
some of the enterprising Pathe retail dealers.
During September a number of fairs are held at
various county seats in western Pennsylvania
and West Virginia. In co-operation with the
Pathe dealers at the county seats, where the fairs
were held, it was arranged to have a Pathe
display. All women who visited the Pathe
booths were given a numbered coupon card. On
the closing day of the fair the cards were placed
(Continued on page 98)

What the Franklin Line
Offers for Your Fall and
Holiday Business

The Franklin phonograph is sold direct to you, thus reducing
the cost considerably.

— ■-

Each model has a distinct appeal and sells quickly, thus assuring
a quick turnover.

The Franklin line of phonographs is supreme in tone, cabinet
work, case architecture and structural design. Franklin phono-
graphs occupy a distinct position among high-quality phonographs.

■ -

Order a sample of this model and you will quickly re-order.

-■-

Our prices are reduced. Our terms most liberal.

FRANKLIN PHONOGRAPH COMPANY

INCORPORATED

1711-13-15-17 North Tenth Street
Philadelphia

THE TALKING MACHINE WORLD

October 15, 1921

TRADE CONDITIONS IN PITTSBURGH

iX'outaiued from page 97)

in a large barrel and thoroughly mixed. Then
Major Jack Earnett, the Liliput;an demonstrator
of the Pathe line, was utilized to draw out of the
barrel one of the numbered tickets. The num-
ber on the card was announced to the throng
around the booth and the holder of the stub
with the corresponding number was awarded a
No. 10 Pathe machine. The idea has already-
worked out well.

George H. Rewbridge, manager of the whole-
sale Victor department of the W. F. Frederick
Piano Co., is back at his post again after a de-
lightful vacation trip, followed by a visit to the
Victor plant at Camden, N. T.

Give Edison Tone Tests

Hardy Williamson, the noted English tenor,
and the charming Fleming Sisters Trio have been
giving a series of tone-tests in the Pittsburgh
zone under the direction of the Buehn Phono-
graph Co., Edison distributor, during September,
and have met with warm welcome.

On October 4 Mr. Williamson and the Flem-
. ing Sisters Trio appeared in Point Marion, Pa.,
under the auspices of E. S. Tyler, the local
Edison dealer; on October 5, in' Morganstown,
W. Va., under the auspices of the S. A. Phillips
Music Co.; on the 6th, in Grafton, W. Va., under
the auspices of H. U. Tobias; on the 7th, in
Philippi, W. Va., C. B. Smith; on the 10th, in
Buckhannon, W. Va., Whitescarver Furniture
Co.; on the 11th, in Clarksburg, W. Va., Palace
Furniture Co.; on the 12th, in Salem, W. Va.,
C. C. Keys; on the 13th, in Shinnston, W. .Va.,
Hursey Music Co.; on the 14th, in Mannington,
W. Va., Furbee Furniture Co.; on the 17th, in
Cameron, W. Va., E. E. Koontz; on the 18th, in
McMechen, W. Va., E. E. Koontz; on the 19th,
in Moundsville, W. Va., E. E. Koontz; on the
20th, in Marietta, O., Marietta Furniture Co.;
on the 21st, in Spencer, W. Va., Spencer Phono-
graph Co.; on the 24th, in Parkersburg, W. Va.,
Varney, Jackson & Enoch; on the 25th, in Cald-
well, O., Baughman & Law; on the 26th, in Cam-

bridge, O., Baughman & Law; on the 27th, in
Wheehng, W. Va., New Music Shop; on the
28th, in Wilkinsburg, Pa., Puffinburg Furniture
Co.; on the 31st, in Waynesburg, Pa., J. M.
Burns & Son; on November 1, Washington, Pa.,
G. W. P. Jones Music Co., and on November 2,
in Tarentum, Pa., Windsor Music Co.

H. F. Andres, formerly manager of the retail
Victor department of the W. F. Frederick Piano
Co., is now associated with the wholesale Victor
department of the same companj'-, which is under
the direction of George H. Rewbridge.

The Howson Music Co., which has been featur-
ing the Kimball phonographs, reports a brisk sale
during September.

Marion Harris, the well-known Columbia artist,
who is in the Keith vaudeville circuit, was one of
the attractions at the Davis Theatre the week of
October 3 and was well received with her songs
and her playlet, entitled "Record-breaking Mu-
sicale."

IHE RESURRECTONE

Patented
Jan. 21. 1910

Patents Pending June 22. 1915

FREE OF BLAST
CLEAR AND SMOOTH SOUND

Order a sample now. Subject to return if not satisfactory.
•■Tuned I'r I-Ute a Piano" Write for Quantity Prires

HOFFAY PHONOGRAPH CO. 59 Fourth Ave., New York City
ll.il;ers of the ■ •Air-tight" Tone Arm and Hoffay Phonograph

NEW EDISON SHOP IN CANTON, 0.

Rhines Edison Shop, of Massillon, C, to Open
Well-equipped Branch in That City

SELLS CARLOAD OF MACHINES

Jesse French & Sons Piano Co. Sells Carload of
Grafonolas — Uses Publicity and Intensive
Salesmanship in Securing Results

Montgomery, Ala., October 6. — The Jesse French
& Sons Piano Co., of this city, Columbia dealer,
evidently does not feel the bugaboo of depres-
sion very badly, for this enterprising dealer re-
cently ordered a carload of Columbia Grafonolas.
Upon receipt of the carload the company used
generous newspaper advertising which, coupled
with intensive salesmanship, made the sale a
decided success. «

The sale officially opened on Saturday, and by
the following Thursday eighty-one Grafonolas
and over 2,000 Columbia records had been sold.
At the end of the week's sale the Jesse French
& Sons Piano Co. used advertising featuring in-
dividual types of Grafonolas, and at the con-
clusion of the second week's business only thirty-
nine Grafonolas remained out of the carload of
146.

Canton. O., October 3.— Rhines Edison Shop
will open about October 10 in a new storeroom
in the new Witters Building, Third street and
Cleveland avenue, N. W., it is announced. The
Rhines Co. already maintains a high-class music
store in Massillon, O., and this will be its first
branch store. The new store will be modern in
every respect and, according to the management,
will carrj' Edison machines and Re-creations ex-
clusively. The location is directly opposite the
proposed new quarters of George C. Wille &
Co., an old-established Canton music firm which
now holds forth in Market avenue, N.

BECOMES CONNORIZED DISTRIBUTOR

Philadelphia, Pa., October 4. — The United
Jklusic Stores Co., of this citj-, distributor of talk-
ing machine accessories, music rolls and sheet
music, has also been appointed distributor of the
new Connorized record, made by the Connorized
Music Co., of New York City.

The talking machine department of the Hav-
erty Furniture Co., Birmingham, Ala., is now

under the management of Miss Maurine Bond.

A New Model in the Natural
Voice Line

To the models already manu-
factured to meet the needs of
the trade we have added this
new style.

The NATURAL VOICE is
a high-quality product selling
at a popular price. Itis a com-
plete line including several
period models.

Manufactured by expert
cabinet makers it has achieved
a position of prominence as a
sales creator and profit maker.

Also a Full Line of
Cabinets Without
Equipment.

Write for Prices

It will pay you to investigate
our proposition.

The New Style No. 9 is a worthy addition to this
complete line

Natural Voice Phonograph Co.

ONEIDA, NEW YORK

October IS, 1921

THE TALKING MACHINE WORLD

"The Tide Has Turned"

COTTON has gone away up, bring-
ing prosperity to the South. To-
bacco growers are getting the highest
prices they have ever received. Other
industries are returning to normal —
the tide has undoubtedly turned.

Your Fall sales will increase and gather
momentum from week to week. A
heavy holiday business is assured.

Plans to meet this improved situation
are in order — the present is none too
soon. Are you ready?

G TWILLIAMf C0./>/«

2'! 7 DUFFIELP ^T. ^ BR00KLTN,NY:

TRADE NEWS IN BROOK-
LYN AND LONG ISLAND

Increased Sales of Machines and Records Re-
ported—Jobbers and Dealers Perfect Selling
Plan for Fall and Winter — Conditions in This
Territory Most Encouraging — The Outlook

The retail talking machine trade in Brooklyn
territory is showing marked signs of revival.
The month of September produced substantial
sales, not only in records, but in machines as
well. Dealers worked aggressively during the
Summer months, and this work has produced
tangible results, influencing the public to buy
and giving them renewed confidence generally.
Columbia Dealers' Timely Aid

Emphasizing the fact that talking machine
dealers can create good will among the con-
sumers in their locality and at the same time
add to their own prestige, the R. W. Olsen Co.,
at Fifth avenue and Dean street, well-known
Columbia dealer, has volunteered to assist the
ex-service men at the Fox Hills Hospital. F. C.
Heiser, manager of this store, recently sold a
large size Columbia Grafonola to an ex-service
man who conceived the idea of auctioning a full-
rigged miniature sailing yacht, the proceeds of
which would be turned over to the soldiers at
the hospital. In order to give this event greater
publicity, Mr. Heiser volunteered to donate a
large corner display window, where the yacht
was exhibited.

Victor Trade Is Optimistic

"Victor dealers are buying and stocking goods
in satisfactory quantities and the prevailing
opinion is that the public is entering the present
market with indications of substantial buying,"
said G. T. Williams, head of the Victor distrib-
uting organization, the G. T. Williams Co., Inc.
"There is a healthier tone to business generally
and we are all making plans for an active Fall
trade."

Store's Location Produces Sales

The Olympic Talking Machine Co., Columbia
dealer at 28 Myrtle avenue, corner of Adams
street, has one of the most desirable locations
for a retail talking machine store in Brooklyn.
The store, being located on one of the busy
corners of Brooklyn and near the entrance of
the subways and elevated road, attracts many
transient customers. Leon Goldapple, proprie-
tor of this live Columbia store, reports that
business has been exceptionally good, particu-

larlj' in the early weeks of September, and that
all indications point to an active Fall and Win-
ter trade.

Dealers Ordering More Stock
The American Talking Machine Co., Victor
wholesaler, reports that signs for an active Fall
trade are in evidence more and more each day.
R. H. Morris, general manager of the company,
states that many dealers who heretofore have
been content to place their orders for records at
the beginning of each month are now telephon-
ing every day repeat orders for records and
Victrolas.

Henry A. Heineman, of this company, has re-
turned from a two weeks' vacation, which he
spent in the Fulton Lakes region of the Adiron-
dacks.

Live-Wire Pathe Dealer

One of the most active dealers in Brooklyn is
C. I. Sommers, a Pathe dealer recently estab-

lished. Mr. Sommers says that although many
talking machine dealers near by were finding
business difficult to obtain during the past few
weeks, he has, been able to place many Pathe
machines in homes in his immediate vicinity
through aggressive work. His enthusiasm is un-
bounded and, as he says, "with a little hard
work we have been able to more than hold our
own and, in fact, show a decided increase in
selling."

Renovates and Enlarges Store

Sofus Kjeldsen, Victor dealer at 5403 Fifth
avenue, recently completed extensive alterations
and redecorations in his store. New booths have
been installed and a very attractive demonstrat-
ing and reception room is located near the en-
trance of the store. A complete new system of
record racks has been built conforming with the
construction of the rest of the store and the
whole general appearance is an exceedingly at-
tractive one.

Enlarges Its Quarters

The Ormondo Music Shop, 1314 Fulton street,
has found it necessary to greatly enlarge its
present quarters, to take care of its increasing
Victor business. New record racks have been
installed and additional booths have been erected,
and in general the entire plan of this already
attractive shop has been materially changed.
This exclusive Victor store is owned and man-
aged by Herschenroder Bros., who have had a
wide experience in the merchandising of Victor
machines and records. Although they have been
in this location but a few months, they have
made an enviable record by their efficient and
courteous service. They have a large and grow-
ing patronage.

Giving the "Starr" Strong Representation

Breuer Bros., known throughout Brooklyn as
accomplished musicians as well as live talking
machine retailers, recently purchased an entire
building at 775 Woodward avenue, corner of
Madison street, where they moved their talking
machine business. The first floor was entirely
redecorated, new equipment installed and ar-
ranged generally into one of the most attractive
shops in the city. Mr. Breuer stated that since
moving into this new location they have been
able to increase their business in both machines
and records materially. They carry a complete
stock of Starr phonographs and Gennett records,
and are one of three exclusive Starr representa-
tives in Brooklyn. In addition to a complete line
of talking machines and records, they have a full
stock of all musical instruments.

NEEDLES

Victor^
BROOKLYN

THE BEST NEEDLES TO
SUIT ALL TASTES

VICTOR
Full tone Steel
Half tone Steel
Extra loud Tungstone
Full tone Tungstone
Half tone Tungstone

SEE THAT YOUR STOCK
IS IN SHAPE FOR THE
HOLIDAY DEMAND

100

THE TALKING MACHINE WORLD

October 15, 1921

New Records

New Hits

cord

Now Ready for Delivery, Send Your
Order in at Once

11— NEW POPULAR HITS— 11
10— NEW ITALIAN RECORDS-10
20-NEW JEWISH RECORDS— 20

New Records Issued Every Month in Each of the Above Catalogs

CARDINAL NOVEMBER RELEASE

(PLANTATION LULLABY— Tenor Solo, Orch. Accomp.
2050|jjQjjQLULU HONEY— Tenor Solo, Orch. Accomp.

Sung by Vernon Dalhart
Sung by Vernon Dalhart

2051

MA! — Baritone Solo. Accompanied by the Merry Melody Men. Sung by Arthur Fields
CRY-BABY BLUES— Accompanied by the Merry Melody Men. Sung by Ernest Hare

JTUCK ME TO SLEEP IN MY OLD 'TUCKY HOME— Solo, Orch. Accomp.
2052"^ Sung by Irving Kaufman

l-DAPPER DAN — Solo, Orch. Accomp. Sung by Irving Kaufman

j I WANT SOME LOVING BLUES— Blues. Accompanied by the Merry Melody Men
2053] Sung by Dorothy Dodd

IDANGEROUS BLUES— Orch. Accomp. Sung by Dorothy Dodd

SWEET LADY, from "Tangerine"— Fox-trot. Played by Cardinal Dance Orchestra

Dir. Maurice C. Rumsey
SOUTH SEA ISLE (Intro.; "She's Just a Baby," from "Scandals of 1921")— Fox-trot

Played by Ben Selvin's Novelty Orchestra

BABY FACE— Fox-trot.

YOO HOO — Fox-trot. Played by Cardinal Dance Orchestra, Dir. Maurice C. Rumsey

JUST LIKE A RAINBOW— Fox-trot. Played by Harry Raderman's Novelty Orchestra

ILO — Fox-trot. Played by Cardinal Dance Orchestra, Dir. Maurice C. Rumsey

ROSIE CHEEKS— Fox-trot. Played by Harry Raderman's Novelty Orchestra

Played by Ben Selvin's Novelty Orchestra

2054^

2055

Played by Ben Selvin's Novelty Orchestra

2057

2058

2059

2060<^

MOON RIVER WALTZ— Waltz,

COMRADES OF THE LEGION— March.
GENERAL MIX-UP OF THE U. S. A.

Played by Cardinal Military Band
Played by Cardinal Military Band

SAXOPHOBIA— Saxophone Solo, Orch. Accomp. Played by Rudy Wiedoeft

HUMORESQUE— Xylophone Solo, Orch. Accomp, Played by George Hamilton Green

'ALL BY MYSELF— Fox-trot. Vocal chorus by Arthur Hall.

Played by Lenzberg's Riverside Orchestra
PEGGY O'NEIL— Waltz. Vocal chorus by Arthur Hall.

Played by Yerk.es' Metropolitan Dance Orchestra

DEALERS AND JOBBERS: Write to-day for full information regarding Cardinal representation in

your locality. Secure this quality record for your Fall and Holiday
business.

An exceptional catalog of Jewish and Italian records ready next month

CARDINAL PHONOGRAPH CO.

FACTORIES

106 EAST 19th STREET, NEW YORK CITY

NEWARK, OHIO - ZANESVILLE, OHIO - BRIDGEPORT. CONN.

October 15, 1921

THE TALKING MACHINE WORLD

101

The voice of voices appears in alt its grandeur in
Pace, Pace, Mio Dio" (Peace, Peace, Dear Lord) from
La Forza del Destino," by Rosa Ponselle, exclusive
Columbia artist. A great seller by a great soprano!
Columbia 49839.

Columbia Graphoptione Co

NEW,. YORK

UNIQUE SERIES OF CONCERTS PLANNED IN LOS ANGELES

Talking Machine Records of Various Makes to Furnish All the Music at Sixty-four Concerts — W. H.
Richardson Has Narrow Escape — New Stores Opened Recently

Los Angeles, Cal., October 3.— A very interest-
ing and novel idea "for the advancement of
phonographed music" is about to be carried out
in Los Angeles. Frederick W. Kellogg, famous
managing editor and owner of the Los Angeles
Evening Express, recently invited all of the
various music merchants of this city who have
phonograph departments, together with many
of their managers and sales managers, to a
luncheon at the Los Angeles Express Building.
Visitors were promised an announcement by
Mr. Kellogg which would show a new and
novel method of increasing the popularity of
phonographs and records. Everyone was on
tiptoe with anticipation and curiosity — a man
from the outside was about to point a new way.
They were not disappointed. Mr. Kellogg's
scheme consists of the holding of sixty-four
afternoon concerts, a concert each day, except
Sundays, in the Los Angeles Evening Express
auditorium, where there is a daily attendance
of four or five hundred persons, which will be,
doubtless, much increased on account of the
novel attraction created. These concerts will
consist of the playing of ten phonograph rec-
ords of one make; in other words, one day's
concert will be all Columbia records, the next
day all Victor records, the next Brunswick, and
so on. Eight different makes of records will
be used on different days; there will be no com-
paring or competing of different makes. The
ten records at each concert will be played or
operated by ten customers chosen by the dif-
ferent dealers and prizes of five, three and two
dollars given for the best records as decided by
the audience's vote. There will be fifty-six con-
certs by each of the eight makes of records,
with a total of $500 in prizes. Then eight more
concerts will take place by the seven first and
second prize-winners for grand prizes of fifty
dollars each, another total of $400. Thus, five
hundred and sixty customers will have com-
peted, any eight of the contestants having a
chance of winning $55, besides the other prizes.

The prizes, aggregating $960, are being given
by the Los Angeles Evening Express. The
auditorium is provided and big publicity given
free of charge by the generous donor. Nothing
is asked in return and there are no strings
attached to trip dealer or customer.

Although names and photographs of prize-
winners will be published the dealer's name fur-
nishing the winning customer will not be given
— competition among dealers will not appear,
nor will there be any comparison between the
different makes of records.

Los Angeles dealers are to be congratulated
on having such a fairy godfather — if such a
term can be used.

Dealer Narrowly Escapes Death

W. H. Richardson, well-known president of
Richardson's, Inc., bears a charmed life. Turn-
ing over and over no less than eight times in

an automobile, which fell down a 250-foot preci-
pice, "Bill" protested at being carried to a
nearby house and rushed to the receiving hos-
pital. Eye-witnesses, who hastened to the spot
where he finally lay — he was hurled free from
his sedan car after the eighth and final overturn
— expected an undertaker's job rather than the
hospital. Yet, he escaped with many bruises
and a cut on his right hand and a scalp wound.
Canadian Opens Store in San Diego

R. L. Tamplin, who recently arrived here
from Canada and was formerly an exclusive
Columbia dealer in Windsor, Ontario, Can., has
purchased one of the two Frank stores in San
Diego. The new store has been entirely re-
modeled and decorated and bears the blue and
gold front of an exclusive Columbia store.
Los Angeles Dealer Sells Out

The Musical Record Co. has decided to re-
tire fro-m business. Its entire Victor stock has
been purchased by Story & Clark and the Vic-
trola agency will be continued in its attractive
department at 841 South Broadway.

Pathe Dealer Reports Good Business

Alfred Danz, president of the Crescent Music
Co., exclusive Pathe dealer, reports excellent
business throughout September and good pros-
pects for the Fall. The Crescent Music Co.
is the only phonograph house on Spring street
and has a clientele entirely its own.

Vocalion Records Make Big Hit

E. R. Darville, sales manager of the Western
Jobbing & Trading Co., Southern California dis-
tributor of Vocalion phonographs and records,
states that his company had a phenomenal sale
of the records "Canadian Capers" and "Why,

Dear?"; it also sold many thousands of "Mimi"
and "A Second-hand Rose."

New Brunswick Shops

Howard Brown, local branch manager of the
Brunswick, reports, among others, a new Bruns-
wick agency with the Searles Music Co., which
has a most attractive music store on Western
avenue, established about one year ago.

Mr. Brown also reported the opening of a new
and up-to-date Brunswick store in Alhambra by
M. D. Campbell in the new Alhambra Central
Building.

M. F. Fybush Visits North

M. F. Fybush, general manager of the Blue
Bird Talking Machine Co., recently returned
from a trip to San Francisco, where he arranged
for the shipment of one thousand phonographs
to one music house. Mr. Fybush also reported
that Blue Bird phonographs were exhibited at
the Fresno County Fair in Fresno by Chandler
& Newman and at the Pomona Fair by the
Sheets Music Co.

Wireless on Hamburger's Roof

Harry N. Briggs, general manager of the
music department of Hamburger's, has arranged
for the transmitting by wireless of the six latest
Brunswick records daily at 3 p. m. and 8 p. m.
from the roof of Hamburger's Department
Store. The records are played on a Brunswick
phonograph and announcement is made by the
operator. The wireless is an extremely powerful
instrument and operates at a radius of 1,500 to
2,000 miles.

Phonograph Man Weds

David Doughty, well-known member of the
phonograph sales force of Barker Bros., mar-
ried Miss Vera Mack a few days ago. At first
be allowed Mrs. Doughty to carry the suitcase,
so that people would not suspect newlyweds,
but now he's an old married man. The World
should know about it — good luck, Davey!

102

THE TALKING MACHINE WORLD

October IS, 1921

SONORA DEALERS HOLD CONVENTION IN INDIANAPOLIS

A Large Body of Retailers Attend Helpful Sessions — Edison Machines in Local Post Office — Increase
in Volume of Sales Reported — Collins Exhibit of Emerson Records — Other News

Indianapolis, Ind., October 5. — Fifty Sonera
dealers gathered September 15 at the Severin
Hotel, in this city, for the second annual con-
vention, held under the auspices of the Kiefer-
Stewart Drug Co., for the dealers of the State,
of whom there are 119. O. C. Maurer, manager
of the Sonera department of the Kiefer-Stewart
Co., says that the meeting made up in enthusi-
asm arid educational value what it lacked in
attendance, which was kept down largely by the
opening of schools. There has been a remark-
able improvement in business since tlie meeting,
he says.

The meeting was held on the roof garden of
the hotel, where a buffet luncheon was served at
noon and a banquet in the evening. The business
session was held from 1:30 to 5:30 and was pre-
sided over by Mr. Maurer. Salesmanship and
the mechanism of the Sonora machine formed
the theme of talks given at that meeting. The
principal speakers were George E. Brightson,
president of the Sonora Phonograph Co.; Frank
Coupe, vice-president and sales manager; G.
Barrett Moxley, vice-president and general man-
ager of the Kiefer-Stewart Co.; George Corri-
gan, salesman, and Frank Chance, Indianapolis
advertising man. The latter spoke on the sub-
ject of advertising. Other members of the
State sales organization also spoke, including
Mr. Maurer.

The Edison in the Post Office

W. O. Hopkins, of the Edison Shop, has taken
advantage of the publicity given to the use of
music in the post office at Minneapolis to in-
duce the postmaster in this city to accept an
Edison for trial in the mailing room until the
first of the year. The postmaster and the fore-
men of the mailing room forces have announced
themselves as well satisfied with the innovation
and Hopkins is confident that the sale is as good
as made, inasmuch as the latest report from
Minneapolis is that after a trial of music there
the post office employes formed a club to buy
the phonograph used rather than go without
music.

Mr. Hopkins, of course, stressed the importance
of the mood change value of musical selections
and has provided for the post office force such
records as develop moods necessary for livelier
and steadier work. Mr. Hopkins says he is
realizing now on mood change parties he gave
last Spring and that with the advent of cooler
weather he is receiving numerous requests to
put on the demonstration at church gatherings
and private parties.

Increase in Co-operation

As a result of the prize contest started last
month by the Kipp Phonograph Co. among its
Edison dealers in the State there is a marked
increase of co-operation among the dealers in
the sales plans of the company, says H. G.
Anderson, general sales manager. The contest.

he says, has worked wonders in livening up dor-
mant territory.

Musicales Attract Public

Regular afternoon musicales, to be given once
a week, are planned by A. C. Hawkins, manager
of the Indianapolis Talking Machine Co. The
first of the events was a Caruso concert on a
Saturday night. The attendance at that concert
was such as to tax the capacity of the store. Mr.
Hawkins expects in the near future to construct
a regular concert room.

The concerts or m sicales planned for this
Winter will be devoted to one particular artist.
Miss Lucy Alice Wells, who formerly was with
the company, has returned to take charge of
the educational department. She will person-
ally conduct the concerts and present as a feature
of each one a lecture on the artist and the musi-
cal selections rendered.

Mr. Hawkins has employed Paul Richardt, of
Evansville, an expert window dresser, to take
charge of the floor sales and the window dress-
ing for the company. One of the earliest Victor
models was featured in a window Mr. Richardt
prepared for the national encampment of the
G. A. R. The machine was labeled ''Our Old
Veteran" and was displayed beneath the spread
wings of an eagle that served as the setting for
a picture of Lincoln. Other models of the Vic-
tor were shown. Business in Victor machines
and records in August was double that of July,
according to Mr. Hawkins, who says the pros-
pects as he sees them point to a lively Fall and
Winter trade.

Increase in Volimie of Sales

W. G. Wilson, manager of Widener's, Inc.,
which store handles the Granby and Columbia
machines, reports a marked increase in volume
of sales in September over August. He at-
tributes the increase to the sale of the larger
models, particularly the period models of the
Granby line. The Columbia record business has
shown an increase in the last few weeks, chiefly
in tlie sale of the recent Ted Lewis numbers.

K. D. Duffy, representing the Granby Phono-
graph Corp. , in Indiana and central Kentucky,
reports prospects exceedingly bright for a good
Fall business in his territory. He is having
success, he says, in adding new accounts on the
strength of having a line of popular-priced con-
sole models. He returned the latter part of
September to his headquarters with Widener's
after an extended trip through central Ken-
tucky. Harry Coplan, sales promotion manager
of the Granby Corp., spent considerable time
with Mr. Duffy in the territory.

Collins' Emerson Exhibit

C. E. Collins, of the Collins Phonograph Co.,
says that since the release of Emerson records
for October the reorders on records have been
more frequent and larger than at any time since
last Spring. The outlook for October business

TINTED PHOTOGRAVURE OF McCORMACK

jr your choice of any of the following Vic-
tor artists' portraits: GALLI-CURCI,
KREISLER, SCHUMANN-HEINK. A
limited quantity of these tastefully-colored
likenesses, suitable for framing in draw-
ing room or demonstration booth.

Send Postage ONLY

These photogravures are FREE to Victor
Dealers, who send requests on firm station-
ery and enclose 8 cents in stamps to cover
mailing. They are being sent free to intro-
duce our three-dollar set of Famous Victor
Artist portraits. Requests for free photo-
gra\rures'will be filled as long as a limited
supply lasts. Se7id immediately.

STEWART

TALKING MACHINE CO..
Victor Jobbers

INDIANAPOLIS

in both machines and records, he thinks, is such
as to give promise of a better month than any
month since last Winter.

The Collins Co. will have a booth at a manu-
facturers' exposition of made-in-Indianapolis
goods to be held at the State Fair grounds Oc-
tober 10 to 15. All models of the Emerson
machine are made in this city with the exception
of the period models, and the Collins exhibit
will show those Indianapolis-made models. In
addition there will be exhibits of the machines
by the various concerns that manufacture them.
Great Volume of Victor Business

H. E. Whitman, of the Circle Talking Machine
Co., reports a September business in Victor ma-
chines considerably ahead of the business of
September a year ago. Inquiries, he says, lead
to the belief that Christmas business this year
will be much better than that of last year. His
record business has developed a decidedly better
tone in the last thirty days. It is his opinion
that nothing but strikes can stand in the way of
industrial progress that is leading rapidly to
better days for the talking machine business.

E. W. Killgore, Victor field representative,
was in this city last month and spent a week
calling on the dealers. His work was along the
line of suggestions helpful in creating a feeling

THE PHONOMOTOR

THE ELECTRIC PHONOGRAPH
MOTOR OF THE AGE

Rather than just wait for business to come back we have adjusted our prices to lower levels, to where we feel volume of business can be done.
Let us quote you prices— Remember— Lower prices, but always is our policy high grade guaranteed motor. The best made today.
The Phonomotor is the pioneer in the art. We have been giving satisfaction for seven years. We want you, Mr Phonograph Manufacturer, Mr.
Dealer and Mr. Repairman, to look into this motor before you purchase. We want you to start right on your equipment. Send for sample motor
and let us quote you our new prices today.

The Phonomotor is FOOL PROOF

Built right to stand the gaff— for years— oil it like you do your automobile or other mechanical apparatus. Once every six months or so. The
motor— a well-known, reliable motor is used that will run silently on ac or dc current. The current consumption is negligible, it being less than
a 25-watt lamp._ The motor is protected by a 200-ohm resistance coil, making it practically impossible to burn out. The motor is hung on a spring
rod, in connection with our patented silencing device, which eliminates the hum of the motor on the ac current.

The belt is woven endless cotton belt, good for long wear and quiet running. Cotton being chosen for flexibility and friction on the pulley wheels.
The worm gear— built up of rawhide, backed with fibre and brass discs and accurately cut, protected by a simple clutch, which makes it impossible
to harm the gear, even if the turntable is revolved backwards when the motor is running forward.

Office: WRITE FOR QUOTATIONS

73 State Street

GEO. CLAY COX, Manufacturer

Rochester, N. Y.

October IS, 1921

THE TALKING MACHINE WORLD

103

of good will among the dealers in this city.

The Levy Furniture Co., Victor dealer, of
Henderson, Ky., accomplished a bit of good pub-
licity work when it furnished a new portable
Victrola No. 50 and a quantity of records for
the Boy Scouts of this town to use at a camp-
ing party held along the Green River.

Busy Times With Stewart

George E. Stewart, vice-president of the Stew-
art Talking Machine Co., spent the last week
in September at the Victor factory.

Encouraging reports of increased interest
among buyers are being made to the Stewart Co.
from its dealers in the State as a result of work
of members of the educational department of the
Victor Co., together with the work of Miss
Caroline Hobson, of the Stewart Co.'s educa-
tional department, at the county school insti-
tutes.

School Classification Helps Sales

The Victor dealers have received additional
encouragement from a report of plans made by
the State Board of Education for the classifica-
tion of all elementary schools in the State with
a view to raising their scholastic standards.

MODEL B

''Stands for Quality

Mr. Dealer

Tiffany Agents are making quick
turnovers. Write us today for the
reasons why.

Tiffany PkonograpL. Sales
Company

Sales Offices

1404 East Nintt St. Cleveland, Oti'o

What the Victor dealers consider of particular
importance to them is a sub-classification which
is found under the main head of Equipment.
I'wo points is the grade given a room (or school
in case all the grades are in one room, as is often
the case in rural schools) if there is a talking
machine in that room. This, of course, means
that in order for a school to have a perfect
grade or classification it is necessary that there
he a talking machine in each room. Under the
main heading of Equipment, article fourteen is
as follows' "A good talking machine with ten
good records for use in each school room."
Eight Victor Artists to Appear

All Victor dealers in Indianapolis are exerting
themselves to obtain a capacity audience for the
appearance of the Eight Famous Victor Artists,
who are to appear at the Murat Theatre on
October 16. Last year the artists appeared in
the English Opera House and played before a
packed house. These concerts did much to ad-
vance the sale of Victor records during the en-
suing year both in the city and the State. The
Murat Theatre seats a thousand more people
than does the English Opera House, and the
admission prices for the concert this year have
been set at $1, $1.50 and $2, which are cheaper
than last year, when the highest price was $3.
Many Pathe Prospects Received

Twenty-five thousand bona fide registrations
were received at the booth of the Pathe Shop
during the Indiana State Fair as the result of
the advertising scheme of O. M. Kiess, manager,
whereby tags numbered in duplicate were issued
to the Fair visitors with a promise of Pathe
phonographs given to all tag wearers who re-
ported at the booth in pairs, each pair wearing
tags with the same numbers. The registrations
so obtained are being distributed by the Mooney-
Mueller-Ward Co., distributors for the State, to
the out-of-town dealers serving the territories in
which the registrants live. The information is
to be followed up by the dealers with the view
of turning the prospects into buyers.

The Pathe Was the Feature

G. A. Palmer, of the Palmer Music House, of
Portland, Ind., Pathe dealers, took advantage
of a concert given in that city to raise money
for a memorial to a Civil War general whose
home was in Portland. Mr. Palmer obtained a
place on the program for a Pathe machine which
he hid behind a large flag. He played violin
records of the old-time jigs and reels with such
success that the audience was taken by surprise
when the flag was dravvm aside and it was re-
vealed that a Pathe talking machine and not a
violinist in person was rendering the music.
Secures Pathe Representation

The Mooney-Mueller-Ward Co announces that
Campbell & Sons, furniture dealers of Coates-
ville. Ind., ha\c taken on the Pathe agency for-
merlv held bv Otto Lakin.

QRAFONOLA SALES VIA AIR ROUTE

Morton R. Swinney, distributor of Columbia
Grafonolas and records in Niantic, Conn., has
made arrangements with the Aero Transporta-
tion Co., of Nevy London, to send its six-pas-
senger seaplane to Niantic any time that he has
five passengers.

Mr. Swinney offers a free ride in the aero-
plane with the purchase of any Columbia Grafo-
nola from the C-2 to the F-2, and he offers two
tickets for seaplane rides on models G-2, H-2,
K-2 and L-2.

Mr. Swinney reports that this unique offer
results in considerable advertising and profit for
him. Other dealers in whose localities aeroplane,
hydroplane or seaplane companies are operating
could, with profit, simulate this example of
business progressiveness.

NEW YORK FIRM GETS CHARTER

A charter of incorporation has been granted to
the Recordophone Co., of New York City, under
the laws of New York State, for the manufacture
of talking machines, with a capital of $70,000.
Incorporators are: A. M. Frost, C. H. Hussey
and J. F. O'Brien.

Steady Customers

are made through sales of Sonora
Needles.

TMf IH5THUHINT or QUALITY
CUCAR A« * DCLL

The profit on each sale of Sonora
Semi-Permanent Needles, while im-
portant, is not the only point to be
considered.

Every time you make a sale you
gain a steady customer, because
Sonora Semi-Permanent Needles
will play a great many times
WITHOUT INJURING THE
RECORD or the quality of the
tone.

Keep a complete stock of these
needles always on hand. Place them
in a convenient, conspicuous place.
Make it EASY for your customers
to secure them.

CAUTION:

Beware of similarly
constructed needles
o? inferior quality.

Companp, 3nc.

GEORGE E. BRIGHTSON

President

New York, 279 Broadway

Canadian Distributors:
I. Montagnes & Co., Toronto

104

THE TALKING MACHINE WORLD

October IS, 1921

yiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinmii iiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiniiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiiii—

What are your plans for Christmas?

THE holiday season is golden for the dealer
whose phonograph line is adequate, whose
stock is complete, and whose selling franchise
is right. It will be a memorable year for Dalion
dealers — with every indication of a whirlwind
finish.

This truly meritorious phonograph is offered
in a wide range of size, price and style. Cabinet
work of uncommon beauty. Mechanically,
none is better. It sells because it is absolutely a
value leader. With as many exclusive features

as any

Dalion Model 40 is a veri-
table jewel among phono-
graphs. It offers you a
leader which will change
the preconceived notions of
any prospect. Featured as
gift model.

If you look further than the product in making
a connection with manufacturers, Dalion fac-
tory and sales department policies will clinch
the decision.

There is still time to fall in with the Dalion
instruments for the Christmas Season. By so
doing, yovi might double— yes, triple — any
sales volume possible with a less interesting
proposition to your public. Correspondence
invited.

HilwauKee » Mfg. Go.

MILWAUKEE, WIS.

Hll

October 15, 1921

THE TALKING MACHINE WORLD

105

TRADE OUTLOOK IN BALTIMORE CONSTANTLY BETTERING

Leading Jobbers and Dealers Full of the Spirit That Triumphs Over All Difficulties — Cohen & Hughes
Sales Force Meet — Association to Resume Meetings — Voluma Corp. Organized — News of Month

Baltimore, Md., October 8.— While the trade
here suffered a slump during the latter part of
September, due principally to the unusually
warm weather prevailing for practically the en-
tire month, business started off with a rush the
first of the present month and has kept up ever
since.

"In fact." as H. T. Bosee, sales manager of
Cohen & Hughes, put it, "we are oversold on
all popular machines, especially the Three
Hundred, and have been since the first of
the month, with every indication of a shortage
of these machines this Fall. Dealers generally
are buying more liberally, ordering stocks which
will give them more complete lines, than they
have had for some time past. The outlook for the
Fall and Winter business is very promising and
this opinion seems to be shared by the retail
trade generally."

This spirit, which is typical of the trade in
general, is apparent throughout the city. Re-
tail dealers are making improvements in their
places, window displays are all on a more lavish
and expensive scale and the majority of the
trade is again using newspaper advertising in
a more extensive way.

Pessimism, which had been evident during the
past few months, has disappeared and a spirit
of optimism is permeating the trade as a whole,
showing, beyond a doubt, that the trade in Bal-
timore is again back to normalcy or at least as
near normal as it is possible to get under busi-
ness conditions.

\V. T. Davis, Victor representative in this
section, who has just returned from a trip
through his territory, says there are unmis-
takable signs of a healthy business revival and
that the improvement is not spasmodic, as has
been the case for some time past, but is a good,
steady increase that may be counted upon to
continue right along now.

The Baltirr.ore and Washington sales forces of
Cohen & Hughes held a round-table conference
here last month, at which business conditions
generally were gone over thoroughly and it was
the consensus of opinion that the tide in busi-
ness had turned and everj^ indication was for
a healthy, normal business this Fall and Winter.

The Hub has discontinued its talking machine
business at the Baltimore and Charles street
store and transferred this line to its branches
in west and south Baltimore.

The Victor Dealers' Association will resume
its monthly meetings the latter part of the
month, after the Summer suspension, and Cohen
& Hughes, local distributors, have discontinued
their monthl)- dealers' night, when new records
were played and showed for the first time, and
instead will hold a quarterly "get-together"
meeting and smoker, at which general trade con-
ditions will be discussed and suggestions for
the benefit of the dealer offered by the best
posted men connected with the talking machine
industry.

October records are going strong, especially
the dance records, and Eubie Blake's "Shuffle
Along," "Baltimore Buzz" and "Inner Boat" are
having a big run here. The demand for Caruso
records is still good and in many cases dealers
are unable to supply the demand.

Warbletone Record Renewer

Cleans and polishes old records and makes them
sound and look like new.

Cleans the grooves and the general surface,
removing dust, grit and foreign matter without the
least injury to the sound grooves themselves.

This new invention gives new voice and renewed
tone to records and will positively clarify articula-
tion.

One bottle will last indefinitely. Very simply
applied.

Immensely valuable to dealers as well as to
machine owners. "2 drops to a record."

If your jobber cannot supply you order direct.
Price 50 cents per bottle retail. Liberal discounts.

WARBLETONE MUSIC CO.

225 Ma.iachusett. Ave. INDIANAPOLIS, IND.

D. P. Paul, of Paul-Gail-Greenwood Co., of
Norfolk, Va., was in town the first part of the
month and reports the Fall outlook very encour-
aging in his section of the country.

The jobbers' class at the Victor factory has
made a big hit in this section and every session
is being attended by a large number of talking
machine jobbers here. The last session was
attended by William Roberts, of the E. F. Droop
& Sons Co.; E. Eisenbrandt, of Eisenbrandt's,
and H. T. Bosee, of the Baltimore store, and F.
S. Harris, of the Washington branch of Cohen
& Hughes.

The Voluma Corp., 2826 Huntingdon avenue,
has filed articles of incorporation with the State
Tax Commission. The capital stock of the
company is $100,000, with par value of $10, and
is organized to manufacture and deal in talking
machines, sound amplifiers and such products.

The incorporators are : James J. Cook, Louise
M. Cook and Edward H. Wertz.

Robert Ansell, Inc., has changed the name
of its store at 108 West Lexington street to
the Lexington Shop, Inc., but will continue the
store at 1108 Light street under the name of
Robert Ansell, Inc.

NOW THE PHONOGRAPH=CAMERA

The phonograph-camera has now come into
existence, according to an article appearing in
a recent issue of the Popular Mechanics Maga-
zine. A regular spring-wound motor drives the
talking machine part of the combination. Prac-
tically all the modern features of a large machine
are incorporated in this novel invention.

OPEN NEW MUSIC STORE

McKinley & Graber, formerly in the music
business in Kingsburg, Cal., have opened a
new music store in Hanford, Cal. Pathe phono-

graphs are handled in addition to pianos.
|ateiiHii«iiHtai|gisil«lHtai«»Kiiaigl»tell«llH!l«l«ll»ll«llKll«llttitaitaiirf

Study the

SILENT Motor

Its Advantages for Your Line of Talking
Machines Are Self-Evident

Over 300,000 in Actual Use

The Silent Motor With Spring Barrels Demounted.

Sturdy and Simple Construction.

Note the

An Exclusive
SILENT MOTOR Feature.

Self-aligning governor shaft,
mounted on universal ball-and-
socket bearing. Eliminates gov-
ernor trouble forever.

Send for Sample and Prices

THE SILENT MOTOR CORPORATION

CHARLES A. O'MALLEY, President

321-323-325 Dean Street, BROOKLYN, N. Y.

^lliaiaiaimiKRra[gigi[gw[sii«iiaigi|gii!tii«ii«teiigii»ii«toiiHte

iQHEaeiEaHeaaaEM

106

THE TALKING MACHINE WORLD

October 13, 1921

RECORD ARTISTS HELP AROUSE INTEREST IN CLEVELAND

Personal Appearance of Recording Stars Proves Strong Attraction — Elaborate New Granby De-
partment Opened in Alliance — Circulating Record Library for Schools

Cleveland, O., October 4. — The second of the
series of meetings between artists and talking
machine dealers, arranged by the Cleveland
Talking machine Co., was held at the Cleveland
Athletic Club, in conjunction with the first
vaudeville appearance here of John Steel, Vic-
tor artist, formerly musical comedy singer and
church soloist. Mr. Steel spoke on record mak-
ing, but his songs, covering a wide range, were
even better received by dealers and their repre-
sentatives, since few of them had known him
other than by means of his voice on records.
The meeting was arranged bj' Miss Grazella
Puliver, educational director, assisted by George
H. Deacon, W. D. Sayle, of Cleveland, and
Miss Maybelle Rich, educational representative.
Members of the Euclid Music Co., the Buescher
Co., the Deutsch-Craine Co., William Taylor Son
& Co. and other prominent talking machine deal-
ers attended.

Resignation of J. L. Du Brexiil

The resignation of J. L. Du Breuil as man-
ager of the Cleveland branch of the Columbia
Graphophone Co. was announced for October 1.
Mr. Du Breuil, who has become a prominent
figure in the trade during the four years he has
been in charge of the Columbia northern Ohio
territory, has been planning to go into other
business for some time. His leaving was fit-
tingly remembered by the Cleveland branch
staff in the presentation of a fitted traveling
bag, the presentation being made by William
Inderieden, member of the staff. His future
plans will be announced by Mr. Du Breuil at an
early date.

Recording Artists to Appear

The appearance of Columbia stars in concert
here this season will be closely linked with
dealers' activities, according to E. F. Hughes,
service manager of the Cleveland Columbia
branch. Special advertising matter, window dis-

plays and literature are being prepared for
their use in pushing records of these artists.
The first artist to be heard will be Jeanne Gor-
don, on October 13. Others include Rosa Pon-
selle, Eddie Brown, Florence Macbeth and
Percy Grainger. The first allotment of the
"Sally" record, made for the Columbia by Ted
Lewis' Orchestra, has been practically cleaned
out, according to George Krauslick, record de-
partment manager at the local branch.

The Victor artists who "appear in person"
will appear in Cleveland once more some time
in November, it is planned, according to deci-

Great Parade in Honor of Granby Phonograph in Alliance

sion made by members at the first Fall meeting
of the Talking Machine Dealers' Association of
Northern Ohio. Samuel Deutsch, of the
Deutsch-Craine Co., will look into the details of
bringing the justly famous octette of singers to
this city.

Planning Fine Department

Plans for one of the largest and finest talk-
ing machine departments in this section were
being made by A. C. Mayer, of the Unit Con-
struction Co., here about October 1. Mr. Mayer
has closed numerous deals with dealers through-
out the country, all of whom assert that new

equipment is one big asset to bigger business.

Discontinued models of difiEerent makes of
talking machines are being disposed of by E. A.
Friedlander, of the Bailej' Co., in a unique man-
ner. Use of classified ads in daily newspapers
turns the machines into cash quickly, he asserts,
one ad bringing ten cash buyers in one day.
Elaborate Opening in Alliance, O.
Among the first of the Fall openings of new
stores has been that of the J. H. Johnson's
Sons, Alliance, which starts operating a Granby
phonograph department, in conjunction with
Columbia and Okeh records. The event was a
notable one, being linked with a comprehensive
campaign put on by all Alliance merchants, who
offered low prices to speed up their sales. In
addition they gave away an automobile, which
was drawn for hy patrons who obtained tickets

with each one-dollar
purchase. The John-
son organization's part
in the festivities was
planned and conducted
by C. H. Kennedy, H.
C. Schultz and E. H.
Hart, of the Kennedy-
Schultz Co., Granby
Cleveland distributor.

For several days be-
fore the actual open-
ing windows were used
to display telegrams
which told of the de-
parture of a carload of Granbys from the factory,
while these telegrams were linked with news-
paper advertising. Both forms of publicity con-
cealed the fact that Granby was a phonograph
until the opening day. On that day a two-page
advertisement was taken in a local newspaper,
the usual circulation of which is 18,000, but for
this day was boosted to 45,000.

Parades to Attract Attention
The opening day found a minstrel show in
town, with its usual parade, and when the car-
load of phonographs arrived they were placed
on trucks and. headed by an automobile parade.

Individuality in Your Product Will Mean More Sales for You!

The New Empire Univer-
sal Ball Bearing Tone
Arm and Reproducer

Made in Two Lengths:
8" and 9"

WE are prepared to submit to re-
liable manufacturers samples of
our tone arms and reproducers in order
to enable them to determine the merit
of our product. Our prices are low and
the quality of our product is second to
none.

Write or wire us for samples and
quotations and give us an outline of
your requirements.

The Empire Universal
Pivot Base Tone Arm
and Reproducer

Made in Several Lengths.

THE EMPIRE PHONO PARTS COMPANY, 1362 East Third Street, Cleveland, 0

Established in 1914

Manufacturers of High Grade Tone Arms and Reproducers

W. J McNAMARA, President

October 15, 1921

THE TALKING MACHINE WORLD

107

Now 98

RETAIL

The ^THONO-MOVIES''

The High-class Phonograph Entertainer
Always a diversified performance

A highly perfected amusement feature. The ani-
mated antics of the "Phono-MoTies" will produce
the laughter and merriment you seeli at a three-
ring circus.

Now is the time to stock the "Phono-Movies" for
the holiday trade and enable customers to enjoy
this happiest of fun-making, mirth-producing
novelties.

The "Phono-Movies" are irresistible in their ap-
peal to the phonograph owner, and as the cost
does not exceed the price of some records the
outfit is within the reach of all.

Dancing Darky

COMMERCIAI/ ART SHOP, Covington, Ky.

Find enclosed $1.00 for complete "Phono-
Movie" sample outfit and money-
making particulars.

In addition to the three parts
that comprise the working device,
three "Phono-Movie" subjects are
included with each set. Operated by
disc phonograph without attachments of
any kind.

This "made in the U. S. A." novelty of merit,
well boxed, all complete with directions.

Use the coupon for sample and money-making
particulars.

Commercial Art Shop

Covington, Ky.

Ballet Dancer

Scare Crow

Patented Feb. 11, 1919 and other patents pending

with the Alliance Boys' Band playing in the
lead, this parade was hooked up with the min-
strel show parade. Later an exclusive Johnson-
Granby parade was held, following which a re-
ception was held at the store, when the new
machines were demonstrated. Many machines
were sold on this occasion and Mr. Hart, of the
Kennedy-Schultz Co., is continuing to work
with salesmen in the Johnson territory and
developing prospects and sales the while.

The Johnson firm is preparing for a series
of monthly concerts, when, for an hour and a
half on one evening of the month, the nev/
records will be played for persons who have re-
ceived invitations for the occasion. No records
will be sold until after the concert is over.
All-Star Trio Meets Dealers

Wadsworth's All-Star Trio were the first
guests of the 1921-1922 series of music sales
talks to be held at the Cleveland Talking Machine
Co. The object of these meetings, as during
last season, will be to bring the makers of
records and the sellers of records closer to-
gether. At this first meeting Mr. Wadsworth
explained how saxophone records are made and
offered the suggestion that work such as his
company is doing is to music what the car-
toonist is to art.

Series of regular salesmanship classes will be
held by the Cleveland Talking Machine Co. dur-
ing the Fall and Winter. First of these found
F. C. Erdman, special Victor representative,
in the guise of a salesman and Miss Grazella
Puliver, of the company, as the buyer. Many
points to emphasize, and others to avoid, were
developed at this meeting. Criticisms and sug-
gestions will be required of salespeople.

Spurt in Cheney Business

A new spurt in talking machine business has
been attained by the Cheney Phonograph Sales
Corp. since prices have been reduced, according
to George R. Madson, president and general
manager. Several new accounts were added by
this firm during its display and demonstration
at the convention of the Music Merchants' As-
sociation of Ohio in Columbus recently.
Business Review and Other Subjects

Miss Maybelle Rich, of the educational de-
partment, Victor Talking Machine Co., has ar-
rived in Cleveland and will cover the territory
hereabouts during the next two months.

Mrs. Loretta B. Flading, formerly manager
of the talking machine department of the Aid-
rich Howey Co. and well known for several
years in the trade in this section, has been
appointed manager of the talking machine de-

partment of the Jones Music Co., in Mansfield
Careful survey of business conditions by lead-
ing jobbers in the talking machine industry here
proves that the tide in favor of more business
has turned. This is backed up by steady growth
in demand from both old retailers and new
dealers. According to figures compiled by one
of the jobbers September has exceeded expecta-
tions— running ahead of August in volume,
while August was better than both June and
July combined. Of particular significance is the
recent closing of an order by the Cleveland
Talking Machine Co. for 177 machines with one
dealer alone.

Circulating Record Library for Schools
Greater interest in the schools will be devel-
oped, it is believed, through the adoption of a
unique plan by the Medina County school super-
intendents. At the meeting of the school and
dealer interests at the Columbia Graphophone
Co.'s model shop last month it was suggested
that a circulating library of records, for use in

all schools, should be started. This suggestion
has taken definite shape in the purchase of rec-
ords, about 5O0, which will be used to start the
library in Medina County, and give some fifteen
schools the advantage of hearing all the music,
a departure from the old method of each school
buying its own records, which often results in
duplication and does not offer the broad scope
which the library system does. The plan is ap-
proved by W. A. Wilson, educational director of
the Columbia Co., and may be developed in
other communities.

Marion Harris was one of the first Columbia
stars to be featured by the Columbia branch
here, E. F. Hughes, service manager, co-oper-
ating with dealers in pushing her records and
obtaining special hand-made posters, made by
the Keith theatre organization, for display in
dealers' windows.

Some Changes in Youngstown

One Okeh record firm discontinues at Youngs-
(Continued on page 108)

The General Phonograph Mfg. Co.

Model "E" Table Phonograph

The Greatest Value on the Market

IMMEDIATE DELIVERIES IN ANY QUANTITY

New Model "E"

Plays All Makes of Records Superior Tone Quality

Write for our Proposition

The General Phonograph Mfg. Co., Elyria, Ohio

108

THE TALKING MACHINE WORLD

October 15, 1921

NEWS FROM CLEVELAND TERRITORY

{ Coii-fiiiiicd from page 107)

town and two new ones develop. The firm of
Ress Brothers has been dissolved. Joseph Ress
will continue the business under his own k, me
and L. M. Ress, under the firm name of L. M.
Ress & Sons, opens another establishment. Both
will feature foreign records, as well as standard
numbers. The foreign record business has taken
remarkable strides during the last few weeks
throughout the territory, according to A. H.
Lichtig, manager of the Kennedy-Green Co..
Okeh distributors in northern Ohio.

New Brunswick Dealers
New Brunswick dealers have been established
in this territory. W. W. Lerch, Canton, in the
music business for five years, installs the Bruns-
wick machines and records and C. M. Huber,
at Ada, takes on the line with the Pathe.

E. M. Scott, recently of the St. Louis branch
of the Brunswick, has been appointed to the
Cleveland branch of that firm and will assist
V. K. Henry, branch manager here.

F. W. Schwoebel With Eclipse Co.

F. W. Schwoebel, long identified with the
talking machine trade and expert on sales meth-
ods, has joined the Eclipse Musical Co. as terri-
tory sales representative. Mr. Schwoebel comes
from a large Southern Victor jobber, where he
was sales manager. Prior to that he was trav-
eling representative for the Victor organization
itself. His addition to the staff of the Eclipse
is considered a big asset for that firm.

Educators Attend Columbia Conference
More than one hundred school superintend-
ents, supervisors, teachers and salespeople at-
tended the educational conference held in the
Columbia Graphophone Co.'s model shop to
hear Prof. M. L. Mohler and Educational Direc-
tor Wilson, of the Columbia Co., explain the
record and its use in school work. Prof. Moh-
ler, who has conducted a course at Columbia
University, used this course in condensed form.
Cleveland is one of three cities given these con-
ferences by the Columbia Co., Boston and Kan-
sas City being the others. Assisting in the work
were Mrs. Sharpe, educational director at Cin-
cinnati; Mrs. Brigel. Pittsburgh, and Miss
Quealey, Chicago. Edmund Vance Cooke,
Cleveland poet, spoke. Assistant Branch Man-
ager H. C. Coolej' was host to the visitors
every day at Liberty Inn. The event lasted
three days. Many records were sold to teachers.
Lectiu-e on Caruso in Church

The church is recognizing music in a new
way. A Canton pastor, soon after the death of
Caruso, conducted a lecture on the singer, using
records to illustrate his remarks, these being
supplied by the George E. Wille Co. The lec-
ture was so successful, and his hearers demand-
ing more of like character, this minister pro-
poses to give several similar lectures on artists
appearing in or near Canton during the coming
season, using their records as illustrative matter.
Take Over the Phillips Business

The Drut^ch-Craine Co. ha'; been org.mized

Let One Man Deliver
Your Talking Machine

The Lea Talking Machine Truck will handle the large machine
with ease and safety.
No stairs too steep.

Quickly adjusted to any size or make of machine.
Equipped with rubber-tired wheels.

The saving of the second man on the wagon will soon pay
for the truck.

Write for Circular and Prices

Also

Piano Trucks, Hoists, Covers and Straps

Made only by

Self Lifting Piano Truck Co.

FINDLAY, OHIO

to take over the establishment formerly con-
ducted by Joe Phillips, East Fifty-fifth street,
Woodland. Members of the new firm are well
known in the vicinity in the amusement indus-
try. The staff will be enlarged and the store
improved and special ef¥ort to develop the high-
class trade in the neighborhood will be made.

for the Victor portable and have a very active
sale, not only because of its many unique fea-

NEW PORTABLE CABINET STAND

Product Put Out by the Unit Construction Co.
for the Victor Portable Model Will Make a
Strong Appeal to Merchants

PhiljXDElpiiia, Pa., October 8. — A new and orig-
inal product has been developed by the Unit
Construction Co., of this city, in the Unico No.
50 portable cabinet stand. As will be seen from
the illustration, the Victor portable model in
combination with the Unico No. 50 is converted
into a semi-cabinet style machine, and, while both
machine and cabinet stand are absolutely port-
able, the combination furnishes an ideal machine
for the honie as well.

The Unit Co. emphasizes the fact that this is
a quality product in every particular. Built of
solid mahogany and harmonizing in design and
finish with the Victor portable, the Unico cabinet
stand is of sectional construction and shipped in
individual cartons, the package size being only
three by sixteen by thirty-nine inches and the
weight of the complete package but fourteen
pounds. It can be carried under the arm or de-
livered by local parcel post for 12 cents. Owing
to its unique construction, this cabinet stand can
be readily assembled by anyone in less than five
minutes.

.\nother interesting feature claimed for the
Unico cabinet stand is the fact that it may be
assembled with equal facility either as a base for
the Victor portable or as a mahogany table for
use in either demonstrating rooms of the store
or for any and every home purpose. The officials
of the Unit Construction Co. report that those
in the trade who have inspected this new product
liredict that it will greatly stimulate the demand

The Unico No. 50 Portable Cabinet Stand

tures but also because of the pleasing design and
the quality of workmanship and materials used
in its construction.

A pleasant greeting to
golden returns.

a customer brings

THE ORIGINAL

DOWN HOME BLUES

IS A

BLACK SWAN RECORD No. 2010

Sung by ETHEL WATERS — The Best Blues Singer in America. Your customers want the genuine

original. Why accept imitations?
Another ETHEL WATERS record soon. Place your order early.

MADE BY

PACE PHONOGRAPH CORPORATION, 257 W. 138th Street, New York

October 15, 1921

THE TALKING MACHINE WORLD

109

H A MOVER , PA.,U.S-A. /

ANTICIPATE

Your Orders for

LONG

Console Cabinets

The tide has turned, and the LONG
factory is now working overtime to
cope with the demand for LONG
CONSOLE CABINETS.

Avoid disappointment and anticipate
your orders as far ahead as possible.
This is not an idle prediction, but a
suggestion based on actual facts. We
are receiving orders by telegraph, tele-
phone and mail, and we are endeavor-
ing to give our dealers prompt and
efficient service.

LONG CONSOLE CABINETS are
the pioneers in this field. They have
won countrywide success through
superb quality and unsurpassed work-
manship, and they will bring profits
and prestige to your establishment.

Place your orders today.

The Geo. A. Long
CabinetCompany

HANOVER, PA

uiiiiiiiiiiia

Style 600
Sheraton

Style 601
Colonial

Style 602
Louis XV

Style 603
Chippendale

Style 604
Hepplewhite

110

THE TALKING MACHINE WORLD

October 15. 1921

A Sweet-ds- Su^ar Fox-Trot

WEETHEART

wront

with anifjeist son/'

BUFFALO ASSOCIATION TO TAKE UP IMPORTANT MATTERS

Talking Machine Dealers to Guard Against Misleading Advertising — Business Is Showing an Ira-
proving Trend — Rural Trade Profitable When Properly Followed Up — News of Month

Buffalo, N. Y., October 10. — Talking machine
dealers of this city are going to take extra pre-
cautions this Fall to guard against any possibilit}'
of the use of misleading advertising during the
holiday season. A careful check will be kept to
see that there are no talking machine ads pub-
lished in the papers in which the reader is given
in any wzy an enlarged impression of what he is
getting for the money he spends.

■ This is one of the important matters which
may come up for discussion when the Buffalo
Talking Machine Dealers' Association holds its
first Fall meeting this month. Last year some
ads which appeared in the papers from one con-
cern caused much discussion among the dealers,
it being claimed that the reader who did not go
over them thorough!}', reading small type as well
as large, might get the impression that he was
getting more for his money than was really the
case.

The matter of misleading advertising will prob-
ably also come up at the meeting of the music
group of the Buffalo Chamber of Commerce,
which will be held this month. Definite dates
for either of these meetings had not been set at
the time this letter was written.

Election of officers for the coming s^ear will
be held at the first meeting of the talking ma-
chine dealers. C. E. Siegesmund, president of
the association, will give a talk on the organiza-
tion's work during the past 3'ear.

"Looking up," is the way most of the talking
machine men report business. Emplo3'ment con-
ditions here are on the mend, many large plants
reopening. The dealers report that inquiries are
more numerous now than thej' have been for
some time.

Victor wholesalers here have attended the
school for wholesalers at Camden.

V. W. Moody and O. L. Xeal, of the Buffalo
Talking Machine Co., were in Camden. "We had
a most enjoyable and entertaining, as well as an
instructive, time," said ^Ir. bloody.

Curtis N. Andrews also went to Camden. He
has just returned. Mr. Andrews is chairman of
the music group of the Buffalo Chamber of

Commerce, and will preside at its opening ses-
sion.

H. B. Haring, manager of the Columbia local
branch, has just returned from a trip through his
territor}' and reports that all signs indicate gen-
eral improvement in business.

H. J. Hermansdorfer, of the Brunswick branch
here, has just become a benedict. He was united
in marriage to Miss Lily Wagner, of this city.
They went on a honej'moon trip through the
East. The Brunswick branch is growing rapid!}-.
Within the last few weeks sales of records have
increased to such an extent that it has been
found necessary to put three new men in the
record-shipping department. Miss Edna Rosen-
bloom has been promoted to the position of chief
assistant in the phonograph division of the Bruns-
wick branch. Among recent visitors were Mr.
Schwab, of Schwab Bros., Holland, and Oscar
Steinberg, of Jamestown.

R. F. Bolton, manager of the international
record department, and J. A. Marshall, assistant
manager of the dealer service department, were
recent visitors at the Buffalo Columbia branch.

A new music store has just been opened at
Niagara Falls which will carry, among other
things, a fine line of Grafonolas. It is the Music
Shoppe, which is located at 210 Falls street.

J. A. Goldstein has just taken possession of his
new Grafonola Shop at the Falls. The Columbia
company wishes to extend, through these col-
umns, to Mr. Goldstein, its sincere sympathy
upon the death of his sister, and also to E. D.
Sweet, of Perrj'-, N. Y., upon the death of his
brother, Clarence.

The follow-ing Columbia dealers have been vis-
itors at the local branch: !Mr. Saeli, of James-
town; Jenss brothers, of Lockport; Mr. Dickin-
son, of Auburn, and J. A. Goldstein, of Niagara
Falls.

iliss Florence Throm, secretarj- to Manager
Haring, of the Buffalo Columbia branch, has just
returned from a vacation in the Adirondacks.

Talking machine dealers are still finding it
profitable to send salesmen into the country.
IMan}' of them report that many sales have been

made to people living in the rural districts.

Exhibits of talking machines to be seen at
man}- of the county fairs, which are so numerous
at this time of the year, are bringing many cus-
tomers.

G. B. Satcye, who, for a number of years, has
been Dictaphone manager of the Columbia branch
here, has resigned and has gone to Cleveland.
His successor has not yet been .appointed. The
local branch has also lost the services of R. A.
Grant, formerly a company auditor, who has gone
to New York to enter a new line of work.

C. E. Lehmann, of the Jewett Phonograph Co.,
Detroit, was a recent visitor to this city.

EDISON ARTISTS IN RECITAL

Hardy Williamson and Fleming Sisters Trio
Appeal Strongly to Ohio Audiences

East Liverpool, O., October 3. — Music lovers of
this city were delighted by a group of artists who
have thrilled large audiences throughout the
country with their wonderful music when the
Fleming Sisters Trio, instrumentalists, and Hardy
Williamson, tenor, gave a joint concert Wednes-
day evening in the high school auditorium. The
concert was made possible through the efforts
of the Frank Crook Co., local Edison dealers.
The program included selections sung and played
in combination with the New Edison. The re-
sulting effort proved to the delight of the audi-
ence the wonderful pow-er of re-creating music.

A. E. Christensen has taken charge of the new-
Brunswick phonograph department of the Chip-
man Mercantile Co., at American Fork. Utah.

Money & Green, of Spencer. Ind.. announce
the opening of a new Edison shop.

ASSOCIATED No. 70

UNIVERSAL TONE ARM

Quality Construction
Unusually Good Tone No Blasting

For use in Phonographs retailing up to $ 1 00.

Price for sample — $2.00.
Quantity price on application.

Associated Phonograph Supply Co.

Dept. 71 Cincinnati, Ohio

Do You Throw Money Away?

It is not a popular pastime — but still it is
unconsciously done by many who just don t
know that Repair Parts can be bought for less

RENE MADE SPRINGS AND PARTS ARE BETTER

COST LESS

RENE MFG. CO. Montvale, N. J.

October IS, 1921

THE TALKING MACHINE WORLD

lii

THE NEW

O.M.

RECORD

PRESS

HIGH-CLASS RECORDS
PRESSED FOR THE TRADE

Samples and Prices on

Request

Write for Information to

THE BRIDGEPORT DIE and MACHINE CO.

170 ELM STREET

BRIDGEPORT,

CONN.

112

THE TALKING MACHINE WORLD

October 15, 1921

lllllllllllllllllllllllllllllllilllllllllll II! illilllll Hill lllllllillllllllillllllllllllllllllilllllllllllllllllM II llllMiP

t Point ©f View

The

Farmer

Rules

Western Division of The World, Chicago, III., Oct. 10, 1921.
\\'hen we say that the farmer is the backbone of the business and
general prosperity of the United States we say something which, to
the mid-"\\'estem man or woman, needs no further
evidence than the mere statement. Chicago is the
center of the country's agricultural interests, and
Chicago knows the farmer as no other great Amer-
ican city can know him. Out here we realize to the utmost the
extraordinary importance of the farmer's buying power, his pros-
perity and his intentions. We know that when the farmer declines,
or is unable, to buy, the business of tlie whole country is disturbed, if
not actually crippled. The people of the Eastern and Western coasts
know these things too, but they do not know them intimately, as we
know them. For which reasons we present, without further apology
or explanation, some vitally important facts about farmers, which we
imagine will rather interest our readers.

The Farm Journal has more than one million subscribers, and it is
onlv one of a good many farm papers. Among these subscribers are
more than twelve thousand bearing the name Smith.

Twelve
Thousand
Smiths

A month or so ago the research department of the
Farm Journal was trying to determine how best to
select a representative delegation from its sub-
scribers, big enough and well enough distributed to represent the
farming communitv^ genuinely, but small enough to be manageable. To
such a de-legation, numbering perhaps ten thousand, the Farm Journal
purposed to put some questions about economic matters. A young man
in the research department hit upon the really brilliant idea of select-
ing all the Smiths in the subscription files and sending the letter of
inquir)- to them. Twelve thousand such Smiths were found and each
one was asked, in behalf of himself and of his family, what he pro-
posed to spend on repairs, replacements, new buildings, new articles
of convenience such as motor cars, washing machines, house and farm
lighting systems, musical instruments, etc., etc., etc., during the next
twelve months.

The Smiths seemed to like the idea, for they responded in great
form. And their answers indicate an amazingly
interesting and encouraging state of affairs in every
part of the country where farmers abide. Of those
who answered, we find that :

The

Smith

Plebiscite

74.9 per cent will paint, build or repair buildings, which would
mean 513,700 if the percentage be held to apply to the entire
subscription list of more than 1,000.000; that

56 per cent will build or repair fences, meaning 521,400 on
the same proportion; and that

11.5 per cent will buy automobiles unless things go very
wrong. This means 126,500 on the same proportion.
And, taking the smaller purchases, the replies received indicate that
if the percentages among the Smiths hold good for the entire sub-
scription list of the Farm Journal it is certain that
68,500 wall buy lighting plants
33,100 will install heating plants
78,100 will bu3- washing machines

and, what is still more interesting to us, that 120,000 will buy
musical instruments, including

Pianos 16,600

Talking Machines 31.100

Violins 8,000

Organs 8,300.

Saxophones 8,200

The above figures are sufficiently remarkable in themselves, but it

may be well to remind our readers that the Smith family, as the

T^arm Journal calls its Smiths, is a representative family. Is is scat-

:ered all over the country and is predominatingly American. What

the Smith family will do the great American farming community

will do likewise. Now, conservative estimates have been made as to

the money value of all the goods mentioned above, as well as of

others of lesser general importance. These disclose the fact that, if

the one million subscribers to the Farm Journal, or any other one

million farm families, make purchases in the same proportion during

the coming twelve months as the Smiths said they plan to make

the total figures will exceed $911,000,000! Here is a lesson in the
magnitude of the American farmer's collective buying power. Here,
too, is a lesson in good sense ; not in "optimism" but in good sense.
The farmers of the U. S. A. furnish the backbone of the nation's
buying power. The farmers are recovering confidence. They are
also recovering their temporarily reduced buying power. As they go
the nation goes.

The talking machine man will note the important place which the
talking machine takes in the Hst shown above. The talking machine,
in fact, is the farm musical instrument par excel-
lence. No other gives so much music, whether as to
quantity or variety, to the isolated household, as
does the talking machine. Dealers who understand
and are in sympathy with the ideas and thought of the farmer com-
munity are always sure of a profitable business with that community.
But sympath}^ and understanding are needed. There lies before us,
as we wife, a booklet issued by the College of Agriculture of the
University of Wisconsin, which is a State institution and very closely
connected \\"ith the State Government in many of its branches. It is
addressed to country school teachers and is intended to give advice
as to the best methods of taking social surveys of school districts. A
social survey is an investigation of the racial, economic, reHgious,
educational and domestic conditions of the district and is made by the
school teacher with the aid of volunteer workers secured from among
the pupils. Every farm or village home in the district is visited and the
occupants invited to give answers to questions about their property,
their crops, their methods, their farm conveniences, their home con-
veniences, including musical instruments, and so on. Alread}- in
Wisconsin the rural study project has been wholly or partially carried
out over the greater part of the State and the results are very inter-
esting. For instance, statistics have been collected about the number
of talking machines in farm homes. A talking machine map of
Dane County, for instance, is one of many such which have been
made from the results of the social survey. There are thirty-five
townships in the county and the map shows that one township has
more than eighty, several fifty or more, nearly all more than twenty,
and only one has so few as one talking machine. There must be
nearly eight hundred machines in the entire county.

\\^hat does that mean? Why, simply that the talking machine is a
necessity to the modern farmer. But talking machines mean records.
And if it be taken for granted — which is allowing far too much — that
none of the machines in Dane County or in hundreds of other mid-
West counties will be replaced the country dealer may well be asked :
"Are you selling your share of the records to these farmers? And
if not, why not?"

Perhaps the city dealer will think that all this has no interest for
him. But if he thinks so he is mistaken. There are two points for
his attention. One is that as goes the farmer so
goes the nation. W^hen farmers have money we are
all prosperous. The other is that if a social sur^-ey
of Dane Count}- shows that the talking machine is a
household necessity, why is the same not true of the city? Like-
wise, it shows that w-herever you go you will find opportunities for
business if you look hard enough. But, best of all, it shows that the
talking machine has come to stay and is as staple as wheat.

Tips for
the City
Dealers

W^hether in cit}- or countrj- the fact remains that those dealers who
are going after business strenuously, and with an intelligent compre-
hension of the situation, are going to do a large
volume of business this Fall and W'inter. The
talking machine makes a special appeal to a con-
stantly widening constituency — for it brings into
the home not only the popular music of the day, but the compositions
of the greatest masters in the domain of music. It has a tremendous
educational influence which is becoming more widely recognized }-ear
after 3-ear.

Business
for the
Seekers

October 15, 1921

THE TALKING MACHINE WORLD

113

^% III V^l ^^^^ REPUBLIC BLDG., 209 SOUTH STATE ST TELEPHONE WABASH 5242

rom oWi

EDWARD VAN HARLINGEN

WILLIAM BRAID WHITE

EUGENE F. CAREY

ARTHUR E. NEALY

A. SNYDER

Chicago, III., October 8. — Is trade coming back?
We believe it is. Our conviction is grounded
on the fact of the many new organizations now
coming into the field. Although we have not
as many concerns in the business as we had a
year ago new ones are continually coming in.
The financial standing of these is generally
much better and the products they are putting out
are, on the whole, far superior to the goods of
two years ago. There is also every reason to
believe that the talking machine industry has
now reached a price level at which it can resume
business in earnest and in financial circles it is
felt that the country in general is also rapidly
coming to a similarly stable condition. What
the purchasing public really demands is not so
much a cut in prices as an improvement in qual-
ity. This applies not only to talking machines,
but to everything.

The talking machine business in Chicago, as
well as in the country towns, seems to be recov-
ering fairly rapidly. Present indications point
to a healthy increase during the Fall and holi-
day seasons. Accessories and records are still
leading, but machines are coming up fast. No
one in the trade, however, believes that there
will ever be as many machines sold again in one
season as during the war days, and anj'one using
horse sense will agree that this is a very logical
way to look at future business.

We believe that one of the reasons for the
vast sales of records during the war was that
everyone was donating records to the war
camps. The associations active during those

days made a specialty of collecting records for
the benefit of the boys in the cantonments, and
there were so many women out collecting rec-
ords for this movement that very few people
liad much of a chance to accumulate an exten-
sive library. Those who bought records in those
days often just played them over a few days
and then turned them over to the collectors.
This movement alone increased record sales
very materially and we wonder why a similar
movement could not now be launched. Of
course, there are no cantonments now, but we
cannot see any reason why inmates of poor
farms, orphan asylums, hospitals, prisons, re-
form schools and so forth should be neglected.
Every town and city possesses, unfortunately,
one or more of these institutions, so we can see
nothing to prevent the local dealer, with the
aid of the women's clubs and so forth in that
neighborhood, from starting a movement for
furnishing used records to these institutions.
This would, in a great measure, tend to stimu-
late retail record business, just as it did during
the war, and the publicity afforded would also
bring many prospects.

Busy Publicity Department
Over at the advertising department of Lyon
& Healy there is exceptional activity. The work
just now is upon Victor publicity in the main,
and fifteen commercial artists are working at
top speed turning out drawings for Victor ads.
One of the big jobs of the Lyon & Healy adver-
tising department is to get up text matter and
drawings for the Lyon & Healy Victor dealer

advertising service. As the department is ar-
ranged, the overhead expenses are cut to a
minimum, and lately the prices for this service
have come down considerably. Victor dealers
can now get the benefit of the experience of a
large corps of highly trained advertising men at
a very nominal sum. Dealers who subscribe
for this service receive a weekly supply of ad-
vertising literature embracing fifty-two matrices
and fifty-two sheets of letter press.

Otto Tells of Conditions in Europe

Otto Schulz, president of the Magnola Talk-
ing Machine Co., of this city, has returned from
a three months' trip through Europe, during
which he was accompanied by Mrs. Schulz and
their family of a daughter and four sons. The
party visited Great Britain, France, Belgium,
Germany and Czecho-Slovakia. President
Schulz returns with strong convictions concern-
ing the international economic political situa-
tion and its bearings upon the state of business
and the prosperity of the United States.

As reported in The Music Trade Review for
September 24, Mr. Schulz, in an informal talk
with a representative of that paper shortly after
liis return to his desk, expressed the belief that
there will be no permanent and complete pros-
perity in the world anywhere, including the
I'nited States, at this time. The finances and
the economic relations of the whole world are
so interlocked that trouble in one region in-
evitably afifects the entire body of nations. At
present the high figure of dollar exchange makes
{Continued on page 115)

114

THE TALKING MACHINE WORLD

October 15, 192 i

Hire an Advertising Man
for ^S. 00 a month!

If you hired an advertising expert to write your ads for you and then
you paid an artist to make drawings, their salaries for one week
would be several times • the cost for a whole year of the

LYON & HEALY VICTROLA NEWSPAPER

ADVERTISING SERVICE

formerly $8.33 per month

Now *5.00 a month

It is an exceptionally high-class series of ready-made newspaper advertisements
at a very great reduction in price. 52 advertisements per year, 52 matrices and 52
sheets of letterpress — one a week. Each one v/ritten by our own advertising
department with its years of experience in Victrola advertising. Drawings that
are out of the ordinary, done by the best artists. At present there are fifteen artists
on our staff.

Victrola is
instruments m c

you wish, it is a voice, the pia
violin, or a symphony orchestra. Th
trola brings to you all the best musi
and played by the great artists.

You may have your Victrola now if yoi
Pay for the first selection of record:
will deliver your instrument.

Outfits are carefully prepared by us
show a few of them below.

(List Here the OujFrrs You Wish to Feat

Outfit No Outfit No- . .

$ S

Exclusive

Sold to only one
Victor dealer in
each city.

A Sonq of
Summer

— a golden haze spreads ovet
the crisp yellow stubble in the
meadows — great masses of

cloud drift slowly across the sky —
from 2 little village, dreaming quietly
in the white, unruffled dust of sum-
mer, a woman's voice croons a lullaby
in the midday calm.

Outfit No.

Outfit No. .

(Your Narre)

(Your Address)

Write for
Free Samples

LYON

Artistic
Temperaments

ITISTIC Temperaments are ever the
to appreciate the lovely new strains
1 characterize the latest popular-classic
The greatest charm in singing or
ng may be such a delicate thing as to be
iltogethef except under ideal conditions,
is why it is so important to acquire a
ola. The world's greatest artists entrust
eproduction of their voices only to this
jment. Victrola records are made to
inly on the Victrola and are heard at their
nlv under such conditions.

^ VictroL

5 range from S25 up. a model for
"3?5f -fMfl '•'^O' purse. Our plan of small payments
i?'^':}. 'rci^:'^^ lake u possible for ever>' one to own a
'ictroia. Come in and permit us to explain

(Your Name)

(Your Address)

Write for
Free Samples

HEALY

Victrola Distributors

CHICAGO

October 15, 1921

THE TALKING MACHINE WORLD

115

FROM OUR CHICAGO HEADQUARTERS — (Continued from page 113)

it virtually impossible for foreign nations to
trade with this country, while conversely the
manufacturing nations, like Germany, which
have the lowest exchange values, are getting
the business.

If the business of the world, which includes
that of this country, is to get back on an even
keel the debts incurred during the war must be
liquidated, no matter how long the process takes.
Further, the general economic position of all
the former belligerents must somehow be re-
stored. This cannot begin until all those nations
are again manufacturing and trading freely.
They cannot pay their debts held in this country
unless they can trade with this country and
with each other. The foreign trade of America
is virtually non-existent to-day because of the
abnormal rates of exchange, which are not a
blessing but the reverse to the American busi-
ness man who has goods to sell abroad. More-
over, we cannot do all the selling and none of
the buying. We need foreign trade, but we
cannot get it unless we, in turn, are buying
from foreign nations. Prohibitive tariffs that
shut out all foreign goods will be harmful to
national prosperity.

Mr. Schulz is not favorably impressed with
the superficial opinions of those who suppose
that the European nations are ruined. He saw
wonderful work of reconstruction in the devas-
tated regions of France and was surprised at the
evidences of returning activity in Belgium and
Germany. He comes home quite convinced that
there will be no revolutions in Great Britain,
France or Germany, but that the big men of
these nations are sitting up nights working for
the recovery of their native lands from the
devastation of war.

Mr. Schulz believes that American business
is on the mend and reports that he returns to
find the Magnola factory doing fairly well and
likely to do much better a little later on.
L. C. Wiswell Married

L. C. Wiswell, the genial and accomplished
head of the Lyon & Healy Victrola department,
and known throughout the country as one of
the talking machine industry's leaders, was mar-
ried on September 17 to Miss Olive McCormick,
of Pittsburgh, Pa. Immediately after the wed-
ding Mr. and Mrs. Wiswell left for an extended
trip through the East.

Publicity and Theatre

A contract has just been made between Hol-
land's Music Shop and the Englewood Theatre
whereby the former has secured exclusive adver-
tising rights to the steel curtain of the Engle-
wood. The Holland's Music Shop, as recently
announced in these columns, is an exclusive Vic-
tor retail establishment at 6351 and 6353 South
Halsted street. The new sign is circular and
occupies nearly the entire curtain. Within the
circle is a large facsimile of the famous Victor
trademark. The text matter gives the location of
the Holland's Shop, together with some clever
little phrases directed toward the prospective pur-
chaser.

Attractive Console Line

The Federal Phonograph Corp., of this city,
has just brought out a very attractive line of
console models, which it is announcing. The
most prominent designs are the Adam, Sheraton
and Queen Anne, which are furnished in selected
figured mahogany with solid mahogany hand-
carvings. The dimensions of these instruments
are practically uniform, including one at the pop-
ular height of 36 inches with 39^-inch width and
23;^-inch depth. The finish may be red, brown
or satin.

"Peerless" Ravis in Chicago

A welcome visitor to Chicago last week was
Phil Ravis, president of the Peerless Album Co.,
of New York, and one of the most popular mem-
bers of the accessory trade. Mr. Ravis has a
host of friends in the Chicago retail center and
spent quite some time with all of them. In a
chat with The World Mr. Ravis stated that he
liad received good-sized orders for Peerless
albums from dealers in Chicago and that ap-

parently the retail trade is optimistic and con-
fident as to Fall activities. Mr. Ravis visited
Chicago after spending several weeks in the
Western territory and his reports reflect in-
creased activity all along the line.

New Brunswick Consoles Out
The advertising division of the Brunswick-
Balke-Collender Co. has just issued an attractive
four-page brochure featuring Brunswick con-
sole models. This folder can be used to ex-
cellent advantage by Brunswick dealers, as it
typifies in every detail the quality standards of
the Brunswick console models. This folder is
noteworthy as the first official introduction of
three new console models in the Brunswick
line, these being the Cambridge, the Colonial
and the Queen Anne, which are all illustrated

with adequate descriptions. These, together
vv'ith the Stratford model, represent the Bruns-
wick console line up to date. The new models,
which are exceptionally attractive, will retail as
follows: Queen Anne, $225; Colonial, $250, and
Cambridge, $350. In a foreword announcing
these models the Brunswick Co. calls attention
to tihe steadily increasing demand for the con-
sole phonograph and emphasizes the very indi-
vidual and distinctive features of the three types
it is placing on the market

Service Material Sought
As indicative of the increased activity in the
Columbia field in Chicago, M. G. Peters, super-
visor of the Dealer Service division at the local
wholesale branch, stated that his department
(Contimted on page 116)

I
I
I
I

QUALITY FIRST

Just Say

Send Samples On Approval

.^-^ SEND FOR

Copy of the "Oro Tone" Illustrating
Complete Oro-Xone L,Ine

the

EszasBiicai

1000 to 1010 "GEORGE STREET
CHICAGO, 11.1.8.

116

THE TALKING MACHINE WORLD

October IS, 1921

Now —

Secure Your Right to an Okeh Agency

Why Lose Your Share of Fall Trade
BY WAITING?

QKeJLReco

rds

Play on any standard disc machine and are assured
sellers. Write for Dealer Proposition.

Wholesale Distributors

Established 1857

306 So. Wabash Ave., at Jackson Blvd.
Kimball Bldg., Chicago

FROM OUR CHICAGO HEADQUARTERS

(Continued from page 115)

had sold more Dealer Service material to Colum-
bia dealers from September 12 to September 16
than had been sold for the previous six months.
He states that the dealers who are visiting the
Dealer Service headquarters are evincing keen
interest in all of the latest sales material, ex-
pressing a desire to use it extensively during the
Fall season.

Brunswick Exchange Proposition Pleases
When the Brunswick-Balke-Collender Co. an-
nounced recently the introduction of three new
models to its line it offered Brunswick dealers
a very liberal exchange proposition, whereby
they could exchange the old models on the basis
of one old for every two new machines they
ordered.

The Brunswick trade was greatly pleased with
the liberal spirit of this offer and it is interesting
to note that the orders placed by Brunswick
dealers in Chicago territory during the first
three weeks of September showed an average
of four new machines for one old one, instead
of only two for one.

A. J. Kendrick, general sales manager of the
Brunswick phonograph division, is naturally en-
thusiastic regarding the success of the exchange
plan, and in a chat with The World stated that
the sales closed by the Chicago wholesale branch
in the first six days of September were greater
than those of the entire month of August, and
that the figures of the Chicago branch for the
month were in excess of the total business closed
for the previous three months.

Ambassador Progress Gratifying

The Ambassador Phonograph Co., which in-
troduced its product to the trade and public at
the Chicago Pageant of Progress this Summer,
has been attaining unusual success in the sale
of Ambassador phonographs to the dealers.
Quite a number of important agencies have
already been established, and in order to keep
pace with its growing business the company has
trebled the floor space occupied by its sales
offices at 19 West Jackson boulevard.

In a chat with The World F. K. Weston, gen-
eral sales director of the company, stated that
the dealers are giving the Ambassador phono-
graph an enthusiastic reception. Mr. Weston
recently completed arrangements for some new
models, with prices that enable the company
to give the jobbers and dealers most desirable
propositions.

Included in the equipment of the Ambassa-
dor phonographs is a new post electric flasher,
larger than the flasher ordinarily used, and
which furnishes a good talking point to the deal-
ers; another part of the equipment is the
Hutches "Pick-up" needle cup, which has won
considerable popularity during the past few
months.

An interesting feature of the Ambassador dis-
play at the sales offices is a demonstration
phonograph, finished in four woods. The front
is in mahogany, the back in burl walnut, one
side in golden oak and the other in fumed oak.

By using this machine for demonstration pur-
poses the Ambassador dealer can visualize the
four wood finishes without being obliged to show
Ihe customer four different machines.

The company has just taken over its entire
stock of hill-and-dale Okeh records from the
General Phonograph Corp. of Illinois. Am-
bassador dealers have evinced keen interest in
these records, which are being shipped to all
parts of the country.

Frank K. Pennington Visits Chicago

A welcome visitor to Chicago recently was
Frank K. Pennington, formerly assistant gen-
eral sales manager of the Columbia Graphophone
Co., and one of the most popular members of
the trade. Mr. Pennington renewed old ac-
quaintances in the industry, calling at the offices
of the Columbia Co., where he was given a
hearty welcome by John McKenna, manager of
the branch. In all probability Mr. Pennington
will have an important announcement to make
regarding his plans for the future within a few
weeks, and in the meantime he is taking a well-
earned vacation, which he is thoroughly en-
joying.

Pleased With Business Outlook

W. C. Fuhri, general sales manager of the Okeh
record division of the General Phonograph
Corp., has been a recent visitor to the offices of
the General Phonograph Corp. of Illinois. Mr.
Fuhri conferred at length with S. A. Ribolla,
general manager of the Illinois division, and was
glad to learn that Okeh business in this terri-
tory is showing an increase far beyond all ex-

pectations. Mr. Fuhri was en route to New
York after spending a few weeks in the West-
ern territory, and his reports of general con-
ditions indicate that Okeh jobbers are not only
preparing for an active Fall trade, but are closing
a healthy business.

New Oro-Tone Tone Arm

The Oro-Tone Co., at 1000 George street, has
just placed on the market a new tone arm,
which will be known as No. 3D. This tone arm
has several distinctive features, is of adjust-
able length and is designed primarily for moder-
ate and low-priced machines. The company is
also marketing a No. 03 reproducer, which is
particularly adapted for use with the 3D tone
arm. Leigh Hunt, secretary of the company,
states that Oro-Tone business during the past
month has been most gratifying. The attach-
ments made by this company are steadily in-
creasing in popularity and, from all indications,
Oro-Tone business this Fall will be fully up to
expectations.

Active South Side Dealer

Solar's Music Shop, at 2025 West Thirty-
fifth street, has always enjoyed an active trade
in Columbia Grafonolas and records, due to
the fact that Frank Solar is one of the most
progressive and up-to-date merchants on Chi-
cago's South Side.

His latest idea was the hiring of a four-piece-
jazz orchestra for a Wednesday night concert.
A large wooden platform was built on the cor-
ner adjacent to the Solar establishment, and
(Continued on page 118)

TRANSFER NAME-PLATES

We make the Transfer Name - Plates and Trade-Marks for
the largest talking machine manufacturers in this country and
for dealers in every state.

YOUR NAME, Mr. Dealer, on every machine brings the owner
back to you or records and his friends to you for a machine.

Samples, Suggestions and Sketches Furnished Free

THE MEYERCORD COMPANY, CHICAGO

Largest Manufacturers of JJEC^kLCO V^.A. \fI.A. transfer Name-Plates

^ m

October IS, 1921

THE TALKING MACHINE WORLD

117

GOOD NEWS FOR YOU!!

Disarmamenl is Here! No More War!!

Automatic record repeating devices have never had a fair chance because of patent litiga-
tion. All that is now over. REPEATING DEVICES CORPORATION has succeeded
to all the rights of Repeat-O-Graph Co. and the Repeater-Stop device, as vs^ell as the
absolute control of all patents upon such form of devices including :

U. S. Patent No. 1060955, granted Jlay 6, 1913.
U. S. Patent No. 1062369, granted May 20, 1913.
U. S. Patent No. 1275823, granted August 13, 1918.
U. S. Patent No. 1317257, granted September 30, 1919.
I'. S. Patent No. 1317258, granted September 30, 1919,
C. S. Patent No. 1317259, granted September 30, 1919.
U. S. Patent No. 1218408, granted March 6, 1917.
Application No. 299698, filed May 26, 1919.
Application No. 294153, filed May 2, 1919.
Application No. 286819, filed April 2, 1919.
•Application No. 324542, filed September 18, 1919.
Application filed October 23, 1919.

Canadian Patent 171377, granted August 15, 1916.
Canadian Patent 193406, granted October 21, 1919.

With one source of supply on all of these instruments come lower prices, better devices
and improved management — all for your benefit.

The trade will no longer be vexed with injunctions or litigation and can turn its undivided
energy to SALES. We have anticipated a big demand and are ready to make immediate
delivery at rock-bottom prices. We stand behind these devices, guarantee material,
workmanship and performance and solicit your orders.

Repeating Devices Corporation

For immediate Service write or phone our nearest office as listed below:

(Other Offices to Follow)

New York

Hth and Van Alst Sts.
Long Island City, N. Y.

Phone, Hunter s Point 6000

Western Factory and
General Offices:

408-10 Sullivan Street

Phone DIversey 8010 and 8011

Chicago, Illinois

Chicago

Suite 1109

537 So. Dearborn St,

Phone Harrison 7138

118

THE TALKING MACHINE WORLD

October 15. 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 116)

with the co-operation of Mort Gretn, of the
Fred Fischer Music Pub. Co., a most successful
concert was launched. The big feature of the
evening was the new song hit "IVIa." The
orchestra played this song, Mort Green sang it
and then led the crowd as a community chorus.

Mr, Solar introduced a unique publicity
method, whereby he secured over 1,500 names
and addresses, which will be used as Grafonola
prospects, these names being secured by offer-
ing prizes that required registration by all con-
testants. It is estimated that over 2,500 people
attended this concert, which was one of the
banner events of the neighboriiood.

Duncan Sisters Sing "Hortense"

The Duncan Sisters, playing in Fred Stone's
popular hit, "Tip Top," at the Colonial Theatre,

THE $1.00 CUTTER— HERE IT IS

Retail Price The ALTO

$1.00

A better Fibre
Needle Cutter
for less money

Made Entirely
of High-Grade
Steel

ALTO MFG. CO. - 1801-1803 Cornelia Avenue, Chicago, Illinois

The Popular Duncan Sisters

have a hobby of practising the songs that they
use in their show with the records of these selec-
tions before they introduce them to the public.
Recently they visited the offices of the Columbia

Graphophone Co,, at 325 West Jackson boulevard,
and in the accompanying illustration they are
shown listening to Frank Crumit, exclusive Co-
lumbia artist, singing "Hortense" on a Columbia
record. The Duncan Sisters were so delighted
with this record that they introduced "Hortense"
in "Tip Top," singing it in a manner similar to
that used by Frank Crumit. The song "stopped"
the show, being one of the hits of the perform-
ance.

Open Exclusive Brunswick Shop

The City Furniture Co., 6160 South Halsted
street, which has been handling Brunswick ma-
cliines and records for some time, has found
the business so profitable that it has added
an adjoining store and will equip it in the most
modern manner, opening' it as an exclusive
Brunswick shop on October 1.

Another Cole & Dunas Bulletin

Service, quality, price and friendly feelings are
the main topics in the new trade bulletin gotten
out by the firm of Cole & Dunas. The cover
page of this bulletin is taken up with some para-
graphs pertaining to service, quality, price and
friendly feelings. Regarding service, one reads
that Cole & Dunas supply your immediate and
future needs from large stocks and with forty-
eight hour delivery. "Each and every article,"
says the bulletin, "is of first quality, perfect mer-

chandise and doubly inspected. .^.11 items are
exactly as represented and if found to be not so
v/ill be taken back. In the matter of price," the
bulletin continues, "large buying power guaran-
tees prices against further decline. ' Should there
be any further reductions below the present mar-
ket price, the saving will be applied to invoice. In
the matter of friendly feeling," the bulletin states,
"that to satisfy you is the aim of Cole & Dunas."
Within the bulletin the reader will find every-
thing in the accessory line as well as complete
talking machine repair parts. One will also find
an exhaustive display of advertising relative to
small musical instruments such as bugles, cornets,
drums, ukuleles, etc.

H. C. Brown Studying Conditions

Henry C. Brown, of the Victor Talking Ma-
chine Co., passed through here recently on his
way to the Coast. He is making a survey of
business conditions in the various sections of the
country which he is visiting.

It Pays to Advertise

We always knew that advertising in The
World produced results, but this belief was
strengthened the other day when F. K. Weston,
general sales director of the Ambassador Phono-
graph Co., advised us that within twenty-four
hours after the publication of the September
issue of The World inquiries had been received

Selling Resistance

is reduced by this attractive line of

Federal Consoles

No. 16

style — Adam.

Wood — Selected figured maUognii.v. All solid
mahogany band carvings.

Dimensions — Height, 30 inches. Width, Sd'A

inches. Depth, 23^ iiiche.s.

Finish — Red, brovpn and satin.

Trimmings and Equipment — Best quality go'd

plated.

Here is the big drop yoii have been
looking for. Our special trade prices
for all machines illustrated.

111

1 to 5 Machines, $80.00 each
5 to 10 Machines, $75.00 each

No. 18

style — Sheraton inlaid on doors and legs.
Wood — Selecte<l fignred mahogany.
Dimensions — Height, 36 inches. Width SS'/z
inches. Depth, 23j^ inches.
Finish — Red, brown and satin.
Trimmings and Equipment — Best quality gold
plated.

These are the same
high-quality consoles
that sold last year at
100% greater prices.

FEDERAL PHONOGRAPH CORPORATION

1458-1464 W. KInzie Street

CHICAGO, ILL.

style — Queen Anne.

Wood — Selected figured mahogany.

Dimensions — Height, 36 inches. Width, 39;^

inches. Depth, 23^ Inches.

Finish — Red, brown and satin.

Trimmings and Equipment — Best quality gold

plated.

October IS, 1921

THE TALKING MACHINE WORLD

119

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 118)

from several reliable and well-known firms in
different parts of the country. Needless to say,
Mr. Weston is giving these inquiries his careful
attention.

Ribolla Visits New York

S. A. Ribolla, general manager of the General
Phonograph Corp. of Illinois, spent a few days
recently at the executive offices of the parent
company in New York, where he conferred with
Otto Heineman and other executives regarding
plans for the Fall campaign. Before leaving for
New York Mr. Ribolla spoke enthusiastically
of the business improvement that had been
noticeable in Chicago territory since the first of
September. He stated that the demand for
motors is showing a decided increase and that
carload orders had been received for immediate
shipment.

Brunswick Boosts Isham Jones

Under the direction of the Brunswick-Balke-
Collender Co. the week of September 25 was
celebrated in Chicago as "Isham Jones Orches-
tra Week," in recognition of the opening of the
Fall season of the College Inn at the Hotel
Sherman, where the Isham Jones Orchestra
will officiate. The College Inn opened on Oc-
tober 3 and "Isham Jones Orchestra Week"
served to impress upon the public the nation-
wide popularity of this orchestra and the fact
that it records exclusively for the Brunswick
library.

The Brunswick-Balke-Collender Co. used ex-
tensive publicity throughout Illinois, Indiana,
Missouri, Wisconsin and Iowa in connection with
this "Isham Jones Week" and also furnished
Brunswick dealers with window displays, show-
cards, etc. This publicity was used to excellent
advantage and throughout these five States.
Brunswick representatives co-operated with the
company in making "Isham Jones Week" a not-
able success.

Big Biese Boosts

Two thousand five hundred two-sheet posters
are now displayed on the elevated stations of
Chicago, announcing the fact that Paul Biese
and his famous orchestra are playing at White
City, one of the most popular dance places in
Chicago.

Paul Biese and his orchestra are exclusive
Columbia artists and these posters have served
to stimulate the demand for Paul Biese's rec-
ords and to enhance the prestige of this well-
known music director throughout the city.
Many Tributes to Chamlee

The officials of the Brunswick-Balke-Collender
Co. are very much gratified at the high tributes
paid by critics and musical experts to the artistic
merits of Mario Chamlee, the famous Metro-
politan Opera artist, who records exclusively for
the Brunswick Co. One man, in commenting on
Chamlee, also pays a high tribute to the Bruns-
wick records of his voice, saying: "Those who
have heard Chamlee or his records can appre-
ciate his phenomenal voice, depth of feeling,
appeal and mastery."

Lyon & Healy Recitals Reopened

Ever since Lyon & Healy began their noon-
day concerts years ago their fame has been
continually spreading. It has, therefore, been
the ambition of the company to make a new
record each year in the matter of public at-
tendance. The 1921-22 season was formally

Edison Diamond
Amberolas-Plus Service

You know the quality of Edi
son instruments. Until you
have placed a trial order with
us, you are unfamiliar with
SERVICE.

A TRIAL CONVINCES

Our Service Cover* the Country

William H. Lyons

Formerly Jas. I. Lyons
17 W. Lake St. Chicago

Repair Parts

For All and Every Motor
That Was Ever Manufactured

We can supply any part. The largest and most
complete assortment of repair parts — in the
United States — on hand, for old, obsolete and
present-day motors. If your order cannot be
filled from stock, we will make it up special.

Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.

Expert repairing on all makes of phonographs
and motors.

tNCORPORATED UNDER THE
LA WS OF U LlNOtS

SUCCESSORL^-Tv .
Standard Talking Mac/itnm Co,
t'tittd Talking Machiita Co.
Harmony Talking Mofhina C&
O'Neill-JamaM Co.
Amino Co.

^- liigKGradeTalfcmqMicKlries.DLSC Records,

Talking Maching Supplies. Etc

227-229 W. WASHINGTON ST.. CHICAGO. ILL.'
Branch: 2957 Gratiot Ave., Detroit. Mich.

rflAO£ MARK

•CONSOLA"

opened the middle of September, and up to the
time of going to press The World is informed
that the record so far this year, as compared
with the corresponding period last year, shows
a great increase in attendance. The public is
given highly diversified and interesting musical
entertainment. Especially noteworthy is the
artists' series, which is to be carried on right
through the season. Most of the artists are ex-
clusively Victor and they are giving each day
a number of vocal and musical selections.
Another Consolidation
A new company, known as the Repeating De-
vices Corp., has just been incorporated under
the laws of Illinois. The officers of the new
organization are: Thomas M. Booth, president;
George W. Sheppard, treasurer, and Rudolph
Blash, secretary. The purpose of this new or-
ganization, according to President Booth, is to
manufacture and sell under an exclusive license

agreement all forms of automatic, repeating
devices for sound-reproducing instruments un-
der the patents heretofore used by the Repeato-
graph Co., by the Webster Novelty Co. and
others. In other words, the new company states
that the war which formerly existed among the
Repeater Stop, Repeat-O-Graph and Webster
Novelty Co. has come to an end and that the
inventors of all patents used by these former
companies have buried the hatchet and placed
all of their eggs in one basket. The company
now states that it controls thirteen patents,
whose dates of issuance and application range
from 1913 to 1919, and that it is now the sole
and exclusively authorized licensee to manufac-
ture, advertise, use and sell any of the devices
made under any of the patents they control.

The previous e.xperience of the sales organ-
izations marketing these instruments shows that
(Continued on page 121)

Price Reductions on Enclosed Motors

We have recently made sharp reduc-
tions in the prices of enclosed, self-
lubricated motors — due to decreased
costs in labor and material and a larger
output.

This will put the Enclosed Motor with-
in the reach of those manufacturers
whose desire has been to use this motor,
but whose lines have not been high
enough in price to do so.

The same quality and high degree of
inspection will be maintained.

REMEMBER

You don't have to tune this motor. It
comes to you silent and smooth run-
ning. It reaches your customers in the
same condition.

Ask about various models and prices.

United Manufacturing and Distributing Company

536 Lake Shore Drive CHICAGO

(

120

THE TALKING MACHINE WORLD

October IS, 1921

This is positively the first and last oppor-
tunity for Manufacturers to buy the well-
known and guaranteed

MOTORS AT

SACRIFICE PRICES

Far Below the Factory Prices

12,191-EE€s 40%

8,263— A A ts 40%

2,100— DDw- - - - 45%

1r- r\ Gold Plated A r\m^ BELOW

Springs ^ ^ ^ ^^Vy^^ PRICES

Cabinet Hardware at 30% Below List Prices

CHICAGO

PHONOGRAPH
REALIZATION

(NOT INC.)

315 Union Park Court Chicago, 111.

October 15, 1921

THE TALKING MACHINE WORLD

121

FROM OUR CHICAGO HEADQUARTERS — (Continued from page 119)

there is a ready sales for both, it only being
necessary to demonstrate and show the merits
of the devices. Patent litigations and other
legal battles then existent among these organ-
izations have come to an end. Now that all liti-
gation is over and the consolidation of patents
has been effected the new company is prepared
to put these well-known articles on the market.
Manufacturing is now well under way for a
large output. The officers of the company state
that all prices have been considerably reduced
and that the instruments themselves have been
simplified and improved in many ways.

New Virtuoso Scores
Visitors to the County Fair, held recently at
Libertyville, 111., were given a treat when R. R.
Granquist entertained at the request of J. Blum-
berg, a Columbia dealer of Waukegan, 111. While
the fair was going on Mr. Blumberg presided
over the Columbia display and, in order to co-
operate, the Chicago branch of the Columbia Co.
sent down Mr. Granquist. After a day full of
thrills, such as baseball games, horse racing, etc.,
a crowd of about 25,000 people gathered at the
huge platform for an evening's vaudeville en-
tertainment. After the regular acts had been
performed the management of the fair, which
had previously been tipped off by Mr. Blumberg
of Mr. Granquist's ability as a pianist, called
upon the latter for a few piano selections. Al-
though unprepared Mr. Granquist obliged and,
after being introduced as an "artist of the Co-
lumbia Graphophone Co.," played Chopin's
"Militaire Polonaise in A Major." His rendi-
tion was so pleasing and he received such a
hearty applause that several encores had to be
given.

Some New Accessories

The Alto Manufacturing Co., of this city, re-
ports that its business is increasing and that it
has quite a number of new articles to offer to
the trade. One of these is a clever little inven-
tion, a self-anchoring nut. It can be used in a
talking machine in places where a wood screw

New Jewel Automatic Stop

Simplest and most effective automatic stop made. Watch-like
in its accuracy, yet of the most substantial construction. No
parts to get out of order. Can be installed in a moment on
any make of phonograph. Set correctly and it always works.
Can be set in a second.

154 West Whiting Street
Chicago

will not hold. The screw can be taken out as
often as necessary, but the self-anchoring nut
always stays in place. The company is also
turning out quite a number of the well-known
Alto fiber needle-cutters. It has two models of
difTerent construction to offer to the trade, one
being the scissors type, the other modeled
somewhat after the pattern of a pliers. The
Alto Co. is also putting out a steel needle
repointer. This is a little grinding instrument
which fits over the turntable shaft and has at
its edge a tiny groove. The needle to be sharp-
ened is placed in its regular playing position
and the point is laid in the trough of the
grinder. The motor is then started and in a
few twirls of the turntable the needle is re-
pointed.

Marigold's Victor Week

An event most pleasing not only to music
lovers of Chicago, but to Victor dealers as well,
was the announcement of the opening of the
Winter engagement of Benson's Chicago Or-
chestra at the Marigold Gardens October 3. As
everyone knows, Benson's Chicago Orchestra
records exclusively for the Victor Co. and Chi-
cagoans familiar with the Benson records kept
the orchestra busy with encores. Victor offi-
cials, who happened to be in the city, as well
as dealers from all parts of the city and State.

were present during the week of the third to
the tenth.

Columbia Artist Entertains

At the recent luncheon of the Piano Club a
delightful form of entertainment was given
members in the appearance of Furman and
Nash, Columbia record artists, who sang three
humorous selections. This pair, at present play-
ing upon the Orpheum and Keith vaudeville
circuits, received the enthusiastic applause of
the piano men.

Imperial Piano Co. Opens New Store

One of the most attractive stores outside of
the Loop was opened recently on the corner of
Ashland boulevard and Van Buren street by the
Imperial Piano Co., of which Louis Lowenthal
is president. Mr. Lowenthal has been a West
Side dealer for many years and until a few
weeks ago conducted the Lowenthal Piano Co.

The new store occupies the ground floor of
the Ashland Boulevard Auditorium Building. It
has an eighty-foot frontage on both Ashland
boulevard and Van Buren street and nearly that
much crystal frontage in the corridor of the
building. The big auditorium upstairs, which is
in use nearly every evening of the week, has a
seating capacity of four thousand and literally
thousands of people pass through the corridor
(Continued on page 122)

Two New Models

Available for the
CHRISTMAS TRADE

MODEL No. 500

Here are two live, snappy, new models in our line made
of the finest materials and moderately priced.

MODEL No 52

You can't go wrong on these!

Wire or write for samples and prices.

The Wolf Manufacturing Industries

Manufacturers of High Grade Phonographs
QUINCY • ILLINOIS

122

THE TALKING MACHINE WORLD

October 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 121)

FILING CABINETS

of the Art Model Console
Type especially adaptable
for Victor IX's.

Our line of Talking Machines
covers your trade from

PARLOR to PICNIC

whether you are in the market
for Console Art Models, Up-
right Cabinets (all sizes), Table
Machines, or the

Illinois Portable

(of which we are the sole manufacturers).

W^n'te us today, if quality
and price interest you

Illinois Phonograph Co.

400-412 W. Erie St., Chicago, 111.

SUPERIOR 8598

and consequently view the Imperial Co.'s crys-
tal front display of pianos and talking machines
during the evening.

The decoration of the store is simple but
artistic and has a very elaborately designed
tiled floor. A complete line of pianos and players
and also of talking machines, records and
player music rolls will be carried. The store
was crowded Saturday evening at the opening
and there were plenty of music and flowers.
Now Reichard Manager

A change of managers was recently effected at
the Reichard Piano Co., whose retail establish-
ment is at 1311 Milwaukee avenue. The new
manager is A. Lynn Minzey, who was formerly
connected with the firm of Elbel Bros. Co., of
South Bend, Ind.

Shine to Jazz Music

One often hears of new applications of music
and especially as to how it is applied commer-
cially. While going down Wabash avenue this
v.'eek. The World representative ran across a
new application of the talking machine and

thought it worth investigating. The place was
none other than a shoe-shining parlor owned by a
Greek. He had some half dozen or more colored
boys doing the shoe shining, and up on a sort of
pedestal in back of the store there was mounted
a talking machine. By the side of the talking
machine was a big pile of up-to-date fox-trots,
jazz and blue records. The Greek, himself, was
sitting by the side of the talking machine, and he
not only played the part of the cashier for the
esfablishment but also operated the instrument.
Upon inquiry as to why he selected jazz and
fox-trot music, he remarked: "I have watched
those colored boj's work for a long time and I
noticed that the majority of them keep sort of
a drumlike rhythm with their brushes and rags.
In fact, it sounded like they were keeping time
to a piece of music that was going on within their
minds. I thought that by installing this talking
machine and playing records to their liking they
would be happier and do better work. However,
since I have put the machine in I find that they
are not only happier but during a rush I can

regulate their speed by playing the machine
faster. They unconsciously keep time to the
music with th.eir brushes and polishing rags and
turn out more work in faster time and seem to be
less tired."

Introduce New Panel Materisil

A Western manufacturer recently put on the
market a new panel material which is having
great success in the automobile field, and which
may be equally well suited to the manufacture
of talking machine panels and similar parts. The
material is called Plymetl and consists of built-
up wood stock faced by a very thin sheet of
steel. A special cement is used to fasten the
wood and the metal together, and the finished
article is said to be entirely waterproof, extremely
durable, highly resistant to heat and at least five
times as stiff as sheet steel of the same weight
per unit of measurement.

Plymetl may be either single-faced or double-
faced — that is, the metal sheet may be in front
only or on front and back of the panel. The
commonest thickness is five-sixteenths inch and

Write Us
—If Your
Territory Is
Open, Yeu
Are Losing
Money and
So Are We.

SIX BEAUTIFUL MODELS
ASK US ABOUT THEM

AMBASSADOR PHONOGRAPH CO.

EXECUTIVE OFFICES:

Suite 201
312 SO. CLARK STREET

PHONE WABASH 6827

C HICAGO
ILL.

SALES OFFICE:

Suite 300
19 W. JACKSOH BLVD.

PHONE HARRISON 9530

October IS, 1921

THE TALKING MACHINE WORLD

123

Mr. Phonograph Dealer!— Any One Of These Four Salesmen Will
Make Money For You and Their Services Cost You Nothing.

■Jxist put a HoUner Display Outfit on your show case and you
u-ill be sumrised at the gratifying results. Every purchaser of
a Holmer Harmonica is a good prospect for a phono^aph or
records and needles. Wide-awake merchants are taking advan-
ta!?e of ibis situation and are using Hohner Displays.

Assortment No. 410

The "Holmer" Harmonica is known the world uver. Has
given absolute satisfaction to the public for the past sixty-three
years and is guaranteed perfect in tone and construction. There
is nothing made that equals the tone, durability and artistic
qualities of the genuine Hohner product. Hohner goods stay
sultl — they never come back.
Collapsible Display Outfit

This cabinet simply sells Har-
monicas. It consists of three trays
made of the best seasonetl wood,
arranged so ingeniously as to per-
mit tlie opening and closing of the
entire cabinet in a moment's time.

Contents

Outfit contains 3S of the

No. 410. Just out: this new assortment
consists of ( 12 ) genuine Hohner Har-
monicas in the three most popular 50c
styles, in assorted keys. Packed in hand-
some folding display carton. Ketail
value of outfit, $6.00. Tour JQ

Total
Retail
Value
$26.10

No. 425. "Hohner Boy" Assortment. This consists of a
very attractive lithographed cut-out printed in sis different
colors measuring 31 inches in height. Attached to the stand
by means of metal clamps are one dozen genuine Hohner
Harmonicas in a variety of styles and keys, which retail at
.50c each. Show the people that you have the genuine
Hohner Harmonica for sale — that's all they want Cn
to know. Price per dozen, 1 set <pt, JU

COLE & DUNAS MUSIC CO.

selling Hohner

Harmonicas, as-

sorted in IG different styles. All

keys. Assorted

as follows;

16 pieces, retail

50r.

S 8.00

6 pieces, retail

60c

3.60 ^^^tei

6 pieces, retail

75c

10 pieces, retail

51.00

^' 10.00 jU^:^

The Cabinet is elaborately finished in a rich, dark
mahogany piano finish. It is not a cheap y con-
structed affair, but is thoroughly and rigidly put
together to stand hard usage, and — it costs you
nothing ! When the Cabinet is closed it resembles a
handsome jewel case. Occupies less than a square
foot of space.

Retail Value,
526.10

No. 400N— CI o nn

Price for Complete Outfit «p 4

This

Re volving

Stand
Surely Sells
Harmonicaf

You Receive

Assorted
Harmonicas

Be tan ^-t

12 S .50 ea.

4 60 ea.

4 75 ea.

5 I 00 pa,

2 1.50 ea.

4 2 00 ea.

2 2.50 ea.

Total Retail
Value. $35.40

The Stand Is Practically Free of Coil

We consider this one of the most wonder-
ful merchandise displayers ever produced.
The display revolves for over ZVz hours with
just one winding.

Imagine this beautiful exhibit in your
show window or on the display counter.
Can there be any doubt in your mind as to
the substantial increase in the sales of your
merchandise and in the attractiveness of
your store with such an attention-getting
display?

Is finished in dark mahogany, highly pol-
ished. 32 inches high and holds 36 assorted
harmonicas. Tour cost for this stand and
harmonica assortment, complete, is but $26.50.
Additional harmonicas can always be ob-
tained from us at regular dealer's prices.

50-56 W. Lake St., Chicago, III.

FROM OUR CHICAGO HEADQUARTERS — (Continued from page 122)

this is found to be most suitable for nearly all
cabinet work, while its weight and cost compare
favorably with any kind of built-up all-wood
construction. The metal faces of Plymetl will
take any finish required, while they can also be
faced in turn with any fancy veneer whatever.
Columbia Dictaphone Exhibit

A. B. Walker, branch manager of the Dicta-
phone division at the Columbia headquarters,
321 South Wabash avenue, had an extremely
interesting exhibit at the Chicago Business
Show week before last. Not onlj' were the
latest models of the Dictaphone shown, but a
demonstration was made of the method in which
the Dictaphone is taught by means of multiple
tubes in the Chicago high schools. By means of
this device one machine with one record will
dictate to from one to twelve pupils. Several
high school students demonstrated the use of
the multiple lube .system. The rhythm ring for'
ir.structing beginners was also demonstrated.
By the use of this accessory a rhythmical click-
ciack is produced, by which the typist learns
to speed up, much as a piano student learns
tempo by the means of a metronome.

Will Wholesale Accessories

C. B. Cordner, president of the Symphony
Music Co., of 120 Wilson avenue, who has con-
ducted for some years a notably prosperous talk-
ing machine business, has added a wholesale de-
partment and is now giving to mid-Western
dealers not only the complete line of talking

machine accessories, and especially a large line
of needles of various kinds, but also musical nov-
elties and small goods.

Albert E. Nelson, who has been with Mr.
Cordner several years and is well known
to the music trade in Chicago, is in charge
of the wholesale department. Although this
branch of the business has just been added it
already has a man visiting the dealers in
Chicago and a traveler visiting the Illinois trade.

The company is making a special push just
now on a quick-selling holiday novelty, the
baby phonograph. Mr. Cordner took this up in
a wholesale way because of his gratifying expe-
rience with it last year, when he sold large num-
bers of "Babi's" from his retail store in the
v.eeks preceding the Christmas holidays.
Good Kimball Shipments

The W. W. Kimball Co. last month shipped
straight cars of Kimball phonographs to two ex-
clusive phonograph dealers and also filled a
number of single shipments of t-wenty-five to
fifty phonographs each. The Kimball phono-
graph has now been on the market for several
years and occupies a very high position in the
trade. It has recently brought out two new
console types, one. Model R, retailing at $425,
and another, Model M, at $375.

T. V. Sill, who has traveled for the company
for several years and who is well known by the
piano and talking machine dealers generally, has
been promot'fd to ihe head of the Kimball credit

department, succeeding L. A. Crittenden, who
recently resigned to become general manager of
the Pacific Garden Missions, of this city, a work
m which he lias been interested for some years.
A Sale Diversifier

The Lakeside Supply Co. has taken on the
manufacture of a new side-line, which it recently
introduced to the trade and which it found to
be quite acceptable for retail shops. This is a
non-electric vacuum cleaner, which generates its
own power. Many dealers who have investi-
gated this new proposition say that as a side-
line it has proved its worth. As a window dis-
play it has aroused the curios'ty of women liv-
ing in the vicinity of the dealer's store and has
not only brought many sales of vacuum cleaners
but has in many instances aided in getting new
prospects. The little machine is about the size
of an}' ordinar}' vacuum cleaner and simulates in
appearance the standard makes. All metal parts
are of die-cast aluminum. W. P. Atkinson, an
old-time talking machine man, is managing the
sales of the new vacuum cleaner for the Lake-
side people. Mr. Atk'nson states that he has
just perfected an extensive selling plan that is
directed toward intensive sales creation and that
will help the dealer to liven the business.
"Victor Night" at Marigold Gardens

Two hundred or more \'ictor dealers and their
friends of Chicago spent a very enjoyable eve-
ning at the Marigold Gardens Monday evening,
(Continued on page 124)

Have you tried our No. 776 Arms?
We say they are the best small arms on the
market.

Sample, $2.75

LAKESIDE

MONOGRAPH
R O D U C T S

OUR F-26 AUTOMATIC STOP

has only two moving parts. We have
hundreds of satisfied customers.

We have sold about 3,000 of
these Electric Motors. Are
you getting yours?
Sample, $19.50

Sample, $1.40

Send for our proposition on complete electric phonographs known as the "Electrophone." Send for our parts catalogue

SAAL MOTORS } .^^^ial reductions

J write ror prices. bold in quantities only.

LAKESIDE SUPPLY CO., 416 So. Dearborn St., Chicago, IlL Phone Harrison 3840

124

THE TALKING MACHINE WORLD

October 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 123)

Melody Portable Phonograph

Equipped With
Double Spring Motor
Blood Tone Arm and Reproducer
Removable Tone Arm and Winding Key

Durably Constructed. Mahogany Water-
proof Finish. Brass Trimmings. Carries
10 Records. Wonderful Tone — equal to
that of a $200 machine. Plays all record.s
soft, medium or loud as
desired. Portable —
Weighs only 18 pounds.

PROMPT DELIVERY

Here's a Winner for
You!

Write for Sample and
Terms Today.

MELODY NATIONAL SALES CO

Size 8x13x13

Take It With You Anywhere !

Have Music WhereYouWantlt!

In Your Home — In the Nursery
— At the House Party — Camping
Out — At the Summer Home —
Boating or Canoeing —

Portable

190 N. State Street, Chicago, IlL

when the famous Benson Orchestra opened its.
engagement at that center of entertainment in
Chicago. It was ''Victor Night" from start to
finish, and the Victor people who attended had
an opportunity of listening to the orchestra,
which is making Victor dance hits popular all
over the .country. In co-operation with the
Chicago jobbers the Victor Dealers' Association
of this city put the thing through in a most suc-
cessful manner. Invitations were mailed out
enclosing tickets to the Marigold Revue, good
for the entire week of October 3. The show
started at 7 o'clock and at 1 o'clock was still
going strong. Roy Bargy, well known in musi-
cal circles here, together with his eight assist-
ants, outdid himself in giving patrons an even
more inspiring brand of music than usual.
Reports Successful Truck Campaign

R. R. Hoss and S. J. Smith, owners of the
Crystal Lake Music Co., located at Crystal Lake,
111., exclusive Victor dealers, report an excellent
business throughout what has been termed an
unusually poor Summer. These two gentlemen
were recent visitors at the offices of Lyon &
Healy and The World representative had the
pleasure of talking with both of them . During
July, August and September these two gentle-
men campaigned their territory by motor truck,
and with much hard work and consistent plug-
ging have so far succeeded in doing a better
business in 1921 than in 1920.

Song Shop Manager

Sylvester Hein has been appointed manager
of Ted Snyder's song shop, at Monroe and
State streets. This is one of the livest retail
music centers in the Loop and sells a great
number of talking machine records and music
rolls. Mr. Hein reported September a rather
poor month, following an excellent August. The
first few days of October, however, showed quite
a pick-up.

Krause Co. "Opening"

September was marked by the opening of two
elaborate new talking machine stores in Chi-
cago. The Krause Furniture Co., at 5615-17
West Twenty-second street, opened a brand new

CABINETS

Vt'ITH OR WITHOUT EQUIPMENT

These High Grade Cabinets, made
in Mahogany, Walnut and Oak,
built up to the standard for which
our product is noted.

For Descriptive Matter Address

FUEHR & STEMMER PIANO CO.
2701 So. Wells St., Chicago

Victor department, devoting its entire first floor
to Victi'olas and records exclusively. This was
largely attended and Mr. Krause, the proprietor,
who is well known as a prominent furniture man
in Cicero, received a number of floral pieces
from his business associates.

New Solar Shop

By the time The World reaches the trade
there will have been opened on the Southwest
Side of Chicago another exclusive Victor retail
store. This store is known as Solar's Music
Shop and is operated by Frank Solar, of 2025
West Thirty-fifth street. It is a corner store
and has been fitted throughout by the Unit Con-
struction Co. Eight "hearing rooms," each six
by nine feet, and two machine demonstrating
rooms, each nine by twelve feet, are being put in.
Many of the ideas which have helped make this
shop almost unique on the Southwest Side of
Chicago were given to Mr. Solar by Hans
Schoessling, manager of the wholesale Victrola
department of the Rudolph Wurlitzer Co.
Quincy Factory Active

Word comes from Quincy, 111., home of the
Wolf Mfg. Industries, that this concern, instead
of wasting time in the discussion of business
conditions, has made a study of the situation and
has brought out several new models, which are
expected to make a strong sales appeal. The
new machines possess many individual points
and features calculated to interest the trade and
the public. The Wolf Co. believes that there is
a peculiar something about the phonograph that
will usually make a buyer out of a looker, and
it is this something that they feel they have
brought into their new models.

Another important feature is said to be the
concern's jobber plan, which, it is claimed, has
been warmly received among large jobbers and
has brought an increased volume of business. A
great amount of this business is from dealers
who are stocking up for the Christmas trade.
The Wolf Mfg. Industries is strongly urging
its dealers and jobbers to place orders as early
as possible and not wait until the last mo-
ment. This latter is a very good idea and,
in passing, we would suggest that it might be a
good idea for every one having to do with sales
for jobbers and dealers to point out that there
is going to be a decided car shortage this year
and a great amount of freight congestion. It is,
therefore, a good idea for every one who e.xpects
to take on a new supply of goods for the holiday
trade to be sure and "Do your Christmas shop-
ping early" in order to have enough merchandise
on hand to take care of holiday business.
Historical Window Display

A glimpse of the piano business fifty years ago
is contained in the window display now being
made by Lyon & Healy commemorating the
Chicago fire of 1871. A ledger in the handwrit-
ing of P. J. Healy himself records a number of
pianos burned in the Lyon & Healy store.
Photographs of the earlier Lyon & Healy estab-
lishments permit of an interesting comparison
with the wonderfully equipped Chicago house
as it stands to-day.

CHICAGO CONCERN CELEBRATES

Click's Talking Machine Shop Marks Tenth
Busmess Anniversary With Formal Opening
of Handsomely Remodeled Quarters

Click's Talking Machine Shop, 2100 West Divi-
sion street, Chicago, celebrated the tenth anni-
versary of the establishment of the business on
September 17 by holding a formal opening of
the company's remodeled store, containing new
furnishings and equipment throughout. The en-
tire equipment is of the most elaborate character,
with rich paneling and plate glass. All windows
are curtained, floors are richly carpeted, and
potted plants along the tops of the partitions lend
to the attractiveness of the whole.

There are ten sound-proof demonstration
rooms in all, devoted exclusively to the display
and sale of Victor talking machines and records.

A HUSTLING YOUNG SALESMAN

PiTTSFiELD, III., October 4. — One of the youngest
Pathe boosters in the United States is said to
be Marion C. Allen, seventeen years old, and
son of the proprietor of the Allen Jewelry &
Music Co., enterprising Pathe dealers in Pitts-
field, 111. Mr. Allen has selected as his terri-
tory the surrounding country and makes daily
trips into his territory with a motor truck.

"Does It Play All Records?"

Certainly MAGNOLA does; and without any extra
attachments, too. This is only one feature, albeit a
most important one, in the thoroughly up-to-date equip^
ment of the MARVELOVS MAGNOLA.

MAGNOLA "BaUt by Tone Specialists"

May we send you our handiome. illustrated catalog
chock full of information concerning the wonderful
construction system of Magnola and the beauties of
its musical results, its artistic appearance and it»
moderate price?

Send your name and let us tell you morel

MAGNOLA TALKING MACHINE COMPANY

OTTO SCHULZ. President
General Olti»> Southern Wholesale Branch

711 MILWAUKEE AVENUE IS30 CANOLER 8L0G.

CHICAGO ATLANTA. GA.

October 15, 1921

THE TALKING MACHINE WORLD

125

Jeanne Gordon's clear contralto rises to great
heights in Samson and Delilah — "Amour
viens aider ma taiblesse" (Love, lend me
thy Might). Lovers of opera will vi^ant
this record in their collections. Columbia
49740.

Columbia Graphoptione Co

NEW YORK

NEW JEWEL ATTACHMENT A SUCCESS

Jewel Phonoparts Co. Introduces New Attach-
ment for Edison Phonograph That Is Proving
Very Popular — Embodies Several Distinctive
Features — New Folder Illustrating Attachment
Now Being Distributed to Trade

The new attachment recently introduced by the
Jewel Phonoparts Co., of Chicago, for plaj'ing all
records on the Edison phonograph has met with
a tremendous success, and the company has re-
ceived enthusiastic letters from Edison jobbers
and dealers throughout the country. This attach-
ment represents extensive experimenting and
hard work on the part of A. B. Cornell, sales
director of the company, and T. E. Davidson,
superintendent.

Both of these well-known talking machine men
devoted considerable time to the production of
an attachment for Edison phonographs that
would be controlled by the lever as is the Edison
phonograph itself. They concentrated on this
phase of the subject, for they had been told by
prominent Edison executives that any successful
attachment for the Edison phonograph must
absolutely synchronize the difference in the auto-
matic feed of the Edison and that of lateral cut
and Pathe records, must look like part of the
Edison phonograph and not like an attachment,
that it must have no harsh nasal metallic tone but
be perfectly natural, that its volume must be

High-Class Cutter

Sharpens the Fibre Needle without re-
moving it from the Tonearm.

THE

LIDSEEN Fibre
Needle Cutter

CONVENIENT

MECHANICALLY RIGHT

Jobbers — Line up on this live one and
get ready for the season.

LIDSEEN

832-840 So. Central Ave.,

CHICAGO

very great, must be simple and automatic in con-
struction, fool proof and the price must be very
reasonable.

They profited greatly by valuable suggestions
given to them by the Edison jobbers and dealers,
and the new Jewel attachment for Edison phono-
graphs is well entitled to the praise that it is
receiving everywhere. The reproducer used with
the attachment has been on the market for sev-
eral years, many refinements and improvements
having been made on it so that it has long passed
the experimental stage and has been accepted by
the trade as a standard of true tone reproduc-
tion, volume and simplicity. The Nom-Y-Ka
diaphragm with which it is equipped is the in-
vention of the Jewel Phonoparts Co. and has dis-
tinctive qualities which, according to the com-
pany, make this diaphragm practically unbreak-
able. The company also states that it has the
property of absorbing needle scratch and bring-
ing out all overtones.

The new attachment is thoroughly automatic
as regards changing from lateral to hill-and-dale
position and vice versa, without the necessity
of loosening and tightening thumb screws, etc.,
and the reproducer turning up automatically to a
convenient position for changing needles is a new
departure. The air-tight ball and stock principle,
used to give perfectly free up and down and side-
wise movement, not only gives it a floating ac-
tion, but synchronizes the difference between the
automatic feed of the Edison phonograph which
has 150 record grooves to the inch and that of
lateral cut records which have 100 record grooves

to the inch with the Pathe having ninety to the
inch. As a consequence of this synchronization
the reproducer travels over the record in the
proper relative position and equalizes the weight
of the reproducer so that at all points it is the
same.

A copy of a very handsome folder has just been
received, fully illustrating and describing the de-
vice, and the Jewel Phonoparts Co. and Mr. Cor-
nell, who compiled it, deserves to be congratu-
lated on its completeness and practical value.

GRINNELL BROS. PLAN ALTERATIONS

Kalamazoo, Mich., October 6. — Plans are under
way here for extensive alterations at the Grin-
nell Bros, store, at 107 East Main street, which,
when finished, will make this one of the finest
establishments in the State. The main floor
of the store v/ill house the talking machine and
record departments. The plans include the con-
struction of a service and sales counter in the
front, backed by a record rack which will have
a capacity of 5,000 records. A series of sound-
proof demonstration booths will also be located
on this floor. The offices and shipping room are
in the rear. A balcony with comfort and retir-
ing rooms will be one of the features of the
place. Colonial type of architecture will pre-
vail, the color scheine being white and old gold.
The basement will contain the player-piano de-
partment and the second and third floors will
also be devoted to a most imposing display of
pianos.

The BABY Phonograph

will not only add sales
to your fall and holiday
business, but its display
will act as a stimulus to
attract buyers into your
store.

Write or Wire for Dealers' Proposition.

SYMPHONY MUSIC COMPANY

1020 Wilson Avenue Chicago, Illinois

126

THE TALKING MACHINE WORLD

October 15, 1921

■ orentzen.

Manufacturer ot

Exclusive Cabinet Hardware and Accessories

60 Grand Street New York City

NEW LOCAL BRUNSWICK ACCOUNTS

Several Important Accounts Opened in Metro-
politan Territory — Exclusive Brunswrick Shops
Will Give Line Important Representation .

Among- the recent additions to the already-
large Brunswick dealer list on Long Island is
the new exclusive Brunswick shop opened at
Freeport by Chris. Chapman. Mr. Chapman is
a well-known musician of twentj—five years' ex-
perience and has attained qu te a reputation in
the talking machine industry, where he has
n:ade many recordings for several leading rec-
ord manufacturers. This experience well fits
him for his new line of endeavor. T. T. Garland.

Long Island and New Jersey representative of
the New York ofhce of the ghonograph division,
v.-as responsible for the opening of this new ex-
clusive Brunswick shop, which is one of the
many deals closed by him within the past few
months.

Another exclusive Brunswick shop opened in
Long Island City is that of the Queensboro Fur-
niture Co , which will be under the manage-
ment of W. Chapello, who has had a wide expe-
rience in the merchandising of talking ma-
chines in metropolitan New York. He intends
to make this new Brunswick shop one of the
most attractive in Greater New York.

"Stacks," a well-known Brunswick dealer in
New York City, is announcing the opening of a

The SPHINX MOTOR

Motor Refinement

Better Designed
Better Built
Better in Operation

SPHINX GRAMOPHONE MOTORS, Inc.

21 EAST 40th STREET, NEW YORK

new store featuring Brunswick phonographs and
records, at 224-226 East Fordham road, by send-
mg out very attractive invitation cards to a
large number of people in uptov.m New York.
On this occasion a professional orchestra, to-
gether with several prominent vocalists, will
render selections during the daj'.

SEEK ASSESSMENTS FOR CHAMBER

Talking Machine Manufacturers to Be Asked to
Contribute Monthly Sums Based Upon Volume
of Business for the Support of the Music In-
dustries Chamber of Commerce

At a meeting of the board of directors of the
Music Industries Chamber of Commerce, held at
the Chamber's headquarters, 105 West Fortieth
street, New York, it -was voted to request offi-
cially each talking machine manufacturer to pay
a monthly assessment of one-twentieth of one
per cent of gross sales each month in support of
the Chamber, with a maximum assessment of
$1,500 for any one month. It -was stated that a
number of talking machine manufacturers have
contributed substantial lump sums from time to
time for the support of the Chamber, but there
has not been developed any definite basis of in-
come from the talking machine trade. The
assessment system has worked out very success-
fulh' with various other branches of the music
industry, and it is believed to be the fairest sys-
tem inasmuch as each company paj's only in
accordance with the actual volume of business
handled.

At the same meeting a proposal to engage pub-
licity agents to develop a more general interest
among musicians and the public at large in the
music industry was placed in the hands of a com-
mittee for early consideration.

The progress of tax legislation, and the work
being done under Chamber auspices, in the fight
against the continuance of excise taxes on mu-
sical instruments, were discussed at some length.

L. J. UNQER'S SUCCESSFUL TRIP

L. J. Unger, of the Brilliantone Steel Needle
Co., recentlj' completed a ten weeks' trip which
carried him as far as the Pacific Coast. Air.
linger reported that business was improving all
over the countrj^ and that dealers expected good
business during the Fall season. He brought
back with him a large number of orders for im-
mediate and Fall delivery which visualized in con-
crete form the dealers' expectation.

FIGHTING ROOSTERS POPULAR

The Pathe Freres Phonograph Co., Brooklyn,
N. Y., reports that its dealers are finding the
fighting roosters, a phonograph t05^ attached
to the turntable of the phonograph, particularljf
appropriate, due to its similarity to the w-ell-
known Pathe trade-mark. This tO}- is made by
the National Co., of Boston, Mass., which also
manufactures Shimand3^ Ragtime Rastus and
the Boxing. Darkies. It consists of two fighting
roosters, which furnish much entertainment as
the turntable revolves.

The Farrar Furniture Co., of Bangor, Me.,
has added a Grafonola department to its store.
Columbia machines will be handled exclusively.

COTTON FLOCKS

FOB .

Record Manufacturing
THE PECKHAM MFG. CO.. ^i^Tul^S.'V.

October 15, 1921

THE TALKING MACHINE WORLD

127

fiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu^

I THE TALKING MACHINE WORLD bERVICE 1

A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

RECENTLY I strolled through Central Park, and during my
perambulations made the acquaintance of a friendly squirrel.
Now, the squirrel is to be admired for his cleverness and foresighted-
ness. If he cannot carry a large nut with the outside shell on it, he
carefully gnaws off the outside shell and then carries it cheerfully
along and hides it. And his storing of nuts for the Winter months
shows foresight on the part of the little animal that points a moral.

It is time for the talking machine dealers to look far enough
ahead for Christmas sales, yet at the same time not to jeopardize the
impetus directed toward current business. Many dealers have started
the Christmas Club Plan as one way of commencing Christmas sales.
Such a club plan will often stop present high instalment sales and
cash sales. A dealer in southern Pennsylvania recently devised a
method by which he prepared for Christmas, and at the same time
got a maximum amount of sales at the present moment. He had his
Christmas Club Plan neatly printed upon cards giving full details as
to down payments and small weekly payments, time of delivery, etc.
These cards he distributed to his sales force. He instructed every
one of his sales staff to try to make a direct sale of machines with a
large down payment. If, however, the customer, after selecting his
machine, decided that the amount of payment was too large, or
decided that he would defer buying for a limited time, the salesman
would then present the Christmas Club Plan to the prospective cus-
tomer. The prospect, having selected the machine, the salesman would
give him the different amounts of payments necessary on the club
plan. The small weekly payment demanded in the club plan in
comparison with the regular instalment sale is so small that the cus-
tomer would immediately take the opportunity offered. If, however,
the price was not a sufficient inducement a short talk by the salesman
on the pleasure of a talking machine in the home for Christmas would
soon close the deal.

Thus, a sale for the Christmas season was made when every
other type of sales argument had failed. Yet the salesman had in no
way jeopardized a chance of making a better sale through offering
the Christmas Club Plan in the beginning.

m m m

MARK TWAIN is credited with saying, "A classic book is a book
that everybody admires but nobody reads." Truthfully, of
course, this expression was made for cleverness, not for accuracy.
Yet, at the same time, there is food for thought in this statement.
Too many talking machine dealers are today presenting operatic
music to the public in a manner which causes these selections to take
the same place in awe and respect as do the musty shelves of great
classics that one sees in the library, but which are read sparingly.
After all there is nothing dry nor uninteresting in classical music.
In fact, it is extremely entertaining and pleasing, so why not in the
future sell your classical records to the public as a source of enter-
tainment, the same as the more popular types of music? Why continue
to sell them under the old cut-and-dried formula of "high-class
music"? You may flatter some people when you suggest to
them that they are buying high-class music, but for • every one you
flatter you scare out ten.

5^ 5i 5i

YOU can go and talk Greek to the average layman, and you can
advertise in your newspapers to stimulate trade with boys and
girls. Neither has much value because both are out of place. Yet,
there is a place for the Greek language, and there is an opportunity
for sales with the students. Most dealers have found it unusually
good business to advertise in whatever student literature is produced
by local high schools and colleges. A small advertisement written in
a light vein will create good will with the students and bring you
many good customers. Don't overlook this channel for stimulating
business with the younger crowd.

Si 5^ 5^

OUR three illustrious Americans, Hart, Schaffner & Marx, who
are now clothing the American business man, recently issued a
booklet entitled "What Puts the Pull in Advertising." This booklet
emphasizes the great importance of illustrations in advertisements,
and points out that the handling of type alone to make an attractive
advertisement is a special gift which few possess. Hence they do
not often advise their customers to use plain type advertisements.
After conducting exhaustive tests on the pulling power of advertise-
ments with and -without illustrations, results proved that the adver-

tisements which score highest are invariably those which are illus-
trated. The reason for this is simple. We ail like to look at pictures.
When you pick up a newspaper the first things to catch your eye are
the illustrations. Therefore, the above-named company is absolutely
correct in its assumption that illustrations invariably increase the
value of the advertisement.

Great care must be taken, however, that the illustrations are of a
high type, as good advertising requires really artistic illustrations.

The moral of this little chat is, don't try to do good advertising
without good illustrations. Use type ads intelligently. Be careful
in the layout so as to make them pleasing to the eye and appealing in
a literary way. For the most part, however, it is best to use illustra-
tions which can be obtained from the manufacturer whose machine
you handle. I suggest using those that manufacturers supply, not
because they are their illustrations, but because manufacturers' art-
work is usually very good.

THE following cleverly written essay is clipped from the P-B
News of Washington, D. C. :

'In the beginning the Creator made all the good creatures in the
world, the spirit of evil brooded mightily, and he introduced into the
mind and heart of men the seed of jealousy and ill-will. When the
evil work had become manifest in many deeds by men against each
other, the devil gathered all the worst thoughts of all men, caused
them to take shape, clothed them with suspicion, shod man with envy,
gave him a yellow streak for a backbone, and christened him 'A
Knocker.'

"The product was fearful to contemplate, so the All-wise Creator
decided to make something to counteract it ; so He took a sunbeam,
the heart of a child, the sense of beauty in flowers, fields and the
great outdoors, formed them into the shape of an upright man,
girded him with ecjuality and justice, armed him with mercy, right-
eousness and good v/ill and named him 'A Booster.' "

And I might add that customers choose the shops that they will
deal with ; and that they usually choose shops which praise their own
line of merchandise, and do not knock their competitors.

^ m m

OCTOBER is the birth month of Verdi, the great composer. This
gives you a chance to put in a special window that will call
attention to the numerous records of the operas composed by this
famous Italian.

Cover the sides and back of your window with rich, plush throws
or other neutral material. About the floor of the window group
records, selected from the operas by the great composer. In the
center mount a card neatly printed in black lettering with the follow-
ing inscription :

"This is the birth month of Verdi, the great Italian composer.
Born in October, 1813, the son of a poor innkeeper at Roncole, he
wrote his first grand opera at 26 and his last at 80, including
'Rigoletto,' 'II Trovatore,' 'Traviata,' 'The Masked Ball,' and
many others. Commissioned by the Viceroy of Egypt to compose
'Aida' for $20,000. We have in stock many beautiful selections
from his operas sung by world-famous artists. Come in today and
hear them."

Such a window as this will stimulate sales in records of this
immortal type of music.

THE man who can apply a clever expression to his business often
gains considerable publicity from people quoting or referring
to the cleverness of his idea. Recently a dealer connected up one
of the famous expressions of one of the most noted actresses in
America with the sale of cut-out records. He piled a large number
of cut-out records in his window and then placed in the center a
sign which said in small type, "This is the last opportunity the public
will have to buy these selections as they are no longer being manu-
factured. In other words, act quickly if you wish these selections,
for, in the words of the illustrious actress, Ethel Barrymore, 'That's
all there is, there isn't any moix.' " The name, Ethel Barrymore, and
the quotation appeared in large letters. If this idea has not already
been worked in your city, try it, and you will find it successful as
an attention catcher.

EDITOR'S NOTE — Mr. Gordon, who writes this monthly page, is also director of "The Talking Machine World Service."
Mr. Gordon will publish on this page any good ideas submitted by you for the benefit of the trade, and also answer any ques-
tions you ask him concerning merchandising problems. Use this department as much as you like. It is intended to serve you.

12^

THE TALKINC MACHINE WORLD

October IS, 1921

The Last Word
in Electric
Phonograph Motors

Make this your
leading line for
the coming
season

The Electromophone

Absolutely Silent

Adjustable to any voltage. Tone arm equipped
with electrical stopping device, which operates
in conjunction with the Electromophone
— Record stops automatically on last note-
Never fails ! !

The Sole Selling Rights of This Unique Mechanism Are in the Hands of

THE STERNO MANUFACTURING CO.

19 CITY ROAD

LONDON, E. C, ENGLAND

OCTOTER IS, 1921

THE TALKING MACHINE WORLD

wifn anyjQisf sotsj^^

NO REDUCTION IN EDISON PRFCES GENERAL MANAGER OF ECLIPSE CO.

Official Statement Just Issued That No Reduction
Is Contemplated in Prices of Edison Phono-
graphs This Year or During 1922

Edward B. Lyons Appointed General Manager
of Eclipse Musical Co., Victor Wholesalers in
Cleveland, Succeeding Charles K. Bennett

Oraxge, N. J., October 10. — The following
official statement regarding Edison prices was
ii-sued by William Maxwell, first vice-president
of Thos. A. Edison, Inc., to-day to distributors of
Edison phonographs:

"As is well known, the selling prices of Edison
phonographs have Increased less than 15 per cent
since 1914. Mr. Edison absorbed most of the
increased cost of manufacture rather than in-
crease his prices to a point where they would have
to be reduced at a later date. The prices of
Edison phonographs cannot and will not be re-
duced on January 1, nor is there the slightest in-
dication that they can be reduced at any time
during 1922."

Cleveland, O., October 3. — Announcement of the
appointment of Edward B. Lyons as general
manager of the Eclipse Musical Co., Victor

A TONE MODIFIER OF MERIT

The Mutual Phono Parts Corp., New York
City, is placing on the market, in addition to its
line of tone arms and sound boxes, a tone modifier
of an original nature. This modifier is placed
directly upon the sound box itself and actually
modifies the tone through the controlling of the
vibrations of the stylus bar. Through the means
of a sliding weight the vibrations are controlled
to a varied degree, thus permitting a wide range
of tone volume. As the tone is modified directly
upon the sound box the Mutual Phono Parts
Corp. is featuring this modifier to the manufac-
turers of portable machines, although it is equally
advantageous upon all other models. The manu-
facturer claims many advantages for it — that
it is simple, indestructible, protects the mica and
is readily adaptable to every known make of
sound box. Those who have tested this modifier
speak highly of it.

he has become a factor in the talking machine
industry in northern Ohio. Prior to joining the
Eclipse Mr. Lyons was with the Victor Talking
Machine Co. in the Camden factory. Later he
joined the traveling sales staff, and finally was
appointed district manager for the company in
the South. In all he has been in Victor service
for the last twelve years.

As secretary of the Talking Machine Dealers'
Association of Northern Ohio, which post he re-
signed some time back, Mr. Lyons was in-
strumental in making it one of the strongest talk-
ing machine trade organizations in the country.
He also has managed Victor artists' concerts in
Cleveland for the association, always making
these events financially successful.

T. H. Towell, founder of the Eclipse business,
and P. J. Towell, vice-president of the company,
will be active in the direction of the company's
affairs.

Edward B. Lyons

wholesalers, was made to-day by T. H. Towell,
president of the company. Mr. Lyons assumes
the executive position made vacant by the resig-
nation of Charles K. Bennett, who has been gen-
eral manager of the Eclipse for the last six years.
Mr. Bennett has contemplated going into business
for himself for some time. He expects to be
able to announce his plans at an early date.

Mr. Lyons has been sales manager of the
Eclipse for the last six years. During that period

J. C. DUNAS VISITS NEW YORK

J. C. Dunas, of the Cole & Dunas Music Co.,
Chicago, was a visitor to New York early last
week, calling upon some of his many friends in
the trade. Mr. Dunas stated that business con-
ditions in the West were steadily improving, and
he also mentioned the fact that he had closed a
very important deal in New York, calling for
the immediate shipment of a large number of
phonographs and other talking machine products
handled by his house.

JAFFE SAILS FOR EUROPE

Henry Jaffe, the well-known Victor dealer of
Hoboken, N. J., left for Europe early this month,
where he will spend six weeks visiting the trade.

Many dealers spend money advertising service
and when customers enter the store they find
service a minus quantity.

CHARMAPHONE PORTABLE WITH REAL HORN

AND WONDERFUL TONE

Retails at $30.00

Weight 15 lbs., size I3"xl3" — fine mahogany cabinet with nickel corners,
holds ten 12" records, equipped with Heineman double spring motor and
universal tone arm.

ATTRACTIVE— COMPACT— DURABLE
BIG SALES GETTER AND PROFIT MAKER

The Charmaphone Co. finances all your leases. No additional capital
required to do an unlimited business.

Send for our proposition

CHARMAPHONE COMPANY

39 West 32nd St., New York City

Factory : Pulaski, N. Y.

130

THE TALKING MACHINE WORLD

October 15, 1921

RETAIL AND WHOLESALE "OPENINGS" IN WASHINGTON

Rogers & Fischer Open New Wholesale Establishment — Louis & Co. and the Gibson Co., Inc.,
Hold Formal Openings of New Retail Quarters — Business at the Capital City Brisk

Washington, D. C, October 9. — The opening
of a new Victor wholesale house and of a large
addition to a retail talking machine shop, to-
gether with the formal opening of a new Victor
retail house, mark the beginning of the Fall
trade in Washington.

Though the trade, especially in records, has
been above the Summer normal, a definite in-
crease in trade volume has already set in and
an unusually prosperous Winter is expected by
the majority of local dealers.

Rogers & Fischer, for years one of the city's
leading Victor houses, opened their new whole-
sale establishment at 1219 I street northwest,
October 1. The new building, a three-story
structure, 142 by ZGys feet in size, has not yet
been completed and only the two lower floors
are now in use. The top floor will be poured
during the week, walls and floors being of rein-

forced concrete, and should be ready for use
within two or three weeks.

The formal opening of Louis & Co., at the
corner of Sevenfh and G streets northwest,
was also held October 1. This concern, which
took over the retail trade of Rogers & Fischer,
is one of the largest exclusively Victor retail
houses in the city. Under the active leadership
of Gus Louis the new store, opened for trade
September 1, has had an exceedingly auspicious
month's business. The store is ideally located,
with the Seventh street and the G street car
lines crossing in front of its door and with
the F street line one short block south and the
Ninth street line two short blocks to the west.
The store is especially convenient for women
shoppers and during its first month has been
largely patronized by them. It has the added
advantage of being the only Victor house in the

immediate neighborhood, which is important.

The Gibson Co., Inc., handling the Edison
and Brunswick lines, held the formal opening
of a new music shop, adjoining the old store at
917 G street northwest. This company has han-
dled the Edison line for several years in rooms
on the second floor of the old building, which
is devoted to the sale of surgical instruments.

With the opening of the new addition the
Brunswick line has been added. One of the
finest libraries of the Edison "Re-Creations" in
Washington is a feature of the store. A balcony
has been built in the rear of the store and will
be used for phonograph recitals during the Win-
ter. One of the features of the opening week
was the exhibition of Edison's original phono-
graph, patented in 1878, which was loaned by
Mr. Edison for the occasion.

McHugh & Lawson, 1222 G street northwest,
report an increasingly brisk demand for Aeolian-
Vocalion and Pathe records as the Fall trade
begins to pick up.

The Victor houses are all doing well. De-
mand for Caruso records seems to be holding
up almost to the standard of the week following
his death, according to the majority of the
dealers.

With the completion of two new booths and
substantial enlargement of the record cases J.
Edgar Robinson, at 1306 G street northwest,
is experiencing a decided increase in the vol-
ume of Columbia trade.

"GREAT RASSO" USES THE ACTUELLE

Great Vaudeville Entertainer Uses Pathe Ac-
tuelle in His Various Startling Acts

In company with the "Great Rasso" the Pathe
Actuelle is touring the country under the auspices
of the Orpheum Vaudeville Circuit. The mar-
velous act of this variety entertainer consists of
playing the Actuelle while in the air balanced on
the butt of a long horsewhip, the loop of which
rests on his forehead. At the same time he
juggles three Actuelle records with his right
hand v.^hile he keeps another record spinning with
liis left. The music from the Actuelle emanates
just as clearly as if the instrument were set on a
table. "Great Rasso's" performance is typically
Pathe. During his entire act the Actuelle and a
large Pathe rooster statue are prominently dis-
played on the stage.

Pathe also figures prominently in another of
Mr. Rasso's stunts, which consists of juggling
three articles differing extremely in size and
density, the first being a heavy ball about eight
inches in diameter, the second a small piece of
tissue paper crumpled into a ball and the third
a real egg. Incidentally, the egg is concealed
under the rooster statue until he is ready to per-
form this trick, and when revealing the egg he
always gets a laugh from the audience with the
remark, "Some rooster!"

Mr. Rasso is on his first tour of the country.
He comes to us from Europe, where he has long
been famed for feats of delicate jugglery requir-
ing nerves of steel and a snper-delicate sense of
equilibrium.

Pathe dealers in the towns where Mr. Rasso
will perform are planning to capitalize his ap-
pearance.

UNICOS FOR BELL TELEPHONE CO.

Philadelphia. Pa., October 4. — The Unit Con-
struction Co., of this city, manufacturer of Unico
equipment for the talking machine wareroom, has
recently closed a large contract with the Ameri-'
can Bell Telephone Co. for the installation of
Unico equipment for its offices. There were many
contestants for this work and the awarding of
this contract, which will amount in the neighbor-
hood of $50,000, is a decided tribute to the product
of Unit Construction Co.

John Charles Thomas, baritone, and exclusive
Vocalion record artist, is now appearing as star
in the operetta "The Love Letter," being pre-
sented at the Globe Theatre, New York, where
he is achieving a genuine triumph.

PHONOGRAPH
RECORDS

10-inch DOUBLE DISC

WITH A POPULAR HIT
ON EACH SIDE

{Wanj Wanj Blues (Mueller-Johnson-Biisse).
Fox- trot Beitnie Krueger's Orchestra
Home Again Blues (Berlin-Akst). Fox-trot.
Joe Coieraan's Orchestra

, Pucker Up and Whistle (Franklyn-Vinrent),

o()02 I Fox-trot Merry Melody Men

T 1 Found a Rose in the Devil's Garden (Fisher).
(. Fox-trot Harry Raderman's Orchestra

{All By Myself (Berlin). Song, Orrh. Ace,
Sung by Flo Bert
Pejgy O'Neil (Pease-Nelson -Dodge). Song,
Ori'h. Ace Sung by Arthur Fields

. Ain't We Got Fun? (Whitting-Kahn-Egan).

1 Fox-trot Lanin's Koseland Orchestra

^""'^ Cherie (Wood-Bibo). Fox-trot.

Knecht's Dance Orchestra

• Lucky Dob (Warshauer). Fox-trot.
, Lanin's Koseland Orchestra

^ Jabberwocky (Kendis-Brockman-Brown),

Harry Raderman's Orchestra

/•Stars and Stripes Forever (Sousa). March,

o/infi ) Knights of Columbus Band

i National Emblem (Bagley). March,

I. Knights of Columbus Band

( Mon Homme (My Man) (Tvain). Fox-trot.
oQQjJ Hazay Natzky's Orchestra

1 Every Night (Natzlty-Moscow),
l Hazay Natzky's Orchestra

{Nice People (Brown-Walsh). Song, Orch. Acc.
Billy Jones, Tenor
Wana (When I Wana You No Wana)
(Friend). Song, Orch. Acc Arthur Fields

,Bcale street Blues (Handy). Fox-trot,
I Bennie Krueger's Orchestra

3009, St. Louis Blues (Handy). One-step. Al
I Bernard Singing Chorus.

^ Bennie Krueger's Orchestra

( Crooning (Dub;n-Wise-Cacsar). Fox-trot,
30ioJ Max Fells' Orchestra

) Listening (Harris-Bell-Solman). Fox-trot,

Baderraan's Orchestra

J Shake and Break Blues (Handy). Fox-trot.
Connorized Jazz Hounds
Aunt Hager's Children's Blues (Handy).

Connorized Jazz Hounds

("Oh Me! Oh My! (Toumans). Fox-troL From
J "Tivo Little Girls in Blue,"
3012 ^ Harry Baderraan's Orchestra

I In a Boat (for Two) (Lange-Liggy-KIap-

holz). Fox-trot, . .Lanin's Roseland Orchestra

( Honolulu Honey (Weslyn-Applefleld-Dyson).
30I3J Hawaiian Guitars Acc. Sung by Hart & Shaw
Vocal) Sweet Hawaiian Girl of Mine (Sam A. Perry).

^ Hawaiian Gtiitars Acc. . Sung by Hart & Shaw

(Who'll Be the Next One (To Cry Over 'Vou?)

3OI4J (Black). Fox-trot Van Bps Quartet

Inst. 1 Second-hand Rose (Clarke-Hanley). Fox-trot,

^ Van Eps Quartet

jUljfMa (Clare-Conrad). Fox-trot. . .Van Eps Quartet

Inst) All By Myself (Irving Berlin). Fox-trot,

(. Merry Melody Men

rMy Daddy (Morgan-Norworth-Swanstrom).

Of, IB On li. .\cc Sung by Sam Ash

Voekn Tuck Me to Sleep in My Old 'Tucky Home
(Meyer-Young-Lewis). Orch, Acc.
^ Sung by Sam Ash

( Rosy Cheeks (Parish-Toung-Squires). Fox-

Inst "l ^''"^ Biltmore Orchestra

* ' illo (Black). Fox-trot Biltmore Orchestra

( One Kiss (Wood-Burtnett-Arnheim). Fox-

3018 1 trot Lanin's Orchestra

Inst. ) Saturday (Mitrliell-Brooks). Fox-trot,

^. Lanin's Orchestra

NUOVI DISCHI ITALIANI

{Una Gentilezza (L. Canora). Polka,
Orchestrina Siciliana
II Canto dell La Serana (L, Canora). Waltz,
Orchestrina Siciliana

rO Capo E Sugguta (Pugliese-Narciso). Acc
[ deir Orchestra Napoletana.
; V, Di Maio. Tenore

E Bellizzi D'A Staaione (Sica-De Lucia).
Acc. Deir Orchestra Napoletana.

V. Di Maio, Tenore

A Cerenara (Mattiello-Falvo). Coppia Voccia.
I Duetto Drammatico. Acc. Dell' Orches-
I I8J tra Napoletana.

Mala Nova. Coppia Covia. Duetto Dram-

matir-o. Acc. Dell' Orchestra Napoletana.

fl'M Aricardo E Napoli (Esposito-J. Gioe).

Acc, Deir Orchestra Napoletana,
J Sung by M, Scialpi, Tenore

US'! Santa Lucia Luntano (E. A. Mario). Acc.
1 Deir Orchestra Napoletana,
L Sung by M, Scialpi. Tenore

("A Luna 'E Napule (L. Borrio-G. Spagnolo).
I Acc. Deir Orchestra Napoletana,
J Sung by M. Scialpi, Tenore

''"1 Che Bella Cosa 'Oi Ne' (Barbieri-Capolongo).
Acc. Deir Orchestra Napoletana,

Sung by IL Scialpi, Tenore

CONNORIZED MUSIC CO.

ALSO MAKERS OF CONNORIZED MUSIC ROLLS

817 E. 144th St., - - New York

UNITED MUSIC STORES

PHILADELPHIA BALTIMORE

October 15, 1921

THE TALKING MACHINE WORLD

131

S. B. DAVEGA CO. OUTING

Employes of Five Stores Have Very Enjoyable
Time at Bear Mountain — Some Notable Par-
ticipants in Sports Programmed for Event

REINCKE=ELLIS CO. MAKES CHANGE

New York Office Closed and J. J. Davin Goes to
Headquarters in Chicago — Explained That
Move Is Designed to Promote Efficiency

The employes of the five stores of S. B. Davega
Zo., Victor retailer, together with their friends
ind representatives of several of the New York
V'ictor distributors, journeyed to Bear Mountain
m Sunday, October 2. About ISO were at the
aier of the Hudson River Day Line early in
;lie morning ready to board the "Washington

Davega, Blackman and Berlow on the Run
[rving" for a trip up the picturesque Hudson.
Entertainment was provided en route by four
;ingers of Fred Fisher, Inc., music publisher.

Arriving at Bear Mountain, luncheon was par-
:aken of, after which athletic events were the
jrder of the day. The accompanying photograph
ihows S. B. Davega, head of the organization;
r. Newcomb Blackman, of the Blackman Talking
\fachine Co., Victor distributor, and Max Ber-
ow, of the sales staff of the Knickerbocker Talk-
ng Machine Co., Victor distributor, in a spirited
;print. The first race was won by Mr. Berlow
iiid the second race by Mr. Blackman. After a
^ay full of enjoyment the tired picnickers en-
ioyed a twilight sail down the river back to their
lomes in New York.

The New York office of the Reiiickc-Ellis Co.,
creators of publicity material for the talking ma-
chine trade, was closed on October 1 with James
J. Davin, Avho has been in charge of the Eastern
office, going to Chicago to make his headquarters
at the general offices of the company there. In
announcing the change, the Reincke-Ellis Co.
states:

"The broad experience of Mr. Davin in the
Victor field, his long and intimate contact with
and study of the Victor dealers' problems, plus
his natural creative ability and good judgment,
are factors which can be made much more valu-
able by having his personal contact and activities
center in our main office.

"From the standpoint of delivery or any me-
chanical feature of service we can serve the trade
just as well from Chicago as from New York, if
not indeed better, and from the standpoint of
enabling dealers to inspect our productions our
New York showroom is no longer necessary, as
the majority of Victor wholesalers now make it
a practice to show all of our items in their own
service rooms. Furthermore, practically every
distributor's salesman has during the past year
been furnished with our complete and fully main-
tained loose-leaf binder showing all of our prod-
ucts and giving full data concerning them, thus
making inspection and information on all of our
items available to every dealer in his own store."

Blue Ribbon Saxophones

Quality

When you buy a Blue Rib-
bon instiunient, you are tak-
ing no nhaiK^es. Blue Rib-
bon instruments are bur If,
by master builders with un-
limited facilities and equiiJ-
mont. I^irst-class workman-
ship is tlie outstanding fea-
ture of tlie Blue Ribbon line.
There is that immaculate lit-
tle dash of class about them
that stamps them as the
handiwork of highly skilled
and well experienced work-
men. Each instrument is
thrice tested before it leaves
the factory, an^f has been
played and approved by an
insjiector of professional ex-
perience.

Order Now

Right From This Ad

The Cole & Uunas guar-
antee of absolute satisfaction
stands behind each sale. If
you are not absolutely sat-
isfied in every res"ect you
may return the merchandise
to us at our expense.

C. Melody

Each Saxophone equipped with the single-octave key.
Standard American method of fingering. Supplied with
silver-plated music lyre, mouthpiece, reed
holder with protecting cap, one reed and ^ I
carrying strap. Low pitch. ^ '

No. IIOOA — BVass, higlily po/lislied. Each

No. 1 10 1 A — Silver-plated sand blast, points
burnished. Gold Bell. Each $76.00

Carrying Case

No. II20A — High grade Ueratol case. l''ned

with purple velvet. Snug fittiii,^. ucl! made

and wonderful appearance. Price each $6.95

COLE & DUNAS MUSIC CO.

50-56 W. Lake St., Chicago

Write for
Bulletin

Our new fall bulletin shows everything in
phonographs, musical instruments, supplies
and accessories. Our bulletin is used as a
buying guide by hundreds of dealers because
our prices are so low. Send for it. It is free.

NEW VOCALION RECORD ARTIST

Grace Kerns, Soprano, Notable Addition
Growing List of Singers

Honesty, truthfulness and belief in the com-
modity he sells are necessary to the salesman.

A recent addition to the list of Vocalion rec-
ord artists is Grace Kerns, one of the leading
American concert oratorio sopranos, who is solo-
ist at St. Bartholomew's Episcopal Church, New

York, and is sa'd to receive the largest salary
of any church soprano in the country. Miss
Kerns' iirst Vocalion recordings appeared in the
October list, one being a duet arrangement of
"Whispering Hope," with Nevada Van der Veer
singing contralto, and the other a soprano solo,
"The Nightingale's Song."

M. Guy Archibald is a new dealer in Mechanic
Falls, N. Y.

STERLING

Reproducer with Edison Attachment
PLAYS ALL RECORDS

Write for New Prices
on Sterling Tone Arms
and Reproducers.

Sterling Devices Co.

Manufacturers of the No. 11 Sterling Non-Infringing Tone Arm,
the Sterling No. 31 Tone Arm with Non-Set Automatic Stop, the
Sterling No. 41 Ball-bearing Tone Arm, and the Sterling Repro-
ducer fitted with EtUson, Victor, or Columbia attachments.

A Statement of Purpose
and Principle

NEARLY three years ago the Sterling Devices
Company designed and placed on the market the
now well-known Sterling Reproducer and Edison At-
tachment.

In designing this Attachment the engineers of the
Sterling Company had clearly in mind the distinctive
features of the wonderful Edison phonograph. They
had no expectation of improving the Edison Repro-
ducer, for there is no reproducer that will play all Edi-
son records better than the Edison Reproducer. They
were actuated with the single idea of making it possible
to play Victor and other lateral cut records perfectly
on the Edison machine.

The purpose of the Sterling Edison Attachment is
to play other than Edison records (either lateral or
vertical cut) on the Edison phonograph ; at the same
time if one wishes to play Edison records on the Edi-
son machine with the Sterling Edison Attachment he
will not be disappointed.

The combination of the wonderful Edison phono-
graph and the no less wonderful Sterling Reproducer
makes all other records perform better than on the
machines for which these records were originally in-
tended.

534 Lake Shore Drive

Chicago, Illinois.

132

THE TALKING MACHINE WORLD

October 15, 1921

Mr. Dealer

AT LAST IT'S HERE
LET YOUR CUSTOMERS MAKE THEIR
OWN RECORDS AT THEIR HOMES

THE "RECORDOLA"

Just what you have been waiting for

The Perfect Recorder and Reproducer. May be
attached to any phonograph

SIMPLE TO USE, POSITIVE IN OPERATION

Every Phonograph Owner a Prospect

Complete "Recordola" outfit, handsomely nickeled, including a double-faced record-
ing blank that may be used for making 50 to 100 different records.

RETAIL PRICE $26.00, usual trade discount

RECORDOPHONE CO.

Suite 1105, 220 Broadway, New York, N. Y.

MERCHANDISING IDEAS FROM EDISON SALES CONTEST

Edison Dealers in Kansas City Territory Sell 1,283 Edison Machines in a Campaign Carried on
for Fifty-one Days — Some Interesting Details of the Contest and Some Pertinent Conclusions

Kansas City, Mo., October 7. — Edison dealers
of the Kansas City territory are rejoicing over
their success in the contest, recently closed, in
which they sold more Edison machines than the
dealers in the Detroit, Chicago and Milwaukee
districts combined.

The contest, as announced in the August num-
ber of The World, was for a period of fifty-one
days, and was conducted along lines of a previous
contest held in the Kansas City district under the
leadership of H. A. Bailey, sales manager. So
successful was the former contest that the other
three districts were induced to join in the new
contest, starting about the first of August and run-
ning up to the middle of September. During the
fifty-one days, the 134 dealers in this territory
sold 1,283 Edison machines. The leader in the
selling was Frank Runenbergcr, who sold

ninety-four machines in the fifty-one days of the
contest.

From this territory there were five winners
who made the trip to New York and Orange to
see Mr. Edison, and these five were accompanied
by Mr. Bailey, and the manager of the district,
M. M. Blackman. From Chicago and Milwaukee
there was a delegation of ten, and from Detroit
a delegation of seven. These went down the Hud-
son, into the offices and factory of the companj'
in New York and Orange, met Mr. Edison, and
had a half hour's visit with him, dropped down
to Washington, where they were presented to the
President by Senator Capper, and back to Chi-
cago, where they were given a great day by Mr.
Babson, the manager of the territory including
the four districts.

In each of the districts the towns and cities

were divided into classes according to size. The
first class was for towns under three thousand
population. From this class came the leader,
Frank Runenberger, of Harrisonville, Mo., who
led with ninety-four sales. In this same class
there were two others who would have been lead-
ers had they been matched against dealers in an-
other class, for B. G. Hall, of Lincoln, Kans., sold
seventy-four machines, and W. E. Cahill, of
Windsor, Mo., about sixty, while in thjs same
class there were quite a number who sold from
fifteen to twenty-five.

In the class from 3,000 to 7,000, Miss M. L.
Marcus, of E. M. Chapell & Sons, of Concordia,
Kans., won with forty-four sales.

In the class of towns with a population of from
7,000 to 15,000, Carl Latenser, of the Cad Laten-
ser Music Co., of Atchison, Kans., won with
thirty-nine sales.

In the class of towns numbering over 15,000,
the Eshelman Music Co., of St. Joseph, Mo., won
with forty-nine sales. W. H. Young, salesman
for the firm, was its delegate on the trip.

The winner of the lucky number prize was
John Unden, of Drumright, Okla., who won the
prize, although he had only two sales to his credit.

The achievement of Mr. Runenberger was very
remarkable. At the home office he was given the
title, "The Man of War," and was toasted and
praised, Mr. Maxwell declaring that his record of
sales had never been equaled.

In discussing the campaign which led to his
signal victory, Mr. Runenberger was decidedly
modest about it, and declared that it was not so
much to the credit of the man as it was the suc-
cessful methods used. But Sales Manager Bailey
insists that the devising of the plans and working
them through were to the credit of the winner,
whatever he might say to the contrary.

The plan followed was about as follows: So soon
as the contest was started, Mr. Runenberger wrote
a letter to each of the Edison owners in his ter-
ritory, explaining that he was in a contest with
Kansas, Oklahoma and Arkansas, and that he
needed their help. He asked that each one of
the Edison owners send him a list of names of
persons who were interested in music and who
might buy an Edison. From this first circular
letter he received a list of over 700 names. This
list of prospects was the basis of his campaign.
He wrote a letter to each of the prospects asking
the privilege of giving a demonstration, if they
were at all interested, and followed up the letter
with such sales activities as possible. He usea
the local paper every week, and in seven issues of
the weekly he had a full-page advertisement tell-
ing of the contest and of the merits of the Edi-
son. One result of the newspaper advertisement
was an order received from Colorado. There
were fourteen of the instruments sold by mail and
the whole ninety-four are so well "sold" that Mr,
Runenberger says that they all will stick.

The contest, as a whole, is counted by the Edi-
son people as one of the greatest they have ever
put on, and is counted as valuable, not only be-
cause of the 1,283 instruments sold, but because
of the sales possibilities revealed.

It is noted that the largest sales were made in
the smaller towns — towns under three thousand
people. There has been a disposition to believe
that because the farmers were hard hit, there-
fore, they were not in the market at all for
musical instruments. But it was in these com-
munities that depend practically altogether upon
the country for support that the largest sales
were made. The plan of the follow-up along the
line of Edison owners was again demonstrated to
be a great winner. Then the fact that intelligent
and liberal advertising pays big and sells the
goods was again demonstrated.

The further fact that this great sales campaign
was put on in the middle of the dullest time of
the year — during August — and that it was such a
signal success, shows that there need be no dull
seasons, but that Edisons can be sold at any time
of the year and under any climatic conditions.
The further fact that one of the winners was a
woman demonstrates that there has opened up
another field for the activities of the fair sex.

W A R N I N G

Wall Kane Needles Are \
Being Imitated

WALL KANE NEEDLES 1
are the standard, trade-
marked needles of the J
phonograph industry. They \
are guaranteed to play ten
records without injuring
the grooves, the last record
playing as clear as the first.

Beware of Imitations j

Inquire for our new i
jobbing proposition

The Greater New York Novelty Co.

3922 14th Avenue

Brooklyn, N. Y.

October 15, 1921

THE TALKING MACHINE WORLD

133

LE\NINSSWORlD^MySI

MEETING THE COMPETITION OF THE SYNDICATE STORES

Tendency of Chain Store Organizations to Open More Record, Music Roll and Sheet Music De-
partments Offers a Problem for Many Dealers — Question of Fighting Fire With Fire

Of particular news value to the majority of
talking machine dealers is the series of an-
rouncements of contemplated openings of chain
stores to handle talking machine records, player
rolls and sheet music. Of course, not every
dealer will find this of interest, as his situation
may be such that he need not take cognizance
of this sort of competition, but there are numer-
ous dealers so situated that the entry of a chain
store into their territory means something other
than ordinary competition.

The merchandising methods of such organiza-
tions, their efficiency, sales methods, etc., can
hardly be overlooked and even the talking ma-
chine dealer who has connections with well-
known, reputable and established lines of mer-
chandise will lose a certain amount of sales by
chain store activities. To the smaller dealer,
however, the opening of chain stores in his ter-
ritory is of extreme importance and he must
necessarily use every means possible to combat
the activities of such organizations and make an
effort to meet such competition.

The chain stores invariably carry only goods
that have a quick sale. The main idea is to
have a rapid turnover and deal almost exclu-
sively in such products as mean quick profit.
This has been the important element behind
their success. They probably will not attempt
to carry a standard catalog of records other
than those titles that are universally accepted as

popular, but they will stock and feature the
songs of the moment, the popular hits, just as
fast as they are released, and this, too, in rec-
ord, player roll and sheet music form.

It therefore behooves dealers in certain
localities to give the opening of a chain store in
their districts their most earnest consideration
and among other things there should be the ad-
visability of stocking the fast-selling, popular
songs in sheet music form. There is no doubt
that, aside from lihe profit involved in its sale,
sheet music has an attraction in itself and is the
means of bringing buyers into a store; there is
something magnetic about a title page that has
value other than the mere sale of such goods.
This is proved by the success attained with sheet
music departments by the various syndicate
stores, who invariably place their departments
in the back of the store, in the basement or on a
balcony, the purpose being to bring the pos-
sible purchasers through the entire store. There
is hardly any other merchandise that can be
used in so advantageous a manner.

The importance of sheet music as an attrac-
tion has been admitted by several large piano re-
tailing organizations which in years past refused
to open sheet music departments in their ware-
rooms, saying that there was no profit in such
goods. That idea, however, is passe and sev-
eral large piano concerns who have a number
of retail stores have opened up sheet music de-

partments. The present retail prices of music
assure them of a profit, but, of more importance
in their eyes, is the fact that they have found
that sheet music serves to attract customers who
may be developed into piano purchasers.

Sheet music departments pay. Under the
present wholesale and retail prices a dealer can
handle the fast-selling popular numbers with a
very small outlay of capital. The fact that the
goods can be obtained overnight from cen-
trally located distributors has its advantage and
as there are at the most only fifty titles or less to
be stocked at the outset the opening of such a
department is simple. Then, too, the amount of
space necessary to display such goods is not
large, for with an up-to-date music rack six feet
of wail space is all that is necessary

We have elaborated upon the advisability of
stocking sheet music, for we believe that sheet
music is the most important piece of merchan-
dise handled by syndicates. If, therefore, the
talking machine dealer sees the contemplated
opening of a chain store in his territory it would
be well for him to give consideration to the ad-
visability of opening a sheet music depart-
ment, and if he thinks it is not possible that the
syndicate store is likely to become his competi-
tor the announcements of the latest activities of
established and new chain store organizations
should give him reason for thought.

It is announced that the Piggley Wiggley
stores, with headquarters in Memphis, Tenn.,
have arranged to open "miscellaneous" stores
carrying sheet music departments similar to
those operated by the Kress and Kresge houses.
(Continued on page 134)

"CheTfostZa/ked-^Sout Son^ 5//7ce MISSOURI WALTZ

"MISSISSIPPI

CRADLE

Let me look in- to my mam-myi; eyes;

^"^A'J"^ «cpu4//^Acr o^ "MISSOURI WALTZ;?IIAU6HTY WALTZ;yuiEET.i..LOW, KISSVl MISS'

134 (World of Music)

THE TALKING MACHINE WORLD

October 15, 1921

EIGHT HITS from the GREATEST MUSICAL SHOW EVER PRODUCED

IRVING BERLIN'S "MUSIC BOX REVUE

IRVING BERLIN, Inc., 1607 Broadway, New York

SYNDICATE STORE COMPETITION

(Continued from page 133)

In addition, the United States Music Stores,
Inc., a Maryland company, with headquarters in
Baltimore, recently organized with Thomas E.
Noonan as president; George West, who is a
member of Hecht Bros., of Baltimore, as vice-
president, and H. E. Paetow as secretary and
treasurer, contemplate opening one hundred
retail stores during the year 1922, carrying sheet
music, player rolls and talking machine records.

Joseph Reinhorn, the well-known music dealer
of New York, who operates a number of stores
on Broadway, through his attorney, Julius Ray-
held, is now carrying on negotiations for the
purpose of opening a national chain of retail
stores.

- The Ohio Securities Corp., of Newark, O., is
also arranging plans to operate a chain of re-
tail stores carrying sheet music, player rolls and
talking machine records.

SINGING "JUST LIKE A RAINBOW"

NEW IDEA IN SONG PLUGGING

John Meyers, baritone, and Frank Croxton,
basso, exclusive Victor artists, started on a tour
early this month and will give 175 concerts with
"The Eight Famous Victor Artists." One of the
song numbers that this team will feature is the

Song Leader Teaches Reraick Songs to Theatre
Audiences With Much Success

An intensive campaign is being waged by
Jerome H. Remick & Co. on their songs
"Springtime" and "Dearest One." In some cities
the company is receiving the co-operation of
many motion picture houses, the method being
to close contracts with the theatre managers
to allow numbers to be rendered and slides of
the lyrics thrown on the screen. The song-
leader invites the audience to sing and teaches
them the song line by line, and then verse by
verse. According to sheet music dealers of In-
dianapolis, where this means of song exploita-
tion was used, it created an exceptionally large
sale for the numbers.

TO PRODUCE "HANDS OFF"

"Hands Off," a farce with music written by
Frank Bacon (the "Lightnin' " star), Joe Mc-
Kiernan and Milt Hagen, is slated for Fall pro-
duction sponsored by private capital. The two
last-named collaborators hail from California,
and are better known as popular songsmiths.
Mr. Bacon supplied the libretto.

The same trio completed a musical comedy,
'Tahoe," which will soon be produced.

Mary Earl and Ted Fiorito ballad, "Just Like a
Rainbow." They sing this song in a most appeal-
ing m.anner and the applause it receives induced
them to place it permanently in their program.
Shapiro, Bernstein & Co., Inc., are the publishers
of this successful song.

"WABASH BLUES" FOR FEIST

Leo Feist, Inc., will shortly release a new song
and dance entitled "Wabash Blues." According
to the professional department of the company,
"Wabash Blues" is a "natural" and will be more
popular than "Wang Wang Blues."

"TAKE IT FROM ME" AGAIN ON TOUR

"Take It From Me" looks like developing from
a hardy annual into a mighty healthy perennial.
This merry musical comedy by WiW B. John-
stone and Will R. Anderson opened its third
season in Cleveland recently and proved as
fresh and mirth-provoking as ever. All the old
musical hits remain, and with good reason, for it
would be hard to find anything better to take the
place of "The Call of the Cozy Little Home,"
"Take It From Me," "The Tanglefoot" and half
a dozen other of Mr. Anderson's successes pub-
lished bv M. Witmark & Sons.

THE COUNTRY'S QUICKEST "BLUES

Everywhere Is heard the

H I T

Publishers, J. W. JENKINS SONS* MUSIC CO., Kansas City, Mo.

Also publishers of "12tli Street Rag," "Sweet Love," "Colleen O' Mine"

October 15, 1921

THE TALKING MACHINE WORLD {(World of Music) 135

en little fin^^ers
^»<iTeii littleToes

/l/oucdn 'f go wrong . yx.-^ -m n ^ m

ifMangJeisfsoni P^dCK OI d SOllgf!

^/A . ASK TO HEAR IT!

"BLOSSOM TIME" OPENS

New Operetta, Based on Life of Schubert, Ac-
claimed by Critics

"Blossom Time," a musical play in three acts,
based on incidents in the life of the great com-
poser, Franz Schubert, with melodies by the
same composer and H. Berte and adapted by
Sigmund Romberg, was presented by the Messrs.
Lee and J. J. Shubert at the Ambassador Thea-
tre, New York, last month. The book and lyrics
are by Dorothy Donnelly, being adapted from
the original of A. M. Willner and H. Reichert.
J. C. Huffman has staged the production, which
is made under the personal direction of J. J.
Shubert. A special orchestra of thirty pieces,
under the leadership of Oscar Radin, has been
assembled for the New York engagement.

A special cast assembled to interpret Schu-
bert's music includes Olga Cook, in the prima
donna role; William Danforth, Bertram Pea-
cock (as Franz Schubert), Zoe Barnett, Frances
Halliday, Eugene Martinet, Paul Ker, Emmie
Xiclas, Dorothy Whitmore, Ethel Brandon,
Howard Marsh, Yvan Servais, Robert Paton
Gibbs, Roy Cropper, Percy Askam and Lucius
Metz.

"Blossom Time" has already been heard in
'Vienna, where it was produced in 1916; in Ber-
lin and in Paris. As a matter of fact, it is still
running in the latter city, under the title
"Chanson d'Amour" ("The Love Song"). The
"Song of Love" is the hit of the show, and,
as is the other music, is published by Leo Feist,
Inc., by arrangement with the Karczag Pub.
Co., Inc., and M. Witmark & Sons.

HUMPERDINCK PASSES AWAY

Prominent German Composer Dies
Home in Germany

at His

MUSIC SCORES FROM HUNGARY

Adorjan Otvos, recently arrived in this coun-
try from Hungary with several musical comedy
scores to his credit, has composed a new fox-trot
song "Tamayola," which is a new idea in fox-
trot rhythm. The song is being published by the
Tama Music Publishing Co.

SELLS INTEREST IN MUSIC SHOP

Johnny Cooper, who operated the sheet music
department in the Hancock Music Co., of Pasa-
dena, Cal., has sold his interest to W. G. Han-
cock. Cooper also operates the Melody Shop
in Los Angeles, Cal., and conducts the orchestra
at the Vista del Arroya Hotel. He will devote
his time to the two last-named enterprises.

Berlin, Germany, September 28. — Professor En-
gelbert Humperdinck, the well-known composer,
died of apoplexy in Neu-Strelitz to-day.

The composer of "Hansel und Gretel" and
"Die Konigskinder," both successfully produced
in this city, was born at Sieburg, in the Rhine
Provinces, September 1, 18S4. After a thorough
musical education he associated himself with
Richard Wagner, whom he assisted in prepar-
ing the "Parsifal" productions of 1880 and 1881.
It was at this time, too, that he began work on
"Hansel und Gretel," originally designed merely
for the amusement of his nephews and nieces.

Herr Humperdinck first visited this country
in 1905 and again in 1910, when "Die Konigs-
kinder" was given at the Metropolitan Opera
House, New York City.

Earl Burtnett, writer of "Do You Ever Think
of Me?" and other successes, has just placed with
the A. J. Stasny Music Co. a new song entitled
"Broken-hearted Doll." The Stasny organization
plans an intensive Fall campaign on the number.

MBHHH 1 1 1 PH Hi

wmm^

MON-AS-TER-V BELLS SUN-SET FARE -THEE -WELLS,

We Have Purchased from Lee S. Roberts, Inc., New York City

MONASTERY

BELLS

We Predict This Will Be The Biggest Waltz Song Hit

Of The Season
Order Copies Now — At Special Introductory Prices

136 (World of Music) THE TALKING MACHINE WORLD

October 15, 1921

Presented b^the originator ~

pONTBETO^SfKAY

FOX-TROT

WRITTEN and PUBLISHED BV

JACK SNYDER.

IfeSa BROAOWAV, NEW yOR-K.

fcSINGLE .
g^DOUBLE. ^
^QUARTETTE-;
^& COMEDY !
~ VERSION.

NOW
f READV

MUSIC FESTIVAL IN BUFFALO, N. Y.

Annual Event to Encourage American Compos-
ers and Artists Occupies Entire Week — Curtis
N. Andrews a Member of Advisory Board

NEW SHOW AT THE HIPPODROME

Much Music of the Lighter Sort in Latest Pro-
duction— Some Elaborate Scenic Effects and
Excellent Entertainment Features

MELODIES TAKING PLACE OF JAZZ

Old-fashioned Ballads Superseding Jazz for
Dancing — Prove Less Strenuous for Dancers

Buffalo, N. Y., October 8.— This has been a not-
able week for music in Buffalo, for it has been
the occasion of the annual National American
Music Festival, which occupied six complete
days with three sessions daily, the headquarters
being in the Elmwood Music Hall. The annual
festival, which was originated by A. A. Van
DeMark, and was held for a number of years
in Lockport, being moved to Buffalo to give it
wider scope, is designed primarily to provide
means for enabling American talent among com-
posers and artists to have a public hearing.
American artists of national and even interna-
tional reputation take part in the festival, lend
their support to the cause of American music
through that medium, and men prominent in
every walk of life make addresses during the
course of the week. Curtis N. Andrews, well-
known Victor distributor in Buffalo, has for
some time past been a member of the Advisory
Board of the festival, and has taken an active
part in the work.

OPENS BRANCH IN LOS ANGELES

The annual show at the Hippodrome, opened
recently in New York, is full of good and
lively music, as well as stage surprises. The
show this year, entitled "Get Together," is not
quite so elaborate as some of the previous Hip-
podrome productions, but nevertheless, in point
of quality, measures up well with its predeces-
sors and has the advantage of being offered at a
considerable reduction in price. Each of the twc
big acts ends with a gigantic climax and there
are some beautiful ballets staged by Michael
Fokine and his spouse, Vera Fokina.

This year there is again introduced an ice
ballet at the close of the second act, featuring
Charlotte as premier skater, assisted by Ivatic
Schmidt and others. There are elephants, jug-
glers, a trained crow and musical specialties.

The music in the new show is fully up to the
Hippodrome standard and fits in well with the
piece. There are, in fact, one or two numbers
that will probably find considerable popularity
outside of the show proper, but it is to be re-
membered that every production cannot have its
"Poor Butterfly." The music is published by
the Harms Co., New York.

San Francisco, Cal., October 1. — Edward P. Lit-
tle, manager of the sheet music department of
Sherman, Clay & Co., has returned from a motor
trip to Los Angeles, where he established a pro-
fessional department for Sherman, Clay & Co.
Leonard Van Burg will have permanent charge of
the- department and will call on members of the
trade and arrange song recitals at the local
theatres. Mr. Little reports that "Melody," by
Brigadier General Charles G. Dawes, is having a
good sale among musicians in Los Angeles and
San Francisco.

TO PROVIDE MUSIC FOR "ELSIE"

Sissle and Blake, the colored writers, who are
appearing in the musical success "Shuffle
Along," have been commissioned to do the musi-
cal numbers for a new Broadway production.
The play, which is to be called "Elsie," will be
given under the direction of Edgar MacGregor.
M. Witmark & Sons, who publish the music
for "Shuffle Along," will also publish the score
of "Elsie."

That melody songs are fast taking the place of
jazz and novelties has been conceded in pub-
lishing circles for some time. Apropos this
new type of song and dance we reproduce below
an article which appeared in the Feist News, a
monthly publication prepared for the general
information of the trade:

"Despite the clamor for jazz the old-fashioned
ballads with pure rhythmic melodies are fast
coming into their own during the Summer
months. Many of these are ballad fox-trots and
revive the grace and charm of the old-fashioned
waltz, which meets the requirements of dances
with their very ease rather better than the pep-
pery just-can't-keep-still jazz tunes.

"Proof of this was given recently in Atlantic
City, when at Young's Million-dollar Pier 60,000
persons fox-trotted to the dulcet strains of
'Sweetheart,' played by Charles Strickland's
famous orchestra.

" 'Sweetheart' made its debut on the Strickland
orchestra program along with several other
'buds.' The calls for repeat and encore were so
insistent that the orchestra was forced to play
it thirty times during three sessions. Its 'dolce
far niente' rhythm caught the holiday crowds
just right. 'Sweetheart' is by Benny Davis and
Arnold Johnson.

"We believe it is one number which will begin
the turn of the tide of music back to the days
when beautiful melodies with lyrics of endear-
ing sentiment were what the public asked for.
It iias been made on practically all the records
and rolls."

The Gillette Motor Co., of Batavia, N. Y., has
opened a special department for the sale of Vic-
trolas and records.

HITS of— "PUT AND TAKE"— HITS

BROADWAY'S FASTEST MUSICAL COMEDY

"MY JUNE LOVE

By SPENCER WILLIAMS
Alan Dale, America's Greatest Critic, says: **MY JUNE LOVE'* is a wonderful song.

PUT AND TAKE

The One-Step Hit of the *TUT AND TAKE" show

NOTE— Edith Wilson and Johnny Dunn's Original Jazz Hounds have made **NERVOUS BLUES"
and **VAMPIN' LIZA JANE" on a Columbia Record. Special release in October.

PERRY BRADFORD, Inc., 1347 Broadway, New York

October 15, 1921

THE TALKING MACHINE WORLD

(World of Music) 137

TOURS OREGON TO PROMOTE MUSIC

Mrs. E. M. McClusky, Educational Director of
Sherman, Clay & Co., Campaigns State to
Promote Music Memory Contests

Portland, Ore., October 6. — An extensive cam-
paign covering several States is being carried on
by Evelyn M. McClusky, educational director
of Sherman, Clay & Co., for the promotion of
State-wide music memory contests. Mrs. Mc-
Clusky is at the present time touring Oregon
in its interests.

While traveling over the district, arousing the
State regarding the contest and addressing insti-
tutes, she will endeavor to teach the value
and possibilities of the Victrola in homes and
schools. She will not only show the dealer how
to "tie up" with the school work, but by reason
of her experience in the "sales end" be of assist-
ance with sales suggestions for the Victor line.

Subjects to be discussed are: How Music Edu-
cates, Rhythm in the Primary Grades, What We
Mean by Contraction Drills, A Group of Musi-
cal Stories, The Evolution of the Orchestra.
Before mothers' clubs the subjects will be: An
Antidote for Jazz, the Kind of Music Children
Should Hear, When and How, and Our Home
Duty to the School Child.

In the city of Portland on her return she ex-
pects to be of assistance to the sales forces by
siipph'ing them each week with special news
items regarding certain records and reporting
on her activities in, and suggestions made to, the
schools, clubs, etc.

definite length. Its title is "The Little White
House," and James Montgomery is the author of
the book, while Harry Tierney wrote the music
and Joe McCarthy the lyrics. The piece is being
staged under the direction of that famous Eng-
lish directress, Mme. Claire, who came here from
the London Gaiety Theatre under contract with
the Vanderbilt Producing Co. to stage their pro-
ductions. In the cast are Virginia O'Brien,
Bobby Higgins, John Junior, J. O. Doud Clark
and others. Leo Feist, Inc., publishes the music.

REVIVAL OF "THE MERRY WIDOW

Lehar's Music, Though Familiar, Makes Strong
Appeal to Present-day Audiences

TO PRODUCE "LITTLE WHITE HOUSE"

Leo Feist, Inc., to Publish Score of New Musical
Comedy at Vanderbilt Theatre

The musical play which is to be the successor
to "Irene" at the Vanderbilt Theatre, New York,
is now in rehearsal and had its premiere
performance at New Haven, October 3, after
which event it is to come here for a run of in-

The revival of Franz Lehar's operetta, "The
Merry Widow," at the Knickerbocker Theatre,
New York, recently, aroused much interest from
both the public and the critics. In view of the
tremendous success enjoyed by "The Merry
Widow" when first presented there is consider-
able interest evinced in the revival from the
standpoint of observing how the present-day
public take it. Although much of the music
has not lost its familiarity to the theatre-going
public, the familiar airs were hailed with ac-
claim. The New York Journal, in the course
of its criticism, said: "The famous 'Merry
Widow' waltz weaves its lure about the audience
as surely as ever, and lusty cheers arise from
the orchestra to topmost gallery at Mr. Pasch's
singing of 'I'm Happy at Maxim's.'

"One by one the old favorite tunes, 'Vilia,'
'Women,' 'For I'm a Dutiful Wife' and 'I Love
You So' lay their spell. Nevertheless the affair
is thoroughly up-to-date, though the old waltzes
are dance supreme here.

" 'The Merry Widow' is one of those pieces
that can be revived again and again. It will
never grow old. Those who witnessed and heard
its reopening will tell of the much-cheered
event for some time to come." Chappell-Harms,
Inc., publish the score.

SmdlOrcK & Piatvo 25'fetMcK Full Orch & Piono 45*fiel«cK Band 25« ret mcK.

JVl- WITA/VAR,IC & SONS • JSEW ^^ORK

CARL , FISCHER 5ole Sdm A^nt COOPEK SQUARE m yORK^

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138 (World of Music) THE TALKING MACHINE WORLD

October 15, 1921

>
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KAPTIVATING— KLEVER— KOMIC

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WATCH FOR THE SPECIALS

ON THE TIMELY AND SENSATIONAL HIT

THERFS A BUNCH OF KLUCKS IN THE

KU KLUX KLAN "

ROBERT NORTON CO., 226 West 46th St., New York City

KOMIC— KLEVER— KAPTIVATING

FINE NEW STORE IN BAKERSFIELD

Don C. Preston Holds Formal Opening of Hand-
some and Commodious Music Store in That
City — Provides Excellent Concert Program

ton liandling pianos, player-pianos, Victrolas and
Victor records, slieet music and musical mer-
chandise. The new store provides over 120 feet
of plate glass front for the display of instru-
ments of various sorts.

RADIOPHONE CONCERTS FOR SHIPS

Portland Remick Song Shop Radios Latest Song
Hits to Vessels at Sea Every Night — Plan
Boosts Columbia Record Sales

Bakersfield, Cal., October 1.— Don C. Preston re-
cently held the formal opening of his handsome
new music store at the corner of Nineteenth and
H streets, this city, and the event proved of
sufficient interest to attract attention of many
local citizens.

Z^lr. Preston had prepared an claliorate pro-

"GREENWICH FOLLIES" SONGS

M. Witmark & Sons Publishing Four of the Hits
of That Popular Production

Interior View of Don C. Preston'

gram for the opening, which included the ap-
pearance of Hawaiian serenaders, who rendered
elaborate programs of music and dancing both
in the afternoon and evening.

Mr. Preston some time ago suffered consider-
able loss when fire damaged his former store and
the stock therein, but from all appearances the
lire was a blessing in disguise, for it provided
the opportunity for Mr. Preston to secure larger
quarters and to fit them up in a manner that
compares mo.st favorably with any music store
iu the West.

Each department of the store h?s been allotted
plenty of space in which to operate, Mr. Pres-

The "Greenwich Village Follies" of 1921 is
considered to be one of the best musical come-
dies that has hit Broad-
way this season. It is
especially rich in song
material and some of
the "novelties" in par-
ticular are assured suc-
cess.

M. Witmark & Sons
are the publishers of
four of these num-
bers, "Down the Old
Church Aisle," by Ray
Perkins, and sung by
the inimitable come-
dian, Ted Lewis; "Kill
s New Store 'em With Kindness,"

featured hy Al Herman; "I've Got the Red,
White and Blues," introduced by James Dufify,
and "Sundown Brings ilemories of You."

ENJOY HARRY A. YERKES' MUSIC

Harry A. Yerkes' popular orchestra, whose
Vocalion dance records are in much demand, is
now supplj'ing the dance music of the Flotilla
Restaurant, the unique resort opened recently at
Sixth avenue and Fifty-sixth street. New York.

Portland, Ore., October 4. — Ships at sea are now
enjoying the very latest musical hits as soon as
they are given to the public. Frank Philip, of
the Northwestern Mfg. Co., of this city, in con-
jimction with Clyde Freeman, the new manager
of the Portland Remick Song Shop, is putting
on a radiophone concert every evening for the
benefit of ships that are on their way to and
from Japan, Australia, San Francisco and South
.American points, Mr. Freeman and Carl Jones,
the Columbia manager, are very enthusiastic
over the success of these concerts and have
furnished a Columbia Grafonola D-2 to the radio
company, with a weekly supply of Columbia
record hits for the nightly concerts. Many of
the ships are installing a Magna vox so that
everyone on board can hear the concert at the
same time. During the past several weeks be-
tvveen 1,000 and 5,000 persons have been enter-
tained nightly by the radiophone, and ships as
far away as 1,750 miles have been able to pick
up the concert and hear it distinctlj'. The name
and number of the record are announced before
each selection is placed, and every night an
average of tv>'enty calls come back requesting
the number of the hits and where they can be
purchased. They are informed that the concert
is being given, through the courtesy of the Port-
land Remick Song Shop, and if on their way to
Portland are directed to the local shop, but if
bound for som.e other port they are directed to
a Remick shop or other Columbia agency.

The Mount Sterling Furniture Co., Mt. Ster-
ling, ^Vis.. has become a Columbia dealer.

Ray Miller and his Black and White Melody
Boys have signed to play for the season at the
"Folies Bergere," New York City, where they
opened on Thursday evening. September 15.

A SOLID, SMASHING, SURE-FIRE HIT !

CTOP! DEST AWHILE

\J Blues iVNovelty i\ Fox-Trot-Song

L. WOLFE GILBERT MUSIC CORP., 165 West 47ih St., N Y.

October 15, 1921

THE TALKING MACHINE WORLD

139

Important Statements

After a most careful analysis of conditions, I feel justified in making the
following statements :

Over-production, financial obligations and lack of demand will force further
and drastic liquidation on the part of the large majority of talking machine
manufacturers. This is being reflected in special inducements to the trade, but
more particularly in cut-prices at retail, which are absolutely necessary to move
the goods.

The opinion prevails that October, November and December will be a great
"clean-up" period.

You, Mr. Victor Dealer, should decide immediately what part you are going to
play during this enforced liquidation or clean-up period. Will you be a
"speculator" or an "investor"? Will you disregard lessons of the last year and
allow extra discounts or other inducements to sway your sound judgment,
or are the following facts going to deter you from speculation ?

The position of the Victor Talking Machine Co. today is enviable and
exceptional by reason of the natural and permanent demand for Victrolas and
records, based on increasing good-will born of the best value in quality embodied
in both material and workmanship. The Victor Company's financial strength calls
for no enforced liquidation ; over-production has been avoided and the demand
continues to be beyond the supply.

You, Mr. Victor Dealer, can invest in Victrolas and records without fear of
being a victim of liquidating sales and enforced cut-prices.

The Victor Dealer who decides to invest in Victrolas and records and repre-
sents the line whole-heartedly, rather than to speculate in the uncertainties of the
"clean-up" period with other lines, will have, in my judgment, not only the safest
but the most profitable investment.

There never was a time when you, Mr. Victor Dealer, should pick your Victor
Distributor with as much care. You cannot possibly realize the preparation we
have made to take care of the requirements of Blackman Dealers during the coming
holiday season unless, or until, you have visited us in our new quarters.

The slogan of Blackman to-day is "Everybody on the Job."

I welcome an opportunity to explain to Victor Dealers why and how Black-
man as your Distributor will prove, in connection with the Victor line, your most
dependable and profitable investment to insure a successful holiday season.

Prompt action, however, will be necessary, for our undertakings will be
limited.

J. Newcomb Blackman.

Talking Mach ine Co.
28-30 W. 23^ ST. New York NY.

VICTOR WHOLESALE DISTRIBUTORS

140

THE TALKING MACHINE WORLD

October 15, 1921

GRAND OPERA HELPS RECORD SALES IN SAN FRANCISCO

General Business Shows Improvement — F. B. Corcoran Becomes Brunswick Manager — Rothlin
Opening in Richmond — Talking Machine Store in Honolulu — ^New Sonora Agent — Other Items

San Francisco, Cal., October 5. — For two weeks
we have been enjoying grand opera through the
delectable medium of the Scotti Grand Opera
Co. San Francisco is a city famous for its
musical interest and when San Francisco does
not accord a high-class opera company the sup-
port it deserves there is surely something the
matter. Grand opera may be taken as a cri-
terion of general conditions here. If the San
Franciscans flock to the performances it is a
sure sign that San Francisco is flush; if the
people stay at home it is a sign that money is
tight. Thus far the opera has been attended
approximately upon a 50 per cent basis and
this means that the spending power of the
citizens is still below normal, though the unu-
sually high prices demanded for opera seats
aroused the ire of many music lovers, who
consequently boycotted the opera. Three dol-

lars for the cheapest seat at the feature per-
formances, and a thirty-cent war tax on top of
this, is a little too stiff for even the free-and-easy
San Franciscan.

The music houses of San Francisco featured
opera records in show windows the last two
weeks and the sale of classics is reported rather
heavy with the leading concerns. Business has
improved slowly, but steadily, in the last two
months and most firms are preparing for a big
holiday business with splendid confidence.
Public Likes New Machine Styles

With the great diversity of styles in talking
machines now available it is interesting to note
the public interest in new models. Morley
Sommers, manager of the Sonora Phonograph
Shop, says that the people seem to know the
latest styles in phonograph cases just as readily
as they do the styles in clothes. He placed

three new Sonora models in the show window
this week — models with the bulge front — and
this bulge feature was not lost on a single per-
son who came into the shop to purchase or
make inquiries. Verily, it is little things that
count in promoting popularity, but the little
things must have a real meaning.

New Brunswick Manager Appointed
F. B. Corcoran, the handsome, genial and
popular manager of the talking machine depart-
ment of the Wiley B. Allen Co., has resigned
bis position to take a new responsibility — that
of Pacific Coast manager for the Brunswick
phonograph. He succeeds Irving Franklin, who
recently accepted the post of general sales man-
ager for the Burnham Co. Mr. Corcoran was
with the Wiley B. Allen Co. for twelve years
and in that time developed steadily in talking
machine wisdom and psychological discernment.
Handling the Brunswick phonograph most suc-
cessfully in a retail way — the Allen Co. has the
exclusive retail agency in San Francisco and
elsewhere— it is logical that he is qualified to
forge ahead along progressive lines in his new

Two New Period Models Added to Player-Tone Line

Five Wonders of the Age

St. Unusually low retail selling price !

2nd. Big profits to the dealer !

3rd. Perfect cabinet work and finish!

4th. Exclusive design of latest type !

5th. Perfect tone and volume unsurpassed!

SEVEN UPRIGHT MODELS IN ALL FINISHES
BACK TO PRICES BEFORE THE WAR.

We also sell cabinets only. Write us for price on large and small quantity.

Write us today for Booklet and Discount to Dealers. We have got something good for you.

PLAYER-TONE TALKING MACHINE CO

967 LIBERTY AVENUE, PITTSBURGH, PA.

October 15, 1921

THE TALKING MACHINE WORLD

141

position. He has the best wishes of a host of
friends in the California trade.

Reasons for Optimism

Miss Kingston, manager of the Victrola de-
partment of the Emporium, typifies in her mag-
netic personality the spirit of optimism, but no
wonder when the Emporium Victor sales con-
tinue to increase with every passing week.
Times are surely picking up, if the department
store phonograph departments represent true
tendencies of purchasing power.

Dancing School for Children

A novel feature of the Emporium department
is the dancing school for children, which is
held every afternoon in the recital hall. There
are six hundred children enrolled in the various
dancing classes and the music for dancing is
furnished exclusively by Victor records. The
lessons are given to the children free of charge.
New Sonora Agent

The latest Sonora agency to be placed in
San Francisco is that with F. B. Piccirillo, 1447
Stockton street, in the heart of the Latin quar-
ter, where music is one of the vital necessities
of life.

Charles Mauzy Resigns

Charles Mauzy, sales manager of the Rudolph
Wurlitzer Music Co. store in this city, has re-
signed his position. The Wurlitzer store is
holding a mammoth stock-reducing sale, with
cut prices and advantageous part-payment terms.
Wm. Gaston a Visitor

William Gaston, representative of the Victor
Co. in Washington, Oregon, Idaho and Mon-
tana, is making a business visit to San Fran-
cisco this week.

To Open Store in Honolulu

H. F. Millnor, formerly San Francisco man-
ager for the Columbia Co., is at present in the
city, calling on old friends in the trade. He is
planning to establish a music store in Honolulu.
Mr. Millnor has acquired considerable interest
in music enterprises in the Orient in the last
few years.

The long-dreamed-of model shop in the

wholesale house of the Columbia Co., in this
city, is now materializing. A large room on
the second floor adjoining the main oflices is
being luxuriously fitted up and will serve as an
example of efficiency for Columbia dealers on
the Coast.

G. E. Morton Shines at Golf

G. E. Morton, manager of the White House
Victor department, has been devoting a large
part of his leisure in the last year to the study
of the "ancient and honorable game" and he
participated in a golf tournament at Santa Cruz
this month, acquitting himself with honor. The
White House sale of Red Seal records has been
heavy during the opera season.

Robert Porter, field sales manager of the
Columbia Co., paid his respects to San Fran-
cisco and California this month, after a tour
of the Northwest.

Formal Opening in Richmond, Cal.

The Rothlin Music Co. formally opened its
fine new store on MacDonald avenue, Rich-
mond, Cal., recently. The mayor of Richmond
and the members of the City Council attended
the opening. The souvenirs of the occasion
were little Victor dogs. Mr. Rothlin was, until
recently, assistant manager of the wholesale
Victor department of Sherman, Clay & Co.,
with business for himself. Mr. Rothlin is prac-
tically assured of success by reason of his full
understanding of merchandising musical goods.

Addison Clark, sales manager for the Edison
Co. on the Pacific Coast, is taking a business
trip in northern California this week. - •

Clark Wise & Co., San Francisco, featured
grand opera records with success the last two
weeks and look forward to lively holiday busi-
ness, but say that it is illogical to expect normal
conditions to return suddenly. With the tide
turned the improvement promises to be steady,
but not sensational.

Plans New Jobbing Agencies

The Burnham Co. is planning to have five cen-
tral jobbing agencies in the West within a rea-
sonable time. There are two agencies now —

those of the Kohler & Chase Co. Mr. Abrams,
wholesale and retail manager of the Kohler &
Chase phonograph departments, can promise
the trade better service on Okeh records now,
as the factory has increased its manufacturing
capacity. Mr. Abrams reports increased busi-
ness in California and says that the number of
cash sales is gratifying. Collections are still
somewhat under normal on time payments.
Some Managerial Changes
L. H. Bushnell, formerly with the Rudolph
Wurlitzer Co., has accepted- the post of man-
ager of the talking machine department of the
Breuner Furniture Co., of Oakland, and Mr.
Sloat, the former manager, has gone over to
the Oakland store of the Wurlitzer Co.

LONG CONSOLES IN DEMAND

Geo. A. Long Cabinet Co. Reports Business
Boom — Factory Working Overtime to Cope
With a Steadily Expanding Demand

Hanover, Pa., October 6. — In a recent chat with
The World, H. C. Naill, of the Geo. A. Long
Cabinet Co., of this city, commented upon the
fact that there has been a tremendous revival in
business during the past few weeks. The Long
factory is working overtime at the present time
in an endeavor to cope with the heavy demand
for Long cabinets, and orders are being received
by telegraph and long-distance telephone from
dealers in all parts of the country.

The new console cabinets introduced by this
company last year have been an important fac-
tor in this business revival, and Mr. Naill states
that the dealers are only beginning to realize
what a splendid sales possibility is afforded by
tlie introduction of these cabinets. The factory
executives are doing everything possible to give
the dealers these cabinets promptly, and Mr.
Naill has suggested that the retailers anticipate
their requirements as far ahead as possible, so
that they will not be disappointed in the receipt
of their cabinets.

Write for ADDITIONAL BONUS DISCOUNT now:

To prove to the trade that prices can come down without lowering the standard of the product, the manufacturer and distributor of Prima
Donna have arranged a co-operative discount which all dealers will enjoy. This special additional discount has been called a DEALERS'
BONUS DISCOUNT plan and will be in effect until further notice. Full details furnished on request.

Only Phonograph
Unretervedly Gnaranteed
For One Year

Send
for Handsome
Catalog

"The Instrument Inspired"

For the information of dealers who may not know, we might state that the Prima Donna phonograph has led the market for the past
five years, considered from a price and quality viewpoint. Prima Donna is now offered you at a further reduction by our DEALER
BONUS DISCOUNT mentioned above. Dealers who know have proven this a reorder proposition.

The quality is unequaled and the price closes the sale

That's why the factory in back of the dealer can operate on such a small profit margin, as it has proven from the time it first introduced
Prima Donna for public approval that the phonograph was made right and priced right, and the selling force had but to gain proper
trade introduction and Prima Donna sold itself from the start wherever introduced.

Made in Six Models

Bungalow $ 95 Astoria 160

Stratford 115 Majestic 200

Blackstone 135 Parlor Grand . . . 225

Quality, Style and Finish

All that one could ask is exemplified in the Prima Donna. Its construction and tone
are a delight to the eye and the ear.

Its tone value is increased by our scientifically constructed all-wood amplifier.
Prima Donna cabinets set a new standard for beauty, style and durability and stand
as a "living" example to the best produced by the cabinet makers' craft.

All panels are five-ply and inserted in a continuous frame, either genuine mahogany
or quartered oak. The mahogany cabinets are luind-rubbcd to a high-class piano finish.
In tone and craftsmanship it is truly an inspiration, realized.

Frederick P. Altschul

PR/MA DONNA DISTRIBUTOR
112 WEST 23rd STREET NEW YORK

142

THE TALKING MACHINE WORLD

October 15, 1921

DEALERS IN CINCINNATI REPORT SPLENDID FALL TRADE

Talking Machine Trade Closing Profitable Volume of Business — Hard Work and Optimism Win-
ning Out — Bubble Book Party — Great Memorial to Caruso — All the News

Cincinnati, O., October 5. — The long-looked-for
and much-predicted Fall business is here. Talk-
ing machine men of Cincinnati have just closed
one of the most profitable and successful months
of the year, with the exception of the holiday
season, and every indication points to a continu-
ance of the good business. Marked by extensive
advertising campaigns, elaborate show window
displays and novel contests, the month also will
go down in the annals of the talking machine
men as one of the most active in the history of
the business. The keen competition which has
sprung up among the Cincinnati dealers is easily
explained by the fact that so much new and
young blood has been injected into it recently.
The effect of the activity in the music shops has
extended to the large department stores of the
city, several of whom, have devoted entire show
windows to the display of their talking machine
lines this month.

Caruso Memorial Attracts Crowd

Exceptionally large sales were reported on
Caruso records, which were a feature of the
large Caruso Memorial Services and Concert at
Eden Park Sunday, October 2. The music fes-
tival, which was conducted under the auspices
of the Cincinnati Board of Park Commissioners
and Community Service League, with the co-
operation of music trade men of the city, was
attended by more than 50,000 people. The
voice of the late Enrico Caruso, reproduced on
a talking machine and projected by a Magna-
vox, furnished by the Baldwin Co. Victrola
department, was heard in the following pieces:
(a) "Una Furtiva Lagrima" (Elisir d'Amour),
Donizetti; (b) "La Donna e Mobile" (Rigoletto),
Verdi; (c) "Rachel" (La Juive), Halevy; (d) "O,
Sole Mio," Neapolitan folk song.

Features Sixty-minute Service

The Baldwin Victrola Shop has arranged for
a performance at Emery Auditorium on October
18, at which the Eight Famous Victor Artists
are to appear in person. The artists are: Henry
Burr, Billy Murray, Al. Campbell, John Meyer,
Frank Croxton, Monroe Silver, Fred Van Eps
and Frank Banta. The Baldwin Co. has a unique
way of advertising its service under the name of
"Sixty-minute Sam." This person, according to
the company, has full charge of the service de-
partment. He guarantees (and so far has never
failed) that within just one hour after you pur-
chase a machine it will be set up in your home.
Expects to Select the Best Records

Chubb-Steinberg Music Shop, of Cincinnati, has
engaged Harry Spindler, of Spindler's Hotel
Sinton Orchestra, formerly of New York, and a
recognized authority on music, to select, to the
best of his judgment, a few of the best records
each month. This list, in the order in which he
chooses the records, judged by their musical
value, recording qualities and order of popu-
larity, will be handed to customers as they enter

FREE OFFER

This atr.ractive metal and glass counter
case given free with 3 cartons at $3.30,
total $9.90.

the store, thereby saving them considerable time
in their selections. Another one of the Chubb-
Steinberg novel plans in the way of exploitation
is the "harmonizing service." The customer
selects the machine and the company harmonizes
it with the surroundings in his house. Mr.
Chubb reports an exceptionally good month,
records and machines both going strong.

Hard Work Gets Business

"Our business in both machines and records
has been exceptionally good the past month,
but we worked much harder than ever before,"
says Robert Morris Fantle, manager of Wide-
ner's Columbia Shop. "Robert C. Clark, selling
agent for Indiana, Ohio and Kentucky for our
Granby line, is opening accounts at the rate of
four a week. He has been ably assisted the
past month by Mr. FL Coleman, sales manager
for Granby."

E. M. Abbott, proprietor of three stores in
Cincinnati, reports a decided improvement in the
past month's business. "We have surpassed all
expectations in the opening of the Fall season,"
says Mr. Abbott. "Our Walnut street store,
which is located in the heart of the theatre
district, was able to report the greatest amount
of business for the month, due, no doubt, to the
fact that we push the songs being featured in
the shows, thereby doing considerable business
with the theatre crowds, which business other
stores do not get on account of their location."
Remodeling operations, which Mr. Abbott just
completed in anticipation of the Fall business,
have added approximately 1,000 feet of space to
the talking machine and piano departments.
Planning "Bubble Book Party"

Plans for a children's "Bubble Book Party"
are being completed by F. X. Donovan, man-
ager of the Victrola department of the John
Shillito Co. The party will be staged in the
large music department of the store on Novem-
ber 23. An especially arranged children's play-
let is to be staged with a number of story-book
characters, all played to the strains of appro-
priate music from children's records. "Business
for the month has by far exceeded our expecta-
tions," says Mr. Donovan. Demand for Caruso
records was very large for the month, due to the
Caruso Memorial Concert at Eden Park.

A large Fall and pre-holiday trade is antici-
pated by S. Reis, manager of the talking machine
and record department of the Brunswick Co.
Business has been on the increase each month
and prospects are growing better with each day,
he reports.

C. M. Shute Resigns
C. M. Shute, assistant manager of the Colum-
bia Co.'s local wholesale branch, has resigned to
enter other work at New Brunswick, N. J. Mr.
Shute refused to let his future plans be kn'own.
J. B. Kruse has been appointed to take the place
left bv Mr. Shute.

Retail Experience

In order to be of the greatest
possible assistance to the Victor
dealers whom we serve, we have
built an organization, every
member of which has had con-
siderable retail sales experience
in the Talking Machine business.
Our recommendations are made
only after thorough considera-
tion from a retail viewpoint.
Someone in our organization can
help solve your particular prob-
lem.

C.C. MELLOR CO.

Victor Wholesalers
1152 Penn Avenue

PITTSBURGH, PA,

Ross H. Wilson, manager of the Dealer
Service department of the Columbia branch, is
arranging an extensive advertising campaign to
combine dealers in Cincinnati during the stay in
this city of Miss Marian Harris, noted Columbia
artist, who appears in person at a vaudeville
house in the city during the week of Decem-
ber 12.

An Antique Musical Chair

The Chubb-Steinberg Music Shop has on dis-
play a chair which contains a hidden mechanism
so arranged that when one sits on the chair he
is greeted with music from an invisible music
box. Mr. Chubb found the chair in a second-
hand store. He was attracted by its Venetian
design and after careful scrutiny discovered the
music box. The chair is said to be many hun-
dreds of years old and its value is undetermined.
This chair is of carved walnut and inlaid with
pearl. Mr. Chubb states that a New York con-
cern recentlj applied for a patent on a music-
reproducing machine arranged in a chair similar
to the antique now on exhibition.

Professor Yuen Ren Chao and his bride have
arrived in the United States to make -records of
the Chinese language for use in lectures at
Harvard University. Professor Chao will oc-
cupy the chair of language and logic at Har-
vard.

If you don't think co-operation is necessary
watch what happens to a wagon when one wheel
comes off.

A G N E D O

THE OLDEST AND FASTEST SELLING

TEN-PLAY NEEDLE

Seven years of constant advertising has developed an /frS
ever-growing demand from all over the country for '
MAGNEDOS solely because of merit.

Magnedos offer substantial profit to Jobber and
Dealer.

Retails at 10c, a box
Dealer's price $3.30 carton of 60 b^xes

MANUFACTURED
BY

SUPERTONE NEEDLE WORKS "

October 15. 1921

THE TALKING MACHINE WORLD

143

THE SEASON'S BEST SELLER

THE UNIGO No. 50 PORTABLE CABINET STAND

(Construction and Design Patents Applied For)

Retail Price $15

Parts and Container ready for
shipment

Dealer Price $10

3. Assembled as stand for No. 50

2. Easy method of assembling

Solid Mahogany and Quartered Oak
Finish Matches Victrola
Harmonious Design
Sectional Construction
Assembled in 5 Minutes

5. Ready for use

CONVERTS THE NO. 50 VICTROLA
INTO A SEMI-CABINET MACHINE
IDEAL FOR THE HOME
ABSOLUTELY PORTABLE
ANSWERS EVERY PURPOSE

4. Assembled as table

Individual Cartons
Shipping Weight, 14 lbs.
Local Parcel Post, 12 Cents
Package Size 3x23x29
Space for 6 Albums

May Also Be Used as Table for Demonstrating Room or Home

A QUALITY PRODUCT— NOT A CHEAP NOVELTY

THIS WILL BE A BIG SELLER-THE DEMAND WILL EXCEED THE SUPPLY
Cover Your Fall and Holiday Requirements at Once

Order through your jobber
or

Fill in order coupon and
mail today.

UNIT CONSTRUCTION CO., Date

58th St. and Grays Ave., Phila., Pa.

i Parcel Post^

Kindly ship at once \ Freight I UNICO NO. 50 PORT-

t Express J

ABLE CABINET STANDS. Above stands to be billed to us through
our jobbers at $10 per stand f.o.b. jobber's city. Specify finish.

Jobber's Name

Dealer's Name

Dealer's Afldress

UNIT CONSTRUCTION COMPANY

NEW YORK
299 Madison Ave.
Corner 41st St.

Rayburn Clark Smith, President

S8th Street and Grays Avenue

PHILADELPHIA

See Our Other Advertisement, Page 88, in this Issue

CHICAGO
30 N. Michigan
Boulevard

144

THE TALKING MACHINE WORLD

October 15, 1921

TALKING MACHINES AT CANADIAN NATIONAL EXHIBITION

Imposing Display Made by Various Exhibitors — Growth of Exposition Idea — W. B. Puckett Returns
From European Trip — Music in the Schools: — ^An Interesting Budget of News

Toronto, Ont., October 7— The success of the
Canadian National Exhibition held in this city
has strongly brought to mind the great advance
in musical matters made by the people of On-
tario within recent years. The exhibits, the
buildings and the arrangements for presenting
Canada's musical efforts to the visitor and the
quality of music on the grounds all emphasized
the wonderful achievement of the people who
have labored in the cause of music for thirty
years back.

When pianos and talking machines were first
exhibited there were no- special sound-proof
booths, and the result was bedlam. In 1902 the
Manufacturers' Building was erected and the
piano firms fittingly housed. In more recent
years the talking machine exhibitors were given
space in a wing of the Horticultural Building.
The first talking machine was exhibited in To-
ronto as a side show like a freak. ■ It was in a
tent near DufYerin street that it was shown, and
the curious had to pay 10 cents admission.

It's a great change from then to now, for the
talking machine has assumed a national impor-
tance as an educational factor in the domain of
music. Despite the great popularity of the talk-
ing machine and its general use, many imagine
that as high an average as 50 to 75 per cent
of the homes in this city are supplied with some
make of machine, but the fact remains that only
16.66 per cent of Toronto homes have one. This
leaves some 84 per cent of the homes where there
is no talking machine. A prominent music dealer
of this city stated recently that possibly as high
as 50 per cent of the homes of Toronto did not
possess either a piano, player-piano or talking
machine.

The exhibitors at the fair included the Starr
Co. of Canada, Ltd., of London, which dis-
played for the first time a Starr console de-
sign, Style XV, which is suitable for libraries
and dens and can be readily used as a writing
table. The regular designs were also shown, as
well as a fine exhibit of Gennett records.

The Scythes-Vocalion Co., Ltd., made a very
Iiandsonie display of Vocalion instruments, in-
cluding a Florentine in antique walnut. Queen
Anne and upright types and a new Queen Anne
console and a William and Mary console, with
overlaid scheme. Vocalion Red records were
also demonstrated and attracted a great deal
of attention.

The Columbia Graphophone Co. made a splen-
did showing of its various styles of machines
and records.

Five new Victrolas were displayed in the
booth of His Master's Voice, which, in addition
to a fine display of His Master's Voice records,
attracted thousands of people to this booth,
which was capably managed under the control
of R. H. Murray, manager of His Master's
Voice, Ltd., Toronto.

R. S. Williams & Sons Co., Ltd., had an attrac-
tive display of both New Edison phonographs
and Edison Amberolas. Various console models
were shown and presented a most attractive ap-
pearance.

I. Montagues & Co., Canadian distributors of
the Sonora, showed four period instruments,
Louis XVI, Queen Anne, Italian Renaissance
and Adam cabinets, which reflected the high
standards of Sonora workmanship. There were
also a number of upright models in styles and
prices to suit everyone interested.

The Musical Merchandise Sales Co. made an
artistic exhibit of Brunswick phonographs of
various styles, as well as records.

The Magnavox was a prominent feature of

the exhibition this year and through its instru-
mentality the address to Lord Byng and his
reply were heard by the thousands who attended
the fair. The Magnavox was also used in many
of the booths.

There was also a great showing of Canadian
talking machines and, all in all, the talking ma-
chine display was very creditable and did much
to establish the very important position occu-
pied by this instrument in the music trade field
to-day.

W. B. PucT<ett, of the Musical Merchandise
Sales Co., Canadian distributor of the Brunswick
phonograph, has returned to Toronto from a
two months* absence on a European trip. A
splendid voyage over and a rough one on the
return summed up his sailing experience. Mr.
Puckett did not observe that business in the
British Isles was active to a degree over which
one could enthuse. On the contrary, his observa-
tions led him to believe that Canada has little
to complain of by comparison. Nevertheless,
the characteristic determination of the Britisher
was there and the spirit that has made the
British Empire what it is.

The Nordheimer Piano & Music Co., Ltd., has
been using large space in the daily papers this
month to announce it having taken on the
"His Master's Voice" record agency.

Harry G. Stanton, vice-president and general
manager of R. S. Williams & Sons Co., Ltd.,
Edison jobbers, is back at his desk in the head
office after a trip of several weeks' duration in
Britain and the Continent. Mr. Stanton, who
occupies the high position of a district governor
in the Rotary Club organization, was a delegate
to the big Rotary convention in Edinburgh.
Although his trip was primarily in connection
with Rotary business and pleasure, he had oppor-
tunities of looking into trade conditions in the
music industry and he states that, from his ob-
servations, he cannot be other than impressed
with evidences of its status and stability.

While on his return visit from a trip through
the West E. C. Scythes, president of the Scythes
Vocalion Co., Ltd., received word of the death
of a sister at Edmonton, Mrs. C. F. Newell.
Mr. Scythes had visited his sister, who had been
ill for some time, and had reached Regina on

his way East when the sad news overtook him.
F. G. Scythes, Regina, is also a brother of de-
ceased.

Piano and vocal competitions were held in
connection with the National Exhibition here,
under the direction of the committee selected by
the talking machine manufacturers. There were
fourteen or more contestants.

J. D. Ford, well known in the talking machine
industry through his being manager of the retail
talking machine department of R. S. Williams &
Sons Co., Ltd., has returned from a three months'
holiday in Algonquin Park. While in the North
country "Jeff" was created an Indian chief with
the Indian title of "Big Elk."

Gordon Bender has been appointed sales man-
ager of I. Montagnes & Co., the Canadian dis-
tributors of the Sonora and Magnavox lines.
Mr. Bender has had a thorough training in the
talking machine trade and has come into contact
with many of the retail dealers of the country.

Mr. Corrigan, of the Magnavox headquarters
in California visited the National Exhibition.

Joseph Wolff, treasurer of the Sonora Phono-
graph Corp., New York, and Mrs. Wolff, during
their stay in Toronto, while visiting the fair,
were entertained by I. Montagnes, of I. Mon-
tagnes & Co.

Mechanical music, far from aiding in killing
instrumental or vocal music, is a close ally and
one which will increase the range of vocal and
instrumental music more and more, is the opinion
of Miss Mae Skilling. She has had charge of the
nmsic revival in the public schools for some
time and is still demonstrating in the schools
upon invitation, though she is now in charge of
the educational department Of the Columbia
Graphophone Co. here. In her visits Miss
Skilling declares that she finds the phonograph
is developing a love for music among the school
children and that she notices a revival of interest
in all forms of music as the result of its use.

During the fair arrangements were made with
the Marconi Wireless Co. whereby daily con-
certs were held oil 'the exhibition grounds. The
music originated with the Sonora playing at the
Marconi headquarters and was conveyed to the
grounds by means of the Marconi wireless sys-
tem. .The instrument was supplied by I. Mon-
tagnes & Co.

The trade generally has expressed deep regret
at the assignment of the Cecilian Co., Ltd., on
account of the personal standing in the trade of
John E. Hoare, president of the company.

IMPROVING TREND OF TRADE CONDITIONS IN MONTREAL

H. S. Berliner Returns From Europe — Recent Incorporations — Fairbairn Sales Co. to Feature the
Pathe — Starr Products Being Pushed by Gay's Stores — Other News

Montreal, Canada, October 6. — H. S. Berliner,
head of the Compo Co., at Lachine, Que., and
the Sun Record Co., of Toronto, has returned to
the former city from a flying visit to England.
He was absent only twenty-nine days on this
successful and enjoyable trip.

The Canada Gazette announces the incorpora-

t on of the Bourniv Piano & Gramophone, Ltd.,
with a capital of $200,000.

N. G. Valiquette, Ltd., is doing considerable
newspaper advertising in the interest of "His
Master's Voice" machines and records, and since
taking on the line has had considerable success.
(Continued on page 146)

TALKING MACHINE SUPPLIES AND REPAIR PARTS

The superiority of RENE MADE SPRINGS and PARTS
is not accidental but is the result of years of painstaking de-
votion to the highest standards of machine shop craft.

NONE BETTER IN QUALITY

THE RENE MANUFACTURING CO.

NONE LOWER IN PRICE

Montvale, New Jersey

See page 110

October 15,

1921

THE TALKING MACHINE WORLD

145

TF you are a subscriber to our serv-
ice, you get tried, tested, effective
methods and not theories.

You get advertising that makes your
store the pre-eminent music center —
that makes your store stand out as it
never has before.

You get merchandising ideas, window
display suggestions, and drafts of let-
ters for circularizing, that if you tried
to duplicate would cost you far more
than you could afford. You get a serv-
ice equal to that of the very largest
retailers and manufacturers, and while
the expense to you is trifling — absurd-
ly low in fact — the value is phenom-
enal!

No red tape and NO RISK ON
YOUR PART. Have us give you
full information. Remember — this is
an exclusive service, obtainable by
but one dealer in a territory. This
is YOUR chance; don*t pass it by!

Yours for a big business.

Director
Talking Machine World Service

The Talking Machine World Service

373 Fourth Avenue I

New York City j

Kindly send me complete details concerning The Talking Machine I

I World Service. |

. NAME I

j FIRM NAME |

j CITY & STATE

146

THE TALKING MACHINE WORLD

October 15, 1921

J-

A. BRUNS & SONS

50 RALPH AVE.
BROOKLYN
N. Y.

lull

QUALITY PLUS

Phonograph Delivery Covers
Rubberized Dust Covers

BRUNS MADERITE delivery covers are
produced in either jacket type — closed type or
for Console or Period cabinets. Grade A of
eight-ounce Brown Duck — Grade B Khaki Drill.

Delivery of phonographs in original cases is ob-
jectionable in that unpacking is an untidy proc-
ess. A BRUNS MADERITE Cover is just
slipped off and machine is ready to be played
— no fuss — no dirt — no possible damage from
wet or cold, dust, bruises, scratches, finger
marks, etc.

BRUNS MADERITE delivery covers are
padded with extra thick one-piece layer of
cotton (no shoddy). Fleece-lined and durably
constructed throughout. All covers include one-
way strap equipment.

Anticipate your requirements and place orders
now — prices on request — order direct or through
your jobbing connection.

Ask us for quotation on Fleece-lined, Rubber-
Led phonograph dust-proof covers.

A. BRUNS & SONS

Manufacturers o'f Everything Made of Canvasil

NEWS FROM DOMINION OF CANADA

{Continued from page 144)

C. W. Lindsay, Ltd., recently sold the Eastern
Publishing Co. a Columbia Grafonola which it is
utilizing in its circulation contest as one of the
capital prizes.

The Compo Co., Lachine, Que., is putting on
the market the Apex ten-inch double-sided rec-
ord, which is being sold retail at 65 cents.

The Fairbairn Sales Co., which has been asked
to act as wholesale and local distributor for the
1921 and the other American and Canadian made
Pathe models, including the Actuelle, has just
been advised that in future the Canadian trade
will be supplied with Pathe phonographs and
records direct from Paris, France, headquarters
of the Pathe Freres organization, and to pre-
pare for the arrival of French machines and rec-
ords they must clear out their entire stock
immediately.

S. H. Brown, proprietor of Brown's Talking
Machine Shop, recently motored to Providence,
R. I., Boston and other points, spending a two
weeks' vacation visiting his home and friends
along the way. Mr. Brown states that the recent
demand for Caruso records has been most phe-
nomenal, this artist's records in French being
prime favorites in' the Province of Quebec.

The Starr Phonograph Co. of Quebec, Mont-
real, has opened a department for the sale of
Starr machines and Gennett records in Gay's
Stores, Mount Royal avenue East. A number of
improvements are being made on the premises
of the Starr company, including an additional
private office for Manager L. R. Beaudry.

Goodwin's, Ltd., is advertising the Brunswick
phonographs in a very striking manner.

The new Brunswick models are taking excep-
tionally well, said Layton Bros., and business
last month bettered the mark of the same month
of last year.

CONFERS WITH NEW DISTRIBUTORS

Oscar W. Ray Holds Conference With Execu-
tives and Sales Staff of Gibson-Snow Co.

Oscar W. Ray, manager of the wholesale Vo-
calion record department of the Aeolian Co.,
spent a day in Syracuse, N. Y., recently, con-
ferring with the executives and sales organiza-
tion of the Gibson-Snow Co., that city, which
concern has recently become distributor for the
Vocalion records in New York State. Mr. Ray
was enthusiastic regarding the prospects of de-
veloping New York State business through that
organization. During the past month Mr. Ray
l.as also visited Boston, Philadelphia, Baltimore
and other cities for the purpose of conferring
with Vocalion jobbers regarding the campaign
for the coming months.

Nellie Kouns, one of the Kouns Sisters, whose
Vocalion records have proven very popular, was
married recently in Buffalo, N. Y., to Sherman C.
Amsden, of Chicago.

MUST GO AFTER BUSINESS

President Chase, of the Pathe Co., Says Orders
Should Be Developed on the Outside — Some
Inspiring and Helpful Ideas

Many inspiring and helpful ideas are given in
a general letter to Pathe dealers, written by W.
W. Chase, president of the Pathe Freres Phono-
graph Co., Brooklyn, N. Y., and which is re-
produced on tlie first page of the September 27
issue of Pathe News. In this letter Mr. Chase
states that whereas there are some dealers who
complain about poor business, there are many
others who are doing a splendid business and
in every case the successful dealer is doing his
work on the outside. Mr. Chase stated that
"this proves conclusively that a dealer cannot
operate a store like a spider operates a cob-
web." He gives a concrete example in referring
to one store, which sold nearly three hundred
phonographs during the month of August, only
2 per cent of which were actually sold on the
floor. Mr. Chase urges the Pathe dealer to
energetically go out after business this Fall, "as
the men who go out and do business have an
opportunity which is unequaled in the history
of business."

Many other interesting articles are included
in this issue of Pathe News, covering the vari-

ous scheduled appearances of Pathe artists
throughout the country, the value of attractive
window trims, retail advertising ideas and sales
helps. Taken as a whole, this little paper is full
of timely topics.

VISITS TRADE IN CANADA

C. A. O'Malley, of Silent Motor Corp., Reports
Considerable Business Activity There

Charles A. O'Malley, president of the Silent
Motor Corp., Brooklyn, N. Y., returned recently
from a trip, in the course of which he visited the
trade centers of Canada. Mr. O'Malley reported
that Canadian production is rapidly picking up
and the worst effects of the post -war deflation
have evidently vanished. Also that bumper
crops and the absence of unemployment are
making the Dominion quite prosperous and the
music trade in that territory looks forward to a
healthy business during the holidays.

In speaking of the Canadian business situa-
tion, Mr. O'Malley stated: "Notwithstanding the
duty which Canada maintains upon imports of
phonographs or parts, the Silent Motor Corp.
has been successful in placing its motor with
several large talking machine manufacturers who
have made the Silent product their standard
equipment."

JUNIUS HART PIANO HOUSE, Ltd.

NEW ORLEANS, LA.

Are pleased to announce to the trade that they are now distributing

Records

and are prepared with a large up-to-date stock
to give prompt and efficient service to dealers of

"THE RECORD OF QUALITY"

THE TALKING MACHINE WORLD 147

October 15, 1921

EXTENSIVE BUBBLE BOOK CAMPAIGN

Bubble Book Sales Service Will Introduce
Bubble Book Parties in Leading Cities —
Dealers Enthusiastic Regarding Practical
Value of Parties — Dealers Are Co-operating

Due to the interest shown last year by talk-
ing machine dealers all over the country in
Bubble Book Parties, the Bubble Book division
of Harper Bros., New York, has just com-
pleted extensive plans for a larger series of
these parties for the coming Winter months.
In conjunction with the parties an intensive
advertising campaign is being instituted to tie
up the dealer's local publicity with the national
advertising of this company. In addition to
using space in the leading trade journals sev-
eral nationally known magazines are included,
which will give Bubble Books a valuable con-
sumer publicity.

During the past year the attendance at these
parties has been so large that in many cases
all could not be accommodated and, whenever
practicable, other parties were arranged in these
localities to take care of the surplus attendance.
Thousands of children, with their mothers, at-
tended the Bubble Book Parties and, as they
were extensively advertised in the local news-
papers, the public showed a keen interest in
them. It was the unanimous opinion of the
dealers who staged these parties that they at-
tracted the better class of talking machine rec-
ord enthusiasts and, in consequence, the
dealers enjoyed a lively response in actual sales.
It is calculated by the Bubble Book Sales Serv-
ice that the average attendance at the parties
given last year was considerably over two thou-
sand people.

To accommodate as many dealers as possible
during the coming Winter months three sepa-
rate units have been prepared, who will travel
with a complete equipment to stage a Bubble
Book Party. This equipment is elaborate and
perfect in every detail. It is carefully designed
to give the stage a professional appearance
and to insure the scenery and equipment being
correctly executed. The costumes were designed
by Fay Behrens from the original sketches of
Rhoda Chase, who is one of the best-known
Fairyland, character artists in New York. The
scenery used is the product of the Cosgriff Stu-
dios, of New York, which spared no effort to
make this scenery as realistic and lifelike as
possible. The Bubble Book stories cover every
well-known character in Fairyland stories. Among

the most popular of these stories are those of
"Old King Cole," "Jack and Jill," "Mary and Her
Little Lamb,"' "Tom, Tom, the Piper's Son," and
many others.

Bookings for these Bubble Book Parties are be-
ing made through Harry E. Sherwin, 130 West
Forty-second street, who is in charge of this cam-
paign. H. E. Foster, general manager of the
Bubble Book Sales Service, is sparing no effort to
make these parties valuable to the dealer.

The following cities, which are arranging for
Ihese parties this Winter, are divided into three
separate groups, comprising three routes:

Route No. 1. September 24, Jordan Marsh Co.,
Boston, Mass.; September 28, Wallace Co., Pitts-
field, Mass.; October 5, Frederick Loeser & Co.,
Brooklyn, N. Y.; October 8, Boggs & Buhl, Pitts-
burgh, Pa.; October 15, McWilliams Stores,
Wilkes-Barre, Pa.; October 22, Shepard Co.,
Providence, R. I.; October 26, T. Eaton Co.,
Toronto, Can.; October 29, J. N. Adam & Co.,
Buffalo, N. Y.; November 2, J. L. Hudson Co.,
Detroit, Mich.; November 5, The May Co., Cleve-
land, O.; November 19, Pettis Dry Goods Co.,
Indianapolis, Ind.; November 23, John Shillito
Co., Cincinnati, O.; November 26, Stewart Dry
Goods Co., Louisville, Ky.; November 30, Cast-
ner Knott Co., Nashville, Tenn.; December 3,
H. P. King Co., Bristol, Tenn.

Route No. 2. September 24, Harned & Von
Maur, Inc., Davenport, la.; September 28, Roshek
Bros., Dubuque, la.; October 1, Paul Davis Dry
Goods Co., Waterloo, la.; October 5, Denecke
Co., Cedar Rapids, la.; October 8, Younker Bros.,
Des Moines, la.; October 12, J. L. Brandies Co.,
Omaha, Neb.; October 19, Pelletier Stores, Sioux
City, la.; October 22, Towle & Hypes, Clinton,
la.; October 27-28-29, Golden Rule, St. Paul,
Minn.; November 2, Duluth Class Block Stores,
Duluth, Minn.; November 5, Dayton Co., Minne-
apolis, Minn.; November 9, Pettibone-Peabody
Co., Appleton, Wis.; November 12, Henderson
Hoyt Co., Oshkosh, Wis.; November 26, J. Gold-
smith Sons Co., Memphis, Tenn.; November 30,
Gus Blass Co., Little Rock, Ark.; December 3,
L. Grunewald Music Co., New Orleans, La.; De-
cember 7, W. G. Munn Co., Houston, Tex.

Route No. 3. September 24, Famous & Barr,
St. Louis, Mo.; September 28, Geo. Ennis Dry
Goods Co., Wichita, Kan.; October 1, The Boston
Store, Fort Smith, Ark.; October 5, Calhoun
Store, Muskogee, Okla.

Additional bookings are now being made, and
will be routed as soon as all cities are listed, this
route to be announced by the Bubble Book Sales
Service at a later date.

EDISON TONE=TESTS IN CHICAGO

Chicago, III., October 5. — Glen Ellison is giving
tone-tests of his Edison Re-creations in the Chi-
cago zone. Last night he appeared at the Madi-
son Square Auditorium at Madison and Cicero
streets, under the auspices of the Electric Co.,
which has its store at the same location. The
big hall was filled with an appreciative audience.

C. E. Goodwin, head of the Phonograph Co.,
the Edison distributor for this zone, is now
happily on the job again after six months' ab-
sence on account of illness. It is well known
that Thomas A. Edison, Inc., is making a re-
markable record with its series of Broadway
hits, under the general title of "Broadway
Flashes," and the trade in this city and territory
seems to be quite delighted with them, judging
from the sales of records.

The Litwin Music Corp., Newburgh, N. Y.,
has been granted a charter of incorporation ^n
that State, with a capital of $10,000. Incorpora-
tors are: M. B. and F. Litwin and S. S. Pipkin.

WtLARYNX'

ofihe

The Diaphragm

Write NOW for
Combination Chart
and Price List

In the human, the larynx reproduces the sound emitted
by tongue and palate. It determines the quality of the
individual's voice.

In the talking machine, the diaphragm reproduces the
sound vibrations generated by needle and record. In
great measure, it determines the tone of the machine.

'•Umantone" Mica Diaphragms
are certified

Certified as to quality of material and dimensions. "Umantone" dia-
phragms are made of the very highest grade of India Ruby Mica —
micrometer, tested to one thousandth part of an inch — in strict con-
formity with the specifications of the respective talking machine
manufacturers.

Conveniently Packed

Each diaphragm conveniently packed in individual envelopes, on which
is printed the number corresponding to the number on our special
diaphragm chart.

Insure Your Customers' Satisfaction — Sell "Umantone"
Certified Diaphragms

EVERYBODY'S
TALKING MACHINE CO.

38 N. 8th Street Philadelphia

HONEST QUAKER SERVICE

Can You
Sell Foreign
Records?

Now is the time to stock
up on Fall and Holiday
sure-fire sellers.

A. G. KUNDE

now has a complete stock
of German selections and
is ready to fill orders
for samples in Polish,
Bohemian, Hungarian,
Jewish, Italian and Scan-
dinavian languages.

Retail Price, 85c
Regular Discounts

Write Now for Our
Interesting Catalog

A. G. Kunde

U. S. Importer and Distributor
of Homokord Records

344 East Water Street
Milwaukee, Wis.

148

THE TALKING MACHINE WORLD

October 15, 1921

ANNOUNCES PRICE REDUCTION

New Prices on Entire Cheney Phonograph Line
— Company Will Absorb Reduction on Stock
in Dealers' Hands by an Adjustment Plan

Chicago, III., October 9. — In a notice sent to its
dealers under date of September 17, the Cheney
Talking Machine Co., of this city, announced
substantial price reductions on the entire Cheney
line. The reductions on the various models are
from 25 to 35 per cent and Cheney dealers will
be glad to learn that the company, fully appre-
ciating the unprecedented conditions which have
affected business during the past year, will ab-
sorb the loss on goods the dealers have in stock
by a method similar to the new model adjust-
ment plan which was announced August 1.

Under this adjustment plan Cheney dealers
will be given credit for the difference between
the old wholesale prices and the new, provided
they order as many instruments of each model
as they ask credit for under the plan. In the

case of Cheney models 4, 5 and 6 the company
will allow the dealer credit for the difference in
price for stock on hand, provided he orders as
many of those models as he asked credit for.
In the case of the Cheney art models the dealer
will receive credit up to the extent of his stock
on hand, provided he orders new art models to
the same number.

The Cheney Talking Machine Co. is able to
make these substantial price reductions as a re-
sult of increased activity in all departments of
the factory at Grand Rapids, Mich. This in-
creased production not only means g. reduction
in the overhead on each unit, but it enables the
company to become an active buyer of materials
in large quantities under to-day's market condi-
tions, which are much more favorable than those
of some months or a year ago.

The company reserves the right to terminate
this adjustment plan offer after a reasonable
time, but states that shipping dates as late as
December 1 may be specified.

The announcement is also made that the

Cheney New Model Adjustment Plan, announced
August 1, is withdrawn October 1.

This reduction in Cheney prices, coming just
as we are entering into holiday selling activities,
will, it is predicted, result in a wonderfully in-
creased business on the part of Cheney dealers
during the next three months. Moreover, the
increase in production at the Cheney factory is
in itself a reflection of the steady increase in
general business.

HE SHOULD BE INDESTRUCTIBLE

Portland, Ore., October 4. — "Another victory for
Edison." Thos. T. Record and his wife, at 567
Powell street, were presented with a baby boy
last month and before the arrival it had been
decided to name the child either "Edison" or
"Victrola," all according to the sex of the new
arrival. The poor child will have to go through
life known as "Edison Record." If it had been a
girl she might at least at some future date have
been able to change her last name.

SOME OF THE NEW
RELEASES

"Say It With Music"
"Bimini Bay"
"Baby Face"
"Tuck Me to Sleep"
"Ten Little Fingers"
"Yoo-Hoo"
"Moon River"
"Ma!"

"Dangerous Blues"
"Plantation Lullaby"
"Sweet Lady"

A Record Achievement

and an achievement of Record is the accomplishment
of the Clarion.

An actual demand of the market and the public
today is a quality record offering the hits of today in
record form while they are hits — not after. To fill
this demand is the purpose of the Clarion.

The organization is one of long experience and
operates its own recording rooms, electroplating,
pressing and other plants.
Service will be the keynote of the Clarion Company, and its
plans to care for dealers and distributors not only comprise all the
recognized methods, but include some original dealer "helps."

The reception of the first Clarion releases in September may be
taken as an indication of the readiness of the trade and public to
accept this new record. The second list is now released to a larger
trade organization and is available to new dealers.

Success seems assured, dealers and distributors are being
appointed, requests are being filled. To the live-wire organization
our proposition will be of genuine interest and will aid in producing
increased sales. We suggest an examination of our dealer proposition,
which will cost you nothing.

Write for Particulars

CLARION RECORD COMPANY

56 BLEECKER STREET

NEW YORK CITY

October 15, 1921

THE TALKING MACHINE WORLD

149

MUSIC WEEK WILL HELP TRADE IN DETROIT TERRITORY

Great Music Drive Starts October 16 — Business Steadily Improving — Leading Distributors Tell of
Increasing Demands for Stock — New Establishments Opened — Other News

Detroit, Mich., October 6. — October looks as if
it is going to be a very good month for the
talking machine business; in fact, already it has
shown a great improvement, and particularly
so on account of the cold weather that was
ushered in with the first of the month. It is
all that the industry needed to give business
a boom — cold weather. As one dealer explains
it: "People don't think of staying home nights
if the weather is nice and warm; they either
go out riding or they drive out to some amuse-
ment place or else attend the theatre. But
when the}- get a cold snap they hug closer to
the fireside and they will have music and they
will buy the latest records. We notice this every
time the weather gets cold and this year is no
exception to the rule."

Much Expected of Music Week
So many things will happen from now on
straight through to the coming Spring that will
prove stimulants to the talking machine busi-
ness. Music Week is the big thing right now.
It starts on October 16 for a full week in De-
troit and thirteen of the largest cities in the
lower peninsula of Michigan. It will be, with-
out doubt, the biggest musical event that the
State has ever had, and probably ever will have.
Being something new, naturally everybody is
co-operating with Robert Lawrence, manager,
to the fullest extent, and Mr. Lawrence is so
enthusiastic over the splendid co-operation he
is getting that he keeps doing new and bigger
things every day that will make the event even
a greater success than he had hoped to achieve.
Just what the talking machine dealers will do,
outside of helping financially, to further the
movement has not been decided. In fact, it is
likely that each dealer will create or originate
his own ideas, but you can wager that every
live dealer will do something to participate in
Music Week. It is a glorious opportunity. The
whole movement was planned last Winter by
the piano and talking machine interests.
Good Demand for Vocalion Line
Sam E. Lind, of the firm of Lind & Marks,
local distributors for the Aeolian-Vocalion, re-
ports that business in September was the best
it ever has been and that the month of October
will be even better. He predicts a good year,
despite the poor start. "When we started last
Winter we did not expect any business during
the Spring and Summer and yet we got more
1 than we anticipated," he remarked. "We are
getting splendid repeat orders and dealers are
very enthusiastic over the line after they put
it in. Our records are proving very popular. It
is remarkable the number of sales we have made
on the record by the Theis Ritz Detroit Or-
chestra, which is still very popular. We have
had to reorder at least four times." Among the
new Vocalion dealers reported by Mr. Lind
during the past few weeks are Lampe & Tanner,
at the corner of Tuxedo street and Hamilton
boulevard, Detroit, and the Woodward Talking
Machine Store, in Highland Park. The first-
named concern is brand new in the talking ma-
chine business. Their location is in the heart of
a thickly populated section of Detroit's best
families. The Woodward Talking Machine Co.
is an old-established concern and it also handles
the Columbia line.

Progress of the Jewett
A. A. Fair, sales manager for the Jewett
Phonograph Co., is just as busy as he can be
these days. Not alone has he considerably in-
creased his selling force, but he has been busy
answering applications from all over the coun-
try for the Jewett line. As fast as he can get
salesmen to see the applicants he is doing so.
He has closed many fine accounts the past
thirty days, all of them being for the complete
line. The Jewett is increasing the number of
models and in the past thirty days has changed
some of the models, so that to-day the line is
declared to be just 100 per cent better than it

was a month ago. The Jewett line was exhib-
ited at the recent State fair in Detroit and
also at Columbus a few weeks ago during the
convention of the Ohio Music Dealers' Associa-
tion. Mr. Fair personally supervised the ex-
hibit at Columbus and took on several new
dealers. The Michigan exhibit was really in
the nature of stimulating sales for the dealers.
Victor Jobbing Business Active
C. H. Grinnell, manager of the wholesale Vic-
tor department of Grinnell Bros., advises us
that the jobbing business is showing great im-
provement, that merchandise is coming through
much better, both as to machines and records,
and that dealers are showing an inclination to
buy liberally, indicating that their stocks are
becoming depleted. Mr. Grinnell anticipates a
good Fall trade — probably not as big as some
other years, but yet sufficient to be more than

satisfactory. "Of course, after all, a great deal
depends on the dealer himself — his own selling
ability and creative ability," said Mr. Grinnell.
"The Victor Co. is doing more than its share
when it spends millions for national advertising,
which directly helps every dealer. A great deal
depends entirely on the dealer, however."
Opens Attractive Quarters

A. Ginsburg has opened the Grand Talking
Machine Store in the new market which opened
last week at the corner of Grand River and
Trumbull avenues. He is handling the com-
plete Columbia line and his store is, indeed, a
very coy and attractive one. One entrance faces
on the avenue and the other on the inside of the
market. He has installed a number of booths
and, all in all, his store is an example of what
can be done with a limited amount of space.

The J. L. Hudson Music Store has been
advertising reductions on Cheney phonographs.
Sales on this instrument have been very brisk
the past thirty days. The Hudson store han-
dles the Victor, Cheney, Widdicomb, Sonora
and Brunswick lines.

Well Prepared to
Care for Your Victrola
and Record Needs

Write for list of Rec-
ords selected by our
committee as the best
sellers for the coming
month. To allow us
to furnish this will
not obligate you in the
least — and it will aid
you in making up
your order.

We have made preparation for a big
Fall and Winter business.

The supremacy of Victor products
(always unquestioned) is constantly be-
coming more firmly established and
widely recognized — the demand for Vic-
trolas and Records continually growing
greater — business is good and steadily
improving.

Take Full Advantage of
the Opportunity for In-
creasing Your Business

Avail yourself of our ever-ready stock
— of our rule of filling every order same
day received — of the care we unfailingly
maintain in packing and shipping — of the
exceptional transportation facilities at
our command — of the predominant factor
having to do with everything entering
into our service: That of being of real
help to you in selling more Victrolas and
Records.

Grhmell Bra

Wholesale Distributors
of Victrolas and Records

First and State Streets, Detroit

150

THE TALKING MACHINE WORLD

October 15, 1921

CONDITIONS IN PORTLAND TRADE STEADILY BETTERING

Shipping, Building and Banking, as Well as Talking Machine Business, Show Improvement —
Many New Victor Agencies — Dealers Furbishing Their Stores — Budget of News

Portland, Ore., October 5. — September was a
top-notch month for Portland in shipping, build-
ing and banking. Wheat exports were 150 per
cent greater in volume than in September of last
year. Building permits exceeded those of the
corresponding month of last year in number, and
in spite of the decline in the cost of construction
the total value was greater and the total bank
clearances were the largest of any month this
year.

This condition gives the talking machine mer-
chants a demonstration that industrial affairs in
the Paciiic Northwest are turning the corner
toward normally good times. All Portland music
houses have been feeling this condition through-
out the month of September and more activity
in buying musical instruments is going on than
for some time.

J. H. Dundore, manager of the Sherman, Clay

& Co. store, reports a good steady business and
is planning to resume the monthly Victrola con-
certs in the company's concert hall, which proved
so popular last Winter.

Frank M. Case, manager of the Wiley B. Allen
Co., sees a marked improvement in business and
reports many more sales coming in from the
country, which shows that the farmers are get-
ting back on their feet once more. Mr. Case
made a business trip to Walla Walla, Wash., and
to Pendleton, Ore., where he incidentally took
in the Pendleton Round-up, September 24.

Many changes have been made in the per-
sonnel of the Portland Remick Song Shop since
the arrival of Clyde Freeman, the new manager.
William Maxwell, who had charge of the Co-
lumbia Grafonola department, has been made
assistant manager; Paul Kuhl, for seven years
with the Ling Piano Co., has been put in charge

e'""""""""""""" '"''''''''''>"ii"iiiiiii<i<N>iiiiinii)iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiin

The slogan of the Buying Public today is

Be Sure Your Walnut is ALL Walnut."

f American

"The Cabinet-wood Superlative."

"A Trade Winner"

must be keyed to the trend of the times.

The powerful appeal which a genuine American Wal-
nut phonograph cabinet exerts upon the trade is the
big reason for the steadily increasing use of this super-
lative Cabinet-wood by all leading manufacturers.

Write for data for makers or data for dealers —
and the "Brochure de Luxe" for your sales-
men. Address the responsible producers of
American Walnut lumber and veneers, the

American Walnut Manufacturers' Association

Room 1022, 616 South Michigan Boulevard Chicago, U. S. A.

;r.iiiiiuiiiuiiiiiiuiiiiuuiiiiiiiiiiiiii iiiiiiiiiiniiiiiiiiiiiijiiiiiiiiiiiimiiii i m mu mi niiiiiiiiu luiiiiiiuiuni iiiiiiiiiiiiiiiiiiinnii i i iiiiiiiiiiiiiiiiiini iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijijiiiiuiiujiiijiiiiiiiijij]!

of the record department; Mrs. Minette Elliott
has been added to the sales force in the Co-
lumbia record department, and May Shurr, fo-
seven years the manager of the sheet music de-
partment, has gone to San Francisco to study
the pipe organ.

Elmer B. Hunt, manager of the Sherman, Clay
& Co. wholesale department for this district,
reports that during the past month he has in-
stalled new Victor agencies in four of the fol-
lowing Oregon and Washington towns: Mon-
roe, Ore., A. Willhelm & Sons; Brownsville, Ore.,
Dunlap Drug Co.; The Dalles, Ore., Service Drug
Co.; and at Goldendale, Wash., L. E. McKee.
Mr. Hunt expects to move the wholesale de-
partment of Sherman, Cla}- & Co. into new quar-
ters and expects to have things in shape inside
of a month at 487 Glisan street, where equipment
is being installed and where more room is avail-
able for the firm's goods.

W. G. Gaston, Jr., field representative of the
Victor Co., spent a week in Portland looking
over the field with Mr. Hunt.

Robert Porter, of New York, sales manager of
the Columbia Co., visited Portland and, with
Wm. H. Lawton, of Seattle, visited the Portland
branches and Oregon district with Carl W.
Jones, Portland's representative. Mr. Porter was
greatly pleased at the conditions he found
throughout the Pacific Northwest.

J. J. Collins, vice-president of the Reed.
French Piano Co., reports sales for September
far exceeding his expectations, with sales of
Edison machines, v/hich the firm handles exclu-
sively, showing a big improvement. Edison rec-
ords also are growing in popularity, with the
"Flash records" being asked for persistently by
an increasing number of customers.

At the last weekly meeting of the officers of
the Oregon Music Dealers' Association J. J. Col-
lins, vice-president of the Reed, French Piano
Co., was elected secretary to take the place of
H. H. Thompson, who recently retired from the
music business.

D. C. Peyton, manager of the talking machine
department of the Meier & Frank store, with the
assistance of Evelyn McFarland McClusk}', edu-
cational director of Sherman, Clay & Co., staged
a most successful demonstration to over 400
children with Victor records and instruments in
the auditorium of the store, which adjoins the
talking machine department. Mrs. McClusky
talked on musical appreciation and children from
the audience were used to demonstrate games
and dances. Over 400 children were made happy
by being presented with a Victor dog before
leaving. Mr. Peyton expects to continue these
affairs every Wednesday afternoon during the
Winter. Mr. Peyton reports a big sale of
machines in both period and conventional
models and says he is doing a lively business
in the Victor 80 and 90 models.

Each week the ninety-odd buyers of the Meier
& Frank firm meet and Mr. Peyton demonstrates
with the new records talking machines of differ-
ent models at each weekly meeting.

Mr. Davis, sales manager of the Brunswick
wholesale department, attended the Oregon State
Fair at Salem, Ore., and assisted the Moore-
Dunn Co. and the H. L. Stiff Furniture Co., of
Salem, with their Brunswick exhibits, which at-
tracted a great deal of attention. Theo. Karle,
the American tenor, who sings exclusively for
the Brunswick, visited the various Brunswick
shops during his recent Portland visit, accom-
panied by Mr. Davis.

The G. F. Johnson Piano <Co. had a most at-
tractive Victor and Cheney talking machine dis-
play at the Oregon State Fair. H. L. Stoner
was in charge of the exhibit.

R. S. McDougall, of the McDougall Music Co..
has sold out his interests in the firm to the Conn
factory, of Elkhart, Ind. The McDougalls re-
cently opened up a fine new store on Tenth
street and are exclusive Columbia dealers, with
C. H. Williams in charge of this department.

Mrs. C. E. Gribble, manager of the Columbia
department of the Applegate Furniture Co., of
Eugene, Ore., spent her vacation looking over
and getting ideas from the various Columbia
agencies in Portland.

October 15. 1921

THE TALKING MACHINE WORLD

151

mmnr

To aid in the illusion that one is listening
to the artist rather than to a mechanical
rendition, that one is in the presence of
the artist rather than sitting before a me-
chanical instrument, the phonograph motor
must operate silently

and quietly-as silent- S TEPHENS ON

ly and as quietly as „^ ...

the canoe glides over One Hundred and Seventy Pennington Sired

♦Trade Mark

the unbroken surface of the mill
The triple thread worm of the Stephenson
Movement* and a perfect coordination
among all moving parts make for quiet run-
ning—and help in the illusion the phono-
graph manufacturer is
seeking. The Stephen-
son Movement* is
Precision-Made.

ijjjjij

■ II, lt,„Li il H ,'1 M U nil

152

THE TALKING MACHINE WORLD

October 15, 1921

SSSS^JAIKINSHACHINI

[Editor's Note: — This is the twelfth of a new series of
articles by William Braid White, devoted to the various
interesting opportunities which prevail in the domain _ of
education for the retailer of talking machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]

COLOR SCHEMES AND SALES

What has color to do with the musical pos-
sibilities of the talking machine? The answer
to that question depends, of course, upon the
interpretation of the words "musical possibili-
ties." The reader may guess for himself, after
he has read what follows, whether I know what
I am talking about or not.

The talking machine has to be demonstrated
before it can be sold and, in order that it should
be demonstrated, the attention and desire of
the prospective customer must somehow be
aroused. Advertising in the newspaper and
otherwise constitutes one of the methods which
can be, and is, constantly used. But advertis-
ing will only get a man or woman into the store.
It will not do the selling after they are landed.
That point once reached, the art of salesman-
ship begins.

Now, the art of salesmanship is a large art
and a great deal of nonsense, as well as some
sense, has been talked about it. There are
plenty of learned and astute persons who are
ready to talk the sense and plenty of unlearned
and dull who are equally ready with the non-
sense. Personally, I prefer to attempt neither,
but rather to direct attention to another and
incidental, but extremely important, feature of
the work of selling the customer after said
customer has arrived in the store.

Talking machines are sold by demonstration.
Demonstration involves rooms duly shut ofif
from outside noise and furnished so that the
prospect may recline comfortably while lis-
tening and looking. Much skill and labor have
been lavished on the design and furnishing of
demonstration rooms by various merchants.
And yet, strange to say, one extremely impor-
tant point in all of them has been constantly
missed. That point is found in the queer and
rather obscure region where sounds and color
mix up in the mentality of the prospect.
Music and Colors

If anyone thinks that this remark presages
a learned dissertation on color sensation in
sound he is doomed to disappointment. What
I have in mind is something far simpler. It is
a well-known fact, but one which is taken for
granted and therefore not generally brought
forward, that there is a very close connection
between the effect of certain kinds of music and
of certain kinds of color. The talking machine
is a demonstration machine and can only be
sold by means of the music which it is enabled
to furnish. Now, seeing that the furnishing
of demonstration rooms and their general deco-
rative design form the subject of much thought
and the object of much expenditure by all up-
to-date merchants, it is surprising that the con-
nection between color schemes and music is not
more often thought about and worked out in
practice. For if it were then talking machine
salesmanship would be much easier than it is.
This is a serious statement, as shall soon be
seen.

When a merchant gives the order for equip-
ping a floor of his store with demonstration

booths and everything to match he is likely to
accept some stock design for interior decora-
tion. But if he is more fussy and perhaps more
thoughtful he will call in an interior decorator
and tell him to go ahead, only insisting that he
produce something beautiful. Now, the interior
decorator can usually be trusted to produce
something classy, as their saying is, but can
he usually be trusted to produce a color scheme
and a design which will assist in the selling
of music to the people?

The fact of the matter is that, in general, the
interior decorator is not likely to be able to do
anything of the sort. He has probably never
thought of the connection. Yet, the connection
is there.

What follows may seem to be somewhat ad-
vanced, somewhat ahead of the time, perhaps
even a little fantastic. But if it is thought over
carefully it will be seen to be truly practical in
every way.

Suiting Color to Music

A design for a row of demonstration booths
should never include the idea of uniform color
and uniform decoration. Music is not uniform
and the kinds of music on the basis of which
the talking machine is to be sold are almost as
various as the kinds of people to be found by
looking into the classified section of the tele-
phone directory. Now, every talking machine
merchant knows that, in order t- sell talking
machines successfully, he must demonstrate half
a dozen different kinds of music to as many dif-
ferent classes of prospective customers. Some
want dance music and nothing else. Some want
old-time and national airs. Others want violin
music and sweet, soft stuff of that kind. Some,

Service Tables and Display Stands

SERVICE TABLES

Every Booth needs
a Table as a Service
Convenience for the
Sale and Selection
of Records and Dis-
playing Catedogues,
etc., etc.

Dbplay Stamds Sell
with the Small Ma-
chine at a profit to
the Dealer and
Satisfaction to the
Customer. They
"Boost" your Rec-
ord Sales because
they create new cus-
tomers.

Packed 2 in a Mailing
Case (Knock Down), de-
livered by frt., ex. or P.P.
at small cost. Order
samples direct and we
will charge to your
Jobber.

KnocK DowN
Display Stands

Are Patented

Enamels, Oak & Mahogany Finishes $4.75

DISPLAY STANDS

Retails $5.00 or $6.00
Retails $6.00 or $7.00
Retails $7.00 or $8.00

Solid Quar. Oak Net $3.60
Mahogany Finish Net $3.85
Solid Mahogany Net $4.25
Utility Detachable Top .90

Mail them back the minute you see them if you are
not pleased and the postage will be refunded. This
is our GUARANTEE. Low price— High quality.

NOW IS THE TIME TO
IMPROVE YOUR SERVICE

And increase your sales by using Ogden's Patented

MODERN STORE EQUIPMENT

RECORD CABINETS TO FIT YOUR REQUIREMENTS
A FILING SYSTEM WHICH DELIVERS THE GOODS
PRIVATE SALESROOMS WHICH "SELL"

OGDEN'S COMPLETE
MODERN STORE

Sectional Models Fit Any Size
Stock and Help You Grow

Costs less than carpenter work.

Everything ready for business the
day you get it — Sectional — Unpack
and "Set it up Yourself."

Send us a pencil Sketch of your
Store, Showing where you wzuit
Record Racks, Customers' Counters
and Private Salesrooms, and we will
quote you a delivery price on Sec-
tional Equipment which you can install any evening and be
"Up to Date" next day.

Ogden Sectional Cabinet Co.

LYNCHBURG, VA.

October 15, 1921

THE TALKING MACHINE WORLD

153

AF.Co;

BOSTON
100 Summer St.

NEW YORK
114 East 13th St.

CHICAGO
325 S. Market St.

A turntable cushion of lus-
trous, uniform, serviceable
Felt has a favorable effect on
1st, the Appearance
2d, the Performance
of a Talking Machine,

The former is a direct aid to
the seller.

The latter is an assurance of
lasting satisfaction to the cus-
tomer.

That's why certain leaders
in the Talking Machine Indus-
try use American Felt Com-
pany Turntable Felt exclu-
sively,

American Felt
Company

TRADEi

■ MARK

again, want operatic voices. A few want or-
chestra numbers of high class. And so on.
Moreover, the sale of records is just as im-
portant as the sale of machines. If a business
is to make money it must manage to attract and
maintain a steady flow of customers to the coun-
ters where records are sold. Much of this
selling of records also demands demonstration
and that brings record sales into the same posi-
tion in which we have placed machine sales.
Refinement vs. Jazz

When a prospect goes into a room delicately
colored in a light fawn or champagne color,
with light blue coverings on the furniture and
delicate pink lighting, that person is mentally
affected by the environment in a certain way.
If to that person is now introduced music of
the most modern, jazzy style, with cowbells
and saxophone sobs, there will be an immediate
reaction. The delicate colorings will seem stu-
pid and flat, and conversely the music will stand
out in all its naked crudeness. The probability
is that a normal young woman, for instance,
itching to dance, will suddenly find herself lan-
guid and bored and a sale may be lost.

Such a young woman ought to have been put
into a demonstration booth made a little larger
than usual, with a waxed floor and a good,
bright art nouveau decorative scheme; in other
words, with colors and furnishings just as jazzy
as the jazziest jazz there is. Bright red with
blue as a trimming and shaded red lights will
stimulate the mentality that likes noisy, peppy
dance music; and if the floor be large enough
and smooth enough for a few good steps back
and forth sales will come easily.

On the other hand, the delicate colorings and
the furnishings of a Watteau drawing room, of
which I spoke just now, are the very thing for
delicate violin or quartet music. If one is offer-
ing a record by the Flonzaley Quartet or by
Fritz Kreisler to an educated, music-loving lady
one should put her into an environment that will
not jangle with the music she is to hear and
make her impatient, critical and irritable.
General Principles

Along similar lines can be worked out a whole
series of ideas for the decoration and coloration
of the rooms in which record and machine dem-
onstrations take place. It would be the greatest
mistake in the world to suppose that there is
anything visionary in what is here suggested.
I could discourse for pages, giving details, but
the reader who is capable of grasping the idea
at all is also capable of understanding how it can

be carried out. Just a few general principles
may, however, be laid down and they can be
added to or modified by each one, according to
his own experience.

Bright lights, reddish colorings and sharp con-
trasts of color harmonize with music of the
ultramodern type. This applies not only to
dance music, but to the impressionistic stufiE
of the moderns, like Cyril Scott, Stravinsky, etc.

Music of stringed instruments also, such as
quartet music, harmonizes best with delicate
colorings, ranging through the light browns and
light tans to the light pinks and light blues.
Lighting arrangements should always subdue
the general effect and the decoration should be
chaste in the extreme.

On the other hand, those who love the brisk
military music, the national airs and the old-
time sentimentalities are best put into the re-
ceptive frame of mind by listening to them in

rooms decorated in plain, American style, with
plain colorings and, if possible, with simple,
unornamental lightings.

Violets and blacks should be avoided. Whites
should also be taboo. Dark blues are melan-
choly and should never be used, if possible. The
best all-round colorings are light pinks, reds,
light tans, fawns, champagnes, light blues and
others of the same genre.

All this, let me now remark, comes as the re-
sult of careful study of the relations between
color and musical appreciation. More than one
interior decorator agrees with me in the conclu-
sions reached. There is a good deal of litera-
ture on the subject and to those who are desir-
ous of pursuing the subject further I recom-
mend the study of a work on color. If any-
body supposes that this is not practical stufT,
however, let him talk with an experienced deco-
rator and an experienced musician and then put
the conclusions of the two together. He will
find that this is all practical. In any case, here
is something to stimulate thought in these days
of aggressive selling.

BIG SALES OF RED SEAL RECORDS

G. F. Martin Says This Is Due to Educational
Work of Victor Salesmanship Classes

Detroit, Mich., October 6.— G. F. Martin, of the
Victor wholesale department of Grinnell Bros.,
says that the results of the Victor school on
Red Seal records is now bearing fruit in un-
mistakable fashion. He says there has been a
very material increase in all sales of Red Seal
records and he attributes it largely to the school
on Red Seal records, which the Victor Co. had
the foresight to institute. Another tendency
which is unmistakable in Michigan is the de-
mand for Style 300. Then, too, the Style 50,
which sells at $45, is immensely popular. This
portable is one of the big sellers to-day.

"So far as Detroit goes business is reviving
materially, with the number of machine and
record sales constantly increasing. The Fall
revival, together with the new spirit of opti-
mism, seems to be permeating the entire com-
munity, and then, too, Detroit is to-day a spend-
er's town. Years ago this was not so.

"I recently had the pleasure of witnessing the
opening of the new Victor department of A. G.
Millar, at Royal Oak, Mich. Mr. Millar has a
fine department and has beautifully fitted it with
Unit Construction booths,"

soss

Soss Invisible Hinges

preserve beauty. The fine cabinet work which is re-
quired in many instances to preserve the disguise of
talking machine cabinets requires that hinges be as in-
conspicuous as possible. Soss Hinges are
invisible.

Write for Catalogue
SOSS MANUFACTURING COMPANY

778 Bergen Street,

Brooklyn, N. Y.

154

THE TALKING MACHINE WORLD

October 15, 1921

You may be sure that the best I have, in both voice
and art, will go into what is to endure permanently,"
said Charles Hackett in signing his new Columbia
contract. You can sell "Because," the great tenor's
newest triumph. Columbia 79879.

Columbia Graphophone Co.

NEW YORK

MILWAUKEE TRADE LOOKS FOR A BIG HOLIDAY BUSINESS

Jobbers Start Fall Campaign — Retail Stocks Attenuated — ^Optimism Prevails Regarding Outlook —
Brunswick Progress — Sonora With Kaun Co. — "Victrola Land" Opened — "Dalion" Demand Grows

Milwaukee, Wis., October 12. — Encouraged by
the wholesome revival of interest in talking
machines since the beginning of Autumn the
retail trade in Milwaukee and throughout Wis-
consin feels that holidaj' business this year will
be active and probably in excess of the volume
of transactions a year ago, at which time the
full force of the economic depression had struck
the people and their purses. Every effort at
this time is being bent toward making the busi-
ness of the last three months of 1921 so big that
the total for the year will average up to at
least an equality with normal years. This re-

Olympian Special

No. 75A — Dealer's Price

The only phonographs selling today in any Quantities
are those retailing as low as $50.00.

The Olympian Special is creating a whirlwind sale for
dealers because it offers every appearance of a $100.00
model and all the tonal qualities of the higher prined
machines. Quantity production — small profit — Quick sales —
that's why the price is so low. And the Olympian
Quality has been maintained throughout

High Quality Maintained

It stands 40%" high, is 17" wide and 19" deep.
Is finished in mahogany, golden waxed oak or dull
fumed oak.

Is equipped with the well-known double spring Heine-
man motor, and will play at least three records to one
winding. Has Universal tone-arm, and plays all makes
nf records— right !

Has an all-wood tone-chamber and tone modulator. The
filing space has a capacity of 75 records.

Tour profit is exceptionally large, and the sales on
these machines are easy to get. Weight is 80 lbs. packed
ready for shipment All war tax paid.

Cole & Dunas Music Co.

i 50-56 W. Lake St. Chicago

quires, admittedly, a very ardent new business
campaign to overcome the low spots wJiich were
formed by slow trade in the hot months this
year. It is generally recognized by all dealers
that to accomplish this end the most vigorous
sales promotion methods it is possible to con-
ceive must be put into practice.

Jobbing Trade Starts Campaign

The jobbing trade in Milwaukee, which, as a
rule, handles the entire State of Wisconsin and
Upper Michigan territory, already has started
a drive for holiday business, which centers
mainly in the direction of getting dealers to
anticipate their requirements for November, De-
cember and January. Of course, there is now
no particular shortage of instruments or rec-
ords, but the point jobbers are making is that
unless retailers make their requisitions for stock
promptly they are likely to encounter a "jam"
just about the time that they need goods most
for prompt deliveries to customers.

Retail Stocks Are Low

"Stocks in the hands of retailers at this time
are considerably below the norma! for the first
half of October, due to a number of reasons,
but we find that the trade is keenly alive to the
necessity of doing something without further
delay to fortify itself against possible shortage
when the real busy season comes on," said
Harry Goldsmith, secretary of the Badger Talk-
ing Machine Co., Victor jobber. "Buying has
been light for several months because of the
usually dull Summer season, with the result
that the revival of interest already evident, and

FIRST-CLASS GERMAN FACTORY
Specializing in

Phonograph Motors

Wants several High-grade,
Efficient Representatives for
the UNITED STATES.

Present capacity (vv^hich
can be greatly increased)
I 0,000 motors per month.

Interested parties are request-
ed to send their address and ref-
erences as quickly as possible to
Box G, care Talking Machine
World, 373 Fourth Avenue, New
York.

the excellent prospects for an active Fall and
holiday season, find most stores rather poorly
provided. We all know that no matter how
well production may be going forward in the
factories it is a different matter to get stocks
into the hands of retailers promptly, especially
when all of them are clamoring for goods at
the identical moment. Consequently we are
canvassing our field organization carefully, with
a view to preventing our dealers from getting
caught short in a month or two from now. The
response so far has been gratifying, for the trade
is realizing the situation."

Yahr & Lange Co. Enlarges Staff
In pushing its campaign for Sonora business
the Yahr & Lange Drug Co., exclusive dis-
tributor in Wisconsin and the Upper Peninsula,
is engaged in a correlated drive to put the new
Sonora piano line on the map in the same dis-
tinct manner in which the talking machine line
has been popularized in this territory. Fred E.
Yahr, president and general manager of the
company, who also is personally in charge of
the musical merchandise division, has recently
enlarged his staff. One of the latest acquisi-

Main-Springs

For any Phonograph Motor
Best Tempered Steel

Kach

% innh x 10 feet for all small motors $ .40

% " X 10 " " Pathe, Columbia, Heineman... .45

X 10 " " Columbia 50

X 11 " " Columbia with hooks 55

X 13 " " Virtor. old style 50

" X 15 " " Victor, new style 55

Vi X IS " " Victor, new or old style 75

X 12 " " Heineman and Pathe 55

X 10 " " Saal. Silvertone, Bj-asberg 55

" X 13 " " Saal, Silvertone, Brunswick 65

X 16 " " Sonora, Brunswick. Saal 75

3/16" X 18 " " Heineman and Pathe 1.00

^ " X 25 " " Edison Disc 1.80

SAPPHIRES— GENUINE

Pathe. very loud tone, each 15c, 100 lots $11.00.
Edison Loud-tone, each 15c; in 100 lots, $11.50.

TONE-ARMS

The very best, loud and clear, throw-back $5.00

With large reprodu'^er, very loud. Universal 4.50

With smaller reproducer, but loud and clear 3.00

PHONOGRAPH MEEDLES

We can give you best price on Brilliantone. Magnedo. Wall-
Kane. Tonofone. Nupoint, Gilt Edge, Incas and Velvetone

Needles.

ORDER RIGHT FROM THIS AD

Send for price list of other repair parts and motors.
Term& — F. O. B. St. Louis. Mo. Send enough to cover
postage or goods will be shipped by express.

The Val's Accessory House

1000-1002 Pine St.

St. Louis, Mo.

October 15, 1921

THE TALKING MACHINE WORLD

155

tions is \\'alter Pugh, formerly in charge of
phonograph sales for the John Hoffman & Sons
Co., who is now covering Milwaukee County
on the Sonora line.

Brunswick Business on Increase

One of the real successes of the day in the
local and State field is the remarkable growth
of Brunswick business, instruments as well as
records, under the able direction of Thomas
I. Kidd, manager of the local branch of the
Brunswick-Balke-Collender Co. The Bruns-
wick to-day has taken rank as one of the most
popular lines in the city and State. The local
dealer organization has recently been distinctly
favored by the entrance of two widely known
dealers, Edmund Gram, Inc., and Charles J.
Orth, Inc. These two prominent downtown
houses, on the east and west sides of the river,
respectively, have done much in the last month
or two to strengthen the already strong position
held by the Brunswick phonograph and Bruns-
wick records in Milwaukee.

Growing Demand for the Dealer

The Milwaukee Talking Machine Co., manu-
facturer of the Dalion, not only is busy now,
but has been running at capacity throughout
the Summer to keep its large and growing
dealer organization adequately supplied. Offi-
cials of the company believe that the Fall and
holiday demand will be such that it will con-
stantly be pressed for deliveries, as so far this
year the volume has been in excess of the very
best previous year. The Dalion has built up a
wonderful reputation for tonal qualities, besides
which it has the advantage of a beautiful ap-
pearance, excellent cabinet work and finish and
the Auto-file feature.

Bradford Featuring Aeolian-Vocalion

The J. B. Bradford Piano Co. is at present
establishing new records on Aeolian-Vocalion
sales in its downtown store at 411 Broadway.
The Victor also is featured in this store. At
the southside store, at 596 Mitchell street, the
Sonora is being pushed with excellent results.
This is one of the largest and highest class
music stores in Milwaukee and the combination
is one of the most desirable in this field.
Forward Strides of Edison

Edison business in Milwaukee and the State
in the last month or two has made further
strides under the careful cultivation of the field
by the Phonograph Co., wholesale distributor.
Sonora Line With Wm. A. Kaun Co.

The William A. Kaun Music Co., one of the
oldest corporations in the music business in
this city, has taken on the Sonora phonograph
line and will give it a splendid display in its
very attractive warerooms, which are equipped
with approximately fifteen demonstration
booths. This establishment is right in the heart
of the downtown district and in the near future
an illuminated Sonora sign will adorn the top
of the Kaun building. The deal was closed by
F. H. Klingel, manager of the musical division
of the Yahr & Lange Drug Co., Sonora distrib-
utors.

Clever Record-selling Scheme
The Home Furniture Co. recently utilized a
novel method of selling Columbia records.
Manager B. W. Worthmann engaged the serv-
ices of two accomplished dancers from a local
academy, who performed to music by Art Hick-
man and Ted Lewis in the main display window
of the store for a half hour on Saturday night,
when Mitchell street was crowded with people.
The window was dressed as a modern ballroom
and the two dancers appeared in modern as
well as classical costume.

Opens "Victrola Land"
The American Household Furniture Co.,
Nineteenth street and Fond du Lac avenue, the
latest addition to the group of Victor dealers,
made much of the opening of its new Victrola
shop toward the close of September. As al-
ready noted, the American Co. has taken
over the Victor franchise until now held by the
R. H. Zinke Music Co., which retired from busi-
ness October 1. The American Co. does a
large retail furniture and housefurnishings busi-
ness in a six-story building of its own. To
accommodate the new Victrola department and

give it proper dignity and facilities the hand-
some two-story building adjoining the main
store was acquired and fitted up throughout as
"Victrola Land." This is unquestionably one
of the finest and most inviting Victor shops in
Milwaukee and already is doing an extensive
business.

Blossom Seeley at Winter Piano Co. Store

Blossom Seeley, the famous vaudeville star,
who appeared at the Majestic in Milwaukee in
the final week of September, gave a recital on
September 30 at the store of the Winter Piano
Co., Columbia dealer. Following a number of
selections Miss Seeley autographed a large
number of her records for those who desired
a souvenir of the occasion. Several hundred
people crowded the store and greatly enjoyed
the novelty.

Exhibits at Inter-county Fair

The William D. Sproesser Co., a leading jew-
elry house of Watertown, Wis., had an exclu-
sive Victor exhibit at the Inter-county Fair in
that city at the close of September, which
attracted wide attention. The James D. Casey
Co., a music house which features the Brvnis-

wick and Pathe, also staged a fine display, com-
bining a splendid line of pianos with talking
machines.

Progress of the Columbia

The Columbia line, under the aggressive pro-
motion work of Robert H. Walley, local whole-
sale representative, has made further excellent
progress in Milwaukee and eastern Wisconsin
during the past month and Mr. Walley ex-
presses himself as highly gratified with the re-
sults of the co-operation among his dealers.

READY FOR HOMOKORD SHIPMENTS

Milwaukee, Wis., October 8. — A. G. Kunde, im-
porter and distributor of Homokord records,
344 East Water street, this city, announces that
he now has a complete stock of German rec-
ords made by the Homophone Co., of Berlin,
and that the retail price of Homokord double-
face records is now 85 cents. Mr. Kunde is
also ready to fill orders for samples of Homo-
kord records in the following languages: Polish,
Bohemian, Hungarian, Jewish, Italian and
Scandinavian

Over

the

Hill

^jtS\\^^ ODAY we are just over the hill
^® 1^ depression with the sun of
li^i^il prosperity in view. As the Fall
progresses and NA/inter sets in, business
is going to increase tremendously.

The Victor merchant will unquestionably
share in this prosperity.

Always with the idea in mind of co-oper^
ating and being of service to Victor deal-
ers, we stand ready to help you make
preparations for, and enable your secur-
ing, this increased Victor business.

CURTIS N. ANDREWS

Victor Wholesaler
BUFFALO, NEW YORK

156

THE TALKING MACHINE WORLD

October 15, 1921

WORKING A DAY AND NIGHT SHIFT

Bridgeport Die & Machine Co. Busy Record
Producers — To Introduce Mother Goose
Series of Records — The Plant and Personnel

BRiDGEroRT, Conn., October 3. — The Bridgeport
Die & Machine Co., of this city, manufacturer
of phonograph records, reports continuously in-
creasing demands for its services. The company
was organized in 1912 and, although it has
enjoyed a steady growth since that time, the
most phenomenal expansion of the company has
been noticeable since it entered the line of
pressing records, last April. The officials re-
port that the plant is being worked sixty hours
a week at the present time and that they plan
to inaugurate a day and night manufacturing
program by the addition of a night shift within

music by the Waldorf-Astoria Orchestra,. deco-
rations by the well-known magazine illustrator.
Miss C. M. Burd, and animal imitations by
Gilbert Gerard.

The plant of the Bridgeport Die & Machine
Co. is large and well planned. The ground floor
and two upper stories are occupied by the com-
pany and additional space is available for ex-
pansion purposes. A trip through the plant is
an entirely interesting one. It is possible to
see the production of a record, from the mixing
of the secret compounding material through to
the trimming and buffing of the finished prod-
uct. Specially designed machinery is used
throughout, which is reported to be giving the
maximum results. The company is receiving
many commendations on the quality of the
finished product.

At the present time all distributing agencies

James W. Ogden, President

a very few weeks. With present capacity for
producing 250,000 records a week plans are
made to ultimately expand so that a capacity
production of 75,000 a day may be obtained.
Equipment is in operation for producing both
ten-inch and six-inch records at the present time.

This company also has a number of contracts
with many well-known manufacturers of records
for the pressing of their releases. In addition
to these contracts the Bridgeport Die & Ma-
chine Co. will shortly produce a series of rec-
ords of its own, consisting of a Mother Goose
series of six records, designed for the children,
and which will be known as the "Kiddy Re
Kord." This series will be embellished with

W. A. Macfarlane, Secretary-Treasurer

in which the company is interested are in New
WIYork City and all shipments are made via motor
truck, a daily run being made each evening when
the factory is closed down. As the night shift
is installed it is planned to inaugurate a morn-
ing trip as well.

The personnel of the organization consists
of James W. Ogden, president; Frank H. Hurd,
vice-president, and William A. Macfarlane, sec-
retary and treasurer. These officials are well-
experienced men, having occupied important
executive positions with various large manu-
facturing plants throughout the country in the
past. They have organized the Bridgeport Die
& Machine Co. on an entirely efficient basis and

Hie KENT MASTER ADAPTER

plays ALL RECORDS at their best
on the

EDISON DISC PHONOGRAPH

Write for particulars concerning this, the best
known and largest seller of its kind in the market.
Attractive prices and terms will be quoted you.

F. C. KENT CO.

WE specialize in attachments for
Edison and Victor machines; also
soundboxes, diamond, sapphire and steel
needles. Drawn brass tone arms made
to order. Tube and pipe bends of all
kinds successfully executed.

:: Specialty Manufacturers

IRVINGTON, N. J.

whose phonograph accessories "win their way by their play"

Factory
Representative ;

Louis A. Sghwarz. ikc.

1265 Broadway
New York City

are devoting their entire energies to future suc-
cess of the company.

An entirely complimentary tribute to the re-
sults of the efforts of these able executives is
given in a two-column news article in a re-
cent issue of the Bridgeport Times. It states
"The fact that the concern has been among the
first to thrust its head through the veil of de-
pression has caused notice to be taken of the
remarkable growth of the company."

OPEN "CAPITOL" SHOP IN CHICAGO

Attractive Quarters at 858 North State Street
Being Conducted by J. W. Gleason

Chicago, III., October 8. — Another "Capitol"
shop was opened here this week by John W.
Gleason, at 858 North State street. Although
the new shop has only been opened a few days
Mr. Gleason has been successful in placing quite
a number of "'Capitols" in North Shore homes.
Mr. Gleason has been in the electrical business
for a number of years in Chicago. This new
venture of his has appealed to him so strongly
and he has been so successful in the short time
he has been handling "Capitols" that he has
made arrangements to open two newly equipped
shops within the next few weeks. He has
already leased a store in the Wilson avenue dis-
trict and has opened negotiations for the leasing
of another store in Waukegan. The "Capitol"
i.= none other than the well-known combination
of high-class talking machine and electric lamp
that is being manufactured by the Burns-Pol-
lock Electrical Mfg. Co., of Indiana Harbor.

ANNOUNCES CHRISTMAS GIFT "BAG"

Halsted Williams Corp. Distributing Christmas
Record Bag — H. W. Service Is Popular

The Halsted Williams Corp., Brooklyn, N. Y.,
manufacturer and distributor of Dealer Service
material, reports that dealers throughout the
country have received its sales and envelope
service enthusiastically — in fact, the H. W.
Service is being used by the trade in all sec-
tions of the country with excellent results.

In addition to its regular line of record en-
velopes and delivery bags the company is an-
nouncing a new "Christmas-gift bag," which is
now being distributed to' dealers who are get-
ting ready for Christmas activities. These gift
bags are made of a very fine quality paper,
heavier than the ordinary envelope, and with an
appropriate Christmas design in green and red.
The drawing for this design was executed by a
leading artist in New York and represents a
home scene showing St. Nicholas delivering a
Christmas Victrola with a package of Christmas
records. The upper left-hand corner is left for
an appropriate Christmas greeting, with the
name of the dealer.

The purpose of this gift bag is to give the
dealer an appropriate container for the delivery
of gift records to friends. The Halsted Wil-
liams Corp. has received from its dealers good-
sized orders for the product and Mr. Williams
is certain that dealers will welcome this at-
tractive bag for their Christmas trade.

LITTLE THINGS THAT COUNT

It is the little things that count. Convenient
interior arrangement of the store exerts consid-
eiable influence on customers.

NEEDLES

WE MANUFACTURE

Diamond needles for Edison
Sapphire needles for Edison
Sapphire needles for Pathe

in stock ready for delivery
MERMOD & CO., 874 Broadwaj, N. Y.

October IS, 1921

THE TALKING MACHINE WORLD

157

A FEW TRIANGLE RECORD BREAKERS

SPREAD YO' STUFF

A "BLUES" DE LUXE

DADDY, YOUR MAMA IS LONESOME FOR YOU

MAMIE SMITH'S SENSATIONAL SONG HIT-SOME BLUES

RIGHT OR WRONG

A BEAUTIFUL FOX-TROT BALLAD

WEEPIN'

ANOTHER MAMIE SMITH SONG THAT SHOULD BEAR WATCHING

OH! BROTHER, WHAT A FEELIN'

A GREAT CHARACTER SONG — FFATURFD BY ERNEST HARE

145 West 45th Street TRIANGLE MUSIC PUB.^ CO. NEW YORK, N. Y.

TRADE MOURNS PASSING OF FOUNDER OF GRINNELL BROS

Death of Ira L. Grinnell a Loss to the Entire Industry — Starting at the Bottom, He Built Up a
Business Which Has Long Stood Among the Leading Enterprises in the Music Field

Detroit Mich., October 7. — Ira L. Grinnell,
president of Grinnell Bros., the prominent music
house of this city, and with branches throughout
Michigan, died suddenly at his home here last
Thursday, September 29, after an illness of but
a few days.

Heart trouble was given as the immediate
cause of death, and though the family felt he was
gradually failing he was at his office up to within
forty-eight hours of his death.

Mr. Grinnell was born in Barre, N. Y., seventy-
three years asfo. and came to Detroit in 1866 fol-

Ira L. Grinnell

lowing the death of his parents, who passed
away within a month of each other. He entered
into business when he was twenty years old and
was an active and successful figure in the mer-
cantile life of the city for over fifty years. The
music business founded by him grew from one
small store until at present it includes a chain of
twenty-six retail stores, three piano factories con-
trolled by the company, the distributing fran-
chise for Victrolas and records and a gross an-
nual turnover exceeding $8,000,000. He was also
president of the Grinnell Realty Co., which has
been active in Detroit for the past ten years.

He was unostentatious and modest, a m.an
who always shrank from publicity, and would
not accept political or other recognition, much
though he had been urged by his associates and
close friends. He was of an inventive turn and
from an analytical viewpoint was almost a
genius. He was an incessant worker and scarcely
knew what vacations meant, though for the past
few years he always spent a portion of the yVinter
at his Florida home in Seabreeze. He was fond

of fishing, though not of any other sports. He
was of a most charitable tendency, always hold-
ing out an assisting hand to any unfortunate
whom he thought worthy. It was largely
through his wonderful courage and determina-
tion that the Grinnell business, in its present
magnitude, has been made possible. His word
was unquestioned, and his advice much sought.
He had a marvelous memory, and was a great
reader and student, having studied law consider-
ably while a young man, his early education hav-
ing been at Albion and at the business college
in Poughkeepsie, N. Y.

His record as a retail merchant on Woodward
avenue, of approximately forty years, is perhaps
approached by no other retail concern in the city
of Detroit. He and his only living brother,
Clayton A., who will naturally succeed as head
of the house, have been shoulder to shoulder all
these years in the establishing and development
of this great institution.

I. L. Grinnell was a very domesticated man, and
though a member of the Masonic order, as well
as of many clubs and institutions of the city, his
spare time was devoted to reading and to study
and after business hours he could always be
found at his home with his family. He leaves

and two daughters, Hazel and Gladys. His son,
E. W., is one of the directors of Grinnell Bros.,
and Charles has been an active member of the
organization for man}' years.

He had large personal real estate holdings out-
side of the music business, which have taken
considerable of his time during the past two
years, he having acted more in an advisory way
in Grinnell Bros.' business during the latter part
of his life. The business of Grinnell Bros, was
incorporated July, 1912, and the affairs of the
company will no doubt go on practically the
same as before, the founder having made
it possible through the incorporating of the busi-
ness to establish capable men who have won
recognition after years of service, so that the
future of the business will be practically in the
same hands as heretofore, and his heirs will un-
doubtedly prefer to continue their holdings un-
disturbed in the business, the same as though he
were still its president.

The funeral was held at his residence, 650
Boston Boulevard West, on Monday, October
3, at 2 p. m. Burial was in Roseland Park
cemetery. There were eight active pallbearers,
selected from members of the organization, and
some forty honorary members, constituting em-
ployes who have been in the service of the house
for ten" or more consecutive years. In addition
to this honorary group there were a number of
prominent Detroit citizens as well as important
members of the industry from various sections

widow, two sons, Elmer W. and Charles L., of the countr}'.

VELVET COVERED TURNTABLES

ADD TO THE QUALITY OF MACHINES

THE BEST TALKING MACHINES ARE EQUIPPED WITH

A. W. B. BOULEVARD VELVETS

GRAND PRIZE— GOLD MEDAL, ST. LOUIS EXHIBITION

WRITE FOR SAMPLES AND PRICES

A. WIMPFHEIMER & BRO., Inc.
450-460 Fourth Avenue, New York

ESTABLISHED 1845

158

THE TALKING MACHINE WORLD

October 15, 1921

TONE ARMS and REPRODUCERS

Various styles and designs to meet every requirement
Prices from $2.50 to $6.00

Samples on request

TRIANGLE PHONO PARTS COMPANY

722 ATLANTIC AVENUE BROOKLYN, N. Y.

TELEPHONE STERLING 1120

KANSAS CITY JOBBERS'

GREAT MUSIC CAMPAIGN

Fine Work Being Done by Jenkins' Sons — Some
Prosperity Facts — Good Business Here, Say
Jobbers — Appearances of Artists Help Record
Sales — Kansans Appreciate The World

Kansas City, Mo., October 6. — Quite in accord
with the advice of the president of the Ohio
Music Merchants' Association, given at the
recent State convention, Kansas City jobbers
are working out plans to give the people music
and trust them to come to the merchant for the
mstruments upon which to produce the music — ■
to sell music, not furniture.

The J. W. Jenkins' Sons Music Co. is using
its Victor department to carry on a campaign
in this manner, in connection with the sym-
phony concerts which are to be given in Kansas
City this Winter. The program for the five
afternoon concerts, the five which the school
children are to be urged to attend, is all made
up of music which has been recorded on Victor
records. In the work of the music supervisor
in the schools there is scheduled the presenta-
tion of these selections and the giving of lec-
tures, which will give the pupils a clear under-
standing of the selection and an appreciation of
its beauties and special characteristics. Then,
when these selections are rendered by the or-
chestra, there wiW be a group of appreciative,
informed listeners to enjoy it. In the same way
the music will be presented to music clubs and
groups of music pupils, not only in Kansas City,
but also in-other cities where there are Victor
dealers. The wholesale department has already
taken up the matter and is arranging not only
with the dealer, but also with the music clubs
and music supervisors in all these towns for
these special free concerts in their towns, giv-
ing the same numbers as are to be given at the
concerts in Kansas City. The field force of the
company and their special representative. Miss
DeForest, who has spent the Summer with
teachers' institutes, will co-operate. In connec-
tion with the concerts there will be newspaper
advertising of the records. These advertise-
ments will not only be run in the Kansas City
papers, but throughout the territory.

The Brunswick has a number of new dealers,
among them quite a few firms that have- hereto-
fore given little or no attention to the music
business. These additions are taken to indicate
that the interest in music is growing and that
there is an increasing number of people with a
conviction that business this Fall in the talking
machine industry is going to be pretty good.
Be on Guard!

A number of dealers in the Kansas Citj' district
have learned, to their sorrow, that there is no
time when the jobber, or a representative, can-
not be found on the job at the territorial head-
quarters. A man claiming to be a representative
of one of the larger talking machine companies
has been picking up easy money by calling on

dealers and reporting automobile accidents, de-
manding immediate cash, and that he has been
unable to reach the jobber. He got some money.
Noted Brunswick Artists to Be Heard

The sale of Brunswick records will be stimu-
lated in Kansas City territory this Fall by the
visit of Mario Archer Chamlee, tenor of the
Metropolitan Grand Opera Co., and Marie Tif-
fany, soprano of the Metropolitan Opera Co.,
both Brunswick artists. Chamlee will be the
artist in the opening of the Fritchie series in
Kansas City.

Some Facts That Spell Prosperity

Among the reasons why Kansas City territory
is expected to -yield a big business this Fall are
these, set forth in a recent issue of The Star:
There is more than 250 millions of wheat money
pouring in; we have the second largest corn
crop in the history of the country, the South
has 500 millions of dollars in cotton as a result
of a rise of approximately $40 a bale over the
low price of two months ago; business in every
other line is good and improving, and in every
line business is unusually good with the man
who is going after the business. Home build-
ing in Kansas City is almost 100 per cent greater
than it was in 1920. For the first eight months
of the year there were in 1921, the records of
the superintendent of buildings show, 1,138 per-
mits for dwellings alone, as against 676 for the
corresponding time of 1920. The value of the
homes in 1921 is estimated at $3,791,150, as
against $2,545,000 in 1920. The September re-
port will be far greater in proportion than dur-
ing the first eight months.

Good Business Already Here

The merchants and jobbers are not only say-
ing that there is to be good business, but that
it is already here. Merchants in various lines
are reporting August sales greater than those
of July, and September sales in excess of those
of August by a very large percentage, and that
as the weeks are passing there is a steady gain.
The jobbers report that the dealers are stock-
ing up for a heavy Fall trade and there is op-
timism all along the way.

Handling the Columbia Line

The Dodge City Music Co., of Dodge City,
Kansas, is a new business concern, operating
under the management of A. O. Drake. It will
handle exclusively the Columbia products.

The Royal Music Shop, exclusive Columbia

dealer, at 617 Independence avenue, Kansas
City, Mo., will open a new shop at Eighteenth
and Paseo streets, October 1. It is enjoying a
splendid Grafonola and Columbia record busi-
ness at its present location and expects to se-
cure a good business at its new location.
Noted Artists to Appear

The 1921-1922 concert season will soon be in
full swing in Kansas City territory and among
the artists to visit this city during the next
few weeks is Cyrena Van Gorden, an exclusive
Columbia artist. She will appear in concert in
Kansas City October 10 and will be in the
territory about two months. Columbia dealers
are preparing for a large sale of her records
in connection with her appearances. Riccardo
Stracciari and Leon Rothier, also Columbia
artists, will appear with the Scotti Grand Opera
Co., October 14, in the "Barber of Seville."
Conditions Show Improvement

Conditions in Missouri, Arkansas, Oklahoma
and Kansas, according .to E. A. McMurtry,
branch manager of the Columbia Co., who has
just been on a tour of the territory, are showing
considerable improvement and the dealers are
preparing for a big Fall business. The business
of the Kansas City branch during September
was 30 per cent larger than in August.,
Crossed the Burning Sands

M. C. Schoenh-, manager of the Victor de-
partment of the J. W. Jenkins' Sons Music Co.,
was among those who were initiated into the
Shriners last week, during the convention that
was held in Kansas City. There were several
hundred who crossed the burning sands.
Appreciate The Talking Machine World

Kansas Chy music jobbers are appreciating
the service The Talking Machine World is giv-
ing the music trades and are co-operating in a
very aggressive manner in increasing its circu-
lation. They say that the value of a news story
is in proportion to the number of people who
read it, and it is to their interest to see that the
largest number of dealers possible read what is
going on in the territory. They also say that
the main factor in sales is the dealer and that if
he is informed and filled with optimism he will
sell many more instruments than he would
otherwise do. They are, therefore, interested
in the circulation of The World among their
dealers and are. in varying ways, pushing the
campaign for a larger circulation.

01 course, Fox Trots arc in vogue— but to publish an original
and appealing Fox Trot song is unusual

GYPSY ROSE

is a magnetic and rhythmic melody that is already an assured success.

PUBLISHED BY THE

ROBERT NORTON CO. - 226 West 46th St., N.Y.C.

October 15, 1921

THE TALKING MACHINE WORLD

159

VICTOR CO. BUSINESS ENJOYING A STEADY INCREASE

Each Month This Year Has Shown a Material Business Increase Over Corresponding Month in
1920 — Plant in Full Operation — Feeling That Worst of Readjustment Period Has Passed

The Victor Talking Machine Co. is one of the
few concerns in this or other lines of industry
that have no general complaint to make regarding
existent business conditions or trade prospects,
according to Ralph L. Freeman, director of dis-
tribution for the Victor Co., who, in an inter-
view with The World, stated that the company's
business each month this year has shown a
material increase over the volume of business for
the corresponding month of 1920. At the pres-
ent time, too, every department of the great
plant at Camden is in full operation to take care
of the demand that is current or that is actually
in prospect.

The officials of the Victor Co. feel that the
most difficult point in the post-war readjustment
has been passed and are basing their plans for
some months ahead on the expectation of a
steady and healthy growth in the demand for
Victor products. The visitor at the big Camden
plant is impressed with the feeling of confidence
v^ith which each man is going about his work.
No suggestion of doubt or excitement is in evi-
dence.

Pointing to the fact that the requirements of
the past month have been very accurate!}
gauged in all departments of the business, Mr,
Freeman said: "The problem is not one of
avoiding overproduction, as some of our friends
put it, but rather one of keeping production at
the point where every demand of our trade is
taken care of properly. Right now some of our
wholesale customers could undoubtedly use
more goods than we are in a position to offer
them. Taking the business as a whole, there
appears to be reason for real optimism of a
practical, but not fanciful, sort. There has been,
and will continue to be, a noticeable improve-
ment in the general business situation, as the
various elements entering into our business life
are rearranged on a normal permanent basis."

Mr. Freeman referred to the improvement in
the agricultural situation, particularly in the
Southern States, and the more adequate supply
of money for legitimate purposes as indicating
very clearly the trend toward improvement in
the fundamental conditions controlling industrial
activity.

Strauss, and was given an enthusiastic reception.
Other artists present on this occasion were
Theodore Kittay, an exclusive Brunswick artist,
Simon Paskel, Sam Silberbusch and Mischa
Wachtel, all of whom favored the diners with
several selections.

William A. Brophy, head of the Brunswick re-
cording department, was introduced and dis-
cussed interestingly the work of the recording
laboratories in the making of these new foreign
records, stating that these records were some of
the best ever reproduced by the Brunswick or-
ganization.

T. W. Dwyer, treasurer of the Brunswick Co.,
made a short address on the Brunswick financing
plan for the benefit of the dealers present, after
which Mr. Abelowitz closed the meeting with a
few friendly remarks on the new foreign cata-
log, in which he stated that these first records
by Cantor Kwartin are being received most en-
thusiastically by dealers and record buyers
throughout the country.

JOIN BLACKMAN SALES STAFF

Geo. A. Baker and E. M. Sheetz Join Blackman
Traveling Force — Both New Salesmen Are
Well Known in Local Trade

NEW COLUMBIA ARTIST

ANNOUNCES FOREIGN RECORDS

Miss Edith Wilson Signed as Exclusive Colum-
bia Artist — Scored Success in "Put and Take"

The Columbia Graphophone Co. has announced
that Miss Edith Wilson, one of the stars of the
musical show "Put and Take," has been signed
as an exclusive Columbia artist. Miss Wilson

is well known in the musical field as one of the
most talented exponents of the "Blues" type of
song, and she scored an unusual success in the
"Put and Take" show.

In the rendition of her Columbia records Miss
Wilson is ably assisted by Johnnie Dun's orig-
inal jazz hounds, who contribute considerably to
the distinctiveness of Miss Wilson's records.
Columbia dealers have evinced keen interest in
the "Blues" belections and are planning to fea-
ture them extensivelv.

NIFTY=LIFTER GROWS IN FAVOR

Schenectady, N. Y., October 6. — The Nifty-
Lifter Co., of this city, reports that the record-
lifting device of the same name which it pro-
duces has met with much success throughout the
trade. The names of several hundred dealers
and six distributors have already been added to
the books of this company since its initial an-
i-.ouncement in September. Added machinery
and other production economies effected at the
factory of the comjiany, in this city, have already
made possible a reduction in price. Judging
from the results of the first month's sales it
would appear that this device has a bright fu-
ture ahead of it.

R. E. Daynes, who was for many years lead-
ing floor salesman in the phonograph depart-
ment of Barker, Los Angeles, has opened a
music store in South Pasadena, where he is
featuring the Brunswick exclusively.

Brunswick Foreign Language Catalog Launched
in New York at Dinner Given to Dealers —
Well-known Artists Will Record for Library —
Chester Abelowitz Important Factor in Pre-
paring Catalog — Brophy and Dwyer Speak

At a recent meeting and banquet given by the
phonograph division of the New York offices of
the Brunswick-Balke-Collender Co., the first
records of the Brunswick foreign catalog were
introduced to Brunswick dealers of metropolitan
New York. This meeting was held at the Hotel
Pennsylvania under the direction of E. A. Strauss,
manager of the New York branch, who acted as
toastmaster for the occasion, introducing the
artists and speakers present.

The first Brunswick foreign records are ten
selections by Cantor Kwartin, and this intro-
ductory list was prepared through the efforts of
Chester Abelowitz. New York district sales rep-
resentative of the Brunswick Co., who did ster-
I'ng work in securing this noted Cantor for the
Brunswick library. Cantor Kwartin, who will
make records exclusively for the Brunswick Co.,
was introduced to Brunswick dealers by Mr.

Fred P. Oliver, vice-president and general
manager of the Blackman Talking Machine Co.,
announced recently the appointment of George

A. Baker and E. M. Sheetz as members of the
Blackman sales staff. Mr. Baker will cover
Brooklyn and Long Island territory, and Mr.
Sheetz will visit the trade in Pennsylvania and
New Jersey.

Both of these new salesmen are well known in
the talking machine trade, having been asso-
ciated with the industr}' for several years. Mr.
Baker was for many years identified with the
Columbia Graphophone Co. in New York and
his thorough knowledge of the dealers' merchan-
dising problems will enable him to give Black-
man dealers efficient service and co-operation.
Mr. Sheetz was formerly identified with the C.

B. Haynes Co., Edison jobbers at Richmond,
Va., and other jobbing interests.

Besides these new men, the Blackman sales
staff comprises E. S. Palmer, who has been con-
nected with the Blackman organization for many
years, and Walter Grew, who is well known in
the local trade. Mr. Palmer is visiting Black-
man dealers in New York State, Connecticut
and a part of Massachusetts, and Mr. Grew is
calling on Blackman dealers in New York City
and Staten Island.

YOUR DEALERS

Will push your goods if you give them the
kind of lithographed dealer helps that actu-
ally make SALES.

Consult us for window
displays, counter dis-
plays, cut-outs, posters,
car cards, etc.

Ein/DM LITHO

Executive Offices, Art Studios and Manufacturing Plant
327 East 29th Street New York City

160

THE TALKING MACHINE WORLD

October IS, 1921

J. A. JOHNSON WITH ORMES, INC.

Joins the Sales Force of This Prominent Victor
Wholesaling Organization

Clarence L. Price, vice-president of Ormes,
Inc., Victor wholesaler, New York City, has
announced the appointment of J. A. Johnson to
the sales staff of this
well-known distributing
organization. Mr. John-
son has assumed, in a
general way, the duties
of the late H. E. Beure-
gard, whose recent sud-
den death was a shock to
his many friends in the
trade. Mr. Johnson will
give much of his atten-
tion to the northern New
Jersey territory.

He is well known to
the metropolitan trade
Jonn A. jonnson and is a forceful sales-
man of long experience. Mr. Johnson has been
associated with the New York branch of the
Columbia Graphophone Co. and the Okeh rec-
ord jobbing firm of Ziegler, Baker & Johnson.
He has already taken up his new duties with
his characteristic enthusiasm.

A NNOUNCING—

THE OPENING OF OUR NEW EASTERN FACTORY FOR THE

Manufacture of Record Envelopes

Eleven years' experience — Specializing in such manufacture. For many years
supplying record envelopes to all the largest manufacturers.

SEND FOR SAMPLES and QUOTATIONS on oar latest style envelope —with
highest grade printing. Immediate deliveries

Western Envelope Corporation

55-67 Hope Street

Brooklyn, New York

ARRANGES ARTISTIC OKEH DISPLAY

How the Cunningham Drug Store Utilizes Its
Window in a Very Effective Arrangement

in the heart of the business district, and was
much admired. This store is a live Okeh en-
thusiast, as the use of this prominent show win-
dow indicates.

Detroit, IVIich., September 30. — The Cunningham
Drug Store, of 1055 Woodward avenue, this city,
recently featured in a very attractive window

TONEPEN NEEDLES AT LOWER PRICE

The Tonepen Co., New York, manufacturer
of the Tonepen needle, has sent out an impor-
tant announcement to the trade, stating that tlie
price of the Tonepen needle has been reduced
to three for fifteen cents, instead of three for
twenty-five cents, as stated in the company's
advertisement, which appears on page 65. The
company found it possible to make a reduction
in price, owing to enhanced efficiency in its man-
ufacturing facilities and, as soon as the exact
amount of this possible reduction was ascer-
tained, it immediately gave the trade the full
advantage of it.

THIS DEALER GETS THE BUSINESS

Houston, Tex., October 8. — A sales scunt which
is getting the business for a music dealer here
is to send salesmen out with two machines
loaded in a special compartment of their ma-
chine. The salesmen carry index cards and
make a report of every house canvassed. The
reports are followed up by the music dealer,
who sends out literature to the prospect.

Latest Okeh Records Featured by Cunningham Drug Store, Detroit

DEALERS HOLD FALL MEETING

Th first Fall meeting of the United Phono-
graph Dealers' Asso-
ciation was held at
the Hotel McAlpin,
Friday afternoon, Oc-
tober 7, and was at-
tended by an enthusi-
astic number of deal-
ers.

The question of the
establishment of a rec-
ord exchange was re-
ported favorably and
by the next meeting
definite plans will be
presented to the
members for their ap-
proval. Dealer griev-
ances were discussed
and, in addition, the
10 per cent monthly
record return was
taken up. Agitation
on this record return
is to be started again
this Fall, in the hope
that, in the near fu-
ture, the organization
may be able to induce
all the record manu-
facturers to effect
this monthly record
return.

This was the first
Fall meeting since the
Association's Summer
recess and much busi-

To be successful a talking machine salesman
should develop a pleasant personality.

display the latest release of Okeh records. The
store is located within a block of Cadillac Square,

ness of importance was discussed by those in
attendance.

PRICES REDUCED

We wish to announce a decrease in price on our
*'FULTON" MODEL 35 TABLE MACHINE

Samples now $13.50, Three or more $12.50

There is a large demand
for a good, serviceable
table machine. Here is
your opportunity to se-
cure an instrument that
will sell at any time and
yet net you a large profit.

Phonographs and acces-
sories, repair parts for
all makes. Best steel
needles of American
manufacture at 30 cents
per thousand. Distribu-
tors of the Arto Records
and Arto Music Rolls.
(Write for dealers prices.)

Mahogany, 16x16x10, Double Spring, Universal T. A. Back Casting and Metal Horn

ORDER TODAY as these discounts are for a limited time only

Terms on all merchandise — cash or deposit with order, balance C.O.D.

FULTON TALKING MACHINE CO.

253 Third Avenue, New York

VICTROLA CLUB BOOSTS BUSINESS

The Mickel Bros. Music House, of Omaha,
Neb., has solved the problem of increasing sales
by organizing a Victrola club, which is limited
to two hundred members. The machine of-
fered is a Model 80, selling at $100. Members
of the club pay one dollar for three successive
weeks and then $1.50 until the machine is paid
for. The only stipulation made by the music
concern is that when joining at least $7.50 worth
of records be purchased. Twenty Victrolas
were sold in the two days following the forma-
tion of the club.

ACME-DIE

•CASTINGS-

AIDMINUM-ZINC-TINaLEADiVIIPIiS

AcmeDie-CeLstins

Boston Hodiester BrooUjTvN.Y. Defroit CJu<»go

October 15, 1921

THE TALKING MACHINE WORLD

161

Mr. Dealer :
It Is Time NOW to Order
CHRISTMAS GIFT BAGS oil..

Merchandise of unusual merit that has won the commendation of dealers everywhere. Beauti-
ful containers for gift records (very heavy white paper). A prestige-building bag for the
high-class dealer.

Mctor Records

One Size Only
12x13 inches

No Strings
No Buttons

2-inch Flap

'illlnruChrisimas ,

Design A

Design B

The bags are pr'nted in two colors — red and green. Space provided for imprints, if de-
sired, at bottom of panel.

If your sample has not been received PLEASE notify us at once.

Ask us to send you our price list, which explains the H-W service items.

HALSTED WILLIAMS CORP.

815-819 Monroe Street

Brooklyn, N. Y.

RAVIS REPORTS TRADE GOOD IN WEST

President of Peerless Album Co. Finds Dealers
With Depleted Stocks — Fall Activity Appar-
ent in Many Localities, He Declares

Philip A. Ravis, president of the Peerless
Album Co., recently returned to his desk after
a trade trip covering many of the larger cities
in Middle West territory.

Ii: speaking of the general business situation
in the territory visited, Mr. Ravis said: "From
all evidence Fall business is opening up nicely.
The dealer has little or no surplus stock and
more often than not the shelves of the retail
warerooms are depleted. With a more active de-
mand on the part of the public it v/ill naturally
become necessary for the dealer to order goods
in substantial quantities to meet the require-
ments of his trade. This is resulting in a very
healthy situation. I have spoken with numer-
ous heads of large concerns during the past
few weeks and the consensus of opinion is that
we are to have a very active Fall season."

Mr. Ra^•is was successful in closing negotia-

Philip A. Ravis

tions with several dealers in Middle West ter-
ritory who will, during the coming months, fea-
ture Peerless albums Ihe new classification
labels for albums issued by the Peerless Co.
are seemingly meeting universal approval, as
the requests for shipments of these goods have
been very heavy.

VOCALION STRONG IN CHICAGO

Advertising Campaign Launched by Aeolian Co.
in That City Getting Results

Chicago^ III., October 7. — During a recent inter-
view with Manager H. B. Levy, of the Chicago
branch of the Aeolian Co., that gentleman stated
that the recent advertising campaign launched
by the Aeolian Co. in this territory has met with
a splendid response from all Chicago dealers.
".Our volume of Chicago business during the
Fall and Winter months will undoubtedly smash
all records," he continued; "the new Vocalion
Red records are certainly going over big and
dealers in general are well satisfied with their
general make-up as regards surface smoothness
and arrangements."

The first announcement heralding the new Vo-
calion Red records to appear in the local papers
featured Frank Bacon in his famous bee story
and in the Reno divorce court scene from
"Lightnin'," now playing at the Blackstone
Iheatre, in which Mr. Bacon is star.

Vocalion dealers in this city are reporting to
Mr. Levy that the demand for the Bacon rec-
ords is unusually strong.

The Singer Music Co., Columbia distributor,
Ritzville, Wash., is getting the people of the
community into its store through the medium
of a dance floor, where dances are held regu-
larly. A recent innovation, which proved popu-
lar, was the alternate playing of a dance by the
orchestra and Grafonola.

KNtGHT=CAMPBELL CO. CHANGES

Felix B. Beyer Appointed Assistant Manager of
Victor Wholesale Division, While H. W. Nor-
folk Becomes Assistant Sales Manager

Denver, Col., October 7. — The Knight-Campbell
Music Co. has announced that Felix B. Beyer,
formerly in charge of the Dealer Service de-
partment of that company, has been promoted
to the position of assistant manager of the Vic-
tor wholesale department, succeeding James A.
Frye, formerly sales manager, whose resignation
became effective on October 1, At the same
time H. W. Norfolk becomes assistant sales
manager.

Mr. Beyer has been identified with the Knight-
Campbell Co. for the past eleven years and is
well known and popular in the trade. He is
possessed of a thorough and practical knowl-
edge of all phases of. Victor merchandise, both
wholesale and retail, and his advice should prove

of great value to dealers. Mr. Norfolk is also
well known to Victor dealers in the Rocky
Mountain region and is thoroughly familiar with
their needs and problems.

BRUNSWICK BILLBOARD CAMPAIGN

The phonograph division of the New York
branch of the Brunswick-Balke-Collender Co.
has advised Brunswick dealers of the comple-
tion of plans for an extensive billboard adver-
tising campaign in metropolitan territory. These
billboards are now being displayed in many of
the most strategic points in Greater New York.
In addition to this billboard " campaign artis-
tically designed posters are being placed in the
subway stations and in the Hudson tube system;
practically every station will display one of
these distinctive posters. The local Brunswick
trade is evincing keen interest in this cam-
paign and co-operating with the Brunswick-
Balke-Collender Co. in every possible way.

And Here's Another Book
You Ought to Have

Our catalog isn't complete,
though, without another
book — our Confldentlal
Trade Price List. There
you will find the wholesale
cost to you of the mer-
chandise listed In the cata-
log. And quotiug, as it
does, the new, low. 1921
Pall prices, it's a mighty
Interesting bboli for every
retailer of Musical Mer-
chandise. Even if you don't
buy from us, you should
have this book, if only as
a guide in your buying.

If You Sell Musical Instruments
You Need This Book

DON'T think of it as just a catalog. Think of it
rather as a vast stock of Musical Instruments and
Accessories, condensed within the covers of one
handy book — a true Buying Guide to Musical Merchandise.

It opens up to you a safe, sure buying source, bringing
the markets of the world within your easy reach. It backs
you up with all the resources of our comprehensive stocks
and ready service — helps you offer your customers a greater
selection than ever, without increasing your inventory one
cent. That means turn-over. Turn-overs mean profit I

And more than that, it will sell goods for you!

Leave it on the counter for your customers to look over.
Perfectly safe ! There isn't a wholesale price in the book — •
retail prices only. And with your name and address in the
shield on the cover, it's YOUR catalog and YOUR mer-
chandise that the customer sees.

Write today on your own letter head for these two books. We are
glad to send them (FREE, of course) to any Music Dealer

THE FRED GRETSCH MFG. CO.

Musical Instrument Makers Since 1883
60 BROADWAY BROOKLYN, N. Y.

162

THE TALKING MACHINE WORLD

October 15, 1921

DEALERS IN THE TWIN CITIES ARE MOST OPTIMISTIC

Wholesale and Retail Talking Machine Men Are Doing Very Satisfactory Business— Heads of
Various "Talker" Institutions Give Reasons for Their Faith

Minneapolis and St. Paul, Minn., October 7. —
For the time being talking machine dealers, both
wholesale and retail, are having a very fine grade
of business and their hope now is that the pres-
ent pace will be maintained. Financial experts
agree that if the farmers will be able to liquidate
their oblig-ations to the banks and the local mer-
chants the rural Northwest will be on its feet,
notwithstanding the combined handicaps of light
harvest and low prices. The three iron ranges,
however, are at a standstill and no great busi-
ness is to be expected until the steel industries
need ore in large quantities.

"Some stimulation has been manifest for
some time," remarked Sewell D. Andrews, of the
Minneapolis Drug Co., distributors of the Sonora
phonographs and Okeh records, in analyzing the
situation. "We can't say, however, that this is
an indication of a permanent revival of trade.
At the same time we maj' safely say that the
talking machine trade 'S on a wholesome and
substantial basis. The past year has served to
eliminate many of the 'fly-by-night' concerns and
this class of competition has been removed.
Price adjustments also have made things much
easier for the jobbers. As far as the Sonora
machine is concerned we can report that the
new models selling from $140 to $175 announced
last July are taking e.xtremely well. These ma-
chines are beginning to arrive here in quantities
and they have quite captured the dealers."

Victrola dealers in Minneapolis and St. Paul
have experienced a distinct improvement, both
as to machines and records. Beckwith-O'Neill
Co. says so, and they should know. F. M. Hoyt,
the company's sales manager, has been on the
road for more than six weeks and is likely to
be out several more weeks, as he is meeting with
cheering results. At last accounts he was out
in Montana, more than a thousand miles from
home, but going strong.

W. L. Sprague, who manages the Northwest-
ern interests of the Columbia Graphophone Co.,
recently returned from a tour of South Dakota.
Money still is tight in the rural districts, he re-
ported, but there were indications of a general
loosening of purse strings and in consequence
trade should be brisker within the next thirty
days. A notable achievement of the company
has been the opening of an exclusive Columbia

Why Break Records?
Just File Them!

That is if you have the wonderful Record filing sys-
tem which is a feature of

The Marvelous MAGNOLA

Wa.tcKiAj tKe Music Come Out

this is only -one feature of many that will command
your interest and attention. Let us send you hand-
some illustrated catalog and information as to our
plans for helping you to make money with MAGNOLA.

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ. President
General Offltes Southern Wholesale Branth

711 MILWAUKEE AVENUE 1538 CANDLER BLDG.

OHICAQO ATLANTA, GA.

Store in Minneapolis, the Majestic Music Shop,
at No. 6 South Seventh street, a fine location.
The St. Paul House Furnishing Co. has obtained
Edward Harding, a well-known phonograph
man, as manager for its Grafonola department.

The heads of the Edison distribution in the
Northwest declare that every month of 1921,
with one exception, has shown a gain over its
1920 contemporary and that exception fell be-
hind so little as to be a trivial matter. This
truly is a unique record. It was obtained by
persistent and energetic "go-getting" methods.
.Twin City music lovers were treated to a series
of tone-tests by the Edison stars during the
first week in October. Seven concerts were
given in St. Paul and five in Minneapolis. The
following artists participated in the storming of
the Twin Cities: Harvey Hindemyer and the
Dann Trio, Helen Davis, Victor Young and
Samuel Hungerford, Edith McDonald Carpen-
ter, Rienzi Thomas and Charles Young. After
their Twin City series the three groups sepa-
rated for various sections of the Northwest.

Brunswick people are happy over the way
their phonograph is winning its way. George
M. Nye announces that Howard, Farwell & Co.
have gone heavily into the Brunswick line in
both their St. Paul and Minneapolis stores.
Likewise the S. E. Murphy Music Co., St. Cloud,

No. 35114 G.
Hanging
Basket

filled with Aj-
tificial Flowers,
Vines, etc., each
$3.50 ; other
baskets from
75c up.

Ask for my
Fall CatAloETiie
No. 35 with
illustrations In
colors of Arti-
ficial Flowers,
Plants, etc.
Mailed Free for
the Asking.

FRANK NETSCHERT

61 BARCLAY ST. NEW YORK, N. Y.

and the Taylor Music Co., Duluth, have taken on
the line. Mr. Nye, who has made a tour of Iowa
and the Dakotas, finds the general situation
about as indicated in the foregoing. Trade is
picking up, but hardly is up to what it should be.
Mr. Nye is greatly pleased over the acquisition
of Edward Nelson to his road staff. The two
were associated in the Brunswick Shop in Minne-
apolis before the war. Both answered the call
to the colors, and now they are united again
after a separation of more than four years, under
the Brunswick colors.

"Buzz" Rubel, head of the Grafonola depart-
ment of the Rubel Furniture Co., has returned
from his honeymoon and is again demonstrating
Columbia Grafonolas and records.

FUTURE COLUMBIA PLANS

F. S. Whitten Issues Statement Regarding the
Policies to Be Followed

The following interesting letter was for-
warded last week to Columbia dealers by
Francis S. Whitten, chairman of the board of
directors of the Columbia Graphophone Co., this
letter representing a concise statement as to the
company's plans for the future:

"The attention of the officers of this com-
pany has been called recently to numerous
rumors which have the earmarks of organized
unfavorable propaganda in regard to the policies
and the future of the Columbia Graphophone
Co., consisting in the main of insinuations as to
further reductions in the price of Grafonolas,
new product, change in policy, management, etc.

"The management desires at this time, and
once and for all, to set at rest any such rumors
that may have come to your attention.

"No price reduction is contemplated, as pres-
ent prices were fixed without consideration of
labor and material costs, but with a view of
offering, at a time when low prices are expected,
the biggest possible phonograph value, both
for the benefit of the buying public and Colum-
bia dealers. No new standard types will be put
out without giving dealers ample notice in ad-
vance, and in no case until after April 1, 1922.

"The recent business slump has been an un-
usually severe one, but I believe the corner has
been turned and that loyal and efficient Colum-
bia dealers will in the closing months of 1921
and early in 1922 again reap the profits to which
their splendid efforts and hearty co-operation
with the Columbia Co. entitle them.

"With thirty-rive years of Columbia success
and progress in phonograph development be-

hind the company the management is not at
all discouraged by the recent business slump.

"There is no doubt in the minds of the man-
agement that the continued future of the Co-
lumbia Graphophone Co. is assured and that an
uninterrupted flow of Grafonolas and Colum-
bia records will continue to you."

DISPLAY AT COUNTY FAIR

Music Dealer Features Pianos and Phonographs
at Recent Fair

Malone, N. Y., October 3. — George E. Trick,
progressive piano and talking machine dealer of
34 East Main street, this city, had an attractive
booth at the Franklin County Fair held here a
week ago. Mr. Trick occupied generous space

Geo. E. Trick's Booth at Franklin County Fair

with an exhibit of Hallet & Davis and Conway
pianos and players, together with Brunswick
phonographs, of which he showed several models.

Patience is as necessary as courage in the con-
duct of a business. Don't lose your temper when
a customer becomes irritable and unreasonable.

MAGNET DECALCOMANIE NAMEPLATE

from Mi«^^

lORAN C<3^

i4S MlCnlCAM AVe

SOLD BY

HURTEAU.WIL1IANS&C0.^5

MONTREAL OTTAWA

TALKING MACHINE
^ CABINETS Etc

Pamphlets with fac-simile illus-
trations' and prices mailed
on request.

SMITH-SCHIFFLIN CO.

149 Church Street

New York City

October 15. 1921

THE TALKING MACHINE WORLD

162a

The Publishers of

ANNOUNCE A

TRADE DIRECTORY

OF THE

TALKING MACHINE INDUSTRY

This Directory, or handbook of
the industry, will be the first of
its kind and will be devoted
exclusively to the talking machine
and phonograph field, every
phase of which will be adequately
covered.

Throughout it will be a work of
fact, and in no part a book of
opinion.

It is both natural and logical that
the authoritative directory of the
industry should be issued by the
publishers of "The Talking Ma-
chine World," the largest, oldest
and dominant trade paper of the
industry.

This directory is being published
in response to the demands of the
trade, which have become more
and more insistent during the past
five years. Moreover, the pub-
lishers of "The Talking Machine
World" now regard the industry
as sufficiently stabilized to war-
rant the compilation of an accu-
rate and reliable directory.

Manufacturers and wholesalers
of Talking Machines, Records,
Parts, Cabinets, Accessories, etc.,
etc., to insure proper listing,
should communicate as soon as
possible with the

Directory Division

THE TALKING MACHINE WORLD

373 fourth Avenue

New York City

162b

THE TALKING MACHINE WORLD

October 15, 1921

L A. MURRAY POPULAR IN TRADE NEW EDISON ADVERTISING MANAGER ODEON ARTIST WILL VISIT AMERICA

New President of Iowa Victor Dealers' Asso-
ciation Well Known in Industry — Thoroughly
Experienced Victor Man

i. A. Murray, who was recently elected presi-
dent of the Iowa Victor Dealers' Association,
at its convention in Des Moines, is one of the
most popular Victor dealers in Iowa. He has
been connected with the industry for many years
an;d has given particular attention to the rendi-
tion of practical service to his clientele.

-Mr. Murray formerly owned the Murray Co.,
located in the Harned-Von Maur store, in Daven-

L. A. Murray

port, la., having purchased the stock of the
Schiller Piano Co. When recruiting for the
World War was at its height he sold his busi-
ness to a brother and sister and enlisted in the
service. Upon his return home he realized that
the Victor field offered him unlimited opportu-
nities and he immediately started negotiations
to own a Victor store. Through his persistent
efforts he finally bought out the Tri-City Piano
Co., of Davenport, la., and shortly after estab-
lished one of the most up-to-date and pros-
perous exclusive Victor stores in the Middle
West. He has met with unlimited success, all
of which is well deserved.

JOHN McKENNA HONORED

Chicago, III., October 10. — At the annual election
of the Piano Club of Chicago, last Thursday
evening, John McKenna, manager of the local
branch of the Columbia Graphophone Co., was
elected secretary. Mr. McKenna's election to
this office is a well-deserved tribute to the excel-
lent work he has done the past year in promot-
ing the interests of the organization in every
way and especially in securing the appearance
of Columbia artists at the special Monday noon
meetings of the Club.

ROOS BROS. IN NEW FIELD

B. R. Forster, president of the Brilliantone
Steel Needle Co., New York, has advised the
trade that Julius and Nestor Roos, who had
been connected with the company's sale staff,
had resigned, the resignation taking effect Oc-
tober 1. Both of these sales representatives are
planning to enter another line of business, which
thev will announce in the very near future.

C. G. Wood Appointed to That Position, Suc-
ceeding J. B. Gregg, Resigned — Warren F.
Taylor in Charge of Promotion Department

Several important changes have occurred re-
cently in the advertising department of Thos.
A. Edison, Inc. C. G. Wood, who has been in
the department for some time past, has been
appointed advertising manager, succeeding J. B.
Gregg, who resigned recently to become adver-
tising manager of a prominent fountain-pen
company. Mr. Wood will take up his new
duties on October 15.

Warren F. Taylor, a man of considerable ex-
perience in the advertising and merchandising
field, was appointed, on October 1, to take
charge of the promotion department of Thos.
A. Edison, Inc.

OPEN NEW VICTOR STORE

Weil Bros. Open Attractive Victor Establish-
ment in Harlem Section of New York — J. E.
Dunham in Charge of Store

Weil Bros.' new Victor store, at 2252 Third
avenue. New York City, was formally opened
on October 10 as one of the finest exclusive
Victor stores in the city. The entire equipment
and furnishings are new throughout and the lo-
cation on the first floor gives the store an ex-
ceptional opportunity to attain success. J. E.
Dunham, whose wide Victor experience covers
a period of several years and who was formerly
a traveling representative of the Victor Talk-
ing Machine Co., is in charge of the new store.

Attractive announcements for the formal open-
ing were sent out to a large mailing list and
during the afternoon and evening a concert or-
chestra entertained the visitors. It is estimated
that more than a thousand people took advan-
tage of this formal opening to visit and inspect
this new and up-to-date Victor store.

MAYOR HYLAN MAKES OKEH RECORD

Mayor of New York Makes Special Campaign
Record — Will Be Merchandised Through
Okeh Dealers of Varied Political Faiths

Mayor John F. Hylan, of New York City,
candidate for renomination on the Democratic
ticket, visited the Okeh recording laboratories
this week for the purpose of making a special
Okeh record. This record comprises portions
of Mayor Hylan's speech of acceptance of the
renomination for Mayor and, according to pres-
ent plans, there will be featured on the reverse
side a popular march. This special record will
be merchandised through Okeh dealers and
there is no doubt that there will be an active
demand for this timely recording.

SELL EQUIPMENT OF TWO PLANTS

Chicago, III., October 10. — The S. L. Winternitz
Co., auctioneers, announce the sale to-morrow
of a large number of phonographs and motors,
as well as woodworking and other machinery,
consisting of stock and equipment of the bank-
rupt Masterpiece Phonograph Co.

The factory equipment and finished and un-
finished phonograph motor stock of the bank-
rupt Roemer Mfg. Co. is also advertised to be
sold to-morrow at auction by M. Tauber & Co.

Where ''Service'' is more than an
advertising catch-word

rG. F. RUEZ

J Pres. and Treas.

U. A. GOLDSMITH
Secretary

S. W. GOLDSMITH

Vice-Pres. and General Mgr.

Badger Talking Machine Go.

135-

Exclusive Victor Distributors for
Wisconsin and Upper Michigan

-2nd Street

Milwaukee, Wis.

Miss Maria Ivogtm, Exclusive Odeon Artist,
Will Appear With Chicago Opera Co.— Will
Also Make a Concert Tour of Country

The American Odeon Corp., New York, manu-
facturer of Odeon records, has advised its deal-;
ers that Miss Maria Ivogun, an exclusive Odeon
artist and one of Europe's most popular colora-
tura sopranos, will soon arrive in this country
for a concert tour and to appear with the Chi-
cago Opera Company, having been engaged to
sing in several important roles. At the close
of the Chicago season she is planning to visit
New York when the Chicago Opera Company
makes its annual trip to this city.

The American Odeon Corp. is planning an
extensive advertising campaign, calling the at-

Miss Maria Ivogun

tention of the public to Miss Ivogurfs fame and
prestige and emphasizing the fact that she makes*
Odeon records exclusively. This artist has made
fifteen selections for the Qdeon catalog, includ-"
ing some of the most popular opera arias, and
Odeon dealers will undoubtedly take advantage
of her visit to America to feature her records.

It is understood that other Odeon artists will
visit America this season, so that Odeon deal-
ers will have ample opportunity to capitaHze the
prominence of these artists and use practical
means to stimulate the sale of their records.

Jascha Heifetz, world-renowned violinist and
Victor artist, who arrives soon from Austria,
will go directly to San Francisco, where he will
appear in a number of concerts.

"The Music Without the Blur!"

This ideal of talking machine manufacture is attained
more nearly than by any other, in the construction
of the

MARVELOUS MAGNOLA

"Built by Tone Specialists"

"Magnola'a Tone Deflector eliminates i-he scratch"

W&tcKii%5 tKe Music Come Out

We want to show y<ni how to make soney with
MAGNOLA; and how MAGNOLA is the beat buy
on the Talking Machine Market to-day.

Send lu your name and let us send you KOie real
Talker Tip*.

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ, Prtildent
6<R«ral OtlHt 8«uthern Wholualt Brantk

711 MILWAUKEE AVENUE lUO CANDLER BLDG.

OHIOAtO ATLANTA. BA.

October 15, 1921

THE TALKING MACHINE WORLD

162c

A New Modern Hygienic Device for
Making Mouth Harmonica Sales

No more need to allow your stock of mouth Harmonicas to become ruined or disease-
carriers. The old method of demonstrating the harmonica is obsolete in every respect.
The new method is the "VOCO" way, which not only eliminates all danger, but is an
added sales feature because the prospective customer will prefer to purchase from the
dealer who can offer the assurance, made possible by the use of the "VOCO."

CLEAN — SANITARY — PRACTICAL -.SIMPLE
Indorsed and Recommended by All Health Authorities

(Pat. Applied For)

The community drinking cup was condemned long ago as it was a public health menace. So is
the present method of testing the mouth harmonica and health authorities will take the same
step to eliminate this disease-spreading practice. The "VOCO" is the answer to this problem, as
the harmonica is tested for the customer by this "ingenious mechanical device" with positive
satisfaction, as the action of the "VOCO" is exactly the same as when played by the mouth; in
other words, the "VOCO" will produce every tone or effect that can be obtained by the indi-
vidual player. Hundreds of harmonicas can be demonstrated in the shortest possible time.
Think what this means in the saving of time and the added attraction for the purchaser to buy
from you.

The "VOCO" is a time-saver for everybody connected with the selling of mouth harmonicas.
Jobbers, as well as dealers, are enthusiastic about the "VOCO" DEVICE. It will test hundreds
of harmonicas in a small fraction of the time now required by the present method.

Dealers and jobbers can feature the "VOCO" in all their advertising as an added service they can offer.
It will make new sales and enthusiastic customers for you. Don't delayl Write us now for full par-
ticulars !

We will appoint Live Distributors in United States and Canada

Be the first in your city to
use the VOCO

A Very Attractive Proposition

Write us today for Full Particulars

A few desirable territories
stiil open

VOCO SALES CO., 114 E. 28th St., New York City

Sole Agents for United States and Canada

162d

THE TALKING MACHINE WORLD

October 15, 1921

Southwestern Victor Dealers Convene

Dealers from Points in Texas, Louisiana, Oklahoma, Arizona and Arkansas Meet at First Annual Convention of South-
western Victor Dealers' Association Held in Dallas — Educational Conference a Feature of the Gathering —
Many Notable Addresses Made at the Meeting and Also at the Conference

'. (Special by wire to The World;

- ;pALLAS, Tex., October 11.— Victor dealer.s, mem-
hirs of their sales forces and music supervisors
in the public schools from over Texas and points
in Louisiana, Oklahoma, Arizona and Arkansas
met here last week for the first annual convention
of the Southwestern Victor Dealers' Association
and the third educational conference to be held
anywhere in the country under the auspices of
the educational department of the Victor Talking
Machine Co. Many of the dealers were also
accompanied by officers of music clubs and rep-
resentatives of the various musical organizations
of their communities.

Supervisors who attended the meeting declared
the conference had been a revelation to them
in ways to use talking machine records in
the schools, and every dealer went home en-
thused and determined to stress the educational
values of the Victrola and selected records.

; President B. W. Gratigny Presides
.jThe convention of the dealers was held Tues-
day, October 5, and was presided over by B. W.
Gratigny, of Dallas, who was elected president
of the organization last May to serve one year,
along with the other officers. The principal
address was by H. A. Beach, vice-president of
the Unit Construction Co., of Philadelphia, on
"Dealer Development." Mr. Beach outlined
methods whereby dealers could increase their
business and, at the same time, co-operate with
other dealers and the factory.

"Terms and Trade-ins" v;as the subject of an
address by Lester Gunst, of Dallas, following
which G. N. Swett, traveling representative of
the Victor Co. in Texas and part of Oklahoma,
made a talk on "Trade Conditions," declaring
they were improving in all parts of this territory.

The Afternoon Session
■ The afternoon session was opened with an
address by William Howard Beasley, of Texar-
kana, on "Business Charts." He gave a demon-
stration of their use in checking sales and ac-
counts. E. A. Delano, of Camden, N. J., deliv-
ered an address on "Selling Victrolas," includ-
ing a number of good selling points, with brief
historical sketches of Victor artists.

Brief talks were made by Lester Burchfield, of
Sanger Bros., Dallas; J. W. Maxwell, of Hous-
ton, and a representative of an El Paso Music
Co., all of which were timely.

The Association Banquet

A banquet was given by the Association at
the Adolphus Hotel, honoring Mrs. Frances E.
Clark, F. A. Delano and the Victor jobbers.

Talks were made by Mrs. Clark and Mr. Delano
and members of the Association. The musical
program included vocal numbers by Mrs. R. H.
Morton, accompanied by Miss Elizabeth Gay
Jones; violin selections by Emmett Peck, accom-
panied by Miss Vera Meade, and selections by
the Ferguson Quartet. It was a delightful affair
and greatly enjoyed by those present.

Opening of the Educational Conference

All sessions of the conference were, like the
convention, held in the spacious roof garden of
the Adolphus. After an address of welcome by
Chas. L. Sanger, vice-president of Sanger Bros.,
F. A. Delano, advertising department, Victor Co.,
gave an address Wednesday morning on "Victor
Ideals." This was followed by a talk from Mrs.
Frances Elliott Clark, director of the Victor edu-
cational department, on "Our Educational Work
— Retrospect — Prospect," which was a brief sum-
mary of what had been done and a prophecy of
things to come.

Miss Margaret M. Streeter, of the Victor fac-
tory force, spoke on "Rhythm, Free and Sug-
gested Expression," dividing her lecture into
three sections — individual interpretation, suggest-
ed expression through title and suggested expres-
sion through mother and teacher. Miss Edith
M. Rhetts, of the factory force, lectured on "Cul-
tural Hearing," stressing the value of teaching
the children to learn to listen and the real sig-
nificance of musical appreciation.

The first talk at the Wednesday afternoon
session was by S. Dana Townsend, of the factory
force, on "English for the Home and Elementary
Schools." He divided his subject into the home,
primary and intermediate grades. Miss Rhetts
spoke on "Instruments of the Orchestra by
Sight, Sound and Story" and pointed out how the
Victrola could be used to wonderful advantage in
this work.

Mr. Delano gave an inspiring talk on "Selling
Victor Products" and Miss Streeter closed the
first dav of the conference with a lecture on "Mi-

Your Problem Is Ours

Good Profits (to you)
-|- Good Service (to your customers)

Answer: TONAR RECORD BRUSHES

(Trade Mark)

Have we solved the above problem correctly?

Write to-day for prices and sample and see lor yourself

Made in mahogany, oak and ebony colored finishes

PARKS & PARKS, Inc.

TROY, N. Y.

New York Oflice, C, E. Peabody & Co., 186 Greenwich St.

metic Play and Making Believe With Little Chil-
dren," which subject was well handled.
The Thursday Conference

On Thursday Miss Rhetts spoke on "Songs
for Children, Adolescents and Adults," pointing
out how the Victor catalog enabled selections to
be made which would be appropriate for all
members of the family.

"Around the Year With the Victrola" was dis-
cussed by Mr. Townsend, who cited records espe-
cially suitable for Hallowe'en, Thanksgiving and
Autumn, Christmas and Winter, February, Eas-
ter and Spring and birthdays. Miss Streeter then
spoke on "Rhythmic Songs and Games and
Metre Sensing" and the Thursday morning ses-
sion closed with round table and music-memory
contests, conducted by L. A. Inman, of the
wholesale Victrola department, Sanger Bros.,
Dallas.

Thursday afternoon lectures were by Mr.
Townsend, on "English Literature, Junior and
Senior High Schools"; by Miss Rhetts, on "Pro-
gram and Pure Music," and by Miss Streeter. on
"Music in the Rural Schools." A novel feature
of the afternoon program was folk dancing to
V'ictrola music by twenty pupils of the third and
fourth grades of the Dallas schools, under the
direction of Miss Bessie Keller.

Miss Sadie Williams, supervisor of music in
the Dallas public schools, gave an interesting
talk Friday morning on "Music Appreciation
in the Dallas Schools." She told of the installa-
tion of the course eight years ago, of how it has
become popular and of the wonderful showing
made by the schools in the two annual music-
memory contests. She also described plans for
the third annual contest to be held in January.
The Friday Program

Other talks on Friday were by Mrs. Stark, on
"Nationality in Music"; by Mr. Townsend, on
"The Victrola in Correlation With European
History"; by Miss Rhetts, on "Selling Instru-
mental Music," and by Miss Streeter, on "Char-
acteristic Rhythms," at the morning session and
by Mr. Townsend, on "The Victrola in Correla-
tion With American History"; Miss Streeter, on
"Large Groups — State, County, Civic"; Miss
Rhetts, on "How Music Came to Be," and a
concluding talk by Mrs. F. E. Clark at the after-
noon session. This last took on largely the char-
acter of a question box before she concluded.
Those Present at Gathering

Victor jobbers and dealers who attended the
meeting anel educational conference were: F. L.
Koons, El Paso, Tex.; W. B. Callaway, J. W.
Ma.xwell, E. A. Locke, of the Talking Machine
Co. of Texas, Houston, Tex.; Elihu A. Sanger,
Chas. L. Sanger, Lester Burchfield, Miss Delia
E. Brilling, L. A. Inman, E. E. Hill, R. H.
Penick, Mrs. A. Everett, J. H. Corder, B. W.
Gratigny, Miss Ethel Gibson, Lester Gunst, Miss
M. Waskom, R. P. Scott, Dallas; W. B. Malone,
San Antonio; B. C. Sievers, Austin; G. F. Mc-
Cormick, Miss M. Allen, Fort Worth; H. L.
Stanard, Waco, Tex.; S. T. Bryson, Shreveport,
La.; H. Y. Parrott, Dennison, Tex.; Miss Eliza-
beth Whitehead, Denton, Tex.; F. Clark, Rock-

October 15. 1921

THE TALKING MACHINE WORLD

163

wall, Tex.; Miss Mary E. Weber, Shawnee,
Okla. ; Miss Lena Mussett, Fort Worth, Tex.;
Miss Miles, Fort Worth, Tex.; W. T. Blackwell,
of Tri-state Talking Machine Co., El Paso, Tex.;
Geo. T. Fisher, Tucson, Ariz.; E. L. Pendleton,
Vernon, Tex.; E. O. Kunitz, Cuer, Tex.; C. E.
Anderson, Terrell, Tex.; Miss Anna Goff, Miss
Mattie Goflf, Sweetwater, Tex.; Reid Scott, Chil-
dress, Tex.; Mrs. Frank Corry, Enid, Okla.; H.
C. Collier, Galveston, Tex.; T. J. York, Corsi-
cana, Tex.; Miss Emma Douglass, Corsicana,
Tex.; J. F. Edleman, Duncan, Okla.; W. C.
Rhoades, Hillsboro, Tex.; K. D. Donovan, Mar-
shall, Tex.; W. Howard Beasley, Texarkana,
Ark.; Henry P. Mayer, Paris, Tex.; Mrs. Stapley,
Waxahachie, Tex.; John McCleary, Jr., Houston,
Tex.; O. H. Jahn, Galveston, Tex.; R. B. Bryan,
Terrell, Tex.; H. D. Harrison, Ennis, Tex.; A.
H. Smith, Nacogdoches, Tex.; Mrs. R. B. Law-
rence, Little Rock, Ark.; Mrs. R. N. Robertson,
Winnsboro, Tex.; E. E. Hall, Jr., Abilene, Tex.;
R. E. Bryan, Tyler, Tex.; Eli Sanger, Dallas,
Tex.; Mrs. Brewster, Texarkana, Ark.; Miss
Benton, Guy M. Adams, Miss McGee, Fort
Worth, Tex.; Wm. Karl, Blackwell, Okla.; W. P.
Ross, Oklahoma City, Okla.; C. H. Smith, Dun-
can, Okla.; Mrs. J. E. Johnson, Mineral Wells,
Tex.; E. C. Fagan, Okmulgee, Okla.; C. E.
Dowell, McKinney, Tex.; E. O. Harrington,
Piano, Tex.; R. M. Stone, Paulsvalley, Okla.;
Mrs. W. B. Cook, San Antonio, Tex.; Fred King-
don, Miss Mary Clark, Austin, Tex.; E. M.
Caskey, Jacksonville, Tex.; J. E. Hamill, Grand-
field, Okla.; Miss Ruth Rix, Bigspring, Tex.; H.
F. McDaniel, Abilene, Tex.; W. W. Biard, Kauf-
man, Tex.

The entertainment, on the night of October S,
was a theatre party at the Majestic Theatre.
Dinner Tendered by Distributors

On the night of October 6 there was dinner
in honor of the Victor party and Southwestern
Victor Dealers' Association, tendered by the
three Texas Victor distributors, namely, the
Talking Machine Co. of Texas, Houston, Tex.;
W. G. Walz Co., El Paso, Tex., and Sanger
Bros., Dallas. An orchestra played during din-
ner, which was served in Palm Garden, Adolphus
Hotel. Chas. L. Sanger was toastmaster and
Mrs. J. F. Lyons, of Fort Worth, national presi-
dent of Federated Music Clubs, gave a short
talk, as did Mrs. Clark, F. L. Coons, of Walz Co.,
El Paso, and J. W. Maxwell, of the Talking
Machine Co. of Texas, Houston, Tex.

On Friday evening the entertainment was a
theatre party at the Palace.

Thanks From Mrs. Clark

At the close of the program the last day Mrs.
Clark thanked all present for the splendid atten-
tion given and called on the following for im-
promptu talks: Lester Burchfield, Sanger Bros.;
W. B. Callaway, Talking Machine Co.; J. W.
Maxwell, Talking Machine Co.; F. L. Coons,
W. G. Walz Co.; Miss Henrietta Pyle, supervisor
of music, Wichita Falls, Tex.; Miss Sadie Wil-
liams, supervisor of music, Dallas; Miss Wens,
club woman of Navasota, Tex.; G. N. Swett,
traveling representative of the Victor Co. in
Texas; L. A. Inman, director of the Victrola
educational department, Sanger Bros. Mrs.
Clark also thanked the three Texas distributors
for their hearty co-operation and support, and
asked to be invited back to Texas again.

Phonograph Parts

for all makes of machines on hand.
Also motors, tone arms and low priced
table and floor model

Cabinets and Machires

in stock ready for shipment.

What are you in need of at present?
Let us hear from you and we will com-
municate with you at once.

Write for our latest 1921 price list which gives
you the special bargains.

WoUman Talking Machine Co.

560-562 Grand St. Brooklyn, N. Y.

INTRODUCES THE "VOCO"

Ingenious Device for Demonstrating Harmoni-
cas Meeting With Success— Endorsed by
Health Officials— Very Popular in Europe

Petty details belong to the office boy. The
merchant or manager who frets and fumes about
minor details loses the respect of his employes.

The Voco Sales Co., New York, is now placing
on the market the "Voco," an ingenious me-
chanical device, designed to demonstrate and
test mouth harmonicas in a hygienic and effi-
cient way. This instrument is so designed that
it reproduces every possible tonal effect of the
harmonica.

The executives of the Voco Sales Co. state
that health authorities throughout the country
are keenly interested in the introduction of this
new device, as it can be used as a factor in
decreasing the possibility of spreading disease.
Almost invariably the prospective purchaser of
a harmonica tests the instrument before buying
it and, if it meets with his disapproval, it is
placed back in the showcase without proper
measures having been taken from a sanitary
standpoint. If these demonstrations are multi-
plied many times over during the day it can be
readily understood just why the personal dem-
onstration of harmonicas is undesirable hygieni-
cally.

In a chat with The World one of the execu-
tives of the Voco Sales Co. stated that the Voco
is in use in practically every country in Europe
and carries the recommendation and endorse-
ment of the public health officials in every large
European city. Aside from its hygienic value,
the Voco is a time-saver for the dealer, as
hundreds of harmonicas can be demonstrated
through its use in the time ordinarily taken for
the testing of a few harmonicas by individuals.

RECORDS BY JOHN CHARLES THOMAS

Aeolian Co. Advertises Fact That Star of "The
Love Letter" Records Exclusively for the
Vocalion Catalog— Many "Hits" Are Listed

The Aeolian Co. used space three columns
wide and a half page deep in the amusement
section of the New York Times on Sunday,
October 9, to call public attention to the fact
that John Charles Thomas, the noted baritone
and star in the successful new operetta, "The
Love Letter," at the Globe Theatre, records for
the Aeolian Co. exclusively and will record the
most popular numbers from "The Love Letter,"
which is a big "hit." The advertisement listed
a half dozen of Mr. Thomas' records now in the
\"ocalion catalog.

AN EFFECTIVE WINDOW DISPLAY

Sterling Music House, Denton Harbor, Helps
in Celebration of Fall Opening

The Sterling Music Store, handling talking
machines at 151 East Main street, Denton Har-
bor, Mich., had a particularly elaborate window
display recently on the occasion of the official
Fall opening of the business establishments of
the city under the direction of the Chamber of
Commerce. The store has a double window and
on one side was shown a Hamilton grand piano
and on the other side a Victrola and a Grapho-
phone, together with some small musical in-
struments. The windows were trimmed with
Autumn foliage and handsome floor lamps added
to the general effectiveness. Many comments
were heard regarding the general attractiveness
of the window.

INSTALLS VAN_VEEN EQUIPMENT

YoNKERS, N. Y., October 10. — Frank Steadman,
Victor dealer of this city, recently installed new
Van Veen equipment, consisting of four rooms,
record racks, counter and lobby. The finish was
in ivory enamel and imposing in effect.

BUY YOUR
ACCESSORIES

Ml Fwm One Source

REPA/R

^EDLES=

SPECIAL ON

CLOTH-BOUND

RECORD^ ALBUMS

6 doz. orders Less

10-inch 50c 55c

12-inch 60c 65c

HEADQUARTERS FOR
RECORD DELIVERY ENVELOPES
RECORD ALBUM SETS FOR VICTOR

No. 80
REPAIR PARTS
KENT ADAPTERS
NOVELTY TOY RECORDS
ftllRBORLIKE POLISH
CONVERTO CABINETS
BRILLIANTONE STEEL NEEDLES
MAGNEDO MULTI-PL.4YING NEEDLES
SUPERTONE STEEL NEEDLES
SHEET MUSIC
ARTO RECORDS
MUSIC ROLLS
RECORD CLE.\NERS
PHONOGRAPH DELIVERY COVERS
BUBBLE BOOKS
FIBRE NEEDLES
FIBRE NEEDLE CUTTERS
RECORD FLASHERS
REPEATOGBAPH
TONOFONE NEEDLES
REFLEXO NEEDLES
MOTROLAS
DANCING RASTUS

PLAYER-PIANO VACUUM CLEANER
SUPPLEMENT MAILING ENVELOPES
SAPPHIRE BALL NEEDLES
SAPPHIRE POINT NEEDLES
DIAMOND POINT NEEDLES
UNIVERSAL DISPLAY RACKS
SHEET MUSIC RACKS
NYOIL

BOBOLINK MACHINES
PHONO MOVIES
STOCK ENVELOPES

NULIFE MUSIC ROLL ATTACHMENT
Watch for Next Month's Special

H. S. Holly, who formerly owned one of the
largest music establishments in Iowa, is now
associated with William C. Guerth, Edison
dealer at Redlands, Cal.

PLAZA MUSIC CO.

18 WEST- 20 ly STREET
NEW YORK -

164

THE TALKING MACHINE WORLD

October 15, 1921

TAX SITUATION IN WASHINGTON

Despite Opposition Manufacturers' Sales Tax
Is More in Favor — G. W. Pound's Good Work

Washington, D. C, October 8. — As the crisis in
relation to the tax situation approaches, so to
speak, there appears to be a more general feeling
that the manufacturers' sales tax bill, as pre-
sented by Senator Smoot, has more than an even
chance of being put through as a substitute for
other new legislation. The measure is steadily
gaining supporters among the Senators, as busi-
ness interests in various sections of the country
have made plain their desires that the Senate
give the proposed measure full and careful con-
sideration. Even some of those Senators who
were outspoken in their opposition to the Smoot
idea at the outset have been won over to the
cause, and this is accepted as a promising omen.

From the viewpoint of the music industry the
Smoot tax bill, which was introduced in the
Senate very recently, is a most desirable piece of
legislation, considering, of course, that taxes must
be paid in one form or another. In the first place,

the bill abolishes all special war excise taxes,
together with other special taxes that have been
felt particularly by the music industry, and is
drafted along simple and understandable lines.
Wholesale and Retail Clause Out

Largely through the efforts of George W.
Pound, general counsel of the Music Industries
Chamber of Commerce, the "Wholesale and Re-
tail" clause which was stricken out of the bill by
the House Committee, and also by the Senate
Finance Committee, has been reinstated and is
now to be found in the Smoot bill. The non-
retroactive clause, making decisions of the In-
ternal Revenue Department which reverse pre-
vious rulings by the department non-retroactive,
is retained in all bills before the Senate, which in
a sense is a victory for the m.usic industry.

While some weeks ago the outlook for tax
legislation that would be fair and equitable to the
music industry and other industries similarly af-
fected was none too bright, the decided change
in the situation has served to revive the hopes of
those who have been waging a strong fight, for
the chances of the manufacturers' sales tax bill
are stronger now than ever.

MEETING THE WHIM OF THE STAR

; Introductory Offer

Free of Charge
ONE NEW FORD SEDAN

Fully Equipped

to every dealer buying and paying
within one year of first purchase for

50 SPRAYTONE STANDARD MODELS Retailing at $225.

400 SPRAYTONE PORTABLE MODELS Retailing at $35.

Exclusive Territories Granted to Participants

Sample machines at special discount, >^ cash with
orders, balance C. O. D.

Regular trade discounts on repeat orders; 20% cash
with order; balance, thirty to sixty days' acceptance.
Watch for details.

Specification of Spraytone Standard

Triangle shape, fits snugly into
corner ;

Piano - finished case in ma-
hogany;

Gold equipment throughout;

Perfect motor and tonearm;

Filing system for 104 records;

Total floor space required: 19
inches. . ■ . •

Both Machines Are
Correspondence Invited

Specification of Portable

Uy. lbs., 16>4x8>^x6>^ inches.

Oak cabinet and finish;

Nickel equipment, carries 10
records;

Plays all sizes and makes
records ;

Approved motor, permanently
attached heavy tonearm.

Perfect Reproducers

Catalog Just Out

OTHER ATTRACTIVE BONUS OFFERS TO LIVE DEALERS

TELEPHONE, RIDGEWOOD 192-J

Richardson's, Inc., Los Angeles, Provide Un-
usual Talking Machine Cabinet for Dressing-
room of Gloria Swanson, Movie Star

When Gloria Swanson, the noted motion pic-
ture star, desired a talking machine cabinet to
harmonize with tiie orieinal character of the

Special Design for Miss Gloria Swanson

furniture in her dressing-room at the Lasky Stu-
dios, Los Angeles, Richardson's, Inc., Victor
dealers in that city, solved the problem by hav-
ing built the unusual cabinet illustrated herewith,
in which was installed a small model Victrola.

AN IMPORTANT NEW DEPARTiVlENT

New York American to Run Weekly Page De-
voted to Reviews of, and Comments on, the
New Music Rolls and Talking Machine Records

The New York American has just inaugurated
a new department of particular interest to deal-
ers in, and purchasers of, talking machine rec-
ords and music rolls. The new department,
which, it is announced, will appear every Sat-
urday, will be devoted to detailed and valuable
information regarding the new music roll and
record releases with editorial comment cover-
ing various phases of that branch of music.

The department was introduced in the Ameri-
can on Saturday, October 1, and was endorsed
by various members of the local music trade,
with several advertisements of rolls and records
included in the department, indicating the extent
of the practical support given the new move.
The page carries the caption, "Record Day," and,
if the first issue is any criterion, should prove
most interesting.

The idea of devoting a special page or depart-
ment to the criticism and analysis of records
and rolls is not new by any means, for several
newspapers, including the Philadelphia North
American and others, have been conducting such
departments for some time past. That one or
two evening papers in New York have also de-
voted some space to similar matter and that a
morning paper of the importance of the Ameri-
can has seen fit to handle record and roll re-
views and comments regularly and in a big way
is a matter for congratulation.

CANNOT BAR TALKING MACHINES

Washington, D. C, October 8. — The first objec-
tion by a landlord, not only to the use of, but
to the possession of, a talking machine by a
tenant has been made known here. The lease
submitted to the prospective tenant by an agent
for a small apartment in the Northwest section
of the city classes talking machines with dogs,
cats and parrots. The lease reads, in part, as
follows: "The lessee hereby covenants and
agrees that he will not keep, or allow to be
kept, any dog, cat, parrot, graphophone or
phonograph in said apartment or upon said
premises." When requested to sign the ten-
ants made such an uproar that the landlord was
forced to back down from his arbitrary stand
and the objectionable clause w^as removed.

October 15, 1921

THE TALKING MACHINE WORLD

165

CONVENTION OF VICTOR DEALERS IN SALT LAKE CITY

Second Annual Meeting of Intermountain Victor Dealers' Association Well Attended and Proves
Interesting and Successful — Some Timely Subjects Discussed at Sessions

JEDLICA BROS.' EXPANSION

Salt Lake City, Utah, October 7. — The second
annual convention of the Intermountain Victor
Dealers' Association was held at the Hotel Utah,
in this city, yesterday, and proved a most suc-
cessful event in every particular, especially in
the matter of attendance.

Alvin A. Beesley, president of the association,
opened the first session with an address, in the
course of which he took occasion to welcome
the visiting dealers and to review the general
trend of trade conditions. Mr. Beesley gave it
as his belief that business had come to the
turning of the road and that the improvement
now setting in would be permanent. He de-
clared that the Victor dealers should consider
themselves fortunate in representing a line that
is so staple and which had stood up so well
during the great stress of the past year in com-
parison to many other lines.

The President's Address

Following the president's address the mem-
bers of the association entered into the discus-
sion of various important matters set forth in
the program, including the question of record
approvals, of outfit advertising, of the dollar-
down plan, of the charging of interest, the value
of trade-in instruments, the sale of appliances
and accessories and the commission plan for
employes. The association members went on
record as opposed to the plan of sending out
records on ■ approval, considering that method
unnecessary in creating record business. The
body endorsed the use of high-class advertising
and strongly condemned the blind and mislead-
ing advertising that has appeared in a number
of localities.

During the course of the morning session the
association adopted a resolution in memory of
the late Enrico Caruso testifying to the part
he played in the development of the talking
machine.

Talks on Salesmanship and Sales Helps

In a live talk on the training of employes, T.
J. Holland brought out the importance of the
salesman's individuality and ability to meet and
take care' of customers. He also touched on the
importance of keeping the store in order. In
speaking of training of employes, Mr. Holland
says every store is known by the employes it
keeps. This opening statement was followed by
suggestions on how to train tlie employes so
that they will give the most efficient service.

Fred A. Bain, of the John Elliott Clark Co.,
gave a brief talk on sales helps and store equip-
ment. Mr. Bain discussed the suggestions and
sales helps that have been used by many dealers
through the district and impressed the dealers
with the value of canvassing work.

A splendid paper, prepared by Harry A. Beach,
vice-president of the Unit Construction Co., of
Philadelphia, was read, in which Mr. Beach em-
phasized the importance of proper store equip-
ment.

A paper on "Seeds of the Business Harvest,"
by J. J. Rockwell, advertising counselor for the
Reincke-Ellis Co., of Chicago, 111., was read at
the meeting and offered some timely views on
the business situation.

Merchandising Good Music

A splendid talk was given by Lester Tay-
lor, of Frovo, Utah, on merchandising good

Sound Boxes to flt Victor and Columbia.
Samples, ?.60 each.
Tone Arm and Sound Box, Per Set $1.33.

We carry in stock parts for all makes ma-
chines. Write for our catalog and prices.

Pleasing Sound Phonograph Co.

Manufacturers — Jobbers
204 East 113th St., New York City
.Jobbing Territory Open

music. Mr. Taylor proved the necessity of edu-
cating the customers to the higher class of music
in order that they may become better customers
for the store and in order that the customers
may get a greater amount of pleasure from
their Victrolas.

The record-selling demonstration given by
Miss Bess Jackson, oj Glenn Bros., Roberts
Piano Co., and Miss Beth Ericson, of the John
Elliott Clark Co., of Salt Lake City, was very
interesting and they were highly complimented.

Miss Evangeline Thomas, in her talk on reach-
ing the home through the children, appealed to
the dealers to see the light ahead or, in other
words, to use a broader vision in educational
work. Her points were very well brought out
and no doubt will bear fruit in the future.

Albert Shankey's talk on advertising was ex-
cellent and many helpful hints were given which
dealers will no doubt follow in their future
advertising work.

J. E. Clark Speaks of the Future

The closing address, "What of the Future for
Victor Dealers?" was given by John Elliott
Clark, of the John Elliott Clark Co. He drew
a very good picture of the future for Victor
dealers, provided fheir policies were sound and
well founded, expressing the belief that those
dealers who really wanted business could get
it by properly planning the whole campaign in
every detail.

The crowning feature of the day was the ban-
quet and entertainment provided by the John
Elliott Clark Co. This was an evening affair
and everybody thoroughly enjoyed the entire
program. The principal address at the banquet
was by Knight B. Owen, representing the Vic-
tor Talking Machine Co., whose remarks were
very much to the point and were very helpful
to the dealers.

New Officers Elected

The annual election of officers was held in
the evening and the following were selected to
head the association for the coming year:

President— Thomas J. Holland, Glenn Bros ,
Roberts Piano Co., Ogden, Utah; vice-president,
Lester Taylor, Taylor Bros. Co., Provo, Utah;
treasurer, Walter Robinson, Robinson Bros.
Music Co., Provo, Utah; secretary, F. A. Bain,
John Elliott Clark Co., Salt Lake City. Execu-
tive committee, T. C. Martin, T. C. Martin Music
Co., Pocatello, Idaho, and L. Hixson, The Music
Shop, Midvale, Utah.

GEO. W. HOPKINS VISITS CANADA

Confers With Canadian Managers in Regard to
Business Conditions

Geo. W. Hopkins, vice-president and general
sales manager of the Columbia Graphophone
Co., has been spending a week up-State, during
the course of which he conferred with A. E.
Landon, manager of the Toronto branch, and
Hector' Garand, manager of the Montreal
branch, regarding general Canadian conditions.
Both of these rrianagers spoke optirriistically of
the outlook for the future, stating that sales for
the month of September were far beyond ex-
pectations.

J. A. Marshall, assistant manager of the
Dealer Service department, returned to New
York recently after an extensive trip, which in-
cluded a visit to the company's Boston, Mont-
real, Toronto, Buffalo, Cleveland, Detroit and
Pittsburgh branches.

DEATH OF I. DAVEGA

I. Davega, president of the Knickerbocker
Talking Machine Co., New York, died Wednes-
day at the home of his son, Abram Davega. Mr.
Davega is survived by his widow, Mrs. Louise
Davega; Abram Davega and a daughter, Mrs.
B. R. Forster.

Jedlica Bros., of Bay Shore, N. Y., have pur-
chased "Rosen's Music Shop," Southampton,
N. Y., and will be in possession January 2, tak-
ing over the entire Victor and musical merchan-
dise stock. The business will be conducted un-
der the name of Jedlica Bros, in conjunction with
the store in Bay Shore.

A charter of incorporation has been granted to
the Brunswick Music Shop, Muskegon, Mich.,
with a capital of $25,000.

BETTER BUSINESS

is already here. Let
us help you make your
accessories business
build up big profits
for you this Fall.

Get All Your Accessories
from One Source

Patent Pending

THE OUTING

An Improved Portable
with

A twelve pocket Album
A Tone Chamber to regulate the
sound

A twelve-inch Turntable
A Needle Cup which cannot spill
Needles

A two-spring standard Motor

A universal Tone-arm which plays
all Records

A piano finish and genuine mahog-
any top.

AH parts held firmly in place.

LIST PRICE, $35.00
Regular Trade Discount

THE CABINET & ACCESSORIES CO.,
145 E. 34th St., New York

Gentlemen :
Please send me

Outing Portables by

Ti-uly yours

I I Charge to my account,
i I Enclosed please find check.

If you have not got an account with
us kindly enclose check.

-B-

THE CABINET and
ACCESSORIES COMPANY

Otto Goldsmith, Pres.

145 E. 34th St. NEW YORK

166

THE TALKING MACHINE WORLD

October IS, 1921

ARTo
RECORDS

•*Hits Always First"— that is the
policy of The ARTo Co,

Here are the latest ARTo
releases — Look them over-
Then order from the nearest
ARTo distribu t or —whose
addresses appear below

ARTo Record Releases for the Months
of October and November, 1921

DANCE RECORDS

9 1 00 Say It With M usic. From "Music Bos Kevue. "

(Irving Berlin) Fos-trot. .Lanin's Koseland Orchestra
It's You (G. Conrad). Fox-trot,

Lanin's Roseland Orchestra
9099 Stop! Rest a While (L. W. Gilbert-T. Brym).

Fox-trot Van Eps Quartet

Figaro (Lee David). One-step "Van Eps Quartet

9101 Mississippi Cradle (A. Olman). Waltz,

ABTo Dance Orchestra

Moon River (Lee David). Waltz,

ABTo Dance Orchestra

9093 Just Like a Rainbow (IL Earl-T. Fiorito). Fox-

trot Merry Melody Men

Rosy Cheeks (H. D. Squires). Fox- trot.

Merry Melody Men

9087 Remember the Rose (S. S- Simmons). Fox-trot,

AKTo Dance Orchestra
Baby Face (J. Benson- J. E. Howard). Fox-trot.

Merry Melody Men

9088 Sweet Lady. From "Tangerine" (F. Crumit-D.

Zoob). Fox-trot Lanin's Koseland Orchestra

Yoo-Hoo (Al Jolson). Fox-trot.

Lanin's Koseland Orchestra
90C9 Second Hand Rose. From "Ziegfeld Follies" (J.
F. Hanley). Fox-trot.

Julius Lenzberg and His Orchestra
Just Because (V. T. Stevens-P. Frosini). Pox-trot,

Merry Melody Men

9090 The Merry Widow Waltz. From "The Merry

Widow" (F. Lehar). Waltz ARTo Dance Orchestra

1 Wonder If You Still Care For Me (Ted Snyder).
Waltz ARTo Dance Orchestra

POPULAR VOCAL RECORDS

9094 Hi mini Bay (Kahn-Egan- Whiting). Tenor Solo.

Orch Acromp Irving Kaufman

Dapper Dan (L. Brown- A. Von Tilzer). Baritone
Solo, Orrh. Accomp Al Bernard

9091 Ma! (He's Kissing Me) (S. Clare-C. Conrad).

Tenor Solo. Orch. Arcomp ' Billy Jones

Ev'rybody's Welcome in Dixie (W. Trarey-H. K.
Mohr). Baritone Solo. Orrh. Acpomp. .Arthur Fields

9092 Tuck Me to Sleep in My Old 'Tucky Home (Lewis-

Young-Meyer). Tenor Solo. Orch. Accomp. .Sam Ash
Ain't You Comin' Out Malinda? (Sterling-Moran-
Von Tilzer). Tenor Solo, Orch. Accomp.,

Vernon Dalhart

9093 Sunrise and You (Arthur A. Penn). Tenor Solo.

Orch. Accomp Gerald Griffin

Fancies (T. J. Brown-H. Spencer). Tenor Solo.
Orch. Acnomp Gerald Griffin

HAWAIIAN RECORD
9079 Carolina Lullaby (B. Pannela). Waltz. Duet. Ha-
waiian Guitars Ferera and Franchini

Isle of Paradise {SL Earl-T. Fiorito). Waltz
Duet. Hawaiian Guitars Ferera and Franchini

STANDARD VOCAL RECORDS

3082 Somewhere a Voice Is Calling (E. Newton-A. F.

Tate). Tenor Solo. Orr-h. Accomp. .Chas. Harrison

Dear Old Girl (K. Buck-Theo. Morse). Male Voices,

Orch. Accomp Peerless Quartet

3083 Kathleen Mavourneen (A. Crawford-F. N. Crou-h).

Tenor Solo. Orch. Accomp Charles Harrison

Where the River Shannon Flows (J. I. Russell).

Tenor Solo. Orrh. At^comp Henry Burr

3081 Little Cotton Dolly (R. H. Buck-A. Geibel). Plan-
tation Song. !Male Voices. Unanromp. Criterion Quartet
De Sandman (D. Frotheroe). Male Voices. Vn-
aocomp Criterion Quartet

COLORED VOCAL "BLUES" RECORDS

9102 'T Ain't No Place For Me (J. Burris). Comedy

Song. Orch. Arcomp James B^uWis

A Humorous Address to the Musicians. Monologue,
Ori^h. Accorap Charles S. Gilpin

9103 Aunt Hagar's Children Blues (W. C. Handy).

Vocal Blues. Contralto Solo, Orch. Aocomp.

Alice Leslie Carter
Accompanied by Jimmie Johnson's Jazz Boys
Down Home Blues (T. Delaney). Vocal Blues-

Contralto Solo, Orch. Af^^^omp Alice Leslie Carter

Accompanied by Jimmie Johnson's Jazz Boys
9086 Dangerous Blu^ (A. W. Brown-B. Brown). Con-
tralto Solo. Orch- Arromp Alice Leslie Carter

Accompanied by Jimmie Johnson's Jazz Boys
I Want Some Lovin' Blues (J. M. Lee-Jazz Wil-
liams). Contralto Solo, Orch. Accomp.,

Alire Leslie Carter
Accompanied by Jimmie Johnson's Jazz Boys

9095 Cry Baby Blues (Lewis- Young-Meyer). Vocal

Blues. Contralto Solo, Orch. Accomp..

Alice Leslie Carter
Accompanied by Jimmie Johnson's Jazz Boys
The Also Ran Blues (M Gilbert-C. Smith), Vocal
Blues. Contralto Solo. Orfh. Accomp..

Alice Leslie Carter
Accompanied bv Jimmie Johnson's Jazz Bovs

9096 You'll Think of Me Blues (H. Qualli Clark).

Vo^'al Blues. Contralto Solo, Orrh. Accomp. .

Alice Leslie Carter
Accompanied by Jimmie Johnson's Jazz Boys
Carolina Shout (J. P. Johnson). Fox-trot.

Jimmie Johnson's Jazz Boys
COLORED INSTRUMENTAL "BLUES" RECORD

9097 Memphis Blues (W. C. Handy). Fox-trot.

Lanin's Southern Serenaders
The Saint Louis Blues (W. C Handy). Fox-trot.

Lanin's Southern Serenaders

LIST OF ARTo DISTRIBUTORS

CROWN MUSIC CO.. New York Oily.

PLAZA MUSIC CO.. New York City.

ARTo DISTRIBUTING CO.. New York City

THE MORRIS MUSIC PUB. CO.. Philadelphia. Pa

CONSOLIDATED TALKING MACH. CO.. Chicago, III.

SCOVILLE JOBBING MERCANTILE CO., Atlanta. Ga.

We want more Distributors
for un-appolnted territories,
therefore invite establisbed
firms to apply to:

THE ARTo CO.

1658 Broadway, New York City

NEW HOME RECORDER

Recordola Placed on the Market by Recordo-
phone Co., Inc. — Has Distinctive Features

The Recordophone Co., Inc., has been re-
cently formed for the manufacture of the
"Recordola," a home-recording instrument. The
company has executive offices at 220 Broadway,
New York, and the talking machine trade has
already evinced keen interest in this new and in-
genious device. The officers of the Recordo-
phone Co., Inc., are: President, Chas. Hussey;
secretary and treasurer, Joseph F. O'Brien; gen-
eral manager, A. M. Frost. Mr. Frost states
that the company has received inquiries from
important dealers and the general public
throughout the country, and, judging from all in-
dications, the Recordola will become a vital
factor in the trade as soon as the company is
in a position to increase its factory production,
which, at the present time, is being augmented
day by day.

The records made by the Recordola have been
named "Homograms," and the master waxes are
so constructed as to allow the user to make
a number of records from each wax. The in-
strument has many distinctive features and, as
Mr. Frost states, above all it is fool-proof.

WHITEMAN ORCHESTRA AT PALACE

Noted Group of Musicians Proves Feature of
Bill at Keith's Vaudeville House

Paul Whiteman and his Palais Royal Orches-
tra, who have made a series of most successful
records of dance music for the Victor Co., were
an added feature of the bill at Keith's Palace
Theatre, New York, during the week of October
3 and proved such a hit that the orchestra was
retained for a second week. Mr. Whiteman in-
cluded in his program: "Oh Me, Oh My," "Do
You Ever Think of Me?" and other numbers that
have proved successful in record form.

ORGANIZE TO MAKE HARDWARE

The Grand Rapids Metal Products Co.. Grand
Rapids, Mich., has been organized to manufac-
ture furniture, talking machine and automobile
hardware, etc. The concern has taken over the
plant of the Miller Plating Co., one of the most
complete in that section. John C. Miller is
president of the company, E. R. Freeman, vice-
president, and A. W. Honecker, secretar}' and
treasurer.

PETITIONED INTO BANKRUPTCY

TWO NOTED ARTISTS HEARD

house at the Hippodrome and Arthur Middleton,
Edison baritone, attracted an immense crowd at
Aeolian Hall. Both artists were in great form
and won most favorable comments from the
critics of the New York papers.

SONORA PORTABLE HER PET

Sylvia Jocelyn, Moving Picture Star, Makes
Companion of Machine — Even Takes It to
Ball Game and Carries It on Shopping Trips

Many fads have been in vogue during the last
few years, but it has taken Miss Sylvia Jocelyn,
a well-known moving picture star, to set an
example which has put all the lap dogs, mon-
keys, teddy bears, walking sticks and ankle
watches on the shelf. Instead of one of these,
Miss Jocelyn has made a pet out of a Sonora
portable machine, manufactured by the Sonora
Phonograph Co., 279 Broadway, New York, and
wherever Sylvia goes the Sonora portable is to

A petition in bankruptcy has been filed against
the Harlem Phonograph Shop & Tj-pewriter
Exchange, Inc., of 143 West 125th street, New
York. Liabilities are given as $30,000 and as-
sets as $20,000. Jesse W. Ehrich has been ap-
pointed receiver.

Two distinguished record artists were heard
in concert in New York last Sundaj^ Mme. Galli-
Curci, the Victor soprano, held forth to a packed

Sylvia Jocelyn and Her Portable Sonora

be found. When shopping, motoring or walk-
ing, she carries her Sonora and sufficient records
to entertain herself should she become bored.
Although an enthusiastic baseball fan and a fre-
quent visitor to the Polo Grounds, she always
carries the Sonora with her. Her friends say
that the attachment for the Sonora is a fad, but
she says that it is not and that it will always
be her constant companion, her comforter when
sad and her entertainer when happy. She calls
it "Sonny."

Bought as you tell
her to buy

Once you gain the confidence of a customer,
she buys as you tell her to buy. She accepts
your knowledge on various things and can be
schooled to clean records for the sake of the
life of the disc and the smoothness of sound.
She accepts the record cleaner and the price
you charge her as one of the necessary parts of the outfit. She will agree that a dusty cleaner should be dis-
carded and replaced periodically by a new one. Start her right using Cleartones, samples of which we ■mil
be glad to furnish and quote on request.

We also make the well-known Recco, Supreme, Velvetone and Gilco Brushes.

E. T. GILBERT MFG. CO., Rochester, N. Y.

October 15, 1921

THE TALKING MACHINE WORLD

167

Conventional Models from $60
With Graduola from $135

Table Period Models with
Graduola from $245

MAKE THE

Upright Period Models with
Graduola from $300

VOCALION LINE

YOUR PHONOGRAPH CHOICE

Every phonograph-buyer demands high-grade excel-
lence in his purchase. That is why a phonograph made
by the Aeolian Company, foremost manufacturers of
musical instruments, has such tremendous merchandis-
ing value. The Vocalion stands for genuine quality.
Representation of this remarkable instrument in its
modern development of conventional and period models
means added prestige to your business.

Distinctive Features of the Vocalion Line

1. The Graduola — exclusive tone-controlling device,
obtainable on no other phonograph.

2. Naturalness of tone — characteristic of all Aeolian-
made instruments.

3. Complete line of graceful period models — both
table and upright with solid and split tops.

4. All 1921 Vocalion models are priced on a basis of
pre-war values.

LATEST VOCALION RECORD HITS

Tuck Me to Sleep (In My Old Kentucky Home) Shannon Four)

Charles Hart and Elliott Shawf ^"^^^^ ^" ^'^^

Down in Happy Valley
Cry Baby Blues

Who'U Be the Next One to Cry Over YoU?
Ilo— Fox-trot
Yoo-Hoo — Fox-trot
Ma — Fox-trot

Just Like a Rainbow — Fox-trot

Aileen Stanley]

Ernest Hare] ^^237 10 .85

I The Newport Society Orchestra^ 14240 10 .85
I" Al J acker's Dance Orchestral 14241 10 .85

We Invite Correspondence with Dealers Interested in the Vocalion and Vocalion Records

THE AEOLIAN COMPANY

NEW YORK CINCINNATI CHICAGO DAYTON SAN FRANCISCO

168

THE TALKING MACHINE WORLD

October 15, 1921

NEW POST FOR S. L. LARMON

Appointed Manager of Columbia Co. Branch in
Cleveland — Other Appointments

Geo. W. Hopkins, general sales manager of
the Columbia Graphophone Co., has announced
the appointment of S. L. Larmon as manager
of the compan3''s Cleveland branch, succeeding
J. L. DuBreuil, who has resigned from the
company's service. Mr. Larmon. who was for-
merljf a member of the sales staff of the De-
troit branch, is thoroughly familiar with Colum-
bia merchandising and is conversant with the
sales problems incidental to present conditions.

J. H. Brewster, formerly a member of the
sales staff of the Cincinnati branch, has been ap-
pointed assistant manager of the Detroit branch,
succeeding C. B. Fay.

Harry Claudy has been appointed assistant
manager of the St. Louis branch, succeeding J.
Bryant, who has resigned from the company's
service. Herbert Scheidmeke has been ap-
pointed assistant manager of the Dallas branch,
and E. M. Shute, who was formerly assistant
manager of the Cincinnati branch, is no longer
connected with the company.

J. R. Zannetin has been appointed Dealer Serv-
ice supervisor at the Montreal branch and H. F.
Smith, who was formerly associated with the
Musical Supply Co., of Toronto, has been ap-
pointed Dealer Service supervisor of the
Toronto branch.

PERFECTS AUTOMATIC "TALKER"

Talking Machine That Automatically Plays a
Number of Records Invented by South Caro-
lina Man — Operates by Electricity

Greenville, S. C, October 6. — An automatic
talking machine, electrically operated, with three
motors which are perfectly synchronized, has

been invented by George Behlen, of this city.
The records are taken from a magazine by a
convejing device, deposited in a position ready
for plaj'ing and returned to the magazine when
played. The magazine holds a large number of
records, which are played in turn, the conveyer
selecting the top record and returning the
played records to the bottom of the pile. The
mechanism is so arranged that a person sitting
across the room may, hy pressing a button, stop
the record at any time. When a selection is cut
off in the middle the record is automatically
returned to the magazine and a new one is
selected.

GIFT ENVELOPE BEING FEATURED

INCREASES SALES STAFF

Player-Tone T. M. Co. Adds Three Eastern
Salesmen — Dealers Are Placing Good Orders

I. Goldsmith, president of the Player-Tone
Talking Machine Co., Pittsburgh, Pa., manufac^
turer of the Player-Tone phonograph, was a re-
cent visitor to Xew York, accompanied by Max
Hollander, Fastern representative of the com-
pany. Mr. Goldsmith was en route to Pitts-
burgh after visiting the trade in the West, and
his comments regarding general business condi-
tions indicate that the dealers are preparing for
a healthy Fall trade, this opt.mism being sub-
stantiated by the receipt of good-sized orders
lor the Player-Tone product.

Mr. Hollander had arranged for the addition
to his sales staft of three new representatives
v.ho are going to cover the Eastern trade in-
tensively. These men are thoroughly experienced
in the talking machine industry, and are in a
position to give Player-Tone 'dealers efficient
service and co-operation. The new consoles re-
cently added to the Player-Tone lines have met
with a hearty reception from the dealers through-
out the country, and the new price list has been
an important factor in stimulating the demand.

The Dealer Service department of the Colurn-
bia Graphophone Co. is calling the attention of
Columbia dealers to the sales value of the Co-
lumbia birthdaj- record gift envelope. This en-
velope, which is illustrated herewith, afTords the
dealer an opportunit}' to stimulate record sales.

Attractive Record Gift Envelope
and many Columbia dealers have used this sales
idea to excellent advantage.

Ever3' Columbia dealer is supplied with an
appropriate container to introduce birthday rec-
ord gift envelopes, and an attractive window
di.'^play is one of the important requisites to-
ward that end. The plan is meeting with con-
siderable success, especially as it can be fea-
tured the vear round.

CHARMAPHONES

A T

PRE-WAR PRICES

Look it Over — Quality Throughout

CHARMAPHONE

New Model No. 9

Height 47", contains five record filing
compartments — see photograph. Don't
overlook this fast seller Attractive
design — fine high-standard equipment.

Sales Financed

for

Charmaphone Dealers

Height 47 In.
Depth 23 in.
Width 19 in.

Equipped with Heineman
donble spring motor and
large supreme tone arm.

Write for particulars and
send for catalog of Charmaphone line

Charmaphone Company

39 West 32nd Street New York City

Factory: Pulaski, New York

October 15, 1921

THE TALKING MACHINE WORLD

169

RECORDS AID IN HEALTH BUILDING

Records of Walter Camp's Daily Dozen Exer-
cises to Be Handled by Dealers, According to
Announcement of Health Builders, Inc. — To
Inaugurate National Advertising Campaign

channel of distribution, ofifering the dealer the
reciilar terms of discount.

DOLBEER AGAIN WITH VICTOR CO.

VICTROLA SPEEDS UP PEORIA MAILS

Local Postmaster Purchases Victrola and Pre-
sents It to Post Office Employes

After many months of careful investigation of
the market and trying out by direct mail sales
the Health Builders, Inc., of New York City, is
now marketing its health-building course
through the medium of the talking machine
dealer. Although five double-disc ten-inch rec-
ords are an important part of the course, there
are also furnished a number of charts illus-
trated by sixty half-tone illustrations visualiz-
ing completely the various body positions of the
different exercises. These charts, together with
the records, are contained in an attractive
leather-covered album. The course of instruc-
tions itself consists of Walter Camp's Daily
Dozen Exercises, with spoken commands, and
accompanied by appropriate orchestral music.
Walter Camp, the famous football coach, is con-
sidered an eminent authority and his services
were used in Washington during the war for
instruction in setting-up exercises for the army
and navy.

A large sum of money has already been ex-
pended in national advertising as a result of
which over 100,000 inquiries for this course have
been received up to date. It is planned, between
now and Summer, to spend $150,000 more in
national advertising which, from now on, of
course, will accrue to the benefit of the dealer
carrying the Health Builders course. It is fur-
ther planned that all inquiries sent to the head-
quarters of Health Builders, Inc., New York
City, will hereafter be referred to the dealer in
the locality from which the inquiry emanated.

R. B. Whelan, president of the company, is
well satisfied that there is an immense demand
for this course and, believing that the talking
machine dealer is the proper medium of distri-
bution for a record course of this character, has
planned to hereafter sell the course through this

Following the lead set by Minneapolis, Post-
master B. C. Colborn, of Peoria, 111., has installed
a talking machine in the local post office in or-
der to give the clerks the benefit of music to
speed up work and reduce fatigue. The talking
machine, a Victrola, was purchased from the
Peoria Music Shop, Inc., by Postmaster Col-
born, who presented it, with a liberal library of
records, to the local post office clerks.

That the employes appreciate the postmaster's
thoughtfulness was indicated by the following
letter signed by the officials of the clerks' and
carriers' associations:

"The employes of the Peoria post office offer
you their sincere thanks and appreciation for
your gift of the splendid concert Victrola placed
by you in the mailing room. The music aids
in relieving the strain during the rush hours
of the day and tends to break the monotony and
we work with lighter hearts. Your efforts since
assuming office to improve the service and work-
mg conditions of this office have our hearty ap-
proval and support. We pledge our best ef-
forts and co-operation."

Frank K. Dolbeer Returns to Victor Co. Or-
ganization on October 1 as Manager of the
Traveling Department of That Company

The members of the Victor Talking Machine
Co. organization, including wholesalers and
dealers, have been much gratified at the an-
nouncement that Frank K. Dolbeer, formerly
credit manager of that company, rejoined the
factory organization on October 1 as manager
of the traveling department. Mr. Dolbeer has
already taken up his new duties at the Victor
factory and has begun renewing his long ac-
quaintanceship with members of the Victor dis-
tributing forces

Mr. Dolbeer is recognized as a man of dis-
tinct ability in his chosen calling. Although for
several years past he has been engaged in an
important executive position in the automobile
field he had before that for a long period been
actively associated with the talking machine in-
dustry in important capacities and enjoyed par-
ticularly broad experience in the selling end.

The return of Mr. Dolbeer to the talking ma-
chine field has brought forth congratulations
from the members of the industry everywhere.

TUNGS=TONE STYLUS DISPLAY CARD

Effective Piece of Publicity Just Issued by the
Victor Talking Machine Co.

'DREAM PICTURES" FOR DEALERS

Special Showing Arranged for Meeting of Vic-
tor Retailers of New Jersey

The big feature of the meeting of the Victor
Retailers of New Jersey, to be held at the Rob-
ert Treat Hotel, Newark, on October 18, will
be the showing of the "Dream Pictures," as
created and presented by Bronson DeCou, who
will attend in person and deliver a lecture in
connection with the pictures. The usual luncheon
\v\\\ be licM in connection with the meeting.

There has just been issued by the advertis-
ing department of the Victor Talking Machine
Co. an elaborate and attractive display c^rd fea-
turing the Victrola Tungs-Tone stylus. The
card is handsomely printed in black, gold and
French gray, with the three styles of Tungs-
Tone styli embossed in gold in actual size, and
with a large reproduction of the needle heavily
embossed in gold in the center of the card.

John Schoonmaker & Son, Newburgh, N. Y.,
have taken over the Victor stock of the New-
bnr.irh Music Store.

NEW No. 1 1 AUTOMAT SALESMAN

Contains

1 dz.

1063

Idz.

1064

1 dz.

1065

1 dz.

1070

1 dz.

1071

1 dz.

1072

1 dz.

1200

1 dz.

1201

1 dz.

1202

1 dz.

1203

1 dz.

1093

1 dz.

1094

1 dz.

1095

1 dz.

1096

1 dz.

1004

1 dz.

1005

1 dz.

1006

Selling
Each

Durro Violin E Strings. . . .25
Durro Violin A Strings... .25
Durro Violin D Strings... .25
Durro Violin G Strings. . . .25
Blue Rib. Violin E Strings .15
Blue Rib. Violin A Strings .15
Blue Rib. Violin D Strings .15
Blue Rib. Violin G Strings .15
Imperial Guitar E Strings .10
Imperial Guitar B Strings .10
Imperial Guitar G Strings .15
Imperial Guitar D Strings .20
Imperial Guitar A Strings .25
Imperial Guitar E Strings .25
Imperial Mandolin E St'gs .10
Imperial Mandolin A St'gs .10
Imperial Mandolin D

Strings Wound. 15

Imperial Mandolin G

Strings Wound 20

Imperial Banjo 1st or 5th

Strings 10

Imperial Banjo 2nd St'gs .10
Imperial Banjo 3rd St'gs .10
Imperial Banjo 4th St'gs .20
Imperial Violin E Strings .10
Imperial Violin A Strings .10
Imperial Violin D Strings .10

Price
Total
$2.50
1.50
1.50
1.50
1.50
.90
.90
.90
1.20
1.20
1.80
2.40
3.00
3.00
1.20
1.20

1.80

2.40

1.20
1.20
1.20
2.40
1.20
1.20
1.20

Contains

DURRO

1 dz. 1011
10 210

1 dz. 703
1/6 dz. 729
1/3 dz. 717
'Adz. 720
A dz. 743
a dz. 745
1/3 dz. 741
'A dz. 740
'A dz.

1 dz.

1 dz.
Vz dz.

1 dz.

201
1205
1305
746
263X
730
730
730

6 dz.lOO^
2 dz. 25
2 dz.

1 dz. 46
1 dz.

Selling
Each

Imperial Violin G Strings,

Wound 15

Chancellor Silk Violin E

Strings 25

Ukulele String Sets 50

Durro Rosin 35

Majestic Rosin 25

Larian Rosin 05

Violin Mutes 15

Violin Tuners 50

Violin Tuners 25

Violin E Adjusters Nickel .35

Violin Bridges 25

Violin Bridges 15

Violin Bridges 10

Tailpiece Gut 15

Tailpiece 50

Violin Pegs, full size 10

Violin Pegs, H size 10

Violin Pegs, 'A size 10

Mandolin Picks 2 for .05

Mandolin Picks 10

Guitar Picks 10

Durrotone Violin E Strings .15

Price
Total

$1.80

2.50
6.00
.70
1.00
.30
.90
.90
2.00
.75
1.05
3.00
1.80
1.20
1.20
1.80
3.00
1.20
1.20
1.20
1.80
2.40
2.40
1.20
1.80

Size of case 19" wide 14" deep 22' high

The beautiful Mahogany case worth $15.

Your Investment (for case and contents) $39.00

Your SeUing Price 83.10

Your Net Profit $44.10

If you have not received
our special catalog No. 110
WRITE AT ONCE

Buegeleisen & Jacobson

5-7-9 Union Square, New York

170

THE TALKING MACHINE WORLD

October 15, 1921

WORLD'S CLASSIFIED ADVERTISING

Any member of the trade may forward to this office a "Situation" advertisement
intended for this Department to occupy a space of four lines, agate measure, and it will
be inserted free. Replies will also be forwarded without cost. Additional space will
be at the rate of 25c. per line. If bold faced type is desired the cost of same will be
25c. per line. Rates for all other classes of advertising on application.

POSITION WANTED — Wholesale pre-
ferred, or wholly inside retail, phonographs and
musical merchandise. Wide experience. Three
years retail manager. Go anywhere if perma-
nent. Address "Box 1020," care The Talking
Machine World, 373 Fourth Ave., New York
City.

WANTED — A reliable Victrola salesman to
canvass and follow up prospects; one that re-
sides in the city of New York. Salary and com-
mission. State former employer and what ex-
perience. Address "Box 1021," care The Talk-
ing Machine World, 373 Fourth Ave., New
York City.

WANTED— A good, live man vnth some cap-
ital and experience, as production manager in a
wood-working factory. A splendid opportunity
for the right man. Address "Box 1022," care
The Talking Machine World, 373 Fourth Ave.,
New York City.

WANTED — Three experienced retail phono-
graph managers to take charge of large depart-
ments; one on Pacific Coast, two in Middle
West. Address A. J. Kendrick, General Sales
Manager, Brunswick-Balke-CoUender Co., 623-
633 South Wabash Ave., Chicago, 111.

WANTED— Salesman of high calibre to sell
phonographs and pianos. One ready to go out
and get business and close sales. Only men of
wide experience. Salary and commission. Ad-
dress Broadway Music Shop, 17 Main St., Yon-
kers, N. Y.

WANTED — Salesmen in various sections of
the country to sell high-grade established line
of talking machines exclusive or side-line on
hberal commission basis. Address "Box 1023,"
care The Talking Machine World, 373 Fourth
Ave., New York City.

SALES MANAGER WANTED— Capable of
directing sales and selling well-known line of
talking machines and records. Located in Mid-
dle West. Address "Box 1028," care The Talk-
ing Machine World, 373 Fourth Ave., New York
City.

EXPERT REPAIRMAN wishes steady posi-
tion with large, reliable house, six years' experi-
ence on all makes of machines, desires to locate
in New York City or Brooklyn; twenty-nine
years of age; married. Morris E. Blumenthal,
328 Brunswick Ave., Brooklyn, N. Y.

WANTED — A thorough, experienced road
salesman, to sell phonographs. We have an ex-
ceptionally good line of console models at a
large reduction in price, in connection with our
upright models. No other but experienced, re-
liable salesman need apply. State experience
and territory desired in first letter. Address
"Box 1031," care The Talking Machine World,
373 Fourth Ave., New York City.

POSITION WANTED— Man, twelve years'
experience in phonograph work, thoroughly
competent on finishing, assembling and motors,
has practical knowledge of all departments, de-
sires to locate with either factory or warehouse;
factory preferred. Address "Box 1032," care
The Talking Machine World, 373 Fourth Ave.,
New York City.

WANTED — Experienced phonograph and
piano salesman for indoor and outdoor work.
Pleasant work, easy hours, good salary, straight
and commission. If good, will advance into
managership. Ask for appointment by letter or
phone. David M. Goldman, of Goldman's Fur-
niture & Carpet House, Tarrytown, N. Y.

SALESMEN — Local and traveling, wanted to
carry machine accessory as side line. Over 200
dealers have answered our initial announcement
and are selling this device. Address "Box 1033,"
care The Talking Machine World, 373 Fourth
Ave., New York City.

POSITION WANTED— With manufacturer
or jobber; over twenty years' experience with
leading house. Accounts, auditing, manage-
ment. Certified originator of several estab-
lished trade methods. Has others undeveloped.
Best of references in the trade and out. Ad-
dress "Box 1036," care The Talking Machine
World, 373 Fourth Ave., New York City.

RECORDING ENGINEER and factory man-
ager open for engagement. Twenty-five years'
experience recording, plating, matrix-making,
composition-making, pressing and superintend-
ing. Thoroughly famihar with the latest ad-
vances in every branch of the art. Address
"Box 1039," care The Talking Machine World,
373 Fourth Ave., New York City.

POSITION WANTED— Man with twenty-
five years' experience, would Uke position as
consulting engineer for large record company.
An expert in recording, matrix making and rec-
ord production. Can make my services valuable.
Address "Box 1040," care The Talking Machine
World, 373 Fourth Ave., New York City.

A SIDE LINE WITH SUBSTANTIAL
PROFIT. Men now selling phonographs or
benches will find it entirely profitable to sell our
popular line of pianos and players. Fine as side
line. Address Opportimity, "Box 848," care The
Talking Machine World, 373 Fourth Ave., New
York City.

POSITION WANTED — Recording expert
familiar with all branches of record business,
having own recording machine, open for en-
gagement. Will be pleased to submit estimates
on fitting laboratory. "Box 1003," care of The
Talking Machine World, 373 Fourth Ave., New
York City.

POSITION WANTED— Expert repairman, eleven years'
experience, would like to make a chanee. Knowledge of
other makes besides Victor, but \voul3 prefer exclusive
\'ictor. Capable of taking complete charge of repair de-
partment. Would like to locate in or near Philadelphia.
.\ddress "A. E. F." care The Talking Machine World,
373 Fourth Ave., New York City.

POSITION WANTED— Repairman with knowledge of
every make machine. Nine years' experience outside or
inside work. Store preferred. Address "Box 1019," care
The Talking Machine World, 373 Fourth Ave., New York
City.

POSITION WANTED— Phonograph repairman, three
and one-half years' experience on all motors, desires posi-
tion with some high-class talking machine concern. Best
references. Address "Box 1018," care The Talking Ma-
chine World, 373 Fourth Ave., New York City.

POSITION WANTED— As experimenter and inventor
for a good, reliable firm. Have seven years' experience in
phonographs. Can furnish best of references. Address
"Box 1017," care The Talking Machine World, 373 Fourth
.\ve., New York City.

POSITION WANTED — By experienced phonograph re-
pairman. Familiar with all makes and models. Will go
anywhere, but Atlantic States preferred. Address "Box
1016," care The Talking Machine World, 373 Fourth Aye.,
New York City.

POSITION WANTED— I am the man you are looking
for. Clean-cut, aggressive man; eighteen years' active, suc-
cessful experience in the sales promotion of Victor talking
machines and piano departments. Manager of four lead-
ing New England stores. Not an experiment, but one %vho
can produce results. Address "Box 1034." care The Talk-
ing Machine World, 373 Fourth Ave., New York City.

AGENCY WANTED— Energetic young married man
with ' established headquarters and thoroughly acquainted
with the trade in Baltimore and Washington, desires to
represent manufacturer or jobber. What have you to
offer? Address "Box 1038," care The Talking Machine
World. 373 Fourth Ave., New York City.

Sacrifice Sale of 25,000 Standard

10-inch DOUBLE DISC BECOBDS
Yery large assortment
All desirable — no patriotins.
In 100 lots. 19c. In 2,000 lots, I7c.

In 250 lots, IShic. In 5.000 lots, I6i4c.

In 500 lots. 18c. In 10,000 lots, 16c.

In 1,000 lots. n%i:. Entire stock, 15n eanh.

Terms: Net F.O.B. Chicago, Subject to prior sale.
Fantus Bros-. 519-531 S. Dearborn St.. Chicago, II

FOR SALE

Phonograph and music store in Hvely
business neighborhood next to leading
moving picture theatre, metropohtan.
New York. Owner's sickness reason
for se'ding. Price right for quick sale.
Glass, Inc., 114 East 28th St., New
York City.

SEND US YOUR INQUIRY

For all kinds of panels for talking machines,
five-ply mahogany and figured American Walnut. Can
also furnish crown mouldings, legs or any parts
desired. Send samples or specification along with
quantity wanted and we will quote you on same,
either rut to approximate sizes, machined ready to
assemble, or assembled and in the white. Write us
today. Mount Kisco Wood Working Co., Mt. Kisco,
N. Y.

FOR SALE

Columbia Grafonola Shoppe
Beautifully equipped Columbia Shoppe. High-
c ass mahogany furnishings, ten booths, small
stock of Columbia records and machines on
hand. Will close out at a bargain at quick
sale. Located in city of 30,000 with drawing
power of 60,000. Inquire "Box lOlS," care
xhe Talking Machine World, 373 Fourth
.-\ve., New York City.

WANTED

\Mctor Red and Black Seal Records in all
languages. Also parts and motors. Spot
Cash Paid. Victoria Phonograph and Record
E.xchange, 150 East 59th St., New York City.

CABINETS

Beautiful new design in mahogany,
oak and walnut. Send for circular.
Everett Hunter Mfg. Co., McHenry, 111.

WANTED

Hydraulic press with, cooling platens, hand pump
and pressure gauge attached, small, second hand,
for pressing records. Must be in perfect working
condition with price cheap. Address "Box 1010,"
care The Talking Machine World, 373 Fourth Ave.,
New York City.

BUY

^ J Lots, Close-Onta

Discontinued Stocks, etc.
in all lines. No quantity too
Quick Cash for barg-ains,
ND SAMPLES AND FULL PARTICULARS.
BARGAIN BULLETIN y RLE

^FANTUS BROS. 525 S.Dearborn St. Chicago

WE BU>T ANVTMING

WANTED

Dealers and distributors in every state to sell
the So-ave-tone line of talking machines. The
machine with a personality. The J. K.
Mohler Co., Ephrata, Pa.

FOR SALE

Recording machine and tools for lat-
eral recording, price reasonable. "Box
1004," care The Talking Machine
World, 373 Fourth Ave., New York
Citv.

POSITION WANTED— By young man with several
years' experience in the phonograph line. Have been in
charge of record department for past two years, handling
both Victor and Columbia lines. Also experienced in sheet
music line. Prefer handling record department, but would
consider other position. Address "Box 1035," care The
Talkins Machine World, 373 Fourth Ave,, New York Citv,

October 15, 1921

THE TALKING MACHINE WORLD

171

FOR SALE

2000 reproducers. Will fit Sonora
or Victor. Mica diaphragms, all
new and in perfect condition.

Excellent tone. Price low for
quick sale. 5000 standard make
tone arms at sacrifice price.

Write for full particulars. "Box
1026," c/o The Talking Machine
World, 373 Fourth Ave., New
York City.

SALESMEN

There are several good territories still
open for the proper distribution of the
Modernola and we want the work done
thoroughly. The Modernola is absolutely
different from all other phonographs and
offers a number of distinct advantages not
to be found in any other phonograph.

Write us at once and we will state our
proposition fully — it is every bit as attrac-
tive as the Modernola itself. Address
Sales Dept., The Modernola Co., Johns-
town, Pa.

FOR SALE

Beautifully designed and finished cabinets
in SO and Sl-inch heights. Mahogany and
oak. All ready for installation of motors
and parts. Or we can equip them for you
and supply attractive transfer name. Your
own or our name.

These can be furnished in small or large
lots at a price which, with highest quality,
guarantees a wonderful holiday sale oppor-
tunity. Central West shipping point.
Write at once if you want a bargain. Ad-
dress "Box 1025," care The Talking Ma-
chine World, 373 Fourth Ave., New York
City.

MUSIC TRADE LISTS

19,183 Piano, Phonograph and Music Merchandise
Dealers. List shows Piano Dealers, exclusive
Phonograph Dealers and Furniture Stores that han-
dle Musical Goods.

285 Piano and Player-piano Manufacturers.
422 Phonograph Manufacturers.
197 Phonograph Cabinet Manufacturers.
446 Phonographs, Parts and Supplies (Wholesale
and Jobbers.)

1,051 Sheet Music Dealers (Wholesale and Retail),
large firms only.

Write for prices. R. L. Polk & Co., Room 990,
540 South Clark St., Chicago, 111.

FOR SALE

Fully equipped Grafonola shop, carrying complete
line of talking machines and pianos; exclusive
agencies, located on main street of city of 35,000,
with surroundings of 30,000. Price reasonable.
Inquire "Box 1029," care The Talking Machine
World, 373 Fourth Ave., New' York City.

MONEY

If you are in Greater New York we will make
immediate advances on your phonograph leases.
Very moderate terms. Details on request. Ad-
dress "Box X. Y. Z.," care The Talking Machine
World, 373 Fourth Ave., New York City.

STORE FOR SALE

One of the oldest-established piano and talking ma-
chine stores in Richmond Hill, L, I., with large
clientele. Proprietor about to retire offers won-
derful opportunity for a man with limited capital.
Address Box 1027," care The Talking Machine
World, 373 Fourth Ave., New York City.

Phonograph Cabinets and Disc
Record Filing Cabinets

Samples below cost. Period and upright phono-
graphs with or without equipment. Also disc record
filing cabinets. Write for prices and specifications.

VALUE-TONE TALKING MACHINE MFG. CO.
Cor. Borden & Front Sts. - Long Island City, N. Y.

OPPORTUNITY

We have about 2,000 phonograph cabinets
of prominent makes, which we wish to dis-
pose of either in the WHITE or COM-
PLETE. Splendid proposition for jobbers
or exporters. Good opportunity for anyone
wishing to enter the talking machine field
without the burden of manufacturing. Mount
Kisco Wood Working Co., Mt. Kisco, N. Y.

BUSINESS OPPORTUNITY

WANTED — Salesmen to sell a line of metal name-
plates to talking machine dealers and manufacturers.
Big profits. No bulky samples. Commission paid
on receipt of orders. Can be handled in connection
with any line. Write for our proposition to-day.
Fogarty Manufacturing Co., Dayton, O.

WANTED

A talking machine novelty for our 700 Greater New
York clients. Must be something that will demand
return orders. Address "Comedy Novelty Agency,"
care The Talking Machine World, 373 Fourth Ave.,
New York City.

BARGAINS
CABINETS in the WHITE

Send for circular
Immediate Delivery

EVERETT HUNTER MFG. CO. McHenry, III.

FOR SALE

Pressing (record) plant. New York City,
completely equipped, first-class running
condition. Address "Box 1037," care The
Talking Machine World, 373 Fourth Ave.,
.Mew York City.

FOR SALE

A complete printing plant containing equipment
ready for the immediate production of any light
printing work. Especially suited for printing labels.
Entire plant practically new. For anyone interested
the price is most attractive. Address "Box 1024,"
care The Talking Machine World, 373 Fourth Ave.,
New York City.

FOR SALE

Records, cabinets, motors, tone arms and acces-
sories. Anything required in the phonograph line
we have, and sell at reduced prices. Mandell & Co.,
88 Rivington St., New York City.

MADERITE COVERS IN DEMAND

INTRODUCES NEW NEEDLE

Bruns & Son Report Active Demand for
Covers — Company Is Well Known

Latest Brilliantone Product Is Called the Super-
Finish — What President Forster Says

A. Bruns & Son, Brooklyn, N. Y., manufac-
turers of the Bruns "one-man" cover, are en-
thusiastic regarding the success attained by
their cover in the talking machine trade. They
have now been manufacturing this cover for
about a year and the quality of the workman-
ship and material used has won ready favor with
talking machine dealers.

The Bruns cover is manufactured in a well-
equipped factory, occupying four floors in the
Bruns Building, at 50 Ralph avenue, Brooklyn,
where the cover is made under the supervision
of .A. Bruns, who has had an extensive experi-
ence in the designing and manufacture of can-
vas products. Victor Bruns, who has been as-
sociated with the business for several years and
is familiar with every detail of manufacture, is
responsible for the administrative work in the
organization. H. N. Karpen, an advertising and
sales promotion man of several years' experi-
ence, has recently joined the Bruns staff and is
taking active charge of the sales and promo-
tion work.

A new Brilliantone needle has been presented
to the trade by the Brilliantone Steel Needle
Co., of New York City, which has been named
the Super-Finish Brilliantone needle. Presi-
dent Byron R. Forster, of the Brilliantone or-
ganization, states that, as the name would imply,
this new needle is silvered to an exceptional
luster and offers, together with the attractive
sales carton packages, an unusual sales proposi-
tion for the dealer.

"While the finish of the needle is, of course,
very important and makes it as beautiful as a
piece of sterling silver jewelry," stated Mr.
Forster, "the base of the needle, of course, is
of prime importance. The fact, however, that it
is made at the factory of the W. H. Bagshaw
Co. is an assurance of the quality of the base,
and the superiority of the finish is clear to all."

Lack of co-ordination between the employer
and employe is detrimental to business.

OPENS EXCLUSIVE COLUMBIA SHOP

Minneapolis, Minn., October 8. — An exclusive
Columbia Grafonola shop has been opened by
the Goldberg brothers, at No. 6 Seventh street.
South, this city. It has been christened the
Majestic Music Shop. Arthur Goldberg, of the
firm, was formerly manager of the Grafonola
department of the St. Paul House Furnishing Co.
and is an e.xperienced phonograph and advertis-
ing man. One of the features of the Paramount in-
dustrial parade in Minneapolis during fair week
was a decorated automobile designed and driven
by the Goldberg boys, which, needless to say,
attracted considerable notice.

CHILEAN WANTS RECORDS

Washington, D. C, October 4. — A merchant in
Chile is in the market for talking machine rec-
ords, according to information on file with the
Department of Commerce. Further details can
be obtained by writing to this department, re-
ferring to Opportunity No. 58. Quotations
should be made c. i. f. Talcahaauo. References
are given by the concern.

U. S. Player
Rolls

At Your Own Price

We are confining our
business strictly to
Talking Machine
Accessories and have
several thousand rolls
to sell at auction by
mail. Will gladly send
you a list of numbers
on hand. Make your
bid.

WALTER S. GRAY CO,

942 Market Street, San Francisco

172

THE TALKING MACHINE WORLD

October 15, 1921

[UBOPEAN HEADQUARTER

LiUI^^^^^ I 1^ A' ^ 2GR.&SHAM [5LDG.,BASINGtiALLST..E.C.LONDON ^

W. LIONEL STURDY. MANAGER

General Tendency Toward Improvement in Trade
Conditions Arouses Optimism — The Reduction
in Prices and What It Indicates — New "His
Master's Voice" Booklet on Orchestra Instru-
ments— The New Pathe Needle-cut Record —
Federation of British Music Industries Seeks
More Revenue — Valuable Record Matrices Re-
turned From Germany — New Edison-Bell Port-
able Machine — What New Record Lists Offer

London, E. C, October 1. — If the very pleasing
increase of general export trade, as an-
nounced by the Board of Trade, be any indica-
tion that industrial conditions are really improv-
ing, it may be accepted as confirming my impres-
sion of a steady advance in gramophone and rec-
ord sales this season. Good general trade quickly
reflects favorably on the purchase of musical in-
struments, and inquiry of lead'ing gramophone
men goes to prove that prospects of a satisfac-
tory season are considerably better than was the
case a few weeks ago. Each week additional
money goes into circulation by the payment of
wages to an ever-increasing number of men re-
turning once again to work consequent upon the
reopening of factories, etc. My firm belief is
that present circumstances justify the expecta-
tion of a much better season than last. One of
our chief manufacturers assured me that as far
as they were concerned August and September
business was ahead of even time last year and
prospects were excellent. Other houses speak
optimistically of conditions and confirm an im-
provement generally. All this is to the good in-
sofar as it will encourage less fortunate traders
to persevere in their efforts. It is really no good

sitting on the fence or, Micawber-like, "waiting
for something to turn up." Trade will improve
and advance substantially just as soon as each for
himself makes the required efifort. We can all be
creatures of circumstances; some of us are; but
today we've got to get out of that groove and do
something to create the circumstances that mean
all the difference between the mere exchange of
goods and actual salesmanship.

Reduction in Prices
An important aspect of the season's trade is
the reduction in the price of gramophones and
records. I refer to this matter elsewhere, but it
is pertinent here to issue a warning against pan-
icky price revisions. . It would seem that manu-
facturers are on the verge of a precipice. On the
one hand the public is slow to buy, and on the
other hand, thinking to stimulate sales, manufac-
turers feel compelled to reduce prices when they
can ill afford to do so. Undoubtedly a revision
of record prices will result in accelerating sales,
but will the additional business compensate for
reduced profits all around? That, of course, re-
mains to be seen. As it is I doubt very much
whether manufacturers are able to afford a cut of
6d. on a 3/- disc. It is true that shellac is much
cheaper than this time last year, but in almost
all other directions record-making costs have not
become easier; rather the contrary. If in this re-
gard there is any justification for retail price
revision congratulations could be showered upon
all. But, if the truth be known, it is a "forced"
move which, in its far-reaching effect, many think,
will tend to disorganize every section of the trade
by forcing unwarranted "cuts" and bring us, per-
haps, to the pre-war state of cut-throat competi-

tion and its various attendant evils of trading.
Bro. A. J. Balcombe Installed

The installation of Bro. A. J. Balcombe as W.
M. (Lodge of Joppa, No. 188), and the investi-
ture of his officers for the year 1921-22, took
place and was celebrated at the Hotel Cecil on
September 26. A number of leading men in the
gramophone trade were present, some as mem-
bers of the lodge. Mr. Balcombe's son, Edwin
Kesteven, is under proposal for initiation within
the near future.

The Instruments of the Orchestra

The above forms the title of a chatty and in-
structive booklet just issued by the "His Mas-
ter's Voice" Co. It briefly touches upon the de-
velopment of the orchestra from the days of
Haydn and Mozart, and explains its composi-
tion and arrangement. By the aid of this work
and the H. M. V. orchestral records, everyone
can become familiar with the functions of orches-
tral instruments and derive much pleasure from
a study of the composers' works. The book is free
to dealers.

The Federation of British Music Industries

The post of manager of the Federation's educa-
tion department has been occupied since July 1,
we are just informed, by Major J. T. Bavin, who,
before the war, was chief music-master at Berk-
hamsted School. His work in connection with
the Federation lecture scheme has begun.
Issue of a Pathe Needle-cut Record

Though there be many thousands of partisans
of the phono-cut disc, it is a fact that bulk sales
are in the main of the needle or vertical cut type
of record. Its recognition by Messrs. Pathe
marks a change of policy that will receive univer-

*His Master's Voice'

— the trade-mark that is recognized
throughout the world as the

HALL-MARK OF QUALITY

'His Master's Voice'

This intensely human pic-
ture stands for all that is
best in music

—it is the "His Master's Voice"
trade-mark, and it brings to you,
no matter where you are, the
very best music of every kind,
sung and played by the world's
greatest artists — the greatest
singers, pianists, violinists, or-
chestras and bands-all enshrined
in the unequalled "His
Master's Voice"
records

DENMARK: Skandlnavisk Grammophon-Aktl-
eselskab, Prihavnen, Copenliagen.

FRANCE: Cie. Franfiaise du Gramophone, 115
Bouleyard Richard Lenoir, Place de la R6pub-
lique, Paris.

SPAIN: Companla del Gram6fono, 56-58 Balmes,

Barcelona.

SWEDEN: Skandlnaviska Grammophon-Aktie-
bolaget. Drottnlng Gatan No. 47, Stockholm.

RUSSIA: The Gramophone Co., Ltd., 45, Nevskj
Prospect. Petrograd (Petersburg) ; No. 1
Solyanka. Solyanoi Dvor, Moscow; 9, Golovinsky
Prospect, Tifll«; Nowy-Swlat 30, Warsaw; 11
Michailovskaya Ulltsa, Baku.

INDIA: The Gramophone Co., Ltd., 139, Bal-
liaghatta Road, Calcutta; 7, Bell Lane, Fort,
Bombay.

Great Britain:

AUSTRALIA: S. Hoffnung & Co., Ltd., Sole
Concessionaries of The Gramophone Company,
Limited, 163, Pitt Street, Sydney.
NEW ZEALAND: Gramophonium, Ltd.. 118-120
Victoria Street, Wellington.

SOUTH AFRICA: Darter & Sons, Post Box 174.
Capetown; Mackay Bros., Post Box 251, Johannes-
burg; Mackay Bros. & McMahon. Post Box 419,
Durban; Ivan H. Haarburger, Post Box 105,
Bloemfonteln ; Franz Moeller, Post Box 108, East
London; B. J. Ewlns & Co., Post Box 86, Queens-
town; Handel House. Klmberley; Laurence &
Cope. Post Box 132, Buluwayo; The Argus Co..
Salisbury.

EAST AFRICA: Bayley & Co., Lourenzo
Marques.

HOI/IiAND: American Import Co., 22a. Amsterd
Veerkade, The Hague.

ITALY: A. Bossl & Co., Via Oreflcl 2, Milan.
EGYPT (Also for the Soadan, Greece and the
Ottoman Empire) : K. Fr. Vogel, Post Box 414.
Alexandria.

The Gramophone Company, Ltd,

HAYES

MIDDLESEX

ENGLAND

October 15, 1921

THE TALKING MACHINE WORLD

173

Y' "POPULAR" RECORDS

Double-Sided
Superb Needle Cut "10 inch"
"Lateral"

QUOTATIONS

LONDON'S LEADING VALUE!!!

LOWEST In ENGLAND

FOR "HIGH GRADE PRODUCTS"

5,000 Lots and up "Your Selection" or a Sample 1,000,
made up with "One Example" from Catalogued Pairings.

Address: SOUND RECORDING CO., Ltd. CABLES "Grammavox"
EXPORT DEPT„, 18-19 Swallow Street London

Piccadilly, London, England "QUOTATIONS CABLED FREE"

POINTS can give customers their own

^ design label for large parcels or deal

with any proposition for supplying master records,
material or plant.

Repertoire Approx 3,000 Titles — Covering
m-*- Superb Selection, Bands and Orcheetrala
•->- Lightning Shipment!
■»-»■ Packing by Experts

Rock Quotations
m-t- F. O. B. London

We attend to all Insurances
to B»yer« A/c

Our Shipping Services, this Side FREE

Correspondence invited— any language

Always"

if Requested"

FROM OUR LONDON HEADQUARTERS — (Continued from page 172)

sal welcome. This great French house has been
in the business almost since records became a
commercial possibility; first the cylinder, then the
phono-disc and now the needle-disc. Their name
stands for all that is best in mechanical music re-
production and with such a reputation behind
them the new "Actuelle" record makes its bow
to the trade and public under the most favorable
auspices. There is certainly a field for a needle
record of the Pathe tone and admirers whose
machines are not equipped to play the phono-disc
will learn with satisfaction of this firm's enter-
prising departure in catering to their wants with
the "Actuelle." The new record is double-sided
at 3/- retail for the 10-inch and 4/6 the 12-inch.
It is an epoch-making event and without a doubt
discerning dealers will recognize it as a step in
the direction of increased profits, more especially
as the handling of this new record is accompanied
by a special trade discount beyond the usual.

Messrs. Pathe Freres are not dropping the
phono-disc. They will issue regular new issues
as formerly.

Federation's Revenue Question

The Federation of British Music Industries
advises me that at a recent meeting of the finance
committee the propaganda committee was re-
quested to assist in the institution of a publicity
campaign for the purpose of raising a perma-
nent revenue for the federation, and it was sug-
gested that, while any subscriptions might be
accepted, normal subscriptions should preferably
be on the basis of one-tenth of 1 per cent of turn-
over.

Caruso Record Matrices Saved

Though short of copper during the war, it is a
pleasing fact that the Germans kep't their hands
off the more valuable record matrices. Those of
Caruso, Tetrazzini and other notable artists were
saved, and, according to a newspaper report, are
being returned to London. Germany did the
same as we did in selling the businesses of enemy
subjects and thus the branch of the Gramophone
Co. in that country passed into other hands.
The return of matrices would go to confirm the
belief that the present owners of the "His Master's
Voice" German branch have now come to a sat-
isfactory arrangement with the London office.
Important Price Reductions Announced

In conformity with the general tendency to
ease up on high prices so long prevalent owing to
increased value of materials and labor after the
war, gramophone firms are making serious effort
in the direction of price-revision.

The British Zonophone Co. has made a 25 per
cent cut in the price of its standard 10-inch
double record. This will retail at 3/- from Octo-
ber 17; 12-inch at 5/-, and grand opera at 4/-. In
order to give dealers an opportunity of clearing
stocks before this date, the change was advised
them in July and the wholesale prices reduced
as from .\ugust 1 — a satisfactory intervening
period of safety which, if properly utilized, should
avoid any dislocation of retail trade.

The Columbia Co. announce new prices on all
models, the cut in some cases being of a sub-
stantial nature. Ten-inch double Regal records
have been reduced from 3/- to 2/6 retail.

The Winner Record Co. at first was disin-
clined to make an out-and-out reduction, believ-
ing that it was inadvisable. The company de-
cided, however, to authorize a big exchange
scheme by which the public was allowed 8d. on
every old "Winner" returned at the time of pur-
chasing a new one. It was thought to be a re-
markably good move. But at the last minute the
Winner people decided upon a change of policy,
reducing the price of the record 2/6 retail.

Edison-Bell "Discaphones" have also been re-
duced in price.

These represent the more important changes
and may be taken as an indication of a desire to
liven up a somewhat dull market. It is expected
that the result will prove of sales advantage to all
sections of the trade, as this inducement to the
public to buy should give an all-round fillip to the
gramophone industry.

That is undoubtedly the probable outcome of
the foregoing price "cuts," but many in the
trade are doubtful as to the wisdom of it all. It
is said that manufacturers are really unable to
justify such a big reduction as 6d. in 3/-. I refer
to this matter elsewhere.

New Edison-Bell Portable Gramophone

Portables are becoming a vogue this side.

There are few firms which do not feature this
style of gramophone and the growing demand for
them all over the country has encouraged retail
dealers to feature them more or less all the year
round. The latest comer is the "Handephon,"
made by J. E. Hough, Ltd. Its outside measure-
ments are only ll^xll J^xSf^ inches high, and
its weight 10^ pounds. A very compact size.
The sound-chamber is of the largest possible
dimension, size of cabinet considered. The unique
feature about the "Handephon" is the patent tone-
arm which automatically rises from the cabinet in
a position ready to play when lid of machine is
opened. And inversely the action of closing the
lid lowers the tone-arm into the body of the cabi-
net. Of sufficient strength to play a full 12-inch
record, the motor is, like all other equipment,
British throughout. That in itself is a good
recommendation, and at the retail price of five
guineas the "Handephon" is sure of a big mar-
ket.

New Secretary of the Music Trade Association

From the offices of the F. B. M. I. we are ad-
vised that a newcomer to the Federation offices is
Major P. L. Godwin, who has been appointed
secretary of the Music Trade Association in suc-
cession to Mr. Peat, who resigned some time ago.
The Elektromophon

This is a new electric motor of unique accom-
plishment and construction. There are many
points about it which cannot fail to create interest
in those who rely upon the gramophone industry
{Continued on page 174)

"PERFECT
POINTS"

BRITAIN'S BEST

Gramophone Needle

{Cuaranieed made from High Carbon Steel)
IS MADE BY

W. R. STEEL, of REDDITCH,

Head Office and Works— QUEEN ST.

Scientifically pointed. Hardened and Tem-
pered on the latest up-to-date machinery and
plant by skilled craftsmen only.

RESULT:

A FIRST QUALITY NEEDLE far ahead of
anything of pre-war quality

INQUIRIES SOLICITED

Special Quotations for Quantities

Manufacturer of all Kinds of Sewing Needles

174

THE TALKING MACHINE WORLD

October 15, 1921

Horn, Hornless and Table-Grand

GRAMOPHONES

FOR

EXPORT

Please State Your Requirements

REX GRAMOPHONE CO. 2 Elizabeth Place
Rirington Street, LONDON, E.C. 2, England

Cable Addreu "Lyrecodnc. LoDdon**

FROM OUR LONDON HEADQUARTERS— (Continued from page 173)

for a living and, therefore, need to encourage its
progress.

Though the driving-wheel is connected with
the motor by a rubber band or belt, the motor is
entirely independent of the turntable spindle. It
is interesting to note, too, that the electric motor
is not clamped or held rigid in the framework.
On the contrary, it is suspended and held in po-
sition by strap springs which take up all vibra-
tion. So perfect is this non-vibrating system that
not even a fraction of vibration can be felt. At
all speeds the "Elektromophon" runs absolutely
silent. What is known as the resistance coil, a
simple and fool-proof arrangement, permits the
motor to run on any voltage, which, my readers
will agree, is a very important matter, its utility
being therefore universal.

Another highly useful feature of this motor is
that it includes an electric stop. There is no
complicated mechanism or unsightly fixtures on
the cabinet. Merely a turn of the elbow ring
bumping an indicator theron in alignment with its
fellow on the elbow does the trick automatically.
And a very ingenious and reliable stop it is, too!
The Elektromophon is handled by the Sterno
Manufacturing Co., 19 City road, London, E. C,
which will be pleased to forward particulars to
bona fide inquirers.

New Zonophone Records

The new Zonophone program denotes a very
careful choice of titles indicative of the usual up-
to-dateness and of a variety to satisfy a wide
public. Value of this measure will be materially
welcomed by the great Zonophone public all the

more after October 17, when all records are re-
duced by the liberal margin of 25 per cent. This
aspect is mentioned elsewhere in these notes. A
brief review of the new records will enable those
oversea traders who are eligible to handle Zono-
phones to appreciate the good value offered.
Twenty-one hundred and forty-four bears selec-
tions 1 and 2 of "Sybil," played by the Black
Diamond Band. "Sybil" provides some very
attractive music, especially in Part 2, and its ren-
dition is really excellent. Of valse items we have
on 2145 the "Blue Bird" and "Silver Star," a tune-
ful combination of merit, composed by Horatio
Nicholls and correctly interpreted by the Black
Diamond. Of 2147, "Margie" and "Lovelight,"
we are not overimpressed. They may appeal to
the sentimental, but are not, in our opinion,
worthy of the fine bass voice of Foster Rich-
ardson. The vogue' for alto rendition as voiced
b}' Hatherley Clarke should be enhanced by his
latest on 2153, "Chimes of Arcady," in which are
some pleasing chime effects, and "Where the
Hills of Ben Lomond." Twenty-one hundred and
forty-eight offers "Blue Bird," a good song,
though outshone by that with which it is coupled
— "Omaha." Both are well sung by Herbert
Payne. On 2155 Jack Hilton's jazz band plays
"Mon Homme" and "Love Nest." Both are de-
cidedly more pleasing than most of the jazzers
we have heard.

A New Educational Work
"Learning to Listen" by means of the gramo-
phone is the all-meaning title of a new book spe-
cially written for the Gramophone Co. by Percy
Scholes, editor of The Music Student, with an in-
troduction by Dr. John Adams, professor of edu-
cation in the University of London. In the words
of its subtitle, the book carries "A Course in the
Appreciation of Music for Use in Schools," and
this music covers a wide field, from folk music,
Purcell, Handel, to living composers like Sir Ed-
ward Elgar. Each subject is interestingly ar-
ranged so as to afford a clear guidance for school

teachers. While compiled on text-book lines, the
details are brief and non-technical. Over 150
double records are mentioned as illustrations of
and in close relation to the musical period and
work of the particular composer.

"Learning to Listen" is a teacher's handbook,
the first of its kind ever issued by a gramophone
company. The "His Master's Voice" Co. has un-
dertaken, at great expense^ this pioneer educa-
tional work and I should imagine that its special
education department has proved a great success.
The volume contains a mine of instructional in-
formation and will doubtless be accepted as a
standard authority in scholastic circles. It is
cheap at 3/- retail, less usual trade discount. In
his preface it is only fair to mention that the
author expresses in generous terms his indebted-
ness to Walter Yeomans and Alec Robertson, of
the education department of the "His Master's
Voice" Co., from whom, in fact, the idea of the
book originated.

Two New Gramophone Novelties

Various materials have at one time or another
been tried in the manufacture of gramophone
horns. Wood and metal constitute the substances
of common use, having been found best adapta-
ble for all-round work.

A new horn made of Ebonite (hard rubber) has
just been evolved and may possibly upset our
preconceived ideas upon the subject of the best
material for sound resonating chambers. At an
interview with the inventor, Herbert Standring, I
had the advantage of testing an Ebonite horn. It
is a very hard material with beautifully polished
surface. The reproduction (of different kinds of
records) was given free of metallic or nasal tone,
solid and forward delivery, elimination of jar or
rattle. In other words, the Ebonite horn gave
good promise of being accepted as superior to
other material and I rather think when the trade
hear it that will be the verdict. One advantage
of the Ebonite horn is that it can be molded to
any shape or size for cabinet or exterior use.

Grippa Portable Gramophone

(Patents pending all countries)

Marketed in Great Britain less than three months ago, it has leapt into
popularity! with amazing rapidity. The most perfect manufacturing
and selling'proposition in the Gramophone World.

Plays m\z
Records

Winding Key Clip

Secondary
Sound
Chamber

Strong Nickel
Nozzle Locks
& Keys

Record HolderClips
' Capacity 4 Records

Swinging
Deflector Plate
?:Tone Amplifier

Needle Box Clip

Primary Horn
Chamber

Strong Dovetailed
Oak Cabinet No
doors or loose parts
Overall weight 9 lbs

1. Perfect tone reproduction

equal to a cabinet model.

2. Travel proof and fool

proof.

3. Extraordinary low factory

costs.

Model 3, as sketch, produced, sold and delivered to the retailer — Hence to the
public at eighteen dollars. Showing full manufacturers' and jobbers' profits.

Exclusive manufacturing rights under royalty — apply to maker and patentee

H. J. CULLUM, Manager-Director

PEROPHONE, Limited, 76-78 City Road, London, England

October 15, 1921

THE TALKING MACHINE WORLD

CABLE
"PHONOKINO.
LONDON"

ARE THE GREATEST VALUE FOR MONEY PRODUCED IN GREAT BRITAIN

TEN INCH DOUBLE SIDED NEEDLE CUT

PLAY ON ALL GRAMOPHONES

Catalogite contains 4000 Titles by the Premier Artistes, Instrumentalists, Orchestras and Bands

of the British Empire

DEJ^LERS PREPARED TO DO BUSINESS ARE INVITED TO COMMUNICATE WlTHl

Proprietors and Mannbctarers, J. E. HOUGH, Ltd., 62 GleiLgall Road, London, S. E. 15, England

With Mr. Standring is A. T. Collier, who is re-
sponsible for a new sound-box — something in the
form of a drum — with stretched parchment dia-
phragm. The result is remarkably good; it is of
pleasing tone and detail of reproduction. At
some future date I shall have more to say about
this, as also of a new automatic stop these gen-
tlemen are marketing.

PATHE ENTERTAINS INMATES

Alexandria, Va., October 4. — The Pathe phono-
graph is performing an entirely altruistic and
kindly work in making more pleasant the lives
of the various inmates of the Almshouse in this
city. A large Pathe phonograph and fifty dou-
ble-faced Pathe records were recently presented
to this institution by the Willard Women's
Christian Temperance Union of Alexandria. The
presentation was impressive and great care was
evidenced in the selection of appropriate rec-
ords, the playing of which delighted the inmates.

An exhibit which attracted considerable atten-
tion at the Morris County Fair was that of De
Rivas & Harris, Victor dealers, of Dover, N. J.

The Cameron Piano Co., of Allentown, Pa.,
has doubled its display space for Victrolas.

ANNOUNCE NEW TALKING FILM

Talking Moving Picture Without the Aid of
Talking Machine Invented by an Englishman

A dispatch from London, England, this week
states that a picture that talks without the aid of
a phonographic device has been invented and suc-
cessfully demonstrated by Grindell Mathews. At
the demonstration a picture was shown of a
man seated at a piano. As he struck the keys
the sound of music in correct tune was heard from
the instrument, which has the appearance of a
sugar scoop. The inventor says his instrument
will revolutionize the motion picture business.

DANGER, KEEP OFF!

A retailer in the South recently adopted a
rather clever means of suggesting that he did not
wish to accommodate people in the matter of
cashing personal checks for them. This mer-
chant took six worthless checks, each one marked
with the reason why payment was refused at the
bank, and pasted them on a cardboard which was
hung outside the cashier's cage. At the top of
the cardboard he printed: "Here are six good
reasons why we cannot cash checks for people
we do not know."

SPECIALIZE ON SALESMANSHIP

The William Maxwell Institute Organized for the
Purpose of Selling the Maxwell Orientation
System of Scientific Salesmanship

The William Maxwell Institute made its debut
in the advertising columns of the New York
newspapers about October 1. This institute is
founded for the purpose of selling the William
Maxwell Orientation System of Scientific Sales-
manship. In nature it is somewhat similar to
the Alexander Hamilton Institute, the LaSalle
Extension School, etc., though it is specializing
on the salesmanship end

.A.S may bo inferred from its name, William
Maxwell, first vice-president of Thos. A. Edison,
Inc., is the author of the course, which is being
sold to men who desire to learn how to earn large
salaries through their ability as executives.

In the newspaper advertisement announcing
the William Maxwell Institute, it is made clear
that the entire course is a summary of the selling
experience and knowledge gained by Mr. Max-
well by reason of his twenty-five years' experience
in the field of salesmanship, during which time
he has risen from a house-to-house canvasser to
an officer and director in numerous corporations
of prominence.

You Ought to Know

In case you are contemplating expanding the sphere of your business to include
departments devoted to Pianos, Player-Pianos, Musical Merchandise or Sheet Music,
that you'll find news and comments about them all in

I^RLVIEW

ESTABLISHED 1876

The oldest and leading music trade weekly, which covers every branch of the industry

It Contains

Instructive and educational articles. Hints on salesmanship and advertising. Editorials that are timely
and authoritative. Facts about the new things in the trade. Trade happenings in all parts of the United States

"Review the Music Trade With Us"

Send your $2 now for a full year's subscription to

THE MUSIC TRADE REVIEW

373 FOURTH AVENUE NEW YORK

176

THE TALKING MACHINE WORLD

October 15, 1921

LATEST PATENTS
RELATING TO

Washington, D. C, October 8. — Sound-Repro-
ducer Mounting. Fritz Koerbitz, San Francisco,
■Cal. Patent No. 1,387,410.

This invention relates to an improvement in
mountings for sound recording and reproducing
rnembers used in connection with phonographs,
and has particular reference to a mounting on
which is placed an improved sound-reproducing
member as a substitute for the ordinary stylus
jOr needle.

■'■ Figure 1 is a front elevation of the apparatus
embodying the invention; Fig. 2 is a side eleva-
tion of the device with a conventional form of
retaining means for the shank shown partly in
section; Fig. 3 is a front elevation showing the
spindle released from one of the arms of the
bracket and pivoted to the other arm; Fig. 4 is
an enlarged detail vertical section of the disc-
shaped member mounted on the spindle and

showing means for retaining the disc member in
a vertical position, and Fig. 5 is, a side elevation
showing the slotted arm of the bracket and means
for holding the spindle pivoted.

Cabinet for Tympanum-Phonographs. Eugene
A. Widmann, Brooklyn, N. Y. Patent No.
1,386,040.

This invention relates to cabinet phonographs
of the tympanum type. Phonographs of this
type, in which sound reproduction is accom-
plished by means of a tympanum or diaphragm
of large diameter, without the customary means
for directing the sound waves, such as horns,
megaphones and the like, give best results when
the tympanum is exposed to unconfined air and
there is freedom for propagation of the sound
waves in substantially all directions. A cabinet
for such apparatus should preferably be adapted
for being opened up in such manner as not to
interfere with or produce undesirable modifica-
tion of the excellent character of reproduction
obtained with phonographs of this type.

As the reproduction apparatus of the tym-
panum type is preferably directly associated
with, and usually located substantially adjacent
to, the record tablet it becomes possible to locate
both the record tablet and the sound-reproduc-
ing apparatus in the same chamber or compart-
ment, and in this way it results that opening
such compartment serves both to permit the free
propagation and travel of sound waves and to
aflford access to the sound tablet, as for operat-
ing the phonograph, changing the records, etc.
If desired, the same doors, shutters or the like
which serve for giving access to the cabinet
compartment containing the sound tablet may be
used also for modifying or controlling the vol-
ume, etc., of the sound reproduction obtained.

A phonograph cabinet in accordance with the
present invention may also comprise, in addition
to the compartment for receiving the phono-
graph and reproducing means, a receptacle or
receptacles for holding phonograph records and
the like. When so provided with a record-hold-
ing receptacle or receptacles it becomes possible
to very considerably increase the storage space
of such cabinet as compared with ordinary cabi-
net phonographs, in which some portion of the
space below the compartment for containing the
record tablet is usually devoted to the accom-
modation of the customary horn and megaphone,
since in the phonograph of the tympanum type
the ordinary horn and megaphone is entirely
dispensed with and the tympanum-reproduction

apparatus is preferably inclosed in the same
chamber or compartment with the sound-record
tablet and turntable.

In the accompanying drawing, forming a part
of this specification and wherein the same refer-
ence numerals are applied to designate the same
parts uniformly throughout, Fig. 1 is a perspec-

tive view of one form of apparatus embodying
the invention, with the combined sound-repro-
duction and record-tablet compartment shown
closed. Fig. 2 is a view similar to Fig. 1, but
with such compartment shown open. Fig. 3 is a
front perspective view of the phonograph cabi-
net of Figs. 1 and 2 with the compartment just
referred to closed and the record compartment
opened. Fig. 4 is a plan view of a modified form
with the cover removed for clearness of illustra-
tion. Fig. 5 is a horizontal cross-sectional view
showing a modification, and Fig. 6 is a view
similar to Fig. 5, but showing the doors, shown
in Fig. 5 in their closed position, in their opened
position.

Phonograph Operating Mechanism. Arthur H.
Franke, Manitowoc, Wis. Patent No. 1,386,099.

This invention relates to new and useful im-
provements in means for automatically control-
ling the playing operation of a phonograph,
more particularly of the disc type. It is pri-
marily the object of the invention to provide
an improved mechanism whereby the phono-
graph is caused to indefinitely repeat the play-
ing of a record thereon, or whereby the playing
rotation of the turntable may be stopped upon
completion of a single playing of the record.

One important object resides in the provision
of a mechanism of the foregoing character which
is readily adjustable for individual records, both
with respect to the general size of the record
and with respect to the length of playing groove
for such general size of record, whereby the
sound-box needle may be caused to accurately
engage the starting portion of the record groove
in repeating the playing of the record, and
whereby the playing operation will be accurately
stopped at the end of the record groove.

Among the objects is a mechanism which may
be most readily controlled to selectively per-
form either of these operations; an actuating
mechanism operable as an automatic stop,
wherein, incidental to the automatic stop action,
the sound box is lifted from the record and the
tone arm shifted to starting position to permit
removal of the record without manual manipula-
tion of the tone arm or sound box; a means for
automatically engaging the sound box properly
in the sound groove upon starting playing of
the record; a mechanism including the above-
mentioned features, wherein the power for op-
eration of the mechanism is procured from driv-
ing rotation of the turntable spindle to thus
eliminate the provision of independent operating
means for the mechanism.

A still further object resides in the provision
of such a mechanism wherein shifting move-
ments of the various parts are carried out in a
positive and even manner so as to insure an
efficient operation with a maximum simplicity
and lightness of structure, and so as to prevent
the possibility of damage to either the record
or needle in the various relative movements
thereof incidental to operation of the mechanism.

In the accompanying drawings Fig. 1 is a
plan view of the improved mechanism adapted

selectively to automatically stop or indefinitely
repeat the playing operation of a phonograph,
fragmentary portions of a phonograph tone arm,
turntable and spindle being shown in associa-
tion therewith. Fig. 2 is a side elevational view
of the tone arm and sound box engaging por-
tions of the mechanism, the associated phono-
graph parts being shown in conventional out-
line. Fig. 3 is a detailed sectional view on the
line 3 — 3 of Fig. 1. Fig. 4 is a detailed seqtional
view through the sound box pivoted to the tone
arm on the line 4 — 4 of Fig. 2. Fig. 5 is a sec-
tional view on the line 5 — 5 of Fig. 4. Fig. 6
is a detailed sectional view of the spindle-clutch
cam, on the line 6 — 6 of Fig. 1. Fig. 7 is a
fragmentary view showing a modified tone-arm

lifting means for use in connection with that
type of phonograph structure wherein the entire
tone arm has a vertical movement to engage and
disengage the needle of the sound box with the
record. Fig. 8 is a detail view showing a modi-
fied form of a sound-box lifting member adapted
for use in connection with that type of phono-
graph structure wherein the sound box is rigidly
carried by the tone arm and is lifted upon lift-
ing movement of the tone arm. Fig. 9 is a de-
tailed sectional view showing the clutch drive
connection for the turntable spindle.

Talking Machine Horn. Joseph Wolff, Brook-
lyn, N. Y.. assignor to the Sonora Phonograph
Co., New York. Patent No. 1,387,031.

The object of this invention is to produce a
horn by means of which the scratch of the needle
is made inaudible and by which richer and more
natural tones are produced, and blasting and
rattling vibrations are entirely eliminated on high
notes.

In the drawings Figure 1 is a cross section
of a talking machine cabinet showing a horn in

position; Fig. 2 is a sectional view, on an en-
larged scale, through a corner of the outer wall
of a horn; Fig. 3 is a perspective view of a por-
tion of the outer wall of a horn; Fig. 4 is a detail
edge view, on a very much enlarged scale, of a
portion of the outer wall of a horn showing a
modification, and Fig. 5 is a detail sectional view
of a horn showing another modification.

October 15, 1921

THE TALKING MACHINE WORLD

177

LATEST PATENTS RELATING TO TALKING MACHINES — (Continued from page 176)

Phonograph Horn. Joseph J. Steffan, St.
Louis, Mo. Patent Xo. 1,386,907.

The main object of this invention is to produce
a simple and inexpensive horn having highly de-
sirable acoustic properties. With this object in
■view, the horn comprises wall members, prefer-
ably made of wood, and at least one of the wall
members is secured under tension to the other
wall members.

Figure 1 is a perspective view of a phonograph
horn constructed in accordance with this inven-

i tion; Fig. 2 is a transverse section on the line
I II — II, Fig. 3; Fig. 3 is a side elevation of the
i horn; Fig. 4 is a vertical section on the line
I IV— IV, Fig. 3.

Phonograph. Edward P. Moffitt, Minneapolis,
Minn. Patent No. 1,386,892.
I This invention relates to improvements in
sound-reproducing devices for phonographs, and
the main object is to provide means whereby the
direction of the sound-reproducing needle or
stylus will at all times be maintained in a tangen-
tial position to the record groove in which it is
engaged.

Figure 1 is a top view of a phonograph
equipped with the invention; Fig. 2 is a sectional
view on the line 2 — 2 in Fig. 1; Fig. 3 is a top
view of a phonograph equipped with a modified

Tig-J-- Iig_<a.. Ug-S-

form of the device; Fig. 4 is a sectional view on
the line 4 — 4 in Fig. 3; Fig. 5 is an enlarged
detail side view of the sound box 9 as seen from
the right in Fig. 4.

Modulating Device for Sound Reproducers.
Gilnert S. Pease, Richfield, Wis. Patent No.
1,388,753.

This invention has for its object to provide a

new and improved modulating device for sound
reproducers arranged to enable an operator to
vary the vibratory action of the diaphragm at
will and with a view to render the sounds either

REPAIRS

All Makes of Talking Machines
Repaired Promptly and Efficiently

REPAIR PARTS FOR ALL MACHINES

ANDREW H. DODIN

28 Sixth Avenue New York

TELEPHONE, SPRING 1194

-softer or louder as desired. Another object is to
permit of its conveniently attaching to sound
reproducers as now generally constructed.

Figure 1 is a face view of the improved modu-
lating device as applied to a sound reproducer
of the diaphragm tj'pe, and Fig. 2 is a transverse
section of the same on the line 2 — 2 of Fig. 1.

Talking Machine. Guy L,. Willett, Louisville,
Ky. Patent No. 1,388,626.

This invention relates to sound reproducing in-
struments and has special reference to a phono-
graph reproducer.

Among the important objects of the invention
is to provide an improved general construction
of devices of this character; an improved means
for connecting the stylus arm to the diaphragm
of a phonograph reproducer; an improved means
for reinforcing the connection between an ordi-
nary stylus arm and the diaphragm in a phono-
graph reproducer.

Figure 1 is a face view of the improved repro-
ducer; Fig. 2 is a section taken diametrically

therethrough; Fig. 3 is a perspective view of a
modification showing its use with a reproducer
having the stylus arm connected in the usual
manner, the device being used to reinforce the
connection; Fig. 4 is a perspective view of that
portion of the device constituting the diaphragm
attachment.

Tray for Phonogrraph Records. John A. Mc-
Vickar, New York. Patent No. 1,387,730.

This invention relates particularly to a device
used in connection with disc type phonographs
and has for an object to provide means for col-
lecting dust or wax that may be removed from
the surface of the phonograph record by the
stylus and preventing the spread of this material
over the cabinet of the machine; another object is
to provide a convenient means for removing the
record from the turntable of the machine with-
out touching it" with the fingers. These objects
are obtained by the arrangement shown in the

accompanying drawings, in which Figure 1 shows
a plan view of a phonograph with the invention
in place; Fig. 2 is a side elevation, partly in
section, corresponding to Fig. 1, and Fig. 3 is a
perspective view of a tray in which the record
is placed.

Driving Means for Phonograph Attachments.

Willard H. Gilman, New York, assignor to John
A. McVickar, same place. Patent No. 1,387,702.

This invention relates particularly to a driving
means for a phonograph attachment and has for
an object to provide a simple and inexpensive
means for moving a tone arm across the turn-
table of the phonograph, means for varying the
movement of the tone arm, means for moving the
tone arm over a greater distance than the driv-
ing mechanism moves, a plurality of means for

engaging the driving mechanism and means for
disengaging the driving mechanism whereby the
tone arm may be positioned on the record; other
objects will appear from the following specifica-
tion and drawings in which Figure 1 is a plan

view of a phonograph with the invention in
place; Fig. 2 is a side elevation, partly in sec-
tion, corresponding to Fig. 1, and Fig. 3 is a
detail.

Recording and Reproducing Machine. Willard
H. Gilman, New York, assignor to John A.
McVickar, same place. Patent No. 1,389,430.

This invention relates more particularly to a
mechanism which may be used as an attachment
to phonographs of standard make, or incorpo-
rated in the mechanism of the phonograph itself,
for making and reproducing records of the disc
type. Among other things its objects are to
provide a mechanism which will accurately drive
the stylus or operating jewel connected with the
diaphragm across the face of the record so as to
follow a closely formed spiral on the face of the
record; a means whereby the stylus may be ac-
curately positioned anywhere on said spiral; a
convenient means whereby the stylus may be
elevated from the record; a means whereby the
elevation of the stylus suspends its driving
operation; a means whereby the stylus is auto-
matically elevated and its driving operation sus-
pended when it reaches a predetermined point on
the face of the record; a means whereby the

stylus receives its driving motion from the turn-
table of the phonograph; a means for compen-
sating for eccentricity and irregularities of this
drive; a means for adjusting the mechanism to
various sizes of turntable and heights of record;
a means for rapidly removing the mechanism
from and replacing it on the turntable of the
phonograph and a means for producing a con-
tinuous voice passage from a fixed speaking tube
to the moving diaphragm.

Figure 1 is a side elevation of the mechanism
partly in section applied to a phonograph; Fig. 2
is a plan view corresponding to Fig. 1 with part
of the cover sectioned to show the interior con-
struction; Figs. 3, 4 and 5 are detail structural
features of the invention partly sectioned to show
the method of operation. Detail A is a side ele-
vation of the releasing mechanism.

PURCHASES MUSIC SHOP

White's Music Shop, at Springfield, Mass.,
has been purchased from Mrs. Marie E. White
by Bernard O'Shea. The name of the shop
will remain unchanged.

The Columbia Graphophone Co.'s products
were attractively featured by J. Blumberg, Wau-
kegan. 111., dealer, at the Libertyville, 111., County
Fair.

LESLEY'S
PATCHING VARNISH

dries immediately without a lap.

SEND $3.50

for a complete repair kit, consisting of Patching Vainish,
Stains, Buming-in Knife, Burning-in Wax, Alcohol Lamp,
Cleaner. Dusting Fluid, Glue, Metal Polish, Fine Sand
Paper, INSTRUCTIONS and Descriptive CATALOG.
LESLEY'S CHEMICAL CO., Indianapolis, Ind.

178

THE TALKING MACHINE WORLD

October 15, 1921

RECORD BULLETINS/^

November, 1921

VICTOR TALKING MACHINE CO.

18799
18805
:8806

18807

1 3808
;S810

18798

18801

18802
18803

18804

45254
18809

18800

64988
64989

64990
74710
64991

64942

74711

64993
74712

64994

74713

64995
54253

POPULAR SONGS

I've Got the Joys Aileen Stanley

Strut, Miss Lizzie American Quartet

When the Honeymoon Was Over.. Henry Burr

Jealous of You William Robyn

I Wonder If You Still Care for Me?

Charles Hart

Rememher the Rose Elliot Shaw

Tuck Me to Sleep,

Vernon Dalhart and Criterion Trio

Plantation Lullaby Charles Hart-Elliot Shaw

Some Blessed Day Criterion Quartet

The Wayside Cross Criterion Quartet

Humpty Dumpty Billy Murray-Ed. Smalle

In the Old Town Hall Billy Murray

DANCE RECORDS
Dangerous Blues — Fox-trot,

Original Dixieland Jazz Band
Royal Garden Blues — Fox-trot,

Original Dixieland Jazz Band
South Sea Isles — Medley Fox-trot,

Paul Whiteman and His Orchestra
Rosy Cheeks — Fox-trot,

All Star Trio and Their Orchestra
I Ain't Nobody's Darling — Medley Fox-trot,

All Star Trio and Their Orchestra

Yoo-Hoo — Fox-trot Hackel-Berge Orchestra

Sweet Lady — Medlev Fox-trot,

Paul Whiteman and His Orchestra
Say It With Music — Fox-trot,

Paul Whiteman and His Orchestra
It Must Be Someone Like You — Fox-trot,

Benson Orchestra of Chicago
When the Sun Goes Down — Fox-trot,

Shilking Orchestra
VOCAL AND INSTRUMENTAL RECORDS

The Old Road Jlerle Alcock

Ship o' Dreams Merle Alcock

Saturday — Piano Duet,

A'ictor Arden and Phil Ohman

Oh Joy 1 \'ictor Arden and Phil Ohman

(1) Badinaee (Herbert) — Piccolo Solo; (2) Leg-
end of the Bells (Planquette) — Bells; (3)
Humoresque (Dvorak) — Violin Solo; (4)
Scherzo. Third Symphony (Beethoven) — Bas-
soon Victor Orchestra

(1) Menuett (Paderewski) — Viola Solo; (2) Ga-
votte (Popper) — Violin Solo; (3) Menuett in
G (Beethoven) — Clarinet Duet; (4) Sarabande

(Bach) — Oboe Solo Victor Orchestra

RED SEAL RECORDS
Frakces Ald.\, Soprano

Mother of My Heart Montanye-Grey

Alfred Cortot, Pianist
(a) Etude in G Flat Major, Op. 10. No. 5 (Black
Keys) (b) Etude in G Flat Major, Op. 25,

No. 9 (The Butterfly) Chopin

Giuseppe de Luca, Baritone — In Italian

Mattinata Carducci-Fatuo

Flonzaley Quartet
Quartet in A Major — Assai Agitato. .. .Schumann

AsiELiTA (^ALLi-CuRCi, Soprano — In Italian
Love's Messenger Waltz (Messagero Amoroso),
Chopin-Buzzi-Peccia
Beniamino Gigli, Tenor — In Italian
Mefistofele — Giunto siil passo estremo (Nearing

the End of Life) Boito

Jascha Heifetz, Violinist

Serenade Melancolique Tschaikowsky

Fritz Kreisler, Violinist
(Piano accompaniment Carl Lamson)

To Spring Grieg

Giovanni Marti nelli. Tenor — In Italian
Eugene Onegin — Air di Lenski (Faint Echo of

My Youth) Tschaikowsky

John McCormack, Tenor
Little Town in the Ould County Down,

Pascoe-Carlo-Sanders
Philadelphia Orchestra
Symphonie Pathetique — March-Scherzo,

Tschaikowsky

Olga Samaroff, Pianist

Sparks (Etincelles) Moszkowski

NEW DOUBLE-FACED RECORD
Within a Mile of Edinboro' Town,

Lucy Isabelle Marsh
Twickenham Ferrv Lucv Isabelle Marsh

COLUMBIA GRAPHOPHONE CO.

49859

79879
49740

A3449

A3448
A6192

A6193

A3466
A3432

A6195

E7258
A3467

SYMPHONY RECORDS
La Forza del Destino — -"Pace, Pace. Mio Dio" —
("Peace, Peace, Dear Lord") — Soprano Solo,

Rosa Ponselle

Because — Tenor Solo Charles Hackett

Samson and Delilah — "Amour viens aider ma
faiblesse" — ("Love. Lend ile Thy Might") —

Contralto Solo Jeanne Gordon

Solveig's Song (From "Peer Gynt Suite, No.

11") — Violin Solo Eddy Brown

Serenade Espagnole (Spanish Serenade) — Violin

Solo Eddy Brown

Gentle Annie — Baritone Solo Oscar Seagle

01' Car'lina Oscar Seagle and Male Quartet

Paraphrase on Tschaikovsky's Flower Waltz —

Piano Solo Percy Grainger

Wedding Day at Troldhaugen — Piano Solo,

Percy Grainger

Monastery Bells (Cloister Scene, Op. 10, No.
22, Key of F Sharp Major),

Cincinnati Sj'mphony Orch.
Under Direction of Eugen Ysaye
Intermezzo Sinfonico (From "Cavalleria Rusti-
cana").Gino Marinuzzi and His Symphony Orch.
Those Songs My Mother Used to Sing — Con-
tralto Solo Carmela Ponselle

Think-ing of You — Contralto Solo,

(Darmela Ponselle
(a) Soldier's Joy, (b) Massa's in the Cold. Cold
(Ground, (c) Turkey in the Straw — Medley of
Jigs and Reels — Fiddle Solo,

Don Richardson

(a) Little Yaller Gal, (b) Old Black Joe, (c) Jock
Tamson's Hornpipe — Medley of Jigs and Reels,

Don Richardson

March Boccaccio Prince's Band

When the Grand Old Flag Goes By. Prince's Band
NOVELTY RECORDS

Danse Arabe Oriental Orch.

Danse Orientale Oriental Orch.

Sweet Lady (From "Tangerine") (Intro. "Vamp-
ing Rose") — Medley Fox-trot,

Columbia Dance Orch.

10
10
10
10

10
10

10
10
10
10
10
10

10
10

12
10

10
10
10

12
10

10
12
12

10
10

A3464

A3468

A6194

A3451
A3463

A3463
A3460

A3450
A3453

A3459

A3458
A3457

A3461

South Sea Isles (Intro. "She's Just a Baby,"
From "George White's Scandals of 1921") —

Medley Fox-trot The Happy Six

Wang Wang Blues — Fox-trot,

Ted Lewis and His Band
Home Again Blues — Fox-trot,

Ted Lewis and His Band
In a Boat (Intro. "Peaches") — Medley Fox-trot,

The Happy Six

Emaline (Intro. "Remember the Rose") — Medley

Fox-trot Yerkes' Jazzarimba Orch.

Remember — Waltz Prince's Dance Orch.

In My Tippy Canoe (Intra "In the Heart of
Dear Old Italy")— Medley Waltz,

Prince's Dance Orch.
I'll Keep on Loving You — Accordion Solo,

Guido Deiro

Crooning — Accordion Solo Guido Deiro

Tuck Me to Sleep in My Old Kentucky Home — •
Tenor and Baritone Duet,

Edwin Dale-George Reardon
My Sunny Tennessee — Male Quartet,

Broadway Quartet
Who'll Be the Next One (To Cry Over You)—

Tenor Solo Charles Harrison

If You Only Knew — Tenor Solo Edwin Dale

Sleepy Head — ^Tenor and Baritone Duet,

Edwin Dale-George Reardon
Fare Thee Well, Love, Fare Thee Well— Male

Quartet Columbia Stellar Quartet

I Ain't Givin' Nothin' Away — Male Quartet,

Southern Negro Quartet
Sweet Mamma (Papa's Getting Mad) — Male

Quartet Southern Negro Quartet

THE MID-MONTH LIST
DANCE RECORDS
Sally, Won't You Come Back (Intro. "Bring
- Back My Blushing Rose," From "Ziegfeld
Follies of 1921") — Medley Fox-trot.

Ted Lewis and His Orch.
Incidental Singing by Mr. Lewis
Second-hand Rose (Intro. "I Know," From
"Ziegfeld Follies of 1921")— Medley Fox-trot,
Ted Lewis and His Orch.
I Ain't Nobody's Darling — Song Fox-trot,

Paul Biese Trio and Frank Crumit
Frankie and Johnny — Song Fox-trot.

Paul Biese Trio and Frank Crumit

Molly O — Fox -trot Art Hickman's Orch.

(joocl-bye. Pretty Butterflies — Fox-trot,

Art Hickman's Orch.
I'm Looking for a Bluebird (To Chase My

Blues Away) Marion Harris, Comedienne

Paul Biese's Orch. Accomp.

Sweet Cookie Marion Harris, Comedienne

In the Old Town Hall (From "Ziegfeld Follies"),
Van and Schenck, Comedians
What's-a Gonna Be Next (From "Ziegfeld
Follies") \'an and Schenck, Comedians

10
10

10
12

10
10

EDISON RE=CREATIONS

50750 Land of Minstrelsy Premier Quartet Minstreli

My Pretty Lena (Barton) — Yodel song. .Ward Barton

50809 Country Days (H. Von Tilzer) — Laughing song,
Al. H. Weston and Irene Young

At the Circus (H. Von Tilzer) — Laughing song,

Al. H. Weston and Irene Young

50810 For Love — Fiddlers Three (Johnstone) — Soprano
and Tenor Rachel Grant and Billy Murray

Famous Songs in Irish Plays — Tenor,

Walter Van Brunt

50811 Where the Sunset Turns the Ocean's Blue to Gold
(Petrie) — Tenor George Wilton Ballard

When You Sang "Hush-a-Bj'e Baby" to Me
(Olman-Logan) — Contralto Helen Clark

50812 In a Monastery Garden (Ketelbey),
Peerless Orchestra and Male Chorui

March Religiose — Gospel Hymns,

New York Military Band
50815 Hawaiian Nights (Roberts)^ — Waltz,

Waikiki Hawaiian Orch. (with Louise and Ferera)
The Crocodile (Motzan-Akst) . Imperial Marimba Band

50830 Smilin' Through (Penn) — Violin Herbert Soman

Old Pal (Why Don't Vou Answer Me?) (Jerome)

— Violin Herbert Soman

50831 In a Dreamland of Yore (Bartram-Saxton) — Tenor
and Baritone Bartram S: Saxton

Jane (A. \'on Tilzer) — Male Voices Crescent Trio

50834 Angel Eyes (Gold) — Fox-trot for Dancing,

Harry Raderman's Jazz Orchestra
Oh Joy! (Schroeder) — Fox-trot for Dancing,

Harry Raderman's Jazz Orchestra
50841 In the Old Town Hall (Johnson-Pease-Nelson) —

Tenor Billy Jones and Mixed Chorus

Down at the Old Swimming Hole (Wilson-Bren-
nan) — Tenor and Baritone,

Billy Jones and Ernest Hare

80639 Le Portrait (To a Portrait) (Parkyns) — Tenor
(in French) Paul Reiraers

La Chere Maison (Jacques-Dalcroze) — Tenor (in
French) Paul Reimers

80640 Pass Me Not, O Gentle Saviour (Doane) — MLxed
Voices Metropolitan Quartet

Sinner and the Song (Thompson) — Bass,

Fred East and Sfixed Chorus

80641 Introduction and Tarantelle (Sarasate) — Violin,

Mischa Violin

Arioso (Bach-Franko) — Viola Herman Kolodkin

80642 Samson and Delilah — Bacchanale, Part I (Saint

Saens) American Symphony Orchestra

Samson and Delilah — Bacchanale, Part II (Saint-
Saens) American Symphony Orchestra

12 80667 Love Sends a Little Gift of Roses (Openshaw)

— Tenor Lewis Jamci

World Is Waiting for the Sunrise (Seitz) — Bari-
tone Edward Allen

82233 Little Bunch o' Honeyness (Hahn) — Soprano.
Marie Rappold and Lyric Male Quartet

I Passed By Your Window (Brahe) — Soprano.

Marie Rappold

82234 Mi chiamano Mimi (They Call ile Mimi) and La
Boheme (Puccini) — Soprano (in Italian),

Claudia Muzio
Aspiration (Chopin) — Soprano (in French),

Claudia Muzio

82235 Voila done la terrible cite (That Awful City I
Behold) and Thais (Massenet) — Baritone (in
French) Mario Laurenti

Salome! Salome — Herodiade (Massenet) — Bari-
tone (in French) Mario Laurenti

82236 Songs My Mother Taught Me (Dvorak-Powell)
and Poem (Fibich-Kubelik) — Violin. . .Vasa Prihoda

On Wings of Song (Mendelssohn-Achron) — Violin,
10 Vasa Prihoda

CHRISTIAN SCIENCE RE-CREATIONS
80634 No Night There — No. 17. Lesson Sermon, "Pro-
bation After Death" (Danks) — Baritone,

Robert C. Dyrenforth
King of Love My Shepherd Is — No. 18, Lesson
Sermon, "Everlasting Punishment" ((jounod) —

Baritone Robert C. Dyrenforth

80637 Loving Spirit, Thou Hast Brought Us Out of
Error's Night — No. 15, Lesson Sermon, "Are
Sin. Disease and Death Real?" (Adapted by
Fisher) — Baritone Robert C. Dyrenforth

0 Rest in the Lord — -No. 16, Lesson Sermon,
"Doctrine of Atonement" (Mendelssohn) — Bari-
tone Robert C. Dyrenforth

80646 Ah, What Is Man? — No. 19, Lesson Sermon,

"Adam and Fallen Man" (Nessler)— Baritone,

Robert C. Dyrenforth
Blest Are the Pure in Heart — No. 20. Lesson Ser-
mon, "Mortals and Immortals" (Huhn) — Bari-
tone Robert C. Dyrenforth

80647 Peace of God — No. 21. Lesson Sermon, "Soul and

Body" (Gounod) — Baritone ... Robert C. Dyrenforth
Love Not the World — No. 22, Lesson Sermon,
"Ancient and Modern Necromancy, Alias Mes-
merism and Hypnotism, Denounced" (Marston)
— Baritone Robert C. Dyrenforth

80648 Thanksgiving Song — No. 27, Lesson Sermon,

"Thanksgiving" (Galbraith) — Baritone,

Robert C. Dyrenforth
Oh! Gentle Presence (Eddy) — Baritone,

Robert C. Dyrenforth
CATALINA AND ELEVEN OTHER RE-CREATIONS

50833 (I^talina (Gay) — Fox-trot Broadway Dance Orch.

Waltz Florida (Conrad) — For Dancing,

Conrad's Orchestra
50835 Not Long Ago (Ward-Henderson-Feinberg) — Fox-
trot for Dancing Club de Vingt Orchestra

When the Sun Goes Down (Bloom) — Fox-trot for
Dancing Club de Vingt Orchestra

50837 Whv, Dear? (introducing "Ain't We Got Fun")

(Cohen- Whiting) — Medley Fox-trot for Dancing

Harry Raderman's Jazz Orchestra

1 Wonder Whom You're Calling Sweetheart
(Goodwin-Piantadosi-Green) — Fox-trot for Danc-
ing Harry Raderman's Tazz Orchestra

50838 Sally, Won't You Come Back? (Ziegfeld "Follies

of 1921") (Stamper) — Tenor,

Jim Doherty and Chorus
Stand Up and Sing for Your Father an Old-Time
Tune (Burr-Perkins) — Baritone.

T. Harold Murray (introducing Gladys Rice)

50839 South Sea Isles (introducing "She's Just a

Baby"; George WTiite's "Scandals") (Gersh-
win)— Medley Fox-trot Broadway Dance Orch.

Hugs and Kisses (J. Mayer) — Fox-trot,

Broadway Dance Orch.

50840 Tuck Me to Sleep (In My Old Kentucky Home)

(G. W. Meyer)— Tenor,

Roy Cropper and Mixed Chorui
I Wonder If You Still Care for Me (Snyder)—
Tenor Walter Scanlan

EDISON AMBEROL RECORDS

4373
4374

4375

4376
4377

4358

4359
4360
4361
4362
4363
4364
4365
4366

4367

4368
4369

4370
4371

4372

4353

4354
4355

4356

SPECIAL RECORDS
Not Long Ago (Ward-Henderson-Feinberg) — Fox-
trot for Dancing Club de Vingt Orchestra

Sally, Won't You Come Back? (Ziegfeld "Follies
of 1921") (Stamper)— Tenor.

Jim Doherty and Girls' Chorus
Stand Up and Sing for Your Father an Old-Time
■Pune (Burr-Perkins) — Baritone,

J. Harold Murray (introducing Gladys Rice)
My Galway Rose — Irish Eyes (Kershaw-Scanlan) —

Tenor Walter Scanlan

When the Sun Goes Down (Bloom) — Fox-trot for

Dancing Club de Vingt Orchestra

. REGULAR LIST
You're the Sweetest Girl in All the World (Stan-
ford-Davis-Robinson)—Medley Fox-trot for
Dancing,

Harry Raderman's Jazz Orch. (introducing "Ruby")
She's the Lass for Me (H. Lauder) — Baritone,

Glen Ellison

Sinner and the Song (Thompson) — Bass.

Fred East and Mixed Chorus
Carolina Lullaby (Panella)— Soprano, Mezzo-
soprano and Contralto Homestead Trio

Make-Believe Medley (Shilkret-Conrad) (intro-
ducing "Jloonlight") — Piano Ray Perkins

Waltz Florida (Conrad) — For Dancing,

Conrad's Orchestra
Where the Lazy Mississippi Flows (De Freyne) —

Tenors Charles Hart and Lewis Jamei

Jane (A. Von Tilzer) — Fox-trot for Dancing,

Lanin's Orchestra
Fare Thee Well, Love (Fare Thee Well) (Keith)—
Soprano and Tenor,

Elizabeth Spencer and Lewis James
Isle of Love (Murray) — Contralto and Baritone,

Helen Clark and Joseph Phillips

Ilo (Black)^ — Fox-trot for Dancing (Jrlando's Orch.

Dearest One (Blaufuss) — Soprano and Mezzo-
soprano. . Betsy Lane Shepherd and Elizabeth Spencer

Valse (Caprice (Losey) Losey's Orchestra

I Ain't Afraid of Nuthin' Dat's Alive (Bernard)

Ernest Hare

It Must Be Someone Like You (Frost-Straight-
Bargy) — Fox-trot for Dancing. .Club de Vingt Orch.

Sunnyside Sal (Kendis-Brockman) — Tenor with
Sopranp obbligato. . .Vernon Dalhart and Gladys Rice

Baby in Love ("Last Waltz") (Goodman-Benat-
sky) — Fo.x-trot for Dancing Club de Vingt Orch.

Second-hand Rose (introducing "I Know." Zieg-
feld "Follies of 1921") (Hanley-Monaco)— Med-
ley Fox-trot Broadway Dance Orchestra

Cho-Cho-San (Puccini-Frev) — Fox-trot for Dancing

Conrad's Orchestra

AEOLIAN CO.

OPERATIC SELECTIONS
52017 Lohengrin — Elsa's Dream (Wagner) — Soprano,

Vocalion orch. accomp Marie Sundelius

STANDARD SELECTIONS
44002 La Paloma — The Dove (Yradier) — Soprano, Vo-
calion orch. accomp Nellie and Sara Kouns

30133 Tommy Lad (Tschmacher-Margetson) — Baritone.

Vocalion orch. accomp ... John Charles Thomas
14226 — Rose in the Bud (Barrow and Forster) — Con-
tralto, Vocalion orch. accomp.,

Nevada Van Der Veer

12
10

October 15, 1921

THE TALKING MACHINE WORLD

179

ADVANCE RECORD BULLETINS FOR NOVEMBER— (Continued from page 178)

Little Grey Home in the West (Eardley-Wilmot-
Lohr) — Tenor, Vocalion orch. accomp.,

Sam Ash

24019 I Hear You Calling Me (Harford-Marshall) —
Tenor, Vocalion orch. accomp. .. .Colin O'More
Bonnie Sweet Bessie (Root-Gilbert) — Tenor,

Vocalion orch. accomo Colin O'More

INSTRUMENTAL SELECTIONS

14234 To a Wild Rose (MacDowell) — Violin, piano

accomp Marie Dawson Morrell

Gypsy Serenade (Valdez) — \'iolin, piano accomp..

Marie Dawson Morrell
3S006 William Tell Overture, Part 1: "At Dawn"

(Rossini) The Aeolian

Concert Band (R. H. Bowers, Conductor)
WiUiam Tell Overture, Part 2: "The Storm"

(Rossini) The Aeolian

Concert Band (R. H. Bowers, Conductor)

14235 Comrades of the Legion (Sousa) —

The Philadelphia Police Band
Oa the Campus (Sousa) —

The Philadelphia Police Band
POPULAR SELECTIONS

14236 Tuck Me to Sleep (In My Old Kentucky Home)

— (Lewis- Young-Meyer) — Orch. accomp.,

Shannon Four

Down in Happy Valley (John Mears) — Orch.
accomp Charles Hart and Elliot Shaw

14237 Cry Baby Blues (Lewis-Young-Meyer) — Orch.

accomp Aileen Stanley

Who'll Be the Next One to Cry Over You (Black)
Orch. accomp Ernest Hare

14238 I Wonder if You Still Care for Me (Smith-

Snyder)-^rch. accomp Arthur Burns

Swanee River Moon (Pitman Clarke) — Orch.

accomp Charles Hart and Elliot Shaw

DANCE SELECTIONS

14239 Say It With Music (From "The Music Box

Revue") (Berlin) — Fox-trot,

Selvin's Dance Orchestra
Tenderly ( Little-Stanley-Dillon) — Fox-trot,

Selvin's Dance Orchestra

14240 Ho (Johnny S. Black) — Fox-trot,

Newport Society Orchestra
Yoo-Hoo (Jolson) — Fox-trot,

Newport Society Orchestra

14241 Ma! (Clare and Conrad). — Fox-trot,

Al Jockers' Dance Orchestra
Just Like a Rainbow (Earl-Fiorito) — Fox-trot,

Al Jockers' Dance Orchestra

14242 I Want You Morning, Noon and Night (Gus

Edwards) — Fox-trot,

Yerkes' S. S. Flotilla Orchestra
My Sunny Tennessee (Intro.: "I Wonder if You
Still Care for Me") (Zaimar and Ruby and
Smith and Snyder) — Fox-trot,

Yerkes' S. S. Flotilla Orchestra

14243 Sweet Lady (Intro.: "Listen to Me," from "Tan-

gerine") (Carlo-Sanders) — Fox-trot,

Aeolian Dance Orchestra
The "Merry Widow" Waltzes (From "The Merry
Widow") (Lehar),

Yerkes' S. S. Flotilla Orchestra

10
10

12
10

10
10
10
10
10
10

10
10

10
lU

GENNETT LATERAL RECORDS

10047

10048

10045

4766

4772

4773
4770
4771

14767

14768

14769

Stand Up, Stand Up for Jesus (Duffield-Geibel)
— Brass Quintette accomp..

Criterion Male Quartette
When the Roll Is Called Up Yonder (Black)—

Brass Quintette accomp Criterion Male Quartette

Marching Through (jeorgia — Accomp. by Band,

Criterion Male Quartette
Patriotic Medley — Accomp. by Band,

Criterion Male Quartette
Carmen Ohio (Spanish Chant) (Fred Cornell,

'06) — Unaccomp Criterion Male Quartette

Ohio and Across the Field — Band accomp..

Criterion Male Quartette
Honolulu Honey (Weslyn-Applefield-Dyson) —

Accomp. Hawaiian Orchestra Hart and Shaw

Sweet Hawaiian Girl of Mine (Perry) — Accomp.

Hawaiian Orchestra Hart and Shaw

When the Honeymoon Was Over (Fisher) — Tenor,

Sam Ash

Tuck Me to Sleep (Lewis- Young-Meyer) — Tenor,

- Sam Ash

Rosy Cheeks (Squires) — Fox-trot,

Hazay Natzy and his Biltmore Orchestra
Why Dear (Ohen) — Fox-trot. ... Merry Melody Men
Remember the Rose (Intro.: "Always") (Simons-

KroU) — Fox -trot Merry Melody Men

All By Myself (Berlin) — Fox-trot. Merry Melody Men
Second-hand Rose (Clarke-Hanley) — Fox-trot,

Van Eps Quartette

Ma (Onrad) — Fox-trot Van Eps Quartette

ITALIAN

Virticchiooe a Grossaria da Commare — Commedia

Siciliana A. Bucca

Virticchio Maestro di Violino Amodio — Commedia

Siciliana Bucca Fetez & Co.

Virticcho e L'Ora Legale Amodio — Commedia

Siciliana Bucca Fetez & Co.

Virticchio Pumpieri (A. Bucca) — Commedia

Siciliana Bucca Fetez & Co.

'Nfama (G. Del V. ecchie) (M. Scialpi)— Tenore,

Accomp. deir Orchestra Napoletana
Duorme, Mari (P. Cinquegrana-E. di Capua-M.

Scialpi) — Tenore,

Accomp. deir Orchestra Napoletana

PATHE FRERES PHONOGRAPH CO.

"POP" SUPPLEMENT, NO. 50
POPULAR VOCAL

A20624 Baby Face Carlton Williams 10

Remember Lewis James and Elliot Shaw 10

A20625 Cry Baby Blues Ernest Hare 10

I Ain't Nobody's Darling Byron G. Harlan 10

A20626 Dozing Crescent Trio 10

Down in Happy Valley,

Charles Hart and Elliot Shaw 10
TWO NEW RECORDINGS BY LAVINIA TURNER
A20627 He Took It Away From Me,

Lavinia Turner and James P. Johnson's Har-
mony Seven 10

If I Were \our Daddy,

Lavinia Turner and James P. Johnson's Har-
mony Seven 10

DANCE RECORDS

A20628 Yoo-Hoo— Fox-trot, Ernest Hussar's Orch. 10

Have You Forgotten — Fox-trot,

Ernest Hussar's Orch. 10
A20629 Mississippi Cradle — Waltz,

Green Bros. Novelty Band 10
I Want My Mammy — Fox-trot,

Green Bros. Novelty Band 10
A20630 Apache Love — Fox-trot,

Joseph Samuels' Music Masters 10
When the Honeymoon Was Over — Fox-trot,

Joseph Samuels' Music Masters 10
A20631 It Must Be Someone Like You — Fox-trot,

Joseph Samuels' Music Masters 10

Tenderly — Fox-trot Merry Melodv Men 10

A20632 Bimini Bay — Fox-trot Merry Melody Men 10

I Wonder if You Still Care for Me — Fox-trot,
Markel's Society Orchestra
A20633 Sweet Lady (From "Tangerine") — Fox-trot,

Markei's Society Orchestra
Dream (From "Sonny") — Fox-trot,

Markel's Society Orchestra
A20634 Wang Wang Blues — Fox-trot,

Dixieland Orchestra
Shake It and Break It — Fox-trot,

Lanin's Southern Serenaders
NOVELTY DANCE RECO'RD
A20623 Kitten On the Keys — One-step, piano solo,

Lindsay McPhail

San — Fox -trot, piano solo Lindsay McPhail

Regular Patlie November List
OPERATIC AND OTHER VOCAL RECORDS

54078 Ave Maria (Schubert) — In English . Yvonne Gall

54079 L'Araore Dei Tre Re (Montemezzi) "Son qua-

rant' anni" (It Is Forty Years Since) — In

Italian Adamo Didur

STANDARD SONGS SUNG IN ENGLISH
A 20606 Passage-Bird's Farewell,

Lewis James and Elliot Shaw

A020606 The Vacant CThair Shannon Four, unacc.

A 20608 Forsaken — Unaccomp Shannon Four

A020608 Dreaming Alone in the Twilight,

William Lowe
NEW INSTRUMENTAL RECORDS
A 20611 Melodie in F (Rubinstein) — Violin solo,

Rae Eleanor Ball
A020611 Spring Song (Mendelssohn) — Violin solo,

Rae Eleanor Ball

A 27038 Bourree in B Minor (Bach-Saint Saens) —

Piano solo Rudolph Ganz

A027038 Valse in E Minor (Chopin)— Piano solo,

Rudolph Ganz

A 20609 Hawaiian Chimes — Waltz. Ferera and Franchini
A020609 Susquehanna Shore (Saxophone by Nathan

Glantz) — Waltz Ferera and Franchini

Those marked with an "A" can be obtained as Actuelle
(needle-cut) records as well as Pathe (sapphire) records.

15125

15126

15127

15128

14115

14116

17112
17113

20103

18114
19107

19108

OLYMPIC DISC RECORD CORP.

DANCE RECORDS
South Sea Isles (Gershwin-Jackson) (Intro.:
"She's Just a Baby") — Fox-trot,

Yerkes' Jazzarimba Orchestra
My Sunny Tennessee (Kalmar-Herman-Harry

Ruby) — Fox-trot Yerkes' Jazzarimba Orchestra

Who'll Be the Next One (To Cry Over You)
(Black) (Intro.: "Daddy, Your Mama Is Lone-
some for You") — Fox-trot,

Yerkes' S. S. Flotilla Orchestra
Mai (Clare-Conrad) — Fox-trot,

Palm Beach Dance Orchestra
I've Got the Joys! (Young-Lewis-Akst) — Fox-trot,

Irving Weiss and his Ritz-Carlton Orchestra
Stop! Rest Awhile (Gilbert-Brymn) — Fox-trot,

Irving Weiss and his Ritz-Carlton Orchestra
When the Sun Goes Down (Marty Bloom) — Fox-
trot... .Irving Weiss and his Ritz-Carlton Orchestra
One Kiss (Burtnett-Arnheim) — Fox-trot,

Irving Weiss and his Ritz-Carlton Orchestra
POPULAR SON(iS
Bimini Bay (Kahn-Egan-Whiting) — Tenor, with

orch Billy Jones

Ten Little Fingers and Ten Little Toes (Down in
Tennessee) (Pease-White-Nelson-Schuster) —

Tenor, with orch Vernon Dalhart

When the Honeymoon Was Over — Tenor, with

orch Sam Ash

Before We Say Good-night (Bratton-Santley) —

Tenor with orch Sam Ash

STANDARD VOCALS

Absent — Unaccomp Shannon Four Ouartette

Forsaken — Unaccomp Shannon Four Quartette

Silver Threads Among the Gold (Rexford-

Danks) — Tenor with orch Vernon Dalhart

Can't Yo' Heah Me Callin' Caroline (Caro Roma)

— ^Tenor, with orch Vernon Dalhart

SACRED SELECTIONS
Crucifix (Faure) — Tenor and Baritone Duet,

Charles Hart and Elliott Shaw
Nearer, My God, to Thee (Adams-Mason) — Bari-
tone, with orch Elliott Shaw

INSTRUMENTALS

Semper Fidelis Olympic Military Band

Stars and Stripes Forever Olympic Military Band

OPERATIC

Within Thy Sacred Dwelling (From "The Magic
Flute") (Mozart) — Baritone, with orch.,

Percy Hemus

Non Piu Andrai (Never More) (From "The Mar-
riage of Figaro") (Mozart) — Baritone, with
orch Percy Hemus

Ah, fors' e lui (From "La Trayiata")— ;-Colora-
tura Soprano Regina Vicarino

Caro Nome (From "Rigoletto") — Coloratura So-
prano Regina Vicarino

2048
2049

2041
2040

2050

2051

2052
2053

2042

CARDINAL PHONOGRAPH CO.

LATEST RELEASES
VOCAL HITS
Down at the Old Swimming Hole — Duet, Orch.

Acc Ernest Hare and Billy Jones

Sunnyside Sal — Baritone Solo, Orch. Acc,

Arthur Fields
Stand Up and Sing for Your Father an Old
Time Tune — Baritone Solo, Orch. Acc,

Arthur Fields
Ain't You Coming Out, Malinda? — Tenor Solo,

Orch. Acc Vernon Dalhart

Sleepin' Pretty-Pretty — Tenor Solo, Orch. Acc,

Vernon Dalhart
My Sunny Tennessee — Tenor Solo, Orch. Acc,

Charles Harrison
They Needed a Song Bird in Heaven, So God
Took Caruso Away — Tenor Solo, Orch. Acc,

Antonio Urato
There Is No Death — Tenor Solo, Orch. Acc,

Antonio Urato
Plantation Lullaby — Tenor Solo, Orch. Acc,

Vernon Dalhart
Honolulu Honey — Tenor Solo, Orch. Acc,

Vernon Dalhart
Ma — Baritone Solo, Acc. by the Merry Melody

Men Arthur Fields

Cry Baby Blues — Acc. by the Merry Melody Men,

Ernest Hare
Tuck Me to Sleep in My Old 'Tucky Home — ■

Solo, Orch. Acc Irving Kaufman

Dapper Dan — Solo, Orch. Acc Irving Kaufman

I Want Some Loving Blues — Blues, Acc.

by the Merry Melody Men Dorothy Dodd

Dangerous Blues. Orch Acc Dorothy Dodd

LATEST DANCE HITS

Why, Dear? — Fox-trot The Merry Melody Men

My Blushing Rose (Intro.: "Sally, Won't You
Come Back?" from Ziegfeld Follies of 1921) —
Fox-trot The Merry Melody Men

2043
2044

2045

2046
2047

2038

2039

2033
2054

2055
2056
2057
2058
2059
2060

Second-IIand Rose — Fox-trot Van Eps Quartet

Just Because — Fox-trot Van Eps Quartet

Dixie — Fox-trot Van Eps Quartet

Fancies — Fox-trot,

Jos. Knecht's Waldorf-Astoria Orchestra
One Kiss — Fox-trot.

Jos. Knecht's Waldorf-Astoria Orchestra
Remember the Rose (Intro.: "Always") — Fox-trot,

The Merry Melody Men
Ti-O-San — Fox-trot .... Green Bros. Novelty Orchestra
El Relicario (My Spanish Rose) — One-step,

Jos. Knecht's Waldorf-Astoria Orchestra
Mississippi Cradle — Waltz,

Green Bros. Novelty Orchestra
Canadian Capers — Fox-trot,

Green Bros. Novelty Orchestra
Ain't We Got Fun? — Fox-trot,

Lanin's Roseland Orchestra

Marimba — Fox-trot,

Jos. Knecht's Waldorf-Astoria Orchestra
Cherry Blossoms — Fox-trot,

Lanin's Roseland Orchestra

In a Boat — Fox-trot Lanin's Roseland Orchestra

Wang- Wang Blues Cardinal Jazz Band

Weary Blues Cardinal Jazz Band

Sweet Lady, from "Tangerine" — Fox-trot,

Cardinal Dance Orchestra
Directed by Maurice C. Rumsey
South Sea Isle (Intro.: "She's Just a Baby,"
from "Scandals of 1921") — Fox-trot,

Ben Selvin's Novelty Orchestra

Baby Face — Fox-trot,

Ben Selvin's Novelty Orchestra

Yoo Hoo — Fox-trot Cardinal Dance Orchestra

Directed by Maurice C. Rumsey
Just Like a Rainbow — Fox-trot,

Harry Raderman's Novelty Orchestra

Ilo — Fox-trot Cardinal Dance Orchestra

Directed by Maurice C. Rumsey
Rosy Cheeks — Fox-trot,

Harry Raderman's Novelty Orchestra
Moon River Waltz — Waltz.

Ben Selvin's Novelty Orchestra
Comrades of the Legion — March,

Cardinal Military Band
General Mix-up of the U. S. A.,

Cardinal Military Band
Saxophobia — Saxophone Solo, Orch Acc,

Rudy Wiedoeft
Humoresque — Xylophone Solo, Orch. Acc,

(jeorge Hamilton Green
All By Myself — Fox-trot. Vocal chorus by Ar-
thur Hall Lenzberg's Riverside Orchestra

Peggy O'Neil — Waltz. Vocal Chorus by Arthur
Hall Yerkes' Metropolitan Dance Orchestra

OKEH RECORDS

50001
50004
50005
50006
5006

70203

2001

72302
52302
72402

6010
4419

4400

4402

4408
4409

4410

4411
4414
4415

4416

4401
4403

4412
4404

4405

I Hear You Calling Me — Tenor, with orch.

„. „ ^ , ^ ^ . ^ John McCormack 12

Ihe Green Isle of Erin — Tenor, with orch.

- , ... John McCormack 12

Celeste Aida (From "Aida")^Tenor, with orch.

HT , T, , Jo''" McCormack 12

My Dark Rosaleen — Tenor, with orch.

_ , . ^. John McCormack 12

Barbiere Di Siviglia (A Little Voice I Hear)
(Rossini) — Soprano (in Italian), with orch.
^ _ . Marina Campanari 12

La Iraviata (Verdi) — Soprano (in Italian),

with orch Marina Campanari 12

Lohengrin (Dost Thou Breathe the Incense)
(R. Wagner) — Tenor (in German), with

Hermann Jadlowker 1034

Minuet (Boccherini) La Scala Orchestra lOjl

Cavallena Rusticana (Mascagni) — Intermezzo

... . , ,. La Scala Orchestra lO^i

Vision (Drdia) — Violm Solo, piano accomp.,

r, , „ Jan Kubelik 10 M

Zapateado (Sarasate) — Spanish Dance, Violin

Solo, piano accomp Jan Kubelik 12

Le Luthier De Cremone (Hubay) — Violin Solo,

Franz Von Vecsey 10-K
(Ihe above recordings were made in Europe)
Al Fresco (Victor Herbert) — Intermezzo,

Henry Hadley's Symphony Orchestra 10
Ballet of the Flowers (Henry Hadley) — Suite

„,Heather Henry Hadley's Symphony Orch. 10

When the Harp That Once 'Through Tara's
Hall Rings Again With Freedom's Glory—

Tenor with Orch Gerald Griffin 10

In the Valley Near Slievenamon — Tenor with

^Orch. Gerald Griffin 10

1 Hope I May Join the Band — Negro Spiritual,

Norfolk Jubilee Four 10
Who Built the Ark? — Negro Spiritual,

Norfolk Jubilee Four 10
I m Looking for a Bluebird — -Contralto with

,9^'^'^ Vaughn De Leath 10

My Daddy — Contralto with Rega Orch.,

„ . Vaughn De Leath 10

Bring Back My Blushing Rose — Tenor with

^ Orch Sam Ash 10

Learn to Smile — Tenor with Orch Sam Ash 10

I Want My Mammy — Contralto with Rega

^^Orch Aileen Stanley 10

Tuck Me to Sleep in My Old Kentucky

Home — Tenor with Rega Orch.. Billy Jones 10
Melon Time in Dixieland — Male Quartette

with Orch Shannon Four 10

When the Autumn Leaves Begin to Fall — ■
Tenor and Male Quartette with Orch.,

Lewis James-Shannon Four 10

Jane — Male Trio with Orch Crescent Trio 10

I Wonder If You Still Care For Me— Tenor

with Orch Lewis James 10

Frankie — Tenor, with Rega Orch.. Billy Jones 10
Daisy Days — Male Quartette with Orch.,

Shannon Four 10
Taint Nothin' Else But Jazz — Contralto with

Rega Orch . Aileen Stanley 10

Mandy 'N' Me — Contralto with Rega Orch.,

Aileen Stanley 10
Daddy, \our Mama Is Lonesome for You —
Popular Blues,

Mamie Smith and Her Jazz Band 10
Sax-O-Phoney Blues — Popular Blues,

Mamie Smith and Her Jazz Band 10

On the Campus — March Conway's Band 10

Daughters of the American Revolution — March,

Conway's Band 10
Honolulu Honey — Hawaiian Guitars-Marimba,

Ferera-Franchini-(5reen 10
Sweet Hawaiian Girl of Mine — Hawaiian Gui-
tars-Marimba Ferera-Franchini-Green 10

Chain Gang Blues — Octo-Corda Solo,

Sara Moore 10

Laughing Rag— Octo-Corda Solo. .Sam Moore 10
Oh Joy! — Toddle Dance,

Harry Raderman's Jazz Orchestra 10
Ilo — Fox-trot,

Harry Raderman's Jazz Orchestra 10
Mule Blues — Fox-trot. . .Tampa Blue Jazz Band 10
(Continued on page 180)

180

THE TALKING MACHINE WORLD

October 15, 1921

ADVANCE RECORD BULLETINS FOR NOVEMBER— (Continued from page 179)

Bad Land Blues — Fox-trot,

Tampa Blue Jazz Band

4406 Broncho Trot (Tom Mix) — Fox-trot.

Hager's Dance Orchestra
Old Blue (Tom Mix)— Waltz.

Hager's Dance Orchestra

4407 Why, Dear? — Fox-trot,

Harry Raderman's Jazz Orchestra
Hardingo Persian — Fox-trot,

Rega Dance Orchestra
4413 When the Sun Goes Down — Fox-trot,

Green Brothers' Novelty Band
Up in the Clouds — Medley Fox-trot,

Rega Dance Orchestra

4417 Fooling Me — Fox-trot Market's Orchestra

South Sea Isles — Medley Fox-trot,

Markel's Orchestra

4418 Amonestra — Fox-trot Rega Dance Orchestra

Ti-O-San — Fox-trot Rega Dance Orchestra

10
10

10
10
10

EMERSON PHONOGRAPH CO., INC.

10436

10435

10437

10438

10439

10449

10440

10441

10442

10443

10444

10445

10446

10447

10448

DANCE

Say It With Music (From the musical production,
"The Music Box Revue") (Irving Berlin) —

Fox -trot Lanin's Roseland Orchestra

Yoo Hoo (Al Jolson) — Fox-trot,

Lanin's Roseland Orchestra
Merry Widow Medley (From musical production,
"The Merry Widow") (Franz Lehar) — Waltz,

Biltmore Hotel Orchestra
Emaline (McHugh-Little) — Fox-trot.

Biltmore Hotel Orchestra
South Sea Isles Medley (introducing "She's Just
iL Baby," from George White's "Scandals")
(George Gershwin) — Fox-trot,

Little Club Orchestra
Saturday (Mitchell-Brooks) — Fox-trot,

Little Club Orchestra, with vocal chorus by
Arthur Fields

Fancies (H. Speiicer) — Fox-trot,

Selvin's Novelty Orchestra
Mississippi Cradle (Abe Olman) — Waltz,

Green Bros. Novelty Band
Shake It and Break It (Friscoe-Chiha-Clark) —

Jazz Fox-trot Lanin's Southern Serenaders

Aunt Hagar's Children Blues (W. C. Handy) —

Jazz Fox -trot Lanin's Southern Serenaders

Canadian Capers (Chandler-White-Cohen) — Fox-
trot Pennsylvania Hotel Orchestra

Moon River (Lee David) — Waltz,

Selvin's Novelty Orchestra
VOCAL

You're Just the Type for a Bungalow (Young-
Lewis-Donaldson) — Novelty Song, orch. accomp.,

Arthur Fields
I Ain't Gonna Be Nobody's Fool (Davies-Bennett-
Van and Schenck) — Novelty Song, orch.

accomp Irving Kaufman

I Wonder Who You're Calling Sweetheart (Good-

win-Green-Piantadosi) — Orch. accomp .. Ernest Hare
Honolulu Honey (Weslyn-Applefield-Dyson)- — •
Tenor Duet, with Hawaiian Guitars,

Harrison and Clark
Get Hot (Al Siegel)— Novelty Song, orch. accomp.

Billy Jones

Stop — Rest Awhile (Gilbert-Brymn) — Novelty

Song, orch. accomp Al Bernard

Arkansas Blues, A Down Home Chant (Lada-

Williams) — Blues, piano accomp Sissle-Blake

I've Got the Blues But I'm Just Too Mean to

Cry (Parish-Young-Squires) — Blues, piano

accomp Sisslc-Blake

STANDARDS
Swing Song L'Escarpolette (Ethel Barns) — Violin

Solo, piano accomp Marie Dawson Morrell

By the Brook (De Boisdeffre) — Violin Solo, piano

accomp Marie Dawson Morrell

Kathleen Mavourneen (Crawford-Crouch) — Tenor

Solo, orch. accomp Hugh Donovan

Absent (Glenn-Metcalf ) — Tenor Solo, orch.

accomp Charles Hirriion

One-TTwo-Three-Four — Waltz — Hawaiian Guitars,

Ferera and Franchini
Maui Aloha — One-step, Hawaiian Guitars,

Ferera and Franchini
Comrades of the Legion (John Philip Sousa) —

March Emerson Military Band

Washington Post March (John Philip Sousa) —

March , Emerson Military Band

Our Director (F. E. Bigelow) — March,

Emerson Military Band
Up the Street (R. G. Morse) — March,

Emerson Military Band

CONNORIZED MUSIC CO.

3001 Wang Wang Blues (Mueller- Johnson-Busse) — Fox-

trot Bennic Krueger's Orchestra

Home Again Blues ( Berlin- Akst) — Fox-trot,

Joe Coleman's Orchestra

3002 Pucker Up and Whistle (Franklyn- Vincent) — Fox-

trot Merry Melody Men

I Found a Rose in the Devil's Garden (Fisher) — ■
Fox-trot Harry Raderman's Orchestra

3003 All By Myself (Berlin) — ^^Song, orch. accomp..

Sung by Flo Bert
Peggy O'Neil (Pease-Nelson-Dodge) — Song, orch.
accomp Sung by Arthur Fields

3004 Ain't We Got Fun? (Whitting-Kahn-Egan)— Fox-

trot Lanin's Roseland Orchestra

Cherie (Wood-Bibo) — Fox-trot. . .Knecht's Dance Orch.

3005 Lucky Dog (Warshauer) — Fox-trot,

Lanin's Roseland Orchestra
Jabberwocky (Kendis-Brockman-Brown),

Harry Raderman's Orchestra

3006 Stars and Stripes Forever (Sousa) — March,

Knights of Columbus Band
National Emblem (Bagley) — March,

Knights of Columbus Band

3007 Mon Homme (My Man) (Yvain) — Fox-trot,

Hazay Natzky's Orchestra
Every Night (Natzky-Moscow),

Hazay Natzky's Orchestra

3008 Nice People (Brown-Walsh) — Tenor Song, orch.

accomp Billy Jones

Wana (When I Wana You No Wana) (Friend) —
Song, orch. accomp Arthur Fields

3009 Beale Street Blues (Handy) — Fox-trot,

Bennie Krueger's Orchestra
St. Louis Blues (Handy) — One-step, Al Bernard
Singing Chorus Bennie Krueger's Orchestra

3010 Croonmg (Dubin- Wise-Caesar) — Fox-trot,

Max Fells' Orchestra
Listening (Harris-Bell-Solman) — Fox-trot,

Raderman's Orchestra

3011 Shake and Break Blues (Handy) — Fox-trot,

(ionnorized Jazz Hounds
Aunt Hager's Children's Blues (Handy),

Connorized Jazz Hounds

3012 Oh Me! Oh My (From "Two Little Girls in Blue")

(Youmans) — Fox-trot, . .Harry Raderman's Orchestra
In a Boat (For Two) (Lange-Liggy-Klapholz) —
Fox-trot Lanin's Roseland Orchestra

3013

3014

3015
3016

3017
3018

116
117
118
119

120

Honolulu Honey ( Weslyn-Applefield-Dyson) — Song,
Hawaiian Guitar accomp Hart and Shaw

Sweet Hawaiian Girl of Mine (Sam A. Perry) —
Hawaiian Guitar accomp. Sung by Hart and Shaw

Who'll Be the Next One (To Cry Over You?)
(Black) — Fox-trot Van Eps Quartet

Second-hand Rose (Clarke-Hanley) — Fox -trot.

Van Eps Quartet

Ma (Clare-Conrad) — Fox-trot Van Eps Quartet

All By Myself (Irving Berlin) — Fox-trot,

Merry Melody Men
My Daddy (Morgan-Norworth-Swanstrom) — Orch.

Acc Sam Ash

Tuck Me to Sleep in My Old 'Tucky Home

(Meyer- Young-Lewis) — Orch. Acc Sam Ash

Rosy Cheeks (Parish-Yoimg-Squires) — Fox-trot,

Biltmore Orchestra

Ho (Black) — Fox-trot Biltmore Orchestra

One Kiss (Wood-Burtnett-Arnheim) — Fox-trot,

Lanin's Orchestra
Saturday (Mitchell-Brooks) — Fox-trot,

Lanin's Orchestra
NUOVI DISCHI ITALIANI
Una Gentilezza (L. Canora) — Polka,

Orchestrina Siciliana
II Canto dell La Serana (L. Canora) — Waltz,

Orchestrina Siciliana
0 Capo E Sugguta (Pugliese-Narciso). Acc. dell'

Orchestra Napoletana V Di Maio, Tenore

E Bellizzi D'A Stagione (Sica-De Lucia). Acc.

Deir Orchestra Napoletana. .. .V. Di Maio, Tenore
A Cerenera (iVlattiello-Falvo). (ioppia Voccia.

Duetto Drammatico. Acc. Dell' Orchestra Napoletana
Mala Nova, Coppia Covia. Duetto Drammatico,

Acc. Dell' Orchestra Napoletana.
I'N Aricardo E Napoli (Esposito-J. Gioe). Acc.

Deir Orchestra Napoletana M. Scialpi, Tenore

Santa Lucia Luntano (E. A. Mario). Acc. Dell'

Orchestra Napoletana M. Scialpi, Tenore

'A Luna 'E Napule (L. Borrio-G. Spagnolo). Acc.

Deir Orchestra Napoletana M. Scialpi, Tenore

Che Bella Cosa 'Oi Ne' (Barbieri-Capolongo).

Acc. Deir Orchestra Napoletana. .M. Scialpi, Tenore

AMERICAN ODEON CORP.

LATEST DANCE RECORDS
Od 20070 Cho-Cho-San (On Melodies by G. Puccini,
arranged by Hugo Frey) — Fox-trot,

American Odeon Orchestra 10
Apache Love (Kendis-Brockman-Weslyn-Dy-

son) — Fox-trot Jos. Samuels' Jazz Band 10

Od 20071 The Merry Widow (Franz Lehar) — One-step,

Jos. Knecht's Waldorf-Astoria Dance Orch. 10
The Merry Widow (Intro: "Ball Music,"
"Vilya") — Medley Waltz,

American Odeon Orchestra 10
Od 20072 Figaro (Lee David) — Italian Novelty One-
step American Odeon Orchestra 10

Glow, Little Lantern of Love (Fred Fisher)
— Novelty Fox-trot,

Odeon Novelty Orchestra 10
Od 20073 Up in the Clouds (Intro.: ■■How Dry I Am!")
(Tom Johnstone) — Medley Fox-trot,

American Odeon Orchestra 10
Learn to Smile (Intro.: "The Conversation
Step" from "The O'Brien Girl")— Medley

Fox-trot Odeon Novelty Orchestra 10

Od 20074 Pve Got the Joys (Harry Akst) — Fox-trot,

Green Brothers' Novelty Band 10
Ma! (Con Conrad) — Fox-trot,

Odeon Novelty Orchestra 10
NEWEST VOCAL RECORDS
Od 20069 Ireland Is Ireland to Me (From musical play,
"Kilkenny") (O'Hara-Brennan-Ball) — Ten-
or, with Orch Gerald Griffin 10

Irish Eyes of Love (From "The Heart of
Paddy Whack") (Killalea-Ball)— Tenor,

with Orch Gerald Griffin 10

Od 20076 Tuck Me to Sleep (In My Old Kentucky
Home) (Sam M. Lewis-Young-Meyer) —

Contralto with Orch Mary Miller 10

Cry-Baby Blues (Lewis-Young-Meyer) — (Con-
tralto, with Orch Mary Miller 10

LATEST INSTRUMENTAL RELEASES
Od 20075 Wailana (Drowsy Waters) — Hawaiian Guitar

Duet Frank Ferera- Anthony Franchini 10

One, Two, Three, Four — Hawaiian Guitar

Duet Frank Ferera-Anthony Franchini 10

Od 20077 Dear Irish Boy,

Tom Ennis, Bagpipe; John Mueller, Piano 10
The Coulin,

Tom Ennis, Bagpipe; John Mueller, Piano 10
ARTISTIC SERIES
Fo 92505 Tannhauser (Wagner) — Oh tu bell' astro,

Pasquale Amato, Baritone 10J4
Fo 74109 La Boheme (Puccini) — Che gelida manina
(How cold your hands),

Alessandro Bonci, Tenor 12
Fo 92331 II Barbiere di Siviglia (Rossini) — Second *
part — Numcro quindici with Bonci,

Ferruccio Corradetti, Baritone 1034
Fo 92226 Mefistofele (Boito) — Son lo spirito (I am the

spirit that denieth) . . Adamo Didur, Basso 1054
Fo 74129 Cavalleria Rusticana (Mascagni)— Brindisi

(Drinking Song) . . . Edoardo Garbin, Tenor 12
Fo 74131 Guglielmo Tell (Rossini) — Giuriam, with

chorus Mario Sammarco, Baritone 12

Fo 92456 Faust (Gounod) — Dio posente (Even bravest

heart) Riccardo Stracciari, Baritone 10^4

Fo 92457 Faust (Gounod)— Stammi ad udir, with chorus,

Riccardo Stracciari, Baritone 10)4
Fo 74118 Aida (Verdi) — Duetto — Fuggiam gli ardori
inospiti — with Mazzokni,

Francisco Vignas, Tenor 12
Fo 62501 Capriccio All 'Antica (Sinigaglia),

Franz von Vecsey, Violinist 10J4
Fo 74164 Madama Butterfly (Puccini) — Un bel di ve-
drome (Some day he'll come),

Linda Cannetti, Soprano 12
Fo 74148 Lohengrin (Wagner) — Second part — Tu non
conosci, with Pasini-Vitale,

A. Parsi Pettinella, Mezzo-Soprano 12

CLARION RECORDS

DANCE RECORDS

1109 Yoo-Hoo — Fox-trot Clarion Dance Orch.

Ilo — Fox-trot Clarion Dance Orch.

1110 You Taught Me to Care — Fox-trot,

Raderman's Dance Orch.

Rosy Cheeks — Fox-trot Raderman's Dance Orch.

nil South Sea Isle (From "Scandals of 1921") —

Fox-trot Ben Selvin's Nov. Orch.

Moon River — Waltz Ben Selvin's Nov. Orch

1112 Sweet Lady (From "Tangerine") — Fox-trot,

Clarion Dance Orch.
Baby Face — Fox-trot Ben Selvin's Nov. Orch.

1113 All By Myself — Fox-trot, Vocal Chorus by Arthur

Hall Lenzberg's Riverside Orch.

Peggy O'Neil — Waltz, Vocal Chorus by Arthur

Hall Yerkes' Metro. Dance Orch.

VOCAL RECORDS
2006 Tuck Me to Sleep Irving Kaufman

Cry-Baby Blues Ernest Hare

3007 Plantation Lullaby Vernon Dalhart

Honolulu Honey V^ernon Dalhart

3008 Ma! Arthur Fields

Dapper Dan Irving Kaufman

3009 I Want Some Loving Blues Dorothy Dodd

Dangerous Blues Dorothy Dodd

HAWAIIAN RECORD

701 Hawaiian Twilight Ferera-Franchini

Aloha Oe Ferera-Franchini

BAND RECORD

601 Comrades of the Legion Clarion Military Band

Lights Out Clarion Military Band

NOVELTY RECORD

801 Saxophobia Rudy Wiedoeft

Humoresque George Green

ARTO RECORDS

DANCE RECORDS

9100 Say It With Music (From "Music Box Revue")

(I. Berlin) — Fox-trot. .. Lanin's Roseland Orchestra
They Call It Dancing (From "Music Box Re-
vue") (I. Berlin) — Fox-trot,

Lanin's Roseland Orchestra
9099 Stop! Rest Awhile (L. W. Gilbert-T. Brymn)—

Fox-trot Van Eps' Quartet

Figaro (Lee David) — One-step Van Eps' Quartet

9101 Mississippi Cradle (A. Olman)— Waltz,

ARTo Dance Orchestra
Moon River (Lee David) — Waltz,

ARTo Dance Orchestra
9098 Just Like a Rainbow (M. Earl-T. Fiorito) — Fox-
trot Merry Melody Men

Rosy Cheeks (H. D. Squires) — Fox-trot,

Merry Melody Men
POPULAR VOCAL RECORD
9094 Bimini Bay (Kahn-Egan-Whiting) — Tenor Solo,

Orch. Accomp Irving Kaufman

Dapper Dan (L. Brown-A. Von Tilzer) — Baritone

Solo, Orch. Accomp Al Bernard

STANDARD VOCAL RECORDS

3082 Somewhere a Voice Is Calling (E. Newton-A. F.

Tate) — Tenor Solo, Orch. Accomp.,
^ Charles Harrison

Dear Old Girl (R. Buck-Theo. Morse) — Male

Voices, Orch. Accomp Peerless Quartet

3083 Kathleen Mavourneen (A. Crawford-F. N.

Crouch) — ^Tenor Solo, Orch. Accomp.,

Charles Harrison
Where the River Shannon Flows (J. I. Russell)

— Tenor Solo, Orch. Accomp Henry Burr

COLORED VOCAL RECORDS

9102 'T Ain't No Place for Me (J. Burris)— Comedy

Song, Orch. Accomp James Burris

A Humorous Address to the Musicians — Mono-
logue. Orch. Accomp Charles S. Gilpin

9103 Down Home Blues (T. Delaney) — Vocal Blues,

Contralto Solo Alice Leslie Carter

Accompanied by Jimmie Johnson's Jazz Boys
Aunt Hagar's Children Blues (W. C. Handy) —

Vocal Blues, Contralto Solo Alice Leslie Carter

Accompanied by Jimmie Johnson's Jazz Boys

CLOSES SALE OF SCHOOL PRODUCT

Columbia Dealer Sells Pushmobile and Records
to School — Equipment Thoroughly Appreciated

In Northeast Nashville, Tenn., there is a beau-
tiful city park and its unrestricted confines afford
the children and their parents of that section a
place to breathe fresh air and enjoy the out-of-
doors life.

A Columbia dealer, Dr. Charles Shaw, -whose
Neighborhood Drug Store is located directly
across from the park, had often watched the
playground teacher frolicking with the children,
teaching them folk dances, etc., and it occurred
to him that all of her patient efforts could be
made more productive if she had something to
furnish the necessary musical rhythm. Directly
he thought of the Columbia Pushmobile type of
Grafonola, and on broaching the subject to the
miss in charge of the playground work found
that she had hoped for just such a wonderful
assistant as the Grafonola.

Dr. Shaw felt that other representative mer-
chants in his city were sufficiently imbued with
civic pride to see that Meridian Park was as well
equipped for the entertainment of its folks and
the proper instruction of its boys and girls as
any park could be. He interviewed a number of
business men and they were so sold on the idea
that each subscribed to the worthy cause and the
necessary funds for the purchase of the desired
Grafonola and twenty Columbia records were
raised in little less than a day and a half.

BAERWALD RETURNS FROM TRIP

Brings With Him Many Orders and Very Opti-
mistic Reports

Paul Baerwald, sales manager of the General
Phonograph Corp., has just returned from an
extensive trip through the South in the interests
of Heineman motors. Mr. Baerwald's trip was
a very successful one, and he was able to book
many satisfactory orders. He reports that the
general condition of phonograph dealers is very
satisfactory and that the South in general ex-
pects that the Fall and Winter months will be
banner ones for the talking machine industry.

October 15, 1921

THE TALKING MACHINE WORLD

181

Some Leading Jobbers of Talking Machines in America

TEST IT.

OUR VICTOR

Record Service

has a reputation for efficiency.
Suppose you try it.

E. F. DROOP & SONS CO.

1300 G. STREET, WASHINGTON. D. C.
231 N. HOWARD STREET. BALTIMORE, MD

Where Dealers May Secure

COLUMBIA

Product

Ready, Full Stocks, and Prompt Deliveries
from Convenient Shipping Centers
all over the United States.

Distributors

Atlanta, Ga., Columbia Graphophone Co., 561-
563 Whitehall St.

Baltimore, Md., Columbia Graphophone Co., 16
South Howard St.

Boston, Colombia Graphophone Co., 1000 V/ash-
ington St.

Buffalo, N. Y., Columbia Graphophone Co., 737
Main St.

Chicago, 111., Columbia Graphophone Co., 325 W.
Jackson Blvd.

Cincinnati, O., Columbia Graphophone Co., 317-
321 Bast 8tb Street.

Cleveland, O., Columbia Graphophone Co., 1812
East 30th St.

Dallaa, Tex., Colnmbia Graphophone Co., 316
North Preston St.

Denver, Colo.. Columbia Stores Co., 1608 Glen-
arm Ave.

Detroit, Mich., Columbia Graphophone Co., 115
State St.

Kansas City, Mo., Columbia Graphophone Co.,
2006 Wyandotte St.

iMa Angeles, Cal., Columbia Graphophone Co.,
80» S. Los Angeles St.

Minneapolis, Minn., Columbia Graphophone Co.,
18 N. 3rd St.

New Orleans, La., Columbia Graphophone Co.,
517-525 Canal St.

New York City, Columbia Graphophone Co., 121
West 20th St.

Omaha, Neb., Columbia Graphophone Co., Eighth
and Jackson Sts.

Philadelphia, Pa., Columbia Graphophone Co.,
40 N. 6th St.

Plttsbargh, Columbia Graphophone Co., 632-640
Duquesne Way.

Salt Lake City, Utah, Columbia Stores Co.,
221 South West Temple.

San Francisco, Cal., Columbia Graphophone Co.,
345 Bryant St.

Seattle, Wash., Columbia Graphophone Co., 911
Western Ave.

Spokane, Wash., Columbia Stores Co., 161 South
Poet St.

St. Louis, Mo., Colnmbia Graphophone Co., 1127
Pine St.

Tampa, Fla., Tampa Hardware Oo.

Headquarters lor Canada:

Columbia Graphophone Co., 347 West Adelaide
St., Toronto, Ont.

Executive Office

COLUMBIA GRAPHOPHONE CO.

Gotham National Bank Building

New York

Sherman .^ay& Co.

San Frtuicisco, Los Angeles, Portland, Seattle, Spokane
PACIHC COAST DISTRIBUTORS OF
VICTOR PRODUCTS

The PERRY B. WHITSIT CO.

Dtstributori of

Victroks and Victor Records

COLUMBUS, OHIO

W. J. DYER & BRO.

DYER B'LD'G, ST. PAUL, MINN.

NORTHWESTERN DISTRIBUTORS

OF THE

VICTOR

Machines, Records and Supplies

Shipped Promptly to all
Points in the Northwest

Mickel Bros. Co.

Omaha, Nebraska
Des Moines, Iowa

Victor Distributors

Wholesale Exclusively

EASTERN TALKING MACHINE CO.

85 Essex Street, Boston

VICTOR DISTRIBUTORS

EXCLUSIVELY
VICTOR WHOLESALE

The Toledo Talking Machine Co.

Toledo, Ohio

I CONSTRUCTIVE ARTICLES IN THIS I
I ISSUE OF THE WORLD |

I Ready Reference for Salesmen, Dealers and Department Heads |

National Publicity Capitalized 3

Victrola to Help Opera Course 3

Making Your Local Advertising and
Window Display Co-ordinate Effec-
tively 4-6

Why Not Capitalize Record Artists? . . 8

Agrarian Field Not Properly Developed 8

Combined Effort in Sales Promotion . . 9

Jobber Should Take Dealer Into Part-
nership in Joint Effort to Sell Goods 1 1

Thanksgiving Talking Machine Publi-
city as a Means of Stimulating Busi-
ness 15

Securing Talking Machine Business
Through Use of Uncle Sam s Postage
Stamps 17-18

Borrow Money from Your Bank 19

The Proper Method to Pursue in
Making Sales to New Customers. .23-25

Clever Collection Stunt 26

Selling the Sort of Music That Best
Appeals to Every Member of the
Family 29-31

Several Constructive Merchandising
Ideas for Talking Machine Trade . . 35

Developing New Prospects 37

The Essentials of a Salesman 42

Value of Floor Space 48

Period Designs in Talking Machines. . 49

Some of the Current Troubles of the
"Neighborhood" Dealer in Talking
Machines 53

Status of Group Advertising 5 7

Convention of Iowa Victor Dealers,

59-60-61-62

Developing the Campaign for Better
Business by Practical Suggestions to
the Sales Force 73

Talking Machine Trade Situation
Analyzed by Geo. L. Madson . . . 76-77

Grit and Work the Cure for Upset
Times, Says Edison 79

Interesting Trade Data from New Eng-
land States 86

How Selling and Advertising Join. ... 89

Sonora Dealers Hold Convention in
Indianapolis 102

The Mid-West Point of View 112

Robert Gordon's Page of Constructive
Merchandising Ideas 127

Merchandising Ideas from Edison
Sales Contest 132

Meeting' the Competition of the Syndi-
cate Stores 133

Dealers Must Go After Business 1 46

Featuring the Musical Possibilities of
the Talking Machine 152-153

The Talking Machine Situation in
Europe 172-175

Late Patents of Interest to the Trade,

176-177

Advance List of November Bulletins of
Talking Machine Records. . . . 181-182

182

THE TALKING MACHINE WORLD

October 15, 1921

160
167
118
141
122
153
19
21
99
180
155
166
110

Acme Die Casting Corp

Aeolian Co

Alto Mfg. Co

Altschul, Fredk. P

Ambassador Phono. Co

American Felt Co

American Mica Works

American Odeon Corp

American Talking Machine Co

American Walnut Mfrs. Ass'n

Andrews, Curtis N

Arto Co

Associated Phonograph Supply Co

Badger Talking Machine Co 162b

Barnhart Bros. & Spindler 47, 67

Berlin, Inc., Irving 134

Biackraan Talking Machine Co 139

Blout, Emanuel 79

Blue Bird Talking Machine, Inc 33

Boston Book Co 18

Bradford, Inc., Perry 136

Bridgeport Die & Machine Co Ill

Brilliantone Steel Needle Co 70

Bruno & Son, Inc., C 72

Bruns & Sons, A 146

Brunswick-Balke-Collender Co. .Insert following page 50

Buegeleisen & Jacobson 169

Buehn Co., Louis 93

Buffalo T. M. Co 48

Cabinet & Accessories Co 165

Cardinal Phono. Co 100

Celina Spec. Co 53

Charmaphone Co 129,168

Cheney Talking Machine Co 10

Cheney Sales Corp 95

Chicago Phono. Realization 120

Cirola Distrib. Co 96

Clarion Record Co 148

aaremont Waste Mfg. Co 86

Classified Want Ads 170,171

Clifford Music Co., Francis 137

Cohen & Hughes 37

Cole & Dunas Music Co 20, 50, 123, 131, 154

Collings & Co 46

Columbia Graphophone Co 12, 13, 22, 26, 32,

37, 45, 56, 66, 71, 82, 87 101, 125

Commercial Art Shop 107

Connorized Music Co I'^O

Consolidated Talking Machine Co 28,119

Cox, Geo. Clay

102

Dalion T. M. Co

Ditson & Co., Chas. H.

Ditson Co., Oliver

Doctorow, D. R.

104

Dodin, Andrew H 1^^

Droop & Sons Co., E. F 181

Duo-Tone Co 19

Dyer & Co., W. J 181

Eastern Talking Machine Co 83

Eclipse Musical Co 15

Edison, Inc., Thos. A Back Cover

Eight Famous Victor Artists 45

Einson Litho, Inc 159

Electro-Chemical Engraving Co 64

Emerson Phonograph Co Insert following page 26

Empire Phono. Parts Co 106

Everhart & Brown ^3

Everybody's Talking Machine Co 147

Federal Phono. Co 118

Feist, Leo 56, 62, 76, 90, 96, 110, 129, 135, 148

Fletcher-Wickes Co 81

Flexlume Sign Co 56

Forster, Music Publisher 133

Fox Music Pub. Co., Sam 135

Franklin Phono. Co 97

Fuehr & Stemmer Piano Co 124

Fulton Talking Machine C 160

General Phonograph Corp. .Inserts following pages 18,

34, 66 and 82

General Phonograph Mfg. Co 107

Gibson-Snow Co 41, 89

Gilbert Co., A. C 16

Gilbert Mfg. Co., E. T 166

Gilbert, L. Wolfe 138

Gloria Phono. Co 76

Glynn, W. B., Distributing Co 41

Gramophone Co., Ltd 172

Granby Phono. Corn 14

Gray Co., Walter S 171

Greater City Phono. Co 101

Greater New York Novelty Co 132

Gretsch Mfg. Co., Fred 161

Griffith Piano Co 41

Grinnell Bros 149

Hall Mfg. Co 52

Harper & Bros 43

Harponola Co 27, 64

Hart Piano House, Junius 146

Hartzell Crucible Co 91

Health Builders Insert following page 42

Hessig-Ellis Drug Co 41

Hoffay Phono. Co 98

Horton-Gallo-Creamer Co 84

Hough, J. E., Ltd 175

Hough, L. W 86

Illinois Phonograph Co 122

Ilsley, Doubleday & Co 49

Independent Jobbing Co 26

International Mica Co 42

Iroquois Sales Co 27

Jenkins Sons' Music Co., J. W 134

Jewel Phonoparts Co 23, 34, 121

Jewett Phono. Co 68

Kennedy-Green Co 22

Kent Co., F. C 156

Keystone Printed Specialties Co 87

Kiefer-Stewart Co -41

Kimball Co., W. W 51, 116

Knickerbocker T. M. Co H

Kraft, Bates & Spencer, Inc 84

Kunde, A. G 147

Lakeside Supply Co 123

Lansing Sales Co 86

Lee-Coit-Andreesen Hdw. Co 41

Lesley's 1'''

Lidseen Products Co 125

Long Cabinet Co., Geo 92, 109

Lorentzen, H. K 126

Lundstrom Mfg. Co., C. J - 36

Lyon & Healy 114

Lyons, Wm. H 119

Magnavox Co 38

Magnola Talking Machine Co 43, 124, 162, 162b

Manophone Corp 91

Marshall Co., Inc., C. L 41

Matthews, F. W 60

McMenimen, H. N 51

Mellor's 142

Melody National Sales Co 124

Mermod & Co 156

Meyercord Co 116

Mickel Bros. Co 58, 181

Milwaukee T. M. Mfg. Co 104

Minneapolis Drug Co 41

Modernola Co 63

Montagnes, I., & Co 41

Moore-Bird & Co 41

M. S. & E 41

Mutual Phono. Parts Corp 50

National Decalcomania Co 97

National Publishing Co IS

Natural Voice Phono. Co 98

Netschert, Frank 162

New England Talking Machine Co 85

New York Album & Card Co 4

Nifty Lifter Co 66

Norton Co., Robert 138,158

Ogden Sectional Cabinet Co., Inc 152

Olympic Disc Record Corp Inside Back Cover

Ormes, Inc 17

Oro-Tone Co 25, 69, 115

Pace Phono. Co 108

Parks & Parks 162d

Pathe Freres Phonograph Co 54, 55

Peabody & Co., Henry W 44

Pearsall Co., Silas E 9

Peckham Mfg. Co 126

Peerless Album Co 6

Penn Phonograph Co 94

Permo Co 32

Perephone Co., Ltd 174

Peterson Mfg. Co., Geo 113

Phillips Phono. Parts Co., Wm 20

Phono. Toy Cabaret 49

Phonomotor Co 67

Player-Tone T. M. Co 140

Plaza Music Co 163

Pleasing Sound Phono Co 165

Plywood Corp 80

Polk Furn. Co., J. K 82

Racine Phono. Co 57

Recordophone Co 132

Remington Phono. Corp Inside Back Cover

Rene Manufacturing Co 110, 144

Repeating Devices Co 117

Rex Gramophone Co 174

Reynalds, Wm. H 42

Robinson, Pettit Co., Inc 41

Rodeheaver Record Co 29

Seaburg Mfg. Co 31

Self-Lifting Piano Truck Co ' 1(38

Sherman, Clay & Co 61

Silent Motor Corp 105

Smith Drug Co., CD 41

Smith Laboratories, H. J 51

Smith-SchifBin Co 162

Snyder, Jack 136

Sonora Dstr. Co. of Te.xas 41

Sonora Co. of Philadelphia 94

Sonora Phonograph Co., Inc.,

Inside front cover, 40, 41, 103

Sonora Phonograph Co. of Pittsburgh 41

Soss Mfg. Co , 153

Sound Recording Co 173

Southern Drug Co 41

Southern Sonora Co 41

Southwestern Drug Co 41

Sphinx Gramophone Motors 126

Spraytone Phono. Corp 164

Standard Music Roll Co 166

Starr Piano Co 24

Steel, W. R 173

Steger & Sons Piano Mfg. Co 30

Steinert & Sons Co., M 85

Stephenson, Inc 151

Sterling Devices Co 131

Sterling Roll & Record Co 35

Sterno Manufacturing Co 128

Stewart T. M. Co r 102

Strevell-Paterson Hardware Co 41

Supertone Needle Works 142

Symphony Music Co 125

Talking Machine World Dealer Service 145

Tiffany Phono. Sales Co 103

Toledo Talking Machine Co 181

Tonepen Ca 65

Triangle Music Pub. Co 157

Triangle Phono. Parts Co 158

Udell Works 90

Unit Construction Co 88,143

United Mfg. & Distr. Co 119

Universal Fixture Corp 39

Val's Accessory House 154

Van Houten, C. J., & Zoon 41

Van Veen & Co 80

Vicsonia Mfg. Co 25

Victor Talking Machine Co Front Cover, 5, 7

Voco Sales Co 162c

Wade Co., R. C 57

Walbert Mfg. Co 77

Walthall Music Co 41

Warbletone Music Co 105

Ward Co., C. E 62

Wax & Novelty Co 60

Western Envelope Co 160

Weymann & Son, H. A 95

Whitsit Co., Perry B 181

Widdicomb Furniture Co 78

Williams Co., G. T 99

Williams Corp., Halsted 71, 161

Wimpfheimer & Bro., A 157

Windsor Furn. Co 74, 75

Witmark & Sons, M. 137

Wolf Mfg. Industries 121

WoUman T. M. Mfg. Co 163

Yahr & Lange Drug Co 41

Yeuell Co., E. V 86

THE TALKING MACHINE WORLD

mmmm corporation

)4H»()4H»0«i»<>'«H»'()-«»0«H»<)'«H»()-«aB-0'«H»'()-4Ba»-<)-«a»()'«H»'<)-<

614

Prominent Artists

AND

Musicians

Have testified that they consider

OLYMPIC RECORDS

Superior

in Tonal Quality, Power
and Durability

o
f

JOBBERS and DISTRIBUTORS
Should Make Application
At Once

OLYMPIC DISC RECORD CORPORATION

1666 BROADWAY
NEW YORK

Edison Message No. 95

If the Excise Tax on phono-
graphs is increased, the price
of Edison Phonographs must
be advanced.

THOMAS A. EDISON, Inc.

ORANGE, NEW JERSEY

JOBBERS OF THE NEW EDISON, EDISON RE-CREATIONS, THE NEW EDISON

AND BLUE AMBEROL RECORDS

DIAMOND AMBEROLA

CALIFORNIA
Los Angeles — ^Edison Phonographs,
Ltd.

San Frandsoo — Edison Phonographs,
Ltd.

COLORADO
DenTer — Denver Dry Goods Co.

CONNECTICUT
New Haven — Pardee-EUenberger
Ce., Inc.

GEORGIA
Atlanu — Phonographs, Inc.

ILLINOIS
Chicago — The Phonograph Co.
Wm. la. hyoat (Amberola only).

INDIANA
Indianapolis — Ripp Phonograph Co.

IOWA

Des Moines — Harger & Blish.
Sioux City — Harger & Blish.

LOUISIANA
New Orleans — Diamond Music Co.,
Inc.

MASSACHUSETTS
Boston — Pardee-EUenberger Co.
Iver Johnson Sporting Goods
Co. (Amberola only).

MICHIGAN
Detroit — Phonograph Co. of
Detroit

MINNESOTA
Minneapolis — Laurence H.
Lucker

MISSOURI
Kansas City — The Phonograph Co.

of Kansas City.
St. Louis — Silverstone Music

Co.

MONTANA
Helena — Montana Phonograph
Co.

NEBRASKA
Omaha — Shultz Bros.

NEW YORK
Albany — American Phonograph
Co.

New York — The Phonograph

Corp. of Manhattan.
Syracuse — Frank E. Bolway & Son.

Inc. W. D. Andrews Co.

(Amberola only).

OHIO

Cincinnati — The Phonograph Co.
Qeveland — The Phonograph Co.

OREGON
Portland — Edison Phonographs,
Ltd.

PENNSYLVANIA
Philadelphia — Girard Phono-
graph Co.
Pittsburgh — Buehn Phonograph
Co.

Williamsport — W. A. Myers.

RHODE ISLAND
Providence — J. A. Foster C^.
(Amberola only).

TEXAS

Dallas — Texas-Oklahoma Phono-
graph Co.

UTAH

Ogden — Prondfit Sporting Goods
Co.

VIRGINIA
Richmond— The C. B. Hayne*
Co., Inc.

WISCONSIN
Milwaukee — The Phonograph Co.
of Milwaukee.

CANADA
Montreal— R. S. Williams ft

Sons Co., Ltd.
St. John— W. H. Thome k Co.,

Ltd.

Toronto — R. S. Williams ft Sons

Co., Ud.
Vancouver — Kent Piano Co., Ltd.
Winnipeg— R. S. Williams ft Sona

Co.. Ltd.
Babson Bros. (Amberola only).

OL. XVII. NO. 11

SINGLE COPIES. 25 CENTS
PER YEAR. TWO DOLLARS

Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, November 15, 1921

Victrola

REG. U. S. PAT. OFF.

The word "Victrola" as well as the picture "His
Master's Voice'' is an exclusive trademark of the
Victor Talking Machine Company. Being registered
trademarks they cannot lawfully be applied to other
than Victor products.

■ His MASTER'S VOICE "

REG. U.S. PAT. OFF.

Victor Talking Machine Company, Camden. N.'J.

Entered as second-class matter May 2, 1905, at the spost office at New York, N. Y., under the act of Congress of March 3, 1879.

THE TALKING MACHINE WORLD

The Phonograph That Sells Itself

HERE is no phonograph that sells
itself to discriminating buyers so
easily as Sonora.

, There is no quality phonograph
that will show you more real profit
than a Sonora.

W^hy invest your money, time and
energy pushing an unknown or un-
popular make when the golden road to
big profits, business permanency and
stability is paved with Sonoras?

Sonora dealers make a most satis-
factory margin of profit on each Sonora
sale.

The prestige of selling the Highest
Class Talking Machine in the World,
the Sonora impro\ements and advan-
tages which enable dealers to meet any
competition, the superior quality so
apparent when making a comparison
with others, and the substantial trade
discounts, are the reasons why Sonora
dealers take out big profits from their
business regularly.

TIHlIi IIlNlSTiayMllOT ©IF (^UALOW /^^v

The Highest Class Talking Machine in the World

NOTE— Sonora is liceosed and operates uader BASIC PATENTS of the phooograpli industry

Sonora ^fjonograp}) Company, inc.

GEORGE E. BRIGHTSON, President

New York: 279 Broadway

I. MONTAGNBS & CO., TORONTO

The Talking: Machine World

Vol. J 7. No. n

New York, November J 5, 192 J

Price Twenty-five Cents

VICTOR SALESPEOPLE ORGANIZE

Members of Various Red Seal Classes Effect
Permanent Organization for the Dissemination
of Information of Interest and Value

the other classes. It is believed that such assist-
ance will result in incalculable good.

MOTORCYCLE HELPS IN DELIVERIES*

FURNISHES RECORDS ON CONTRACT

As a direct result of the spirit of camaraderie
and co-operation, built up between the members
of the various classes that have been held at the
Salesmanship School at the Victor factory, there
has been effected a permanent organization oi
Victor salespeople with a view to realizing per-
manent benefits from the valuable instruction
they received and the associations enjoyed dur-
ing their school term.

Each of the twenty-seven classes that have so
far enjoyed the privilege of attending the Victor
school has appointed a secretary, selected a spe-
cial name to distinguish it, such as the "Red Seal
Library Builders," the "Johnson Class," the
"Pacemakers," etc., has selected a suitable motto
and has arranged, through the secretary, to
interchange selling ideas to the advantage of all
concerned.

According to the plan as outlined the members
of the various classes, when they come upon a
new selling idea that works out successfully, will
present that idea to the secretary, who will, in
turn, see that it is spread about among the
members of that particular class and also through

Insures Latest Selections for Customer and
Rapid Stock Turnover for Store

Furnishing talking machine records on con-
tiact is the plan in use in the talking machine
department of Frederick Loeser & Co.'s big
store on Fulton street, Brooklyn, N. Y. When
a talking machine is sold an effort is made by
the salesman to sell the customer the idea of
contracting to take a stipulated number of rec-
ords. These records are delivered a few at a
time, thus making certain that the customer will
receive the latest selections as soon as they are
released to the public and at the same time insur-
ing a rapid stock turnover.

MME. VICARINO OLYMPIC ARTIST

The Olympic Disc Record Corp., New York
City, announces the addition to its list of artists
of Mme. Regina Vicarino, coloratura soprano,
now starring in "The Impresario," in which
Percy Hemus, exclusive Olympic artist, is the
leading man. The first records of Mme. Vica-
rino appeared in the November Olympic releases.

WHERE THE TALKING MACHINE DOES THE LECTURING

D. G. Baird Tells World Readers How the Detroit Traffic Department Is Using This Marvelous
Invention to Prevent Accidents and Regulate Traffic — What Other Towns May Do

More and more the talking machine is com-
ing to be recognized as a necessity. Not only is
the home incomplete without this marvelous
invention, but corporations, merchants, lecturers
and others are rapidly adopting it in their busi-
ness. As an example of the good that the talking
machine may do and of the labor and money it
may be made to save, the experience of the
-A.ccident-prevention Bureau of the Detroit Traf-
fic Department may be cited.

What is said to be the largest talking machine
in the world is now being employed by this
bureau in its campaign to reduce the number
of traffic accidents in the city. The machine is
really a portable one of standard make, con-
nected to an amplifier which is housed in a
huge box made to represent the cabinet of a
talking machine. This box is an exact duplicate
of the cabinet phonograph and measures six
feet square by eight feet in height. When in
operation the sounds proceed from the front of
the box and the hearers are persuaded that it is
actually an -enormous talking machine.

On the side of the box, in large white let-
ters, is the declaration: "More destructive than
siege guns! More deadly than war! Careless-
ness." The machine is transported from place to
place on a Ford car and plays and talks as it
goes. Arrived at an auditorium or other place of
assembly where it is to be used for a lecture on
safety first, it is set up on the stage, or simply
left on the car. A thirty-minute musical pro-
-gram is then given, followed by a special record
which gives facts and figures on traffic accidents;
with advice for reducing their number.

The device was conceived and is operated by
H. O. Rounds, of the Accident-prevention
Bureau, and has enabled him to dispense with
the services of a quartet and other musicians
whom he formerly employed to entertain the
crowds, ^s well as to save his own throat of
much lecturing.

Mr. Rounds is continually on the go, giving
his sugar-coated advice at public parks, in
schools, at fairs and other places where large
crowds are wont to gather. He estimates that
he has reached 600,000 people with his message
during the recent Summer. Detroit accidents
have been cut in half since this campaign started.

See second last

Mr. Rounds conceived the idea of letting a
talking machine do his lecturing as a result of
having his curiosity piqued by hearing the music
of a band that he could not locate. He at last
learned from a policeman that the "band" was

Makes for Speed and Economy in the Filling
Certain Types of Small Orders

A Western talking machine dealer, in a fairly
large city and with a considerable rural terri-
tory to cover, has found a way to cut down his
delivery expenses materially through the use of
a motorcycle equipped with a side-car. The side-
car is so built that it will hold a very substantial
number of records and can also carry a table
model, or a small cabinet model machine. Par-
ticularly for carrying records and for collecting
motors, etc., for repairs, the motorcycle idea has
proved a most economical one.

This particular dealer keeps in service a large
motor delivery wagon, which is used for all gen-
eral hauling purposes, for bringing goods from
the freight station and for delivering machines
and records to retail purchasers. For reasons of
economy the attempt is made to lay out a more
or less regular schedule for the wagon, in order
to make as many deliveries and cover as much
ground as possible during the course of the day.

It is often found, in cases where several de-
liveries are to be made in one section of the city
and probably only a half dozen records to be
delivered in another section several miles away,
that for the truck to make this extra trip means
extra time and expense. But by the use of the
motorcycle the store porter can be sent out with
a small delivery without interfering in any great
degree with his regular duties. The motor car
service has also made it possible for the dealer
to advertise a special "within the hour" delivery
service on telephone record orders when desired.
It makes an excellent talking point, even though
the majority of record purchasers prefer to select
their records in person and have them delivered
later.

Even at times when the large delivery wagon
is available for use it has been found much more
economical to use the motorcycle for delivering
small packages of records, the saving in time
and gasoline being quite considerable.

HELPS TO PROTECT EXPORT TRADE

Government Taking Steps to Protect Interests
of Exporters of Musical Instruments

nothing more than a talking machine to which
an enterprising dealer had connected an ampli-
fier. He at once concluded that such a de-
vice would be an excellent asset to him in his
campaign, and after much persuasion succeeded
in prevailing upon his superiors to have the in-
strument constructed.

The accompanying illustration shows the ma-
chine set up at the Michigan State Fair, held in
Detroit in September.

Such a device could be used to advantage by
any talking machine dealer. It could be placed
in the show window or in the front of the store
near an open door and would be sure to attract
much attention, whether or not it was kept
playing. Any carpenter or cabinet maker would
construct the cabinet for a small sum. The
amplifier is not very expensive and the cabinet
would not necessarily be made of costly wood.

page for Index of Articles of Interest :n this issue

Washington, D. C, November 5. — The interests
abroad of exporters of musical instruments will
be protected and furthered by the Government
through the Department of Commerce, accord-
ing to plans which have just been completed by
Secretary Hoover. Included in the dozen com-
modity divisions which are being formed in the
Bureau of Foreign and Domestic Commerce is a
Specialties Division, under which will come mu-
sical instruments and other articles not of them-
selves of sufficient importance in our total trade
to warrant a separate division.

Carl H. Greene, of New York, has been ap-
pointed by the Secretary as chief of this new
division. Mr. Greene has had many years' ex-
perience in export work, having been secretary
of the Export Managers' Club, of New York,
and formerly connected with the National As-
sociation of Manufacturers.

While not of sufficient importance to necessi-
tate a separate classification, musical instrument
markets abroad are very large and quite prom-
ising, officials of the department say, and every
effort will be made to give the rrianufacturers
and exporters in this country all available in-
formation which can be secured by the depart-
ment's foreign agents regarding the activities of
foreign manufacturers, opportunities for making
new foreign connections, the opening up of new-
markets and new demands, etc.

Charles H. Mackintosh says that stopping ad-
vertising because business is poor is like cutting
off the gas on a grade.

of The World

THE TALKING MACHINE WORLD

November 15, 1921

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

I What Are You Doing to Make the Yuletide
I One of Your Greatest Selling Periods l. a! c

ase 1

llllllllllll!!l!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
Just consider, Mr. Talking Machine Dealer,
that within five weeks Christmas will be with us
—a time when the talking machine is one of
the essentials to the enjoyment of that festive
period. What are you doing toward making the
holidays one of the greatest selling periods in
the history of your business? It is to be taken
for granted that you are well prepared in re-
gard to stock — if you are not you have only
your own carelessness or timidity to blame.

Now, what steps are you taking to get rid
of that stock before January 1? It is the time
to prepare a definite plan of campaign — a time
to get really busy, a time to accomplish things.

Several dealers whom we know have ran-
sacked the catalogs for records suitable for the
holiday period, both sacred and secular. These
records have been listed in pamphlet form and
by adding a few pages space has been found to
illustrate and describe the latest models of ma-
chines, the new attachments and, incidentally,
a very interesting talk regarding that store's
ability to serve its clientele. The cover is ap-
propriately ornamented with a design of holly
leaves and the booklet will be mailed to a
selected list of customers and prospects on De-
cember 5, reaching them at a time when they
should be interested in the question of Christ-
mas gifts.

These dealers have also prepared a follow-up
letter urging recipients to get busy on their
Christmas gifts and again pointing out wherein
the talking machine records constitute some of
the most practical and best-remembered gifts
for the holidays. This is practical, constructive
work which is well worth emulating.

Another dealer has had prepared a series of
live advertisements, headed "Talks to Holiday
Buyers," which he has already begun to run in
the local dailies, one appearing each day in con-
secutive order. These special advertisements will
appear right up to Christmas and tell one con-
tinuous story with each part complete in itself.
This dealer tried the same plan last year and
found it wonderfully successful and, with the
many new attachments, etc., offered this season,
looks for still greater returns during the present
year.

Appealing directly to the musical sense of the
piiblic through the medium of free concerts is
the scheme of a New England dealer. His store

llllllllllllllllllllllllllllllllllllllllillllllllllllllllllllllllllllllllllllllllll

is on the main business thoroughfare of the town
and crowds of shoppers are continually passing
the door. The adjoining store has been empty
for several months, owing to the assignment of
the former occupants, and, pending the occu-
pancy by new tenants on January 1, Mr. Dealer
has rented the premises for the month of De-
cember. He has arranged to hire 250 camp
stools, and, being an agent for a home moving-
picture machine in addition to handling talking
machines, he has arranged for nightly enter-
tainments during the month that will un-

I Work. Out an Idea in m
I Your Territory That |
I Is Really New and M
I Drive It Home During |
B the Holiday Period ■

iiiiiiiiiiiiiiiiiiiiiiiniiiiniiiiiiiiiiiiiiiiiiiiiiiiiillilii

doubtedly mean business. The latest films will
be shown and suitable music rendered through
the medium of the "talkers." .\ttractive programs
will bear, besides the list of views and musical
selections, an extended description of the

dealer's lihe and suitable holiday presents that
can be chosen from it.

Yet another dealer has conceived the unique
plan of sending out postal cards bearing a re-
turn portion. A cordial invitation is extended
to the recipient to visit the store and listen to
the latest records, particularly those suitable for
the holidays, and examine the machines. On one
side of the card the prices of the various styles
of machines are printed. Those who cannot or
do not care to visit the store are requested to
mark the style of machine the price of which
suits them, and upon the return of the postal the
dealer sends an assistant to the house vdth a
sample of the machine indicated and a liberal
supply of late records. In two weeks in Decem-
ber, last year, the dealer sold machines to seven-
teen of twenty-two prospects before whom the
machines were demonstrated in their homes.

These are only a few of the schemes that have
been, or are to be, adopted by as many dealers.
There are many more that could profitably be
adopted by other dealers. Try to be original,
for it is a feature that will win success for even
a really weak proposition. Work out an idea
that is new to your town and drive it home.
With over a month to get holiday business in
every dealer should plan to get, and succeed in
getting, his full share. The idea of the turtle be-
ing slow but "getting there just the same" doesn't
hold in business to-day; it's the rabbit, who gets
away jumping and ends up with a rush, who gets
the backing and wins the money. Don't be the
turtle.

MUSIC AS AN AID TO WORKERS

Talking Machines Being Installed in Manufac-
turing Plants to Entertain and Stimulate
Workers — Most Effective in This Field

A great many manufacturing plants have in-
stalled talking machines not only for the enter-
tainment of employes during luncheon hour, but
also as a means of stimulating the men during
working hours. Employers have found, after a
very careful examination, that through the use of
the talking machine there has been an increased
labor output of from 10 to 15 per cent. Whether
this is due entirely to the "talker" or the will-
ingness of the men to render greater value in

the way of work than was heretofore the case
is a question. Suffice it that the talking ma-
chine is filling the dual role of affording pleas-
ure and of enabling the men to do work, and
more of it, in pleasing environment. One of the
latest concerns to test the value of the talking
machine is a large printing plant in Chicago,
where, despite all the noise and apparent confu-
sion necessary to the production of publications,
it was found that hands moved more quickly
over the cases and feeders fed the presses faster
when the record of a stirring, lively piece of
music was on the machine. All this goes to
show that music, particularly through the me-
dium of the talking machine, is a necessity in the
factorv as it is in the home.

THESE ARE SOME OF THE REASONS FOR OUR EXCEEDINGLY LOW PRICES

THE TALKING MACHINE'S HELPMATE

Our latest improved albums are meeting with remeu-kable success in the trade.
Increased manufacturing facilities and improved machinery have enabled us to enlarge
our output and consequently realize great savings in raw material cost due to quantity
buying.

We make sets to equip every style of machine. Our special set, with complete set of
shelves for No. 80 Victrola, as illustrated, consists of more albums than any other album set
on the market to-day and gives the dealer the opportunity to sell more records. Yet the price
of the new NYACCO set is no more than the price of ordinary old-style album sets.

Shipments can be made F. O. B. New York or Chicago, as you may desire, thereby saving
you freight or expressage.

We guaranty our NYACCO albums as to quality, construction and expeditious deliveries.

Don't wait for the rush season to place your orders !
Order now for fall and winter delivery.

Jobbers and Distributors throughout the United States and Canada
Write for Quotations. Samples submitted upon request

New York Album & Card Co., Inc.

NEW YORK

23-25 Lispenard Street

CHICAGO

415-417 S. Jefferson Street

A. W. CHAMBERLAIN, New England Factory Representative, 26 Broad St , Boston, Mass.

NoraMBER 15, 1921

THE TALKING MACHINE WORLD

Victor
Supremacy

Supreme as a musical instrument,
the Victrola naturally stands supreme
as a business proposition.

The success of Victor retailers fol-
lows Victor supremacy as a matter of
course.

"Victrola" is the Registered Trade-mark of the Victor Talking Machine Companj-

designating the products of this Company only.
Warning : The use of the word Victrola upon or in' the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Wholesalers

Albany, N. Y.
Atlanta, Ga...

Baltimore,

.Gately-Haire Co., Inc.
.Elyea Talking Machine Co.
Phillips & Crew Piano Co.

Md Cohen & Hughes

E. F. Droop & Sons Co.
H. R. Eisenbrandt Sons, Inc.
Birmingham, Ala. . .Talking Machine Co.

Boston, Mass Oliver Ditson Co.

The Eastern Talking Machine
Co.

The M. Steinert & Sons Co.
Brooklyn, N. Y American Talking Mach. Co.

G. T. Williams Co., Inc.
Buffalo, N. Y Curtis N. Andrews

Buffalo Talking Machine Co.,
Inc.

Burlington, Vt American Phonograph Co.

Butte, Mont Orton Bros.

Chicago, 111 Lyon & Healy.

The Rudolph Wurlitzer Co.
Chicago Talking Machine Co.

Cincinnati, O Ohio Talking Machine Co.

The Rudolph Wurlitzer Co.
Cleveland, O The Cleveland Talking Ma-
chine Co.

The Eclipse Musical Co.

Columbus, O The Perry B. Whitsit Co.

Dallas, Tex Sanger Bros.

Denver, Colo The Knight-Campbell Music

Co.

Des Moines, la Mickel Bros. Co.

Detroit, Mich Grinnell Bros.

Elmira, N. Y Elmira Arms Co.

El Paso, Tex W. G. Walz Co.

Honolulu, T. H Bergstrom Music Co., Ltd.

Houston, Tex The Talking Machine Co. of

Texas.

Indianapolis, Ind. .. Stewart Talking Machine Co.
Jacksonville, Fla. .. .Florida Talking Machine Co.

Kansas City, Mo....1. W. Jenkins Sons Music
Co.

The Schmelzer Co.
Los Angeles, Cal .... Sherman, Clay & Co.
Memphis, Tenn O. K. Houck Piano Co.

Milwaukee, Wis....
Minneapolis, Minn,

Mobile, Ala

Newark, N. J

New Haven, Conn . .

New Orleans, La. . .
New York, N. Y. . .

Omaha, Nebr.

Peoria, III

Philadelphia, Pa.

Pittsburgh, Pa

Portland, Me

Portland, Ore

Richmond, Va....
Rochester, N. Y. . .
Salt Lake City, U. ,
Sari Francisco, Cal

Seattle, Wash

Spokane, Wash....

St. Louis, Mo

St. Paul, Minn

Syracuse, N. Y

Toledo, O

Washington, D. C . .

.Badger Talking Machine Co.

.Beckwith, O'Neill Co.

.Wm. H. Reynalds

.CoUings & Co.

.The Horton-Gallo-Creamer
Co.

.Philip Werlein, Ltd.
.Blackman Talking Mach. Co.

Emanuel Blout.

C. Bruno & Son, Inc.

Charles H. Ditson & Co.

Knickerbocker Talking Ma-
chine Co., Inc.

Musical Instrument Sales Co.

New York Talking Mach. Co.

Ormes, Inc.

Silas E. Pearsall Co.
.Ross P. Curtice Co.

Mickel Bros. Co.
.Putnam-Page Co., Inc.
.Louis Buehn Co., Inc.

C. J. Heppe & Son.

The George D. Ornstein Co.

Penn Phonograph Co., Inc.

The Talking Machine Co.

H. A. Weymann & Son, Inc.
.W. F. Frederick Piano Co.

C. C. Mellor Co., Ltd.

Standard Talking Mach. Co.
.Cressey & Allen, Inc.
.Sherman, Clay & Co.
.The Corley Co., Inc.
. E. J. Chapman.
.The John Elliott Clark Co.
. Sherman, Clay & Co.
. Sherman, Clay & Co.
.Sherman, Clay & Co.
. Koerber-Brenner Music Co.
.W. J. Dyer & Bro.
.W. D. Andrews Co.
.The Toledo Talking Machine
Co.

.Cohen & Hughes
E. F. Droop & Sons Co.
Rogers & Fischer

Victrola VI, $35

Mahogany or oak

Victrola IX, $75

Mahogany or oak

Victrola No. 80, $100

Mahoijanv. o.ik or walnut

Victrola No. 120, $275
Victrola No. 120, electric, $337.50

Mahogany or oak

Victor Talking Machine Co,

Camden, N. J., U. S. A.

THE TALKING MACHINE WORLD

November 15, 1921

illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

The Importance of Knowing Human Nature
in the Selling of Talking Machines s.

By I

G. McGregor |

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllHIIIIIIIIIIIIIIIIIIIIIII^

The successful talking machine salesman must
have a thorough knowledge of the product he
sells. To secure a, permanent trade he -must
have faith in what he sells, and the ability to
talk convincingly is another asset. But of what
value are these if the greatest possibility of in-
creasing sales is overlooked?

There are many failures in the talking ma-
cliine industry due directly to neglecting this
possibility — that of knowing human nature. Take
a dozen of the many factors that successful men
say were the foundations of their success, and
you' will find that behind all the other con-
tributory factors was the fundamental one of
knowing human nature. For of what value is
a good sales talk if you do not know how to
apply it to the particular needs of the customer
before you?

Talking machine salesfolk have one outstand-
ing fault: They fail to size up the customer,
and treat everybody the same, as though they
were as mechanical as the reproducing ap-
paratus the prospective customer is interested in.

And this seems the more remarkable when we
consider the music buyers embrace every type
of humanity. Indeed, with the possible excep-
tion of the newspaper correspondent, the talk-
ing machine salesman has the finest opportunity
to study human nature.

Per^haps you think, "Oh, what's the use?" If
you really want to. be a success you will do
well to study the people who come into your
shop, for successful attainment is coming to
mean, helping humanity, and your task is much
easier if you know something of the emotions
of the person you are trying to help.

No two persons are alike, but there are

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^
"types," groups of persons who are interested in
a particular phase of music, such as the classical
enthusiast, the violin specialist, . or rthose who.
want snappy dance music. Everybody has musi-
cal preferences, and in too many cases the sales-
man tries to force his own on the customer, or
else lends undue emphasis, to-the merits of over-
stocked goods, w'ten soniething else would do
the customer more'-gpod.

If you are making a sincere effort to know
human nature, and are discouraged at slow

m A Good Sales 7 alk Is m

I of Little Value if the |

■ Salesman Cannot Ap- %

I ply It to the Particular H

B Needs of the Customer m

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiBiiiyiiiiiiiii

place — these are two phases of the art of pull-
ing heartstrings, for that is what lies within the
power of those who know human nature. Some
do it with music, others with paintings, or
stories, or books.

Music invariably stirs the emotions, and if
you are "observing you will gradually become
able to anticipate the wants of the prospective
custorner. That is worth while, for the cus-
tomer may ask for "any good music." If you
can suggest something that appeals to him, then
you have made a good impression, and for that
reason are more apt to get his future trade.
Then, too, you may be able to suggest music
that the customer w'ould like but that he has
never heard, for a great many music buyers are
not familiar with the names in the catalogs.

■ TURNS DOOR INTO SHOW WINDOW

Cleveland Merchant Gives Idea for Talking
Machine Men With Small Display Space

progress, remember this: human nature is the
broadest subject there is, and those who know
the emotions of their fellow men fought through
greater difficulties than those you are facing,
for you have advantages they didn't have. And
keep on studj'ing human nature!

There are no fixed methods of study for those
who would know more about life. Patience, try-
ing to imagine yourself in the other fellow'.s

The new answer to the ancient riddle is that
a door is not a door when it is a show window.
Every bit of display space counts, and a Cleve-
land merchant has turned his door into a show
window with the aid of a shelf and a light on a
light framework which can be swung into place
after the store is closed for the day. In adopt-
ing this device lettering on the window must be
placed sufficiently high not to interfere with the
display. Think of what this added space means
to the small shop with a very meager frontage!
The novelty of the arrangement has attracted
the favorable attention of many people to this
ingenious merchant's store.

PEERLESS DE LUXE-

An Exceptional Album for Your Best Christmas Record Trade

This year records will be mighty popular for expression of the Holiday sentiments, but
-unlike the past — there will be this superb album to present them in —

PEERLESS DE LUXE.

Beautifully bound in two-tone Spanish Mission.
Inside covers lined with genuine moire silk, the metal
binding gold-plated.

Covers are gold-finished bevel edged.

The record leaves are of excellent quality, satin
finish, envelope stock.

It is a gift that will outrank all others this season
and indicate to your trade that you respect their demand
for quality and rare things.

PEERLESS DE LUXE is an album you retail at $4 for the 10" size and $5 for
the 12" size.

Regular talking machine discounts allowed.
;•' Get your orders to u^ at once. Wire at our expense.

Peerless Album Company

Phil Ravis, Pres. ^
636-638 Broadway ^ > New York City

Boston Representative
L: yV. HOUGH, 20 Sudbury St,

— San Francisco Representative
WALTER S. GRAY CO., 942 Market St.

N'OVEMEER 15. 1921

THE TALKING MACHINE WORLD

Victrola IV, $25

Oak

Victrola VI, $35

Mahogany or oak

Victrola VIII, $50

Oak

Victrola IX, $75

MahoRTpy or oak

Victrola No. 90, $125

Mahogany, oak or walnut

Victor
Supremacy

is universally acknowledged

The Victrola has time and time
again demonstrated its supremacy in
the great things it has actually accom-
plished.

It is easy for every Victor retailer to
reap the advantages that come with
such supremacy.

"Victrola' is the Registered Trade-mark of the Victor Talking Machine Company

designating the products of this Company only.
Warning : The use of the word Victrola upon or in the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Talking Machine Co,

Camden, N. J., U. S. A.

Victrola No. 100, $150,~

Mahogany, oak or walnut

Victrola No. 110, $225

Mahogany, oak or walnut

Victrola No 120, $275

Victrola No. 120. electric. $337.50

Mahogany or oak

Victrola No. 130, $350

Victrola No. 130, electric, $415

Mahogany or oak

THE TALKING MACHINE WORLD

No\t:mbee 15, 1921

(Beg-istered in the r. S. Patent OtBce)

PUBLISHED BY EDWARD LYMAN. BILL, Inc.

President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President,
T. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill, 373
Fourth Ave., New York; Secretary, E. L. Bill; Assistant ~ Treasurer, Wm. A. Low.

J. B. SPILLANE. Editor
RAY BILL.B. B. WILSON, BRAID WHITE. Associate Editors
L. M. ROBINSON, Advertising Manager
L. E. BOWERS, Circniatlon Manager

Trade Representatives: A. F. Carter, Wilson D. Bush, C. Chace, Edward Lyman
Bill, V. D. Walsh, E. B. Munch, C. R. Tighe, Scott Kingwill, A. J. Nicklin

Western Division: Republic Building, 209 So. State Street, Chicago, lU. Telephone,

Wabash 5242

Boston: John H. Wilson, 324 Washington Street
London, 'Eng., OfiBce: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr.

The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.

Published the 15th of every month at 373 Fourth Ave., New York.

SUBSCRIPTION (including postage) : United States, Mexico, $2.00 per year; Canada,
$3.00; all other countries, $4.00. Single copies, 25 cents.

ADVERTISEMENTS: $5.50 per inch, single column, per insertion. On quarterly
or yearly contracts a special discount is allowed. Advertising pages, $150.00.

REMITTANCES should be made payable to Edward Lyman Bill, Inc., by check or
Post Office Money Order.

NOTICE TO ADVERTISERS— Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.

Long Distance Telephones — Numbers 5982-5983 Madison Sq.
Cable Address: "ElbiU," New York.

NEW YORK, NOVEMBER 15, 1921

BUSINESS DEVELOPMENTS AND PROSPECTS

THERE is evident in the trade a much better feehng in the matter
of business gro^vth and business prospects. As the month of
October passed by and gave way to November — marking the approach
of the \\'inter season — there came reports from practically every sec-
tion of the country of a decided improvement in sales percentage,
with an indication that normal trade is to be expected in a compara-
tivel}' short time. By normal trade is meant trade of a volume
that should be regarded as standard, and not the great rush of busi-
ness to which this trade and others have been accustomed during the
period immediately following the war.

The reports make it evident, too, that real business is coming
to those dealers who have been consistent in their development of
selling and advertising campaigns. As an executive of a leading
talking machine company recently stated in one of his sales letters,
"a hen does not stop scratching when worms are scarce," and the
retailers who followed the lead of the humble hen and kept on
scratching have found sufficient sales here and there even at the
worst of the season to make a fairly acceptable total.

HOW THE WHOLESALER HELPS THE DEALER

IN the talking machine trade, at least, the term "jobber," as applied
to the individual or concern who buys froin the factory and in turn
sells to the dealer, is in a sense a misnomer, in that it doesn't cover
his scope as thoroughly as it should and fails to give a proper idea of
his usefulness and general helpfulness.

According to Webster a "jobber" is a middleman, and so far as
it goes that title covers the wholesaler or distributor of talking
machines. It happens, however, that the talking machine wholesaler
does not at the present day confine himself to the buying and selling
of merchandise, but engages in the much broader work of seeing to
it that the products he distributes are merchandised at retail in the
proper manner ; that the dealer is kept advised of new methods and
of new productions ; that his stock is of the right sort and properly
diversified ; that the publicit}- supplied to the dealer and used by him
has the right pulling power and is used to the best advantage, and
altogether that the selling of talking machines at retail is carried on
most efficiently in the interests of both the dealer and manufacturer.

The day of the so-called jobber who simply received the goods
from the factory, reshipped them to the dealer and then took his

profit is past and we now find that the wholesalers of talking
machines maintain at their own expense well-trained staffs of repre-
sentatives who are in constant contact ^\^th the dealers, prepared to
give advice and assistance needed at the moment. ]Many of the
wholesalers, too, have established educational departments under
competent management to develop the use of talking machines in
schools, showing the dealer how to get good school business and to
train his salespeople to know and to preach good music. Being inter-
ested in the final sale of the goods, the wholesalers not only keep
contact with dealers, but in many instances operate salesmanship
schools for the retailers and their assistants, and bring those same
retailers together for frequent conferences where vital business sub-
jects of the day can be discussed.

All this means a substantial expense for the wholesaler, both in
money and energy, but it is not unselfish expense because, through
aiding and educating the retailer and the members of his staff, retail
sales are stimulated to a tremendous degree, a fact reflected in the
greater volume of business that comes to the wholesaler.

The thought to be impressed upon the retail trade is the tremen-
dous opportunities that are given the live dealer to profit by the
publicity of the manufacturer and particularly by the personal advice
and help, as well as the educational facilities, offered by the whole-
saler direct.

The policy of following the product from the manufacturer to
the home of the ultimate purchaser is not a new one with a number of
manufacturers, but for the majority of wholesalers themselves to
develop expensive organizations that are efficient, practical and alto-
gether helpful to the retailer, and which extend their efforts through
the dealer's entire store and almost into the home itself, is a situation
that comes close to being unique.

It is a system that has proved its eft'ectiA-eness, not only in encour-
aging the active dealer to greater efforts, which results in a greater
demand for both the wholesaler and the manufacturer, but also in
stimulating the inactive dealer to display a proper amount of sales
effort in taking care of the territory allotted to him.

I MUSICAL SEASON SHOULD INTEREST DEALERS

THE musical season just opened will be notable because of the
great number of singers and instrumentalists of national and in-
ternational reputation who will be heard throughout the country. The
names that have already been announced by the various musical man-
agers are among those to conjure with in the musical world, several
European celebrities coming to America for the first time in many
years. Most of these artists are known and appreciated not alone by
their concert and recital patrons, but by thousands, nay. millions of
people who have become acquainted with them through the medium
of talking machine records.

The musical season should prove of direct interest and benefit
to the talking machine merchant who sees to it that the musical events
in his locality are properly heralded before the public by means of
advertising and window displays, so that his identity with the musical
activities is clearly established. If the artist is connected in one way
or another with some of the products he is selling so much the better
for his publicity, but the fact alone that the artist by presenting music
in its best form is helping the maintenance and development of his
musical instruments is a matter of paramount importance.

Talking machine dealers should realize that the support of high-
class concerts and recitals represents music advancemenr work of the
best sort, and it is the work in which the local retailer can assist
directly. The stimulation of interest in music means a demand for
musical instruments that make music, and it is on that interest that
the music industry has been built, and upon which it will thrive.
Among the family of musical instruments the talking machine is prov-
ing to be one of the greatest developers of musical knowledge, and
as the leading singers, pianists and violinists are represented on the
records dealers handling these products should make it their duty to
keep in close touch with musical affairs in their locality and emphasize
the importance and value of the talking machine and the records
which accompany it.

There are endless possibilities for the dealer in developing pros-
pects through an intelligent study of ways and means of capitalizing
the appearance of these artists in local concerts. Every member of
the audience attending these affairs is a "sure-fire" prospect — a pros-
pect that will be steady and not transient — because once the lovers of
good music realize that they can actually duplicate in their own

November 15. 1921

THE TALKING MACHINE WORLD

homes the wonderful voices of the singers or the skill of the violinist,
'cellist, or pianist which they listen to in person they are certain to
broaden their acquaintanceship with the dealer's record department.

CONCENTRATING ON HOLIDAY BUSINESS

WITHIN a very few weeks after this issue of The World is in
the hands of its readers Christmas will have come and talking
machine dealers will be figuring on the so-called holiday business
which runs from September until the peak on Christmas eve.

It is doubtful if there are any other products subject to a year-
round demand that find a place on so many family Christmas lists as
talking machines and records. There are probably several reasons
for this. The first and chief reason, perhaps, is that, moved by the
spirit of Christmas, the average individual is inclined to spend money
more freely than at other times and justifies the expenditures by the
season. Another reason is that music from time immemorial has
played a definite part in this great holiday celebration and then talk-
ing machines, particularly records, make gifts of permanent useful-
ness which are not be3"ond the pocketbook of the average gift-giver.

That the ordinary individual at Christmas time is moved by the
impulse to invest in a talking machine, or to enjoy music or to make a
suitable gift, should not be sufficient for the talking machine dealer
whose business it is to see that the prospect not only is moved by the
impulse but obeys it. The talking machine has developed to a popu-
larity point where to-day the problem of the retail distributor is not
that of persuading the prospect of the desirability of the product, but
rather of convincing him of the wisdom of purchasing nozv.

The coming of the Christmas season provides a multitude of
arguments for prompt buying, and the gathering together and presen-
tation of these arguments at a time when they will do the most good
should be the object of the live dealer for the next few weeks at least.

There have been, of course, the usual number of prophecies
regarding the holiday business. With some it promises to beat
records. With others it will measure up to last year's standard. But
the prophecies for good business are going to be borne out only to
those who do not confine themselves to the beaten paths in going after
business, but who work out new ideas of their own and take the
fullest advantage of the psychological moment for putting talking
machines and records into homes that might otherwise remain un-
supplied for months to come.

MAKING RECORD RELEASES BETTER KNOWN

THE increasing number of daily newspapers devoting regular
departments to a discussion of the current record releases, giving
to their readers first-hand information regarding the particular fea-
tures of the various records and listing them carefully by make and
number, emphasizes anew the important public position held by the
talking machine, for the big dailies are devoting type space only to
matters that will interest a substantial number of readers.

Talking machine dealers should encourage and support the daily

papers in the carrying on of this record review, for it is calculated
to revert directly to their benefit and reach prospects who might
otherwise remain hidden indefinitely. There are, of course, many
prospective record purchasers who follow up the new monthly lists
of their own initiative and still a great many others who respond to
the publicity matter sent out by the dealer. But there are undoubt-
edly many thousands who will respond to the newspaper review more
quickly than to any other suggestion. It may be that at the moment
they are not interested in records, but, reading the analysis in the
course of their regular perusal of the newspapers, take time to go
into some of the details and are moved by descriptive matter to
purchase some of the records featured.

Regardless of the direct efifect of publicity there is no doubt of
the indirect effect of keeping before the public at regular intervals
matter relating to talking machines and records and thereby building
up a more general understanding of the wealth of music that is
ofi^ered in record form.

MAINTENANCE OF SOUND CREDIT POLICIES

O MAR KHAYYAM in his inimitable book of verse is responsible
for the advice to take the cash and let the credit go, but the prog-
ress of business has forced Omar's advice into the discard just as pro-
hibition has eliminated his favorite tipple. Credit to-day is recognized
as the foundation of business and the chief means for trade develop-
ment, but it happens that although credit is a good thing when used
properly it has many disadvantages when abused. And during the
period of inflation that has just passed by there is no question but that
credit was abused.

In looking over the general business situation in other fields of
industry, there is ground for congratulating the talking machine trade
upon the manner in which the financial house has been kept in order.
There have been credit abuses in this trade, but the percentage has
been comparatively small in view of the extent and scope of the
industry. With the established houses the matter of credits has been
kept under such careful control that the basis of credit is accepted as
a condition upon which all business calculations must be based.

The result of this has been the solidifying of the industry. It
has discouraged over-expansion, has stimulated selling effort along
healthy lines and in other directions has tended to keep things moving
when under other conditions they might have remained dormant tem-
porarily. The financial disasters that have overtaken some of the
concerns in the industry during the period of reconstruction have
emphasized rather than belittled this credit soundness, for these fail-
ures have been so few and far between as to attract attention from
that fact alone.

It is to be hoped that in the period which is to come the sound
credit policies of the trade will be maintained and that, where the
occasion arises when it is deemed advisable to go beyond the hard-and-
falst credit rules that have obtained, the method adopted will combine
cautiousness with leniency.

REG. U.S. PAT OFF

NEW TELEPHONE NUMBER
FITZROY 3271—3272—3273

THANKSGIVING

The Victor retailer, who is and has been exclusively
Victor, has undoubtedly much to be thankful for on
this prescribed day.

ORMES, Inc.

Wholesale Exclusively
15 West 37th Street New York

THE TALKING MACHINE WORLD

November IS, 1921

November 15, 1921 THE TALKING MACHINE WORLD 11

giiiiiimiiiiiiiiiiiiiiiiiiiimiiininiiinniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

I The Value of the Really Personal Letter in |
I Solving Dealers' Selling Problems - By Fred h. Parson |

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

There has been so much said and written re-
garding modern efficiency in letter writing, and
particularly the eflectiveness of well-thought-
out form letters, that there is a tendency in some
quarters to overlook the result-producing char-
acter of a personal letter designed to make a
definite appeal to a particular individual and
on a special product. With monthly record
lists and an abundance of excellent sales-pro-
ducing literature to circulate talking machine
dealers are of necessity largely dependent upon
their mailing list to keep in contact with cus-
tomers and prospective customers. With a large
niailing list to look after the dealer is prac-
tically forced to resort to the form letter to
place his arguments before customers and pros-
pects and in a majority of cases finds these form
letters produce sufficient results to justify their
use.

It happens, however, that in many cases a
form letter does not make the desired impression
upon the recipient In the first place the aver-
age man, especially if he is engaged in busi-
ness, gets numbers of form letters of various
sorts every day and is inclined either to pass
them by with a cursory glance or throw them
into the waste basket, in the belief that they
simply represent advertising matter. The 'en-
closure of a record supplement or other litera-
ture will, of course, serve to attract special at-
tention if the recipient is really interested in his
machine, but it frequently happens that the
talking machine owner is of the type that does
not respond to a general appeal. In this case
the personal letter answers the question.

It is nothing unusual nowadays for the live
dealer to maintain a card file of his customers,
the card giving not only information regarding
their credit standing, etc., but details about pre-
vious record purchases and facts relative to the
musical taste displayed by the customers. These
card files are designed primarily for the use of
salesmen who believe in personal service and
seek to keep the permanent patronage of cus-
tomers through their evident familiarity with
their requirements. It likewise happens that
dealers generally carry a card index for the pur-
pose of recording requests for records that can-
not be filled at the moment, although such a
list is not so large or, in fact, so necessary as
it was.

It is a mighty good thing to continue, espe-
cially in cases where the dealer does not carry
a large general stock. Both these card lists
can be used in conjunction most efiFectively in
providing an excuse for writing a personal let-
ter to the customer. If the record comes in
for which he has made inquiry it is but natural
to write a letter — not simply a business card —
advising him of the fact and suggesting that
he call and purchase it. The writing of the
letter also affords the opportunity for bringing
to the customer's attention other records which
have just been received, particularly those in
the latest lists that, judging from his previous
purchases and the musical taste he has evidenced,
should be interesting to him.

It may be that the customer has persevered in
his original request for a special record and
does not purchase it when the dealer has man-
aged to get it in stock, but he is certainly going
to appreciate the courtesy of the dealer in
writing him and, as experience has proved, is
quite likely to drop in and buy one or two
other records, if only to show his appreciation of
that courtesy. In such a case the personal let-
ter is absolutely necessary. ■

One dealer during the great record shortage
drafted an attractive form letter with space left
for the filling in of the customer's name and
number, but the plan practically fell flat. Al-

most anyone, even a record customer, likes to
feel that the matter upon which the dealer is
writing him is of sufficient importance to war-
rant the time and thought necessary for the writ-
ing of a personal letter. One such letter is
worth a hundred form letters, for no matter how
carefujly the latter are worded they must of
necessity be of a general nature in order to
cover as wide a field as possible.

Another occasion for the use of a personal

I Certain Cases in Which J
B the Usual Form Letter |
I Does Not Secure the |
■ Desired Results— Some |
I Reasons— The Remedy |

letter comes when, in going over his mailing list
and checking back on the various purchases
made by those whose names are on that list, the
dealer finds that a former good customer has
not been buying at the usual rate during the
past few months. This is the time when the
dealer is called upon to remind the customer of
former substantial purchases and suggest that a
visit be made to the store in order to select from

those already bought. This requires the com-
piling of special record lists and takes time and
thought. The effort is worth while and the
direct appeal brings back into line a good patron.

Above all the personal letter must be courte-
ous and well written. There has been a ten-
dency for some time past to inject what is
termed "pep" in correspondence — the adoption
of the "hail-fellow-well-met" form of expres-
sion— a display of familiarity in addressing a
customer. This form may be all right for a
warm, personal friend, but no matter how cordial
the customer may be when he meets the dealer
on visiting his establishment he invariably de-
mands that he be addressed respectfully in his
correspondence. Language that will provoke a
laugh when used in the course of direct conver-
sation often appears downright uncivil, if not
offensive, when presented in the form of the
printed word. The grin, or sparkle of the eye,
that goes with a smart bit of repartee when
offered in person is lacking in a letter. It is
quite possible, too, to have the letter original
in character and bright and snappy, while still
keeping within the bounds of civility.

FAIRFIELD NEW SONORA SALESMAN

Omaha, Neb., November 2. — J. A. Fairfield has
joined the forces of the Lee-Coit-Andreesen
Hardware Co., of this city, as traveling sales-
man for the Sonora phonograph and Okeh rec-
ords. Mr. Fairfield is well known in the trade,
having traveled over tv;enty-five years selling
pianos and phonographs. He is also a com-

the list of newer records that are in keeping with poser of note.

SEND FOR YOUR SAMPLE TO-DAY

Mr, Victor Retailer —

Would you spend 15c to bring a customer into your store
and keep your name constantly before a Victrola owner?

We'll say you will! That is why we will send you a free
sample on request of our Advertising Sales-Building-Record

Brush. YOUR ad inserted without extra charge.

KNICKERBOCKER TALKING MACHINE CO.

Victor Wholesalers

138 West 124th St. New York City

THE TALKING MACHINE WORLD

November 15, 1921

Sell a Carload of

Others Have — You Can Too

HAD f^'ljl^^^^iiiCKG.

ire to
usand
iWhile
I pop-
is the
toduc-
ractur
npariy.
Mgr
;24-6

ey and

> today
I Trini

1308

r- „ vpars Boti-fun''
have been n, busin'^^
end those t;^™;ij,i ,^ no\v veKist.rs
the firm as one of th ^^^^ ,y
5ide the urge cit es ^^^^^
even- demand 0^1"%?'^ century ago
It was a 1U3'^^,e{uhr opened for
that Frank S, f °^^'^c>m now occu-
business in t*^^^^*?[.winiaTns Jewelry
pied by J'^"^^^'"been several other
store. There ha"' ""^^Botefuhr's have
locations smce then the
been at 613 North m f^^,^^ Mr

past three yeais. t^^ar^^^^ eonnccted
Botefuhr s.son, ' ' i years,
with the f.rm fo^^j^^i^in/a business
Previous to ebtau business
here, Mr. Botefuhr was
o„e year at Fort Sm.t -^^^ pitts-
ever. he has coming here

burg thirty-five year^. to

about n'"':i''=^"For seven years he
Fort Smith. * °\,u,,ine5S here with
was in the l.u>nl^r bu.ine ^
Lee Van Wink e, ^no ^ j^eal

teacher o^/''"' "'tThat t^me that Mr.
theater. It ""^^ "i^^'cd into the music
Botefuhr i'^^t^^^^^'^^inaow rented m
^fT'p Ruu'99c'sU for display

has grown to one of th. la^K^^ ^

southwest, ^^"l talKins? ma-
departments-piai^o „i,eeUane-

Piano company ^^^°7i'"„=^, have been
-"""^t^fly'int oTucedTn'this section

^jrhltuL and have met with

'^Tklepins -'*3?o^ck''L
.tore to keep ^ioc^

■""rhVcoTumbiahf^-h.
"'^'^^^^^ Two design;

^of the Chinesa
made after the
Chipendale,
,5, designed »

, orieina^^' '^f
,hich lend a d'

You can sell Grafonolas by
the carload. We know you
can because these Columbia
merchants have done it.

These photographs and
clippings tell their own story
of success— a success repeated
time and again in all sections
of the country.

These merchants wanted
business, just as you do.

They went after business,

knowing it was there, with
courage and confidence.

What they have done you
can do.

You have the "edge"' on
them because all the expe-
rience they paid for in real
money is ready for you with-
out cost.

you want real business,
big business, start after it
now. Write at once for the
"lomplete plan.

COLUMBIA GRAPHOPHONE COMPANY, New York City

Canadian Factory- : Toronto

loco-
|oun-

1-4

the
on

ship.
1 variou..
ble .date
is 1754,
I craftsman
I Gothic
century
1 ures w
1^'Botefuhr-sisoneo!
Lonnecled with
Pageant of -
' nients appearn..' -t
Sunday inJThe^J^

NoraMBER 15, 1921

THE TALKING MACHINE WORLD

Columbia Grafonolas

Above — Carload Sale Parade staged by the W. S. Hall

Furniture Company, Knoxville. Tenn. Centei The

Hall Company's publicity. Across Page, Below —
Seven solid truckloads of Grafonolas for Botefuhr's,
Pittsburg. Kansas. Extreme Left — Botefuhr's pub-
licity. Left Center — Advertisement of Jesse French
& Sons Piano Company, Montgomery, Alabama.

WEDNESDAY, SEPTEMBER

fBlG CONSIGNMENT

CLbAN. CONSTRUCTIVE NEVVSPAPEK- ■ : ^IIZI— .^...^^^ QF 6 R AFO N OL AS H E H E

-SOUDCMMDWGR^^ kg sale Opl^Today At'W.

1 =r^rr=-r7i 1^ jj^^ Furniture Store.

on G»j .o-fol- Thr phots ™

-All Coluinbl* Oraronn.xB i-a-^
Pre-W»r Pr'-re«." ei-^.. inve r-'--

5.. «1< l'« ■

W I- Hill ^'^-J^^'ll
'r"of "ibV^ adv'rrUB^'l lo«

III n't tl.» It bu.1-

wllb * rush.

V l> utiaer tno i>er»btuil
;i° o: C n Imrf«. "b" "i"
^ y. Columbia GraphonolA Co
tb. .alf OM ot Ibc

L r«trone aavocfttp of leir««w
.Voi ot ao)lA.a tbat lU.

UoITinu, tfe o.ri~.« »!» "Lsr"'"-

it.rontbout the tittiro wct*.

A hox f-ar load of C raft > r, " las
•UW the Columbia facton' ^-m be
ItL-Tcrt for Kile toc3a.v at the W_^L.
iall Furniture stcrc on .South Gay
.xrect. for 12 years Columbia a^-ent

The con.<ii!rnmeiit was unloaded
yesterday and <:arrie<I over some
of -the principal streets In a detour
to the furniture sto.e. The cctr that
brouKht the max;hni-s nere was spft.
cialiy marked, corain? from Budsc
Dort. Conn. , .„ ^„

The sale beginning today will von-
tinue a week under the dire<-t.or ot
K Iinrie, of Atlanta, southem
;es manaper for the Colutnbia coni-
fpanv. A reduction in price of 40 per
cent is made as the machines alter
the war have been made at lower
cost, it was stated.

H C Fowler is rnanag-er or tnc
'Columbia department of the L.
TIall Furniture company. J-ir. Haii
owner. .■»ays he has not had a .l.s-
lappointed customer during the 1^
years he has had the Columbia
agency.

I ''ay For Fall Trade

fh_ "

t anti It.- kind et"r Ws/rt.st ''^'"'■''aj'

tlons can h "'■•"^h/ne.s so th«, "^n-

on? ;

„,?'^e^„;r,/r,'-^- per cel'l""' I

upon I . enllr

o° 'le itree^ 1^7"^" Gay and
tit of sectJon, l^"^ '"to the ."."Jofn-

lialty chines- Jre" » ^T*^" ">e cltv '^^
I the tile w r rV^'^aded Vi^

f'T,- (attention ir a grlar^™"^"^

I «fe ( salesmen h^"'' well a, °- "^W

^ ?s•S^H#^'iS-

THE TALKING MACHINE WORLD

November 15, 1921

FUNDAMENTALS OF SALESMANSHIP

Wm. Maxwell Gives Some "Pointers" on Closing
a Sale That Are Distinctly Interesting

Discussing tlie fundamentals of salesmanship
before a recent meeting of the Representatives'
Club, of New York, Wm. Maxwell, first vice-
president of Thos. A. Edison, Inc., covered this
subject in his usually interesting and compre-
hensive way. His address, summarized, follows:

Salesmanship is one of the few callings in life
that are not rich with traditions. It has really but
one tradition: "Salesmen are born and not made."
This idea, persisting as strong as ever to-day, has
prevented salesmen from learning the funda-
mentals of their calling from other salesmen.
After describing the various phases of a sale, he
remarked that the salesman who has been prop-
erly grounded does not work his closing of sale
with the thought of obtaining a straight "yes,"
but rather that he so guides the closing that it
becomes impossible or embarrassing for the pros-
pect to say "no."

In dealing particularly with salesmen of adver-
tising as an illustration of a need for more funda-
mental training he declared that from his experi-
ence as a buyer of advertising he could say that
such salesmen present too much evidence for
their proposition. The superabundance of argu-

ment tends to bewilder the prospective advertiser.

He referred to the indorsement given ad-
vertising by the Committee on Emergency Meas-
ures by Manufacturers of the National Confer-
ence on Unemployment, appointed by President
Harding. This semi-official indorsement of ad-
vertising as a service, he declared, will be in-
stantly grasped by the salesman who understands
the fundamentals of his calling as a means of
showing the non-advertiser, in a new way, the
reason why he should advertise.

AN IDEA FOR A WINDOW DISPLAY

How Interest in Record Sales May Be Stimu-
lated by Use of an Original Suggestion

OPENS VERY ARTISTIC QUARTERS

Alec Robinton recently held a formal opening
of his new studio quarters at 22 Otsego street,
Ilion, N. Y. Representatives of the Brunswick
and Starr phonograph companies and other con-
cerns were present, and a number of prominent
vocalists participated in the concert which
formed an interesting feature of the event.
There were souvenirs for the general public and
congratulations galore on the very artistic quar-
ters arranged by Mr. Robinton. Apart from his
very handsome store there is a concert hall,
studio and workroom, all of which are ideally
appointed, which received praise from the large
crowd in attendance. A complete line of Bruns-
wick and Starr phonographs as well as a large
record library offer a wide selection to customers.

The following may be a good idea for a win-
dow display to show the public the relative
selling popularity of various new releases of
popular records:

Arrange the floor of your window to resemble
an automobile race track and on this place three
or four miniature automobiles with names and
numbers to correspond with certain popular rec-
ords, the sale of which you wish to promote.
Give a position in the race to each car which will
correspond with the sales volume of that particu-
lar record and then insert in front of the window
a bulletin explaining that this race indicates the
relative popularity in your city of the different
selections assigned to the several cars.

MEET MISS GOLDMAN!

David Goldman, auditor of the General Phono-
graph Corp., New York, is receiving the congratu-
lations of his friends in the trade upon the ar-
rival at his home the other day of a baby girl,
who has been christened Selma Rita. In ac-
knowledgment of these congratulations Mr.
Goldman states that his baby girl is "Okeh."

How many talking machines will You

deliver this Winter?

A diagnosis of the talking machine trade shows that it is
"spotty." Certain localities show better sales than
others. Certain establishments, in particular cities,
show far greater increase of sales than other establish-
ments in the same city.

Is your establishment going to be one of the bright spots
or dull spots this season? The manner in which you
handle your sales promotion is a large factor in increas-
ing your sales.

The class that does a good business will be handling
reputable merchandise, and selling it by every conceiv-
able, practical method of sales promotion, not the least
important of which v>n\\ be advertising.
By actual test of several hundred merchants like your-

self in their respective newspapers, we have established
the fact that talking machines and records can be suc-
cessfully advertised with smaller space than most stores
are now using, and that by increasing the variety of
appeal, by dovetailing your window display and direct
mail efforts with your newspaper advertising, and by
being brief and to the point, a small appropriation can
be made to bring a substantial volume of people and
sales to your store.

Our Service includes such an advertising campaign, in
conjunction with the proper window displays and form
letters. Our Service will help you to economize in your
sales promotion effort, and at the same time make you a
bright spot in your locality. Write for particulars.

Undev the auspices oj^

PlioneMadimSqume5%2

November 15, 1921

THE TALKING MACHINE WORLD

RECORDINGS OF HiGH NOTES

HARLAN AND COLLINS IN CONCERT

Compilation of Recordings Shows the Attain-
ment of a Perfect Harmonic "G"

Noted Recording Artists Featured in Ohio in
Connection With the New Edison

REACHING THE SLOW CUSTOMER

How Best to Plan Means of Stimulation — Sales-
man's Personal Letter Effective

In a recent letter sent by E. F. Droop & Sons
Co., Victor wholesaler, Washington, D. C, to
its . dealers some interesting facts which are
not' as generally known as they should be are
presented. These data should serve excellently
for the salesman in conveying to customers im-
portant facts regarding some of the remarkable
recordings in the Victor catalog.

The following series of accomplishments in
the perfect recording of not only high "C," but
of even higher notes on the Victor records, are
given:

"In 1904 Sembrich recorded a perfect high
'C in Victor record No. 96200 (Lucia — Chi mi
frena).

"In 1905 Tetrazzini recorded a perfect high
'D' flat in Victor record No-. 96201 (Lucia— Sex-
tette). Sembrich also recorded this high note
in record No. 96001 (Rigoletto Quartet).

"In 1911 Tetrazzini recorded a perfect high
'E' flat in Victor record No. 88296 (Mignon—
Polonaise). Garrison also recorded this note
in record No. 64811 (Vous dansez, Marquise —
Marchioness, Your Dancing). High 'E' flat is
also recorded in record No. 74509 (Lucia — Mad
Scene, by Galli-Curci).

"In 1917 Galli-Curci recorded a perfect high
'E' (!) in Victor record No. 74510 (Lakme —
Bell Song).

"In 1915 Kreisler in Victor record No. 64503
(and also Heifetz in record No. 64823) recorded
a perfect harmonic 'G'.

"Harmonic 'G' is nine tones higher than
Galli-Curci's high 'E,' which is an unusual mark
even for high sopranos — and eleven tones higher
than the much-advertised and encore-producing

high -c."

YouNGSTOWN, O., November 3. — Harlan and Col-
lins, noted recording artists, have won many
friends in eastern Ohio, where they have been
appearing under auspices of local Edison dealers
in concerts. Fostered by the Homer Williams
Co., the two artists appeared here on October 19
in the Alasonic Temple, where they pleased a
large audience of music lovers by comparing
their singing with its re-creation by the New
Edison phonograph, in addition to rendering sev-
eral groups of songs on their regular program.

Later they appeared in New Philadelphia, O.,
under the direction of George E. Buss, local
distributor, at the Union Opera House, repeat-
ing their former success.

Large crowds have been greeting the artists in
- every- city where they have appeared. A score
of other eastern Ohio cities will be visited before
the two artists leave this territory.

ANOTHER TRIBUTE TO CARUSO

In The Voice of the Victor for October
there is published an elaborate tribute to the late
Enrico Caruso and there is reproduced on a
special page, one of the latest portraits of that
noted artist. The tribute is admirably written
in a broad vein, showing the scope of the man
and his art, and little reference is made to Caru-
so's work in the matter of records.

When a customer doesn't appear on the scene
or order anything for some time it is a good
plan to write him a personal letter. One con-
cern holds a monthly meeting of its sales force,
at which buyer absentees are the chief topic of
discussion. The possible reasons for each regu-
lar customer's continued absence are noted, and
the salesman thought best able to deal with the
customer is commissioned to write him a per-
sonal letter. This concern uses no form letters,
so that each letter is specially adapted to the in-
dividual custonier. Another concern, doing a
large credit business, maintains a card index,
which shows whether or not a customer has pur-
chased anything during the month. Reference to
this index at regular, frequent intervals enables
the sales force to follow up any regular cus-
tomer who has not been buying for some time.
Form letters are used for this purpose, as the
concern's business is too large to admit of per-
sonal letters in this case, but each letter is typed
and signed personally by the head of the firm.
As the typist knows the form verbatim, the typ-
ing process is accomplished in less time than one
would imagine. A slight error is made deliberately
to identify the personal character of the letter.

It is worth remembering: It is not when you
know how to do a thing that you get results; it
is when vou do it.

N. E. MILLER HANDLES VOCALION

Danvers, Mass., November 5.— The N. E. Miller-
Co., popular local music house, was recently
appointed the agent in this vicinity for the
Vocalion and the Vocalion records. The com-
pany is planning an aggressive campaign for the
sale of these instruments in its territory and, in
addition to advertising in the local papers, will
circularize its prospects.

BRILLIANTONES NEWLY ENVELOPED

The Brilliantone Steel Needle Co., New York
City, is now presenting Brilliantone dance needles
in an especially prepared paper envelope de-
scribed as "glassy." The needles within are vis-
ible-and the envelope at the same time protects
them from rust or other atmospheric effects.
The Brilliantone Steel Needle Co. reports that
the demand for its various needles is continuing
very strongly and that this exceptional demand
is expected to continue throughout the year. .Oc-
tober has proved the biggest month of 1921 in
Brilliantone business.

Howdy Neighbors!

Greeting to Ormes, Inc., and Blackman
Talking Machine Co. ,

We welcome two such old friends and
representative Victor Distributors as
next-door neighbors.

Your choice of location is ideal
for service to the dealer.

Ask any Pearsall Dealer, he will tell you

"Desire to Serve Plus Ability"

10 EAST 39th ST.

NEW YORK CITY

SILAS E. PEARSALL COMPANY

THE TALKING MACHINE WORLD

November 15, 1921

Announcing Reductions
of Commanding Importance
on Entire Cheney Line

^HE Cheney Talking Machine Company,
desiring to dispel at one stroke any hesitancy
that may exist in the public mind as to the
stability of prices on Cheney phonographs, has
made sweeping reductions in prices of all
models.

This supreme quality at retail prices that will
. immediately attract purchasers, and increased
profits to dealers, make the Cheney line of
commanding importance to you.

Cheney Talking Machine Company, Chicago

MASTER INSTRUMENT

November 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiiiii

iiiiiiiiiiii

How a New Talking Machine StoreWas Suc-
cessfully Put Over in Novel Way =: By f h. wmiams

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

The use of talking machine records for local
advertising purposes looks like a new field
which should offer big possibilities to the retail
dealer. So far but very few records have been
made for local advertising purposes — and yet,
why not?

Let's see what is meant by this proposition
and just how it might work.

Suppose in some city of a quarter-million or
so there is extremelty keen competition bei-
tween the leading dealers in talking machines.
.\ new dealer starts up — John Smith, we'll call
him. He is faced by pretty discouraging condi-
tions. The other dealers are very firmly en-
trenched, they have the trade thoroughly lined
up, are progressive, alert and enterprising and
it looks as though Mr. Smith were going to have
mighty hard sledding.

Mr. Smith, after a few weeks of experience,
thinks so himself. But he isn't of the stuff that
gives up easily and he looks around for some
novel method of putting himself and his store
over quickly and in a big way. Bt:t how can he
do it? Advertise? Yes. but all the other stores
are advertising. There wouldn't be anything
particularly new or novel or unusual in another
talking machine store advertising. Put out sales-
men? Yes, of course, but he hasn't any bulge
on his competition there — that's what they're all
doing.

What, then, can he possibly do to jolt the
public into attention and make them flock to his
store for the purpose of buying talking ma-
chines and records?

After considering the proposition for some
time Mr. Smith turns to the talking machine
itself as the best way out. He gets in touch
with the foremost local musician, a man who
has composed a number of instrumental selec-
tions which have made quite a hit locally,
^though they haven't done much outside this
particular city. He makes a proposition to this
musician to give him more local publicity than
he has ever had before if he will give, free of
charge, the entire record rights to Mr. Smith of
his latest composition. Failing in this, as he is
quite apt to do, he pays the musician a small
sum for the use of his work. Mr. Smith tells
the musician just what he is going to do with
the piece and points out that it is entirely an
advertising and publicity scheme in which the

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^

musician has just as much to gain as Smith
iiimself.

Bat wliat does Mr. Smith intend to do with
the music?

Listen. He makes a proposition to the com-
pany whose products he is handling that this
concern make a certain number of records of
this musician's piece, liaving the concern's regu-
lar orchestra do the playing. Smith guarantees
that he will sell enough of the records to pay
for their manufacture. The manufacturing con-
cern takes him up. The records are made and
in due time they arrive at Mr. Smith's place of
business.

.And then what does Mr. Smith do with them?

First he embarks upon an extensive advertis-
ing campaign. His first newspaper advertise-
ment reads like this;

IlllllllllllllllllUJi

m THE FIRST LOCAL MUSICL\N'S WORK TO g
g BE REPRODUCED ON TALKING g

H MACHINE RECORDS! H

g Carlo Sebastian, the well-known local musician, =

g has composed a new instrumental selection which is s

g a knock-out. It has been reproduced on talking ^

^ machine records by the Doitwell Talking Machine g

g Co. and the records are now here! They are priced ^

= at $1.00 each. g

g Come to Smith's talking machine store and hear =

g this first and only local musical record. You'll be s

= delighted by it — it is the sort of music you will long g

^ remember, the sort of music that makes the dance =

g seem better. Then buy a record. Play it on your =

g own talking machine. Have it ready to play for any ^

g visitors from out of town. Show strangers in our g

g city just what this city can do in a musical way. g

^ Come in NOW and be among the first to hear g

g the first local talking machine record ever made. =

a THE JOHN SMITH rHONOGR.\PH SHOP H

= 44 Market Street =

llllllllllllllllllllllllllllllllllll

Following this initial announcement come
other ads, all playing heavilj- on the local pride
feature of the proposition and urging every talk-
ing machine owner in the city to purchase one of
the records so they can demonstrate to neigh-
bors and to visitors just how good this promi-
nent local musician is.

But newspaper advertising is not the only
avenue of publicity which Smith adopts for the
purpose of calling attention to Sebastian's rec-
ord and in this way attract attention also to his
shop.

He tells the local city editors of the news-
papers all about the affair. The fact that the
record is the first local musical record ever made
appeals to the editors as being a good news

story. They play the affair up in their news
column, running pictures of Sebastian and of
Smith. The affair is treated as a news story of
real interest to everyone in the citj-, which is, of
course, exactly what it is.

Smith then takes the matter up with the super-
intendent of schools. He gives to the superin-
tendent enough records for all the machines in
the schools, his only stipulation in making the gift
being that when the record is first played the
teachers tell the scholars that the record is the
work of Mr. Sebastian and emphasize that they
have been made through Mr. Smith's enterprise.
Smith points out that the playing of the record
in the schools may be made the excuse for
quizzing the scholars as to what they know
about local history and local achievements. The
superintendent, of course, willingly falls in with
the plan.

Next Smitii induces the local bands to play
the selection upon every possible occasion and
he features such playing in his newspaper ad-
vertising, calling attention to the fact that the
piece is growing in popularity and that it should
be in the home of everyone who enjoys good
music.

Next he stages a personal appearance of Mr.
Sebastian at the Smith store. He plays his piece
on the piano and the talking machine record is
then played. This affair creates more publicity,
attracts more attention and results in more peo-
ple becoming familiar with the Smith store.

As the result of all this enterprise, advertising
and publicity Mr. Smith's store is, in no time,
established as the leading and most alert "talker"
shop in the town. In fact, when people think
or talk about talking machines they think and
talk first about Smith and his enterprise in put-
ting Sebastian's piece on a record.

But how could any enterprising manufacturer
benefit by such a proposition?

The answer is easy — by hooking himself up
with the affair in no unmistakable manner and by
promoting such enterprises among his dealers in
the larger cities. If the Doitwell concern, for
instance, makes it plainly evident that it is the
co-operation of this company in furthering all
good musical propositions which has made it
possible for this local achievement to come
about, then the local people will do more talk-
(C ontinucd on page 18)

ECLIPSE

PROMOTE

THE ECLIPSE MUSICAL CO.

Wholesale Only

Cleveland, Ohio

THE TALKING MACHINE WORLD

November 15, 1921

IMPORTANT TO THE TALKING MACHINE TRADE

Record Albums

Yes, Price is one point.
But so is Quality einother point.
Quality and Price must be considered
together. "National Albums" are unsur-
passed and seldom equaled in Quality.
They give permanent satisfaction to the
user. Plesise your customers. Write us
for price list.

SELECTING THEIR FAVORITES

NATIONAL PUBLISHING CO., 239 S. American St., PHILADELPHIA, PA

THE PERFECT PLAN

PUTTING OVER NEW "TALKER" STORE

(Continued from page 17)

iiig about the Doitwell machine and records than
almost any other single thing could bring about.

And the \ery best thing about the whole
proposition is that it would pay its own way.
With all the local pride which every city has
and with all the publicity which would be given
to such a unique stunt, enough records to pay
for the whole cost of manufacture and of the ad-
vertising could be sold without the least little
trouble in the world.

STARR DEALERS VISIT PLANT

Representatives of the Starr Line of Pianos and
Phonographs Inspect Company's Modem
Manufacturing Plant at Richmond, Ind.

C. J. COLLINS WITH REMINGTON CORP.

Joins Sales Staff in MetropoHtan Territory Repre-
senting Phonographs and Oljonpic Records

E. H. Holmes, sales manager of the Reming-
ton Phonograph Corp., New York, has announced
the appointment of C. J. Collins to the sales staf?
of the organization covering the metropolitan
district in the interest of both Remington phono-
graphs and Olympic records. Mr. Collins has
had long experience in the talking machine field
and has a large circle of friends in the trade.

Talking machine dealers and salesmen should
bear in mind that it takes sixteen muscles to
make a smile and sixty-eight to make a frown.
Why work overtime?

RiCHMOXD, IxD., October 31. — Nineteen Starr
piano, Starr phonograph and Gennett record
dealers from Pennsylvania and W^est Virginia
put in a full day at the plant of the Starr Piano
Co., in this city, during the month. The party,
which journeyed to Richmond from Pittsburgh
in a special car, was organized by H. C. Niles,
secretary-treasurer of the Starr Phonograph Co.,
Pittsburgh, and was for the purpose of better
acquainting the dealers with the great Starr in-
dustry of the Middle West.

Inspection of all departments of the Starr
plant was the feature of the day and the fact
that every single part entering into Starr-made
pianos, plaj'er^pianos, Starr phonographs and
Gennett records is made complete in the Starr
p'ant was clearly shown.

At noon lunch was served in Building No. 19
in the phonograph department, amid decorations
of flags, bunting, together with flowers, plants
and boughs, tinged with the autumn colors, mak-
ing an effective .<;etting for the lunch table. Sur-
rounding the table and extending half-way the
length of the great building were displays of the
entire line of Starr pianos — uprights, plaj'ers and
grands — Starr phonographs, motors and acces-

BOSTON ALBUMS ARE MADE RIGHT

Patented
1914

BOSTON BOOK COMPANY

501-509 Plymouth Court

CHICAGO, ILL.

sories, and many of the latest Gennett records.

A novel and interesting event of the afternoon
was the special making at the factory recording
laboratory of a record by the entire party. The
Starr Piano Co. now maintains a recording lab-
oratory at the plant, as well as in New York.
The record will later be presented as a souvenir
to each of those present and in addition to a
talk regarding the trip each person spoke his
name and business connection into the horn.

In the evening dinner was served, the main
feature of which was a whole roast pig, with all
the trimmings. Short speeches were made by
Jacob Schoenberger, of Lechner & Schoen-
berger, Pittsburgh, who told of his long con-
nection with the Starr Co. in selling its products;
A. G. Leonard, of the R. E. Stone Furniture
Co., McKeesport, Pa.; Harry Niles, of the Starr
Phonograph Co., Pittsburgh; Harry Gennett and
Fred Gennett, vice-president and secretary, re-
spectively, of the Starr P<ano Co.

Those making the trip enjoyed the daj' thor-
oughly and were especially impressed with the
size and completeness of the Starr plant. "I
think everyone had a good time and enjoyed
the trip immensely," said H. C. Niles, who was
formerly advertising manager of the Starr Piano
Co. The visitors were: Lester Stewart, the
Phonograph Shop, Homestead, Pa.; W. C. Pifer,
Keyser, W. Va.; Clark Jones, Jones & Mc-
Millen, Beaver, Pa.; Jacob Schoenberger, Lech-
ner & Schoenberger, Pittsburgh, Pa.; George
Minch, Minch &■ Selzer Furn. & Und., Cora-
opolis. Pa.; W^ T. Parker, Vale Summit, Md.;
George H. Selzer, Minch & Selzer Furn. & Und.,
Coraopolis, Pa.; Harlan A. Horne, J. M. Hoff-
man Piano Co., Pittsburgh, Pa.; E. J. Michael,
E. J. Michael Piano Co., Pittsburgh, Pa.; A. K.
Smith, Punxsutawney, Pa.; L. M. Lytton, Bur-
gettstown. Pa.; Roy Veiock, Veiock Music Co.,
New Brighton, Pa.; A. G. Leonard, R. E. Stone
Furn. Co., Keyport, Pa.; R. E. Williams, R. E.
Williams Music Co., Greenville, Pa.; B. D. Mc-
Millen, Jones & McMillen, Beaver, Pa.; Andy
Tomasco, Blacklick, Pa.; H. H. ImhofF, Clarion,
Pa.; F. A, Stewart and H. G. Niles, Starr Phono-
graph Co., Pittsburgh, Pa.

THE BRUNSWICK AT HARDMAN HOUSE

Well-known Phonograph Now Handled in Elab-
orate Department of Hardman, Peck & Co.

Hardman, Peck & Co., 433 Fifth avenue. New
York, announce that the Brunswick line of ma-
chines has teen added to their talking machine
department. Several period models of the Bruns-
wick line will be on display on the main floor,
and on the fourth floor, which is devoted exclu-
sivelj' to talking machines, a complete line of
Brunswick phonographs will be shown.

Marie Morrisej-, contralto and Edison artist,
has been giving a number of concerts through-
out Xew England, which have been loudly ac-
claimed by audiences and critics.

Tlie Talking MacJiinc World, New York, November 15, 1921

TffB WORLD'S BBST

WOHE.

M<*oe_, 1

PnONOGRAPn NttDLES
ARt THt BEST
YOU CAN BUY

dce made iii^erL
dijjeren.t-tbn.e5

(-0'-' o ,

A BIG HOLIDAY ^eiLER-TRUiTONE- NeEDLE5 ,PUT UP 5000
-^SsoR^^^'f^ A 50X- FEATURE THI5 NOW

Perfected Points, Perfected Lengths, Perfected Hardness!!!

is the time, Mr. Distributor, to Supply YOUR

DEALERS with

''THE WORLD'S BEST''

Phonograph Needle

Territory Open for
Live Distributors

Write for Our
1922 Prices

^n^^aio-s BEST
THE PHONOGRAPH NEEDLES

November 15, 1921

THE TALKING MACHINE WORLD

MILAN, 0., HONORS T. A. EDISON DANCING GIRLS FEATURE OPENING

MICA
DIAPHRAGMS

Absolutely Guaranteed Perfect
We get the best India Mica directly.
We supply the largest Phonograph Manu-
facturers.

A»k for our quotations and samples before
placing your order.

American Mica Works

47 West St. New York

OPENS NEW TALKING MACHINE SHOP

Town Where Great Inventor Was Born Pays
High Tribute to Him in Two-day Pageant

Four Little Girls in Window Attract Attention
to Val Loewer Co., Sonera Dealer, of Colum-
bus, at Formal Opening of Store

Drake & Monninger Co. Opens an Exclusive
Talking Machine Store in Sebring, O.

Sebring, O., November 4. — The Drake & Mon-
ninger Co., with stores in Canton, Alliance and
East Liverpool, has opened an exclusive talking
machine shop here in Fifteenth street. The
company specializes in household furnishings, but
the local store, according to George Drake, man-
ager, will be devoted exclusively to the display
and sale of phonographs. There was no formal
opening. A complete line of talking machines,
records and musical merchandise will be offered
by the new shop. This company recently moved
into larger quarters in Alliance and added a
talking machine department which is second to
none in the entire city.

Sandusivy, O., November 4. — A "historic pag-
eant," arranged as a tribute to Thomas A. Edison,
who was born there, was presented twice in
Milan, O., recently. It consisted of a series of
tableaux, in many of which participants were
made up to represent the inventor either as child
or man.

On Friday afternoon an heirloom exhibit was
placed on display and continued until Sunday.
This offered, among other things, auttigraphed
photographs and letters sent by Edison from
time to time to his cousin and childhood play-
mate, the late Mrs. Nancy Wadsworth, as well
as specimens of mechanical appliances from the
Milan High School laboratory, the gift of Edison
to the school, and said to be the finest of its
kind in the world. An old-fashioned tea cup that
belonged to Edison's mother attracted attention.

On Saturday afternoon, in the public square,
the celebration took on a spectacular aspect. The
pageant and exhibition were arranged by public-
spirited 'Milan citizens as a means of raising
money for the Milan public library.

Columbus, O., November 1. — An innovation
which attracted considerable attention to the Val
I^oewer Co., Sonora dealer at 130-136 East Main
street, this city, was the appearance of four
dancing girls in the window of the establishment
on the occasion of the recent formal opening of
the concern. A Magnavox attached to a Sonora
phonograph furnished the music for the little

RECORD COLLECTION ON DISPLAY

Display of Various Makes of Records in Window
of Roat Music Co. Attracts Attention

NEW MUSIC SHOP AT GLENS FALLS

Glens Falls, N. Y., November 5. — A recent ad-
dition to the music establishnients here was the
Brunswick Music Shop on Ridge street, which
was opened by S. B. Cleveland and Harlan Paige,
both well known in local business circles. The
store, which is modern and extremely attractive,
possesses all the latest conveniences for patrons.
A complete line of Brunswick records and ma-
chines is handled.

Battle Creek, Mich., November 5. — An unusual
window display which is attracting considerable
attention here is that of the Roat Music Co. The
display consists of eighty different makes of talk-
ing machine records collected by Roy C. Wheeler,
a prominent local business man, who has records
made by every company with one exception since
the manufacture of the discs started. Only about
twenty-five of the records represented in the col-
lection are now being produced. Records made
in America, Canada, England, Germany and
other countries are included in the collection.

A Window That Attracted Notice

dancers, who performed before one of the largest
crowds that ever attended an afifair of this kind
in the cit}'. Added success was given to the
event by the fact that the music could be heard
by the spectators on the outermost fringes of
the crowd, which surrounded the window
throughout the entire performance. The pub-
licity gained by this novel entertainment will do
much to provide for the success of the company
and the originality of the event, as well as the
success with which it was attended, makes it well
worth trying by other concerns as a publicity
medium apart from its artistic worth.

Sherry & Son, exclusive Victor dealers, at 3448
West North avenue, have secured a lease on new
quarters at 4035 on the same street, Chicago,
which are now being occupied.

Grasp an idea and work it out to a successful
conclusion. That is about all there is in life for
anv of us.

GOOD NEWS

Gentlemen of our trade:

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could with utmost confidence recommend to your closest friend as an
entirely satisfactory needle?

DE LUXE NEEDLES

Fulfill every requirement of an entirely Satisfactory Needle.
Ask your Jobbers or Dealers all about them. Samples and full particulars gladly furnished

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ANSONIA, CONN, "i

DON'T FORGET THESE FACTS

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THE TALKING MACHINE WORLD

November IS, 1921

SEITZ PLANS WORK IN SCHOOLS

Educational Director of Putnam-Page Co. Work-
ing With Dealers in Developing Great Cam-
paign Which Is Proving Most Successful

Peoria, III., November 5. — The educational de-
partment installed bj' the Putnam-Page Co.,
under the direction of H. W. Seitz, recentlj'
referred to in The World, is proving a great suc-
cess. The interest and enthusiasm of the dealers
indicate that they are most appreciative of the
various plans for helping the sales force and
teachers to a proper knowledge of this interesting
and profitable work.

The educational value of the Victrola and Vic-
tor records is recognized by teachers and thinking

DIRECT FACTORY PRICE— JUST MENTION THE QUANTITY

MOTORS CASTINGS
TONE ARMS Grey Iron

REPRODUCERS and Brass for

TURNTABLES
MOTOR FRAMES
TUNE ARMS
HORNS and THROATS

Direct Quantity Importations On

Stylus Bars

Screw Machine Parts

Talking Machine Hardware

JEWEL and STEEL (Bulk or Packed)
PHONOGRAPH NEEDLES
GENUINE RUBY BENGAL MICA

D. R. DOCTOROW

Vanderbilt Ave. Bldg.
SI East 42nd Street, New York
Tel. Vanderbilt 5462
Murray Hill Soo

H. W. Seitz

people of to-day. The problem now at hand is
that all may be helped in presenting the subject
intelligently and to see that each dealer has in
his organization someone capable of carrjnng on
the work and assisting teachers in every way
possible.

Records for children should be in each home

as well as in the school, and dealers who overlook
the possibility of placing a small machine and
records in the nurserj- are losing an opportunity
to increase sales that would doubtless surprise
them.

The Putnam-Page Co. expresses itself as fortu-
nate in securing the services of Mr. Seitz, for his
previous training and experience make him un-
usually well qualified to be of assistance to teachers
and dealers. He is a graduate of the Peoria Con-
servatory in voice, the Universitj- of Wisconsin
and the Cincinnati Conservator}' in public school
music, and had special study in voice under John
Hoffman and Oscar Saenger, of New York City.

To make the work of commercial value Mr.
Seitz will follow his work in the schools with a
lecture in which views of interesting scenes and
important points of interest of each country will
be shown, together with the national and charac-
teristic music of the country recorded by the
Victor Co.

If work done at a Teachers' County Institute
means a sale of five school machines, six charts
featuring the "Instruments of the Orchestra,"
twelve copies of "What We Hear in Music,"
twelve copies of "Music Appreciation for Little
Children," fifteen copies of "Pan and His Pipes"
and 250 Educational Records, who would ques-
tion the commercial value of the vi'ork?

Mr. Seitz sent in this order from Aledo and
is now planning to return there and will outline

Seaburg Mfg. Co.

Jamestown, N. Y.

No. 250T, List Price $250.00

Usual discounts to dealers

48"x28"x31" high. Finished all
around

Solid Mahogany, Walnut or Oak

a course in Music Appreciation for teachers and
help them to use the material they have to the
best advantage.

Aledo is a town of 3,000, and Mr. Bolton, of
Bolton Electric Co., the local Victor dealer, is an

Interior of Bolton Electric Co.'s Store

energetic, progressive and wide-awake man, de-
serving to succeed because of his aggressive
methods and sound business policies.

Mr. McNight, of the Bolton Electric Co., will
assist Mr. Seitz in his educational work.

BANK GIVES TALKER TO SCHOOL

An Original Advertising Stunt in Canton, O.,
That Should Be Encouraged

Canton, O., November 2. — Always on the alert
for an advertising stunt, original and new, Frank
Collins, vice-president of the First Trust and
Savings Bank here, this week presented one of
the local junior high schools with a handsome
new Sonora talking machine. Presentation was
made by the principal at the regular fortnightly
assembly. As the result the school adopted the
following slogan, "A bank account for every
pupil." This bank has a special school chil-
dren's savings department.

MISS BROWN'S INTERESTING VISIT

Miss H. Marjorie Brown, of C. Bruno & Son,
Inc., Victor wholesalers, New York Citj-, recently
completed an interesting trip throughout Con-
necticut and Rhode Island and part of Massa-
chusetts. Miss Brown visited the dealers in the
principal cities of these States and was much
interested to learn the successful methods they
employed in their business and, in return, left
with them many valuable ideas for future use.
The trip was so satisfactory in these respects that
Miss Brown plans to make a trip through New
York State at an early date.

OLYMPIC ARTIST NOW ON TOUR

Percy Hemus, popular Olj-mpic artist, is now
on tour as star in "The Impresario." The
folder announcing the tour, an edition of over
300.000 of which was struck off, is a product
of the printing department of the Olympic Disc
Record Corp. Of particular interest to the
Olympic dealers, wherever this production will
appear, is the advertisement of the Olympic Disc
Record Corp. appearing in this booklet, which
announces that the local Olympic dealer is able
to supply solo numbers of "The Impresario" on
Olympic records.

Mascagni's latest opera. "II Piccola Marat,"
has scored an immense success in Rome and
recordings of the opera, or the production of the
opera itself at the Metropolitan, are aw^aited with
interest by the musical people of America.

THE TALKING MACHINE WORLD

Money /or You in These New Creations

You are not getting all there is out of the talking machine business unless you
are handling these new Blue Bird models. The adaptability of these striking
departures from the commonplace in phonographs, for an infinite number of
new uses, has opened up a new field of opportunity for the wide awake dealer.

Blue Bird "SPINNETTE"

This classic colonial type Spinet Desk,
with concealed phonograph, is a su-
preme achievement of art and utility.
One of several "2 in i" feature pieces.
Appropriate for living room or library.

Retail Price $275

Cabinet and Period Types

Retail from $65 to $325

These Blue Bird phonographs sell
where other phonographs will
not. These new creations, which
were first announced last month,
represent the highest attainment
in workmanship and tonal quality;
features which have made the Blue
Bird famous wherever it has been
seen and heard. The "Emanator"
— an ingenious automatic record
container — is one of several dis-
tinctive Blue Bird features.

Exclusive Territory for You

Blue Bird phonographs play all records. Better
yet, Blue Bird records — the latest hit — are now
ready for distribution. These, combined with the
new Blue Bird models, are the only exclusive propo-
sition of the kind, and give the dealer complete
independence, as he can also handle the Blue Bird
period and cabinet models, which
fill the most exacting demands
for these types.

The Blue Bird dealer does not
have to compete with a number
of other dealers selling the same
machine — in the same territory
— at the same price.

Write today for the big special
Blue Bird proposition to dealers

Your territory will he exclusive

PATENT PENDING

Streamline Model

(Disappearing Cover)

The epitome of convenience
and elegance

Retail Price $250

Blue Bird
"Teakar" Phonograph

Handsomely modeled;
adapted to garden parties
and other entertainments.

Sliding top for duplex use.

Retail price $140

TATEHI PENDING

Blue Bird Talking Machine Co.

LOS ANGELES • CALIFORNIA

THE TALKING MACHINE WORLD

November 15, 1921

Charles Hackett, as Thaddeus, sings the lovely lament,
"Then You'll Remember Me" from The Bohemian
Girl In his glorious tenor. Your customers will want
this newest record by the greatest American tenor.
Columbia 79891.

Columbia Graphophone Co.

NEW YORK

WHY EDELSTEIN IS DOING BUSINESS

Albany Dealer Installs Electric Sign and Con-
tracts for Twenty Large Billboards

CHANGES IN COLUMBIA STAFF

E. N. Burns and A. R. Harris Resign Posts —
R. F. Bolton in Temporary Charge of Record-
ing Laboratories — Other Changes

Albany, N. Y., November 5. — Al. Edelstein
owner of the Strand Temple of Music in this
city, exclusive Victor dealer, is not worrying
very much about bad business or any other form
of pessimism. On the contrary, he is a pro-
nounced optimist, and only the other day pur-
chased a large twenty-five-foot electric sign with

H. L. Willson, vice-president and general
manager of the Columbia Graphophone Co., an-
nounced last month that E. N. Burns, formerly
vice-president of the company and in charge of
the Columbia recording laboratories, had sev-
ered his connections with the companj-. A. R.
Harris, who was also connected with the Co-
lumbia recording laboratories, has resigned.

R. F. Bolton, one of the veterans of the Co-
lumbia organization, who has occupied numer-
ous important executive posts in his manj' years
of service, has been placed in charge of the
recording laboratories temporarily.

John Brown, formerly comptroller of the
Metropolitan Opera Co., and recognized inter-
nationally as one of the best-posted members of
the musical world, has been placed in charge of
the Columbia operatic and artist departments.

Frank B. Walker, formerly connected with the
Central Concert Co., of Detroit, and well known
in the musical field, is now associated with the
Columbia recording laboratories.

Al Edelstein

a flasher attachment and a new Ford Victrola
delivery car.

In addition to these outward signs of optimism
Mr. Edelstein has contracted for twenty large
billboards in and about Albany and his general
publicity campaign will be more extensive than
ever before. Needless to say, his sales totals
this Fall have been more than satisfactory, and
this success may be attributed to his progressive-
ness and thorough knowledge of the industry.

MUSICO=PEDAGOGIC DISCOVERY

The first law of all our civilization is the co-
operation of all individuals to improve the con-
ditions of life.

The value of the talking machine as a teacher,
particularly in the household where a lot of
youngsters hold forth, was demonstrated afresh
in a story recently told by Henry T. Finck in
the New York Evening Post, when he said:

"I know a boy of six who for four years has
been running his own Victrola. Hundreds of
times he has thus heard pieces of all kinds; but
when he hums a melody to himself it is, nine
times out of ten, a Strauss waltz! I regard this
as one of the most important musico-pedagogic
discoveries ever made. Parents, I say, if you
want your children to become really musical,
buv them records of the Strauss waltzes!"

PROUD OF HIS OUARTET OF GIRLS

HoLLis, Okla., November 1. — F. M. Keys, of the
Spooner Hardware Co., Pathe dealer of this city,
is doubly famous throughout the State for his
excellent record in selling Pathe phonographs
and also as the father of a quartet of w-ondcrfu!
and accomplished little girls — Roberta, Mona,
Mary and Leota are all six years old — who are
already Pathe enthusiasts.

The accompanying photograph depicts the
young misses in the booth of the Harbour-Long-

A CACTUS NEEDLE

THAT
SELLS ITSELF

Produces clear, natural tones;
eliminates surface noise;

brings out all subtle details of
the music and preserves the
records.

Needles can be repointed on
sharpener enclosed in package, so
that each needle will play an in-
definite number of records.

Needle op TKe

A Near Permanent Neeile

F. M. Keys' Quartet of Daughters

mire Phonograph Co., Pathe distributor of this
city, at the State Fair recentlyj^ held here. For
the past iew j'ears the fond father of these quad-
ruplets has had them at the Fair and their at-
tendance at the Pathe booth has always at-
tracted much attention and admiration.

The merchant who becomes discouraged and
relaxes his efforts when times are dull may as
well close his doors.

Centurij-

ATTRACTIVE INDUCE-
MENTS MADE TO JOBBERS

For Samples and Particulars
Write to

THE PERMO COMPANY

4215 TERRACE ST.,
OAKLAND, CAUFORNIA

November 15, 1921

THE TALKING MACHINE WORLD

MUSICAL INTEREST INTENSIFIED BY TALKING MACHINE

The Great Work Now Being Accomplished in Various Spheres of Musical Effort the Basis of a
Splendid Tribute From the Pen of H. E. Krehbiel, of the New York Tribune

An increasing recognition of the talking ma-
chine as a supreme factor in the development of
musical taste and appreciation in America has
been especially discernible during the past two
}-ears, particularly among our leading musical
critics. In the columns of The World we have
printed from time to time editorials and articles
taken from leading papers which emphasize this
tendency and in the New York Tribune of re-
cent date, under the caption ''The Phonograph
an Asset in the Spread of Musical Educa-
tion," the follov.'ing article appeared, from the
pen of Henry E. Krehbiel, the dean of musical
critics in New York — in fact, in America — and
the author of many musical works of standing.

The points he emphasizes are not new to
World readers, for we have been "pounding
away" along these lines for the past ten years,
but it is quite an achievement to have so notable
a figure among the recorders of musical happen-
ings so freely acknowledge the great field which
is covered by the talking machine and the great
work accomplished in musical and educational
domains. The article follows:

'"The development of the interest in music that
has been so marked among all classes of the
American people, especially since the World
War, might have been retarded without the aid
of the phonograph. Every one acknowledges
the musical advance, whose echoes reach the
ear at every turn and equally ready is the recog-
nition of the part the phonograph has played
and is playing in it. The little black discs have
brought music, and the very best of music, into
even the rem.otest corners of the earth, and have
been a most effective agent of musical education.

'"The phonograph has not confined itself to
bringing clieer and comfort, musical knowledge
and musical taste into the home. It has also
found its way into the mill, the factory, the tele-
phone exchange, the school room and the

library. Those who had anything to do with the
entertainment of the soldiers in the camps, on
the ships and behind the lines will not soon for-
get the service it performed in encouraging the
depressed, soothing the nerve-racked and in
general maintaining morale. Of course, these
v,ere really the services of music itself, but the
phonograph, because of its comparative cheap-
ness and its adaptability, was more generally
chosen as the medium for these services than
any other instrument.

"Cheapness, adaptability and all-around effi-
ciency again account for the wide uses of the
phonograph in industry, in education and in the
hundred new spheres it has entered. It is a fre-
quent and welcome visitor in the hospital ward.
It sometimes accompanies the airplane pilot in
his journeys above the clouds. It brings to the
Indian on his reservation the songs of the white
man and to the traveler in the desert the
rh3'thms of his homeland. In the factory it has
for years been used as part of the rest-room
equipment, to refresh the worker after his toil.

"The latest convert to its usefulness is Uncle
Sam himself. He is using it in his Minneapolis
post office to assist the clerks in the sorting of
the mail, and the experiment has been so suc-
cessful that it probably will be extended to
other post offices.

"Yet, for all this ubiquitous fimctioning. the
greatest blessing the phonograph has brought
remains its service in the home. Here it has
made music lovers of hosts of men and women
who never knew that they cared for music. The
evolution of musical taste among phonograph
owners is a phenomenon with which every music
dealer is familiar. How often will a man who at
first wants only dance records and syncopated
melodies later demand a preponderance of classi-
cal songs and symphonic selections!

"Reflecting the all but universal use of the

phonograph in the home the instrument has in-
vaded the classroom in the city and rural school
house and is now as much a part of the para-
phernalia of education as the blackboard and the
reader. A comparatively new function it is per-
forming is in connection with the music-memory
contests or music-appreciation games which are
being adopted all over the country to foster an
acquaintance among children with the best in
music.''

STARTS SELLING CAMPAIGN

Columbia Dealer Carrying on a House-to-house
Drive — Magnavox Concerts Proving a Source
of Good Sales — Prospects Secured at Picnic

Elyria, O., November 6. — The Geo. A. Clark Co.,
of this city, Columbia dealer, has started a house-
to-house drive with eight solicitors. Full-page
advertising has appeared in the Chronicle Tele-
gram and an effective window display, together
with a Magnavox, has carried the news to pas-
sers-by. This "live" dealer recently staged a
Grafonola Magnavox concert at Le Grange, O.,
and attracted the largest crowd ever gathered
in the public square of that city. Two Grafo-
nola sales, together with many valuable prospects,
represented the direct results of this concert.

A few weeks ago the Geo. A. Clark Co. spon-
sored a Grafonola Magnavox concert at the
Willys-Overland plant at the noon hour. Practi-
cally every employe in this vast plant was pres-
ent and thoroughly enjoyed the concert. Three
Grafonola sales were closed on the spot and the
prospect list was enriched by a large number of
names.

A church picnic was another means of getting
further prospects for this active Columbia repre-
sentative and, as a result of this concert, a K-2
Grafonola and a G-2 were sold, followed by the
sale of an E-2.

To achieve what the world calls a success a
nisn must attend strictly to business and keep
a little in advance of the times.

FEATURES

LARGE diaphragm and
long stylus bar length-
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deeper and more natural
quality of tone.

Throw-back design permits
of easy access to needle
socket. Saves records from
unnecessary scratching.

PLAYS ALL RECORDS

No. 2 Round Tone Arm and Reproducer

Made only in 8 J/2 -inch length. Can be furnished with or
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THE JEWEL MUTE

Perfect regulation without
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JEWEL PHONOPARTS COMPANY - 154 W. Whiting St., Chicago

THE TALKING MACHINE WORLD

November 15, 1921

Promise and Performance

_ - — s^i:f ^^^z:z^^T

Queen Anne Console

Granby Dealers have faith in the
Granby institution and its product.

These Dealers know that the
Granby Phonograph Corporation
has rigidly lived up to every
promise, and more.

Granby Phonographs have come
up to expectations in every par-
ticular.

The Granby selling policy is sound.
It means substantial profits to
Granby Dealers.

If you do not handle the Granby,
you cannot appreciate what this
means to you.

Profit by the experience of the
Granby Army of Merchants. Get
the full story by return mail today.

Send the coupon — TODAY.

Gl^ANBY PHONOGRAPH CORPOMTION

LEVY BUILDING

SaN ORF OUK-V IRG INIA©

Tear off Coupon — Sign — Mail TODAY

I shall be glad to receive the Granby
proposition.

November IS, 1921

THE TALKING MACHINE WORLD

f Planning an Especial Appeal for Juvenile |

Record Trade During the Holidays

By I

W. B. Stoddard I

lllllllllllllllllllllllllllllllllllllllllllllllllllli

For a number of seasons — in fact, ever since
the original talking machine was placed on the
market — much attention has been paid to fea-
turing records for adults for the holidays, but
it is only recently that a real eflort has been
made to give publicity to the fact that juvenile
records make a gift to delight all the kiddies.
The youngsters have their miniature wash tubs,
doll beds, trains of cars, tool sets — why should
they not have their own music? A very prac-
tical appeal to the adults can also be made for
the purchase of these records. All children love
to play records, and many a fine one has been
damaged by the careless handling of the little
ones. By getting them a popular-priced machine
and a supply of their own records they will be
just as happy, and the Kreisler and Galli-Curci
records will be safe. These juvenile records also
furnish much amusement for rainy days, and
those of the Bubble Books, especially, offer wide
scope for childish amateur theatricals.

Several stores in different parts of the country
have seen the value of giving publicity to this
angle of the trade and have arranged children's
parties in order to interest the youngsters in
these records.

The J. D. Palmer Store, Marshalltown, Iowa,
announced recently that the first one hundred
children, accompanied by their mothers, regis-
tering at their store on a certain day would be
presented with photographs of themselves free.
So large a crowd attended that the doors had to
be closed. An order on a local photographer was
given to the first one hundred, as per the adver-
tising. Then, as a consolation prize to the hun-
dreds of others, the entire gathering was treated
to a Mother Goose Show in the large auditorium
on the second floor, the characters from the Bub-
ble Books appearing in person, singing the songs
made popular by the records. At the conclusion
of the concert Little Boy Blue, Jack and Jill,
Mistress Mary and Mother Goose passed down
among the crowds and distributed souvenirs —
little books containing several of the songs — with
a statement that the records were on sale at the
store. Just before the big party broke up a
photographer appeared on the stage and took a
picture of the crowds of children, and this was
enlarged and later exhibited in the windows of
the store, surrounded by an arch made of the
juvenile records.

illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllO^
Younker Bros., Des Moines, Iowa, made a big
hit with the children and parents by staging a
Bubble Book party for the little folks. All chil-
dren were invited to come and "bring your
mother, too," so there was a big crowd on hand
at the appointed hour. Juvenile elocutionists re-
cited for the audience, while the Bubble Books
themselves were the star performers. The store
had filled one of their large windows with these
books and on the afternoon of the concert these
were carried to the concert room in armfuls,
where the records of all the different books were
played. In addition, pipes and pans of soap suds
were distributed, so that real soap bubbles were
a part of the highly enjoyable bubble party. The
window just mentioned showed a popular-price
^1

■ Some Suggestions That |

I Will Help Dealers in |

B Perfecting Means ofM

m Appealing to Children J

m in Their Territory |

machine on a wicker stand, with several records
standing on top of it. On tables, chairs and on
the floor were quantities of the Bubble Books,
some open, some closed. Several drapes of crim-
son-and-gold velvet were used, and on these were
placed a number of juvenile records taken from
the books.

Believing that first impressions are lasting, the
Golden Rule Department Store, St. Paul, Minn.,
laid great stress on the attention paid the little
folks who attended their Bubble Book parties re-
cently. A trained corps of ushers took the hun-
dreds of little ones in charge as soon as they
entered the store, escorted them to the elevators
and then to their seats in the auditorium on the
fourth floor. Six hundred tickets were given out
on each of the four days when the performances
took place. Characters from the Bubble Books

ill

were taken by children from a local school of
dancing, sixteen little folks taking part, while
the part of Mother Goose was taken by one of
the sales force. A special feature of the perform-
ance was the Bubble Dance performed by one
of the little pupils.

Lord & Taylor held Bubble .Book parties on
three successive Saturday afternoons in Novem-
ber, the entertainment consisting of a panto-
mime by thirty children, each impersonating a
character from a childhood classic, such as Little
Bo-Peep, Jack and Jill, Goldilocks, Queen of
Hearts, etc. The selling value of these entertain-
ments was enhanced by the big announcement
appearing in their ads, which stated that the chil-
dren who saw the, show could reproduce it, or
similar ones, at home for themselves. A colored
poster, announcing the parties and stating that
tickets could be procured at the music depart-
ment, was hung in several of the display windows.

■ BIG SCOPE TO RED SEAL RECORDS

Not Confined to Purely Classical, Says C. A.
Womeldorff — Educate Sales Force and Public

Toledo, O., November 6. — C. A. Womeldorff,
president of the Toledo Talking Machine Co.,
returned recently from attendance at the dis-
tributors' school of the Victor Co., at Camden,
N. J. Mr. Womeldorff was particularly im-
pressed with the possibilities of developing
popular appreciation of the Red Seal records,
which to many people mean purely classical or
"operatic" selections only. •

This is a misconception which Mr. Womeldorfl
believes every Victor man and woman should
endeavor (o correct, as Red Seal records are
very often songs and selections of the "popu-
lar" variety. He is further urging that dealers and
record s^altes people in his territory remember that
there is not a Red Seal record of which the cus-
tomer cannot be told something very interesting
— either of the musical value of the number itself
or the recording artist.

Bill's Art and Novelty Shop, of which Wm.
E. Revier is proprietor, has taken over the
Northfield, Minn., agency for the Victrola. He
has arranged very handsome quarters, equipped
with Selrex record demonstrators.

TONE ARMS for Portable Machines
TONE ARMS for Medium Priced Machines
TONE ARMS for High Grade Machines

Quantity prices from $2 up, including sound box

Will make specially designed tone arm
and sound box if quantity warrants

Let us know your requirements and we will quote you prices

The William Phillips Phono Parts Corp.

145 West Forty-fifth Street

New York City

THE TALKING MACHINE WORLD

November 15, 1921

Many extra Christmas sales will reward
ttie dealer who uses the Columbia Christmas
Gift Envelopes for Columbia Records. Let
Columbia service make your store a gift
shop.

Columbia Graphophone Co

NEW YORK

PATHE OFFICIALS ARE ACTIVE

President W. W. Chase Now in California —
A. W. Copp Has Vice-presidency Added to
List of Offices — News of the Travelers

W. W. Chase, president of the Pathe Freres
PhonogTaph Co., Brooklyn, N. Y., is now in
California, accompanied by Mrs. Chase. Presi-
dent Chase's itinerary includes Chicago, Denver,
Portland, Seattle, Indianapolis, Omaha and
other jobbing centers.

A. W. Copp, treasurer and purchasing agent
of the Pathe Freres Phonograph Co., has also
been elected to the office of vice-president, re-
taining his other duties as well. Mr. Copp is a
highly trained executive and is widely known in
financial circles. He was formerly contract
manager of the Thompson-Starrett Co. and his
executive ability is proving of much value in the
Pathe organization.

James Walters, secretary of the company, is at
present on a trip in the interest of the Pathe,
covering Chicago, St. Louis, Oklahoma City,
Dallas and Nashville.

O. M. Keis, field supervisor of the Pathe
Freres organization, who has been studying re-
tail conditions in Indianapolis during the last
three months, has made his report and has been
taking a short rest a1 Williamsport, Pa.

Earl B. Dryden, of the sales force, has made
his headquarters in Denver, Col., and is increas-
ing Pathe sales to a noticeable degree within the
radius of that city.

Frank Capps, factory manager, has appointed
F. L. McCarty in charge of the many duties
of that important position, but will continue
general supervision.

C. H. Murray, assistant to the president, re-
ports that business has very greatly improved
and is entirely optimistic over future conditions
in the trade.

CHARLES R. TIGHE, JR., iVURRIED

Member of Talking Machine World Staff Mar-
ries Miss L. E. Petsche, of Yonkers, N. Y.

Dan Cupid has been a busy little body this
Fall and among those in our immediate neigh-
borhood stabbed with his sharpened dart was
Charles R. Tighe, Jr., a member of the staff of
The Talking Machine World, who was married
on October 14 to Miss Louise Elizabeth Petsche,
daughter of B. William Petsche, of Yonkers,
N. Y. The wedding was a quiet one, only the
immediate members of the families of the bride
and groom being in attendance. After a honey-
moon trip, which was spent at various South-
ern resorts, Mr. and Mrs. Tighe are making
their home in Yonkers. The happy couple have
the best wishes of The World staff for their
happiness.

Lord Fisher says there are four tilings for a
Big Life: first, a great inspiration; second, a
great cause; third, a great battle; fourth, a great
victory.

"EXPERIENCE

To Our Customers Wc Owe All— To Them We Give All

Our many years of experi
ence in the merchan-
dising of Victor

products are
unreservedly at the
command of our dealers.

COHEN & HUGHES

Wholesale Exclusively
BALTIMORE WASHINGTON

PROVIDE MUSIC BY RADIO

The Youngsters Around New York Indebted to
"W. J. Z." for His Supply of Music and News

An interesting story of a radio fan who, un-
solicited, gets in touch with a large constituency
of eavesdroppers who have rigged up wireless
equipments is thus related by W. B. Haywood
in the Evening Post:

"Our next selection, says the announcer, will
be a record of the 'Blue Danube Waltz,' played by
the Marimba Band. A moment of silence, the
Marimba Band strikes up, and the music finds
its way into the telephone receivers of a thousand
small boys, who have rigged aerials ip the back-
yard from chimney to tree and expect one day to
astonish the world with their discoveries in the
field of radio transmission.

"If anyone has a shadow of doubt about the
wireless telephone and the voices that float
through the air of the metropolitan district, let
him iisten to W. J. Z. The initials represent his
call number, not his name. W. J. Z. is the genial
chap who sends out phonograph concerts every
night from the radio telephone station of the
Westinghouse Electric & Mfg. Co. in Newark,
not to speak of baseball, play by play, and general
items of news, including the Government weather
and agricultural reports.

"His musical numbers range from jazz to opera.
He has bedtime stories on tap for the children
and each piece on the program is announced
clearly by W. J. Z. himself. Whether or not he
knows it, he has made himself the firm friend of
all the world of budding radio operators living
within ten miles of Newark, N. J. One does not
have to learn the Morse code to interpret W. J. Z.
He speaks English, though some of his music
was written by Frenchmen and Italians. At one
time in his career he must have attended a school
of elocution, for one cannot misunderstand him,
even if the wireless receiving set one uses repre-
sents an outlay of less than twenty dollars.

"If any parent wants to know how to keep
Johnny amused in the evening just have him
contract the radio fever, which has become quite
as prevalent as measles in the vicinity of New
York, and involves no doctor's bills, unless
Johnny is out of luck and breaks an arm while
climbing the ailanthus tree to rig up his aerial."

FOR THE MAN WHO WANTS TO SELL

Don't argue — illustrate. — Don't ever tell a
prospect that he is mistaken. — Don't wear any-
thing to attract or concentrate the ej'e of the
prospect on your dress. — Don't ask the pros-
pect a question to ^^hich he can say "No." —
Don't talk price; talk quality, though your price
i.i low. — Don't run down the other fellow's
goods; talk the reason why of your goods. —
Don't say anything against the goods on which
the prospect looks with favor, for you will of-
fend his judgment, on which every man prides
himself.

T. M. Shurer has opened up a phonograph
record exchange in Sheboygan, Wis.

Tlw Talking Machine World. New York, November 15, 1921

\ it

S W 1 C„K

This is a Sample of the
Support Brunswick Dealers Get

The above Double Page Spread will appear in The Saturday Evening Post of
December 3. It is the seventh of a series of spreads this year to help dealers
sell more Brunswick Phonographs and Records.

Note that this one is a multiplied retail advertisement. It will benefit every
Brunswick dealer, wherever located.

A "Brunswick Christmas Shoppers' Guide"
Special Christmas List

The following special list of records, which everybody wants during the holiday season, will appear
in this double spread, a timely suggestion to the Christmas buyer.

lOOlf — Silent Night (Gruben) Soprano 5043 — Saw Ye My Savior (Eddy-Brackett) Baritone

Florence Easton and Male Trio Ltovd Simonson

2148 — Harl{! The Herald Angels Sing. .All Souls' Choir Shepherd, Show Me How to Go (Eddy-Brackett)
It Came Upon the Midnight Clear Baritone Lloyd Simonson

Cathedral Choir 5017 — Abide With Me (Monk) Soprano and Contralto

2149 — While Shepherds Watched All Souls' Choir Marie Tiffany and Elizabeth I>ennox

Angels From the Realms of Glory Almost Persuaded (Bliss) Soprano and Contralto

Cathedral Choir Marie Tiffany and Elizabeth Lennox
10045— Holy Night lAdam) Tenor 5022 — .Angel's Serenade (Braga) Soprano. Marie Tiffany
Mario Chamlee and Chorus Cradle Song (Brahms) Soprano ... Marie Tiffany
30011 — Ave Maria (Soprano and Violin) In Latin 5000 — Whispering Hope (Hawthorne) Soprano and Con-
Florence Easton and Max Rosen tralto Ida Heydt and Elizabeth Lennox

5032 — Night Before Christmas (Recitation) Oh! Dry Those Tears (Del Riego) Contralto

Ernest Hare Elizabeth Lennox

"De Sandman" (Protheroe-Griffin) 5039 — Christ Arose (Lowry) Collegiate Choir

Criterion Male Quartet Come, Tliou Almighty Ki^g ( Wesley-(5iardini)

5001 — Wayside Cross (Palmer) . Criterion Male Quartet Collesriate Choir

Ctiureh in the Wildwood (Pitts) 13007 — Bells of St. Mary's (Adams) Tenor . Theo. Karle

Criterion Male Quartet Kvening Song (Blumenthal) Tenor. . Theo. Karle

13002 — Christ in Flanders (Stephens) Tenor. Theo. Karle 2054 — Kiddies' Patrol (Rogers)

The I.ord Is My Light (Allitsen) Tenor Brunswick Concert Band

Theo. Karle Kiddies' Dance (Rogers)

5033 — Adeste Fideles (Oh. Come All Ye Faithful) Brunswick Concert Band
(Portugal) Collegiate Choir .">04IB — Cradle Song (MacFadyen) Contralto

.Joy to the World (Handel) Collegiate Choir Elizabeth Lennox

Brunswick Records Can Be Played on Any Phonograph

Sixteen Models Illustrated

In the same spread all sixteen Brunswick Phonographs — Cabinets, Consoles and larger period de-
signs— are pictured. There is a Brunswick in a size and style and at a price to suit every home.
Prices from $bS to $775.

THE BRUNSWICK-BALKE-COLLENDER CO.

General Offices: 623-633 S. Wabash Ave., Chicag-o
Branch Hou»es in Principal Cities of United States, Mexico avd Canada
New England Distributors: Canadian Distributors; The Biunswick-Balke-CoUender Co.,

Kraft, Bates & Spencer, Inc., Musical Merchandise Sales Co. la La Calle de Capuchinas No. 25

1265 Boylston Street, Boston, Mass. 79 Wellington St , West, Toronto Mexico City, Mexico

PHONOGRAPHS AND REC

November IS, 1921

THE TALKING MACHINE WORLD

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IROQUOIS SALES CORPORATION

BUFFALO, N. Y.

Wkolesale Distributors

1 0?\e^ Records I

limuiiujinimniiniinjiiiiiniujiiinirnnniJimijnnimiiiiiiiniiniiiiiniiiiiiiiiiiiiiiiiiiiiiniiiniinniiiiiiiuiiin

NOVEMBER OKEH DISPLAY

Thanksgiving Festivities the Keynote of Okeh
Window Display for November

The Okeh display for November is one of the
most colorful and brilliant displays Okeh has is-
sued for some time past. Its central thought
and, in fact, the entire display, is built around
Thanksgiving.

The Okeh November display has taken full
advantage of the true spirit of this holiday and

ADVERTISING FOR THE HOLIDAYS

If Console Types Are Featured It Will Be Best
to Devote Some Space to Other Styles Carried
by the House in Order to Broaden the Appeal

Around the holiday season dealers usually make
more than ordinary efforts in the way of pub-
licity. It is always a mooted question how best to
advertise and how the dealer may present his
products so as to best attract the attention of
the purchasing public. The question arises: Is it
best to concentrate on one style of talking ma-
chine or advertise the full line?

There are those who believe that concentration
on one line is best. For instance, at the present
time a number of dealers are devoting consider-
able space, and very properly, to the console
types of talking machines which are now so
greatly favored by the purchasing public. It
must be remembered, however, that there is a
large army of prospects who cannot afford to buy
machines as high priced as the console type.
Therefore, the dealers advertising should make a
wider appeal by also bringing to the notice of

Okeh Window Display for November

portrays Thanksgiving in the time of the Pil-
grims and to-day. The center panel shows the
Pilgrims in their stockade feasting and a harvest
atmosphere lends brilliant color and a pleasing
effect. The main illustration depicts Thanks-
giving at the old homestead, with all the family
reunited for this real old-fashioned celebration.
The other units carry out the central thought
appropriately, featuring titles of some of the
month's best sellers.

IMPROVED CONDITIONS IN SOUTH

E. A. Schroder, the Southern traveling repre-
sentative of the Peerless Album Co., New York,
recently returned from an extensive trade trip
and will confine his sales activities to Eastern
territory during the balance of the year.

Mr. Schroder states that conditions in Southern
sections of the country have improved materially
during the past few months and indications are
that the trade in the South is to be quite active
during the holidays.

prospective purchasers the values to be found in
the various lower-priced floor or table styles of
instruments.

The console types could be featured, in other
words, the major space in the advertisement
could be given to these instruments, but space
should also be given to the fact that other instru-
ments are handled at lower prices, so that there
ij no possibility of the reader being under the
impression that his needs, whatever they may be,
cannot be satisfied.

J. E. HALPERN A BENEDICT

J. E. Halpern, metropolitan sales manager for
the Peerless Album Co., New York City, was
recently married to Miss Miriam Glass. The
young couple arc making a honeymoon trip
through Southern territory by way of Atlantic
City, N. J. Washington, Baltimore and other
trade centers are to be visited.

Success is the accomplishment of any one
task as well or liotter than the same task can
be accomplished by another.

It's easier to sell a phonograph
made of Genuine Mahogany

Why do they prefer Genuine Mahogany ?

Because a Genuine Mahogany phonograph is more than
just a phonograph — it is a beautiful piece of furniture.
Genuine Mahogany has an air of distinction which har-
monizes with the most luxurious and tasteful furniture.

Genuine Mahogany lends itself especially well to those
graceful designs which characterized the artistry of
Chippendale, Sheraton, Heppelwhite and other master
cabinet makers. In fact, without exception, each of
them chose Genuine Mahogany as the wood in which he
could best express his art and craftsmanship.

Whether it be the beautiful expensive period design or
the more modest model, the rich coloring and lasting
beauty of Genuine Mahogany make it a cherished addi-
tion to any home.

The Mahogany Association is cooperating with phono-
graph manufacturers and dealers to aid the purchaser in
his desire to obtain Genuine Mahogany. An increased
interest and demand for the "royal wood" is already
apparent.

After all — there's nothing like

MAHOGANY

There are two things that menace the pros-
perity of this country — idle money and idle
labor. The one is as mischievous as the other.

MAHOGANY ASSOCIATION, 347 Madison Avenue, NEW YORK

THE TALKING MACHINE WORLD

November 15,

1921

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Phonographs of uncommon value
and unusual sales co-operation

T F that is the kind of instruments and kind of factory
which interest you, let us hear your wishes. Some
most desirable territory is yet available. Our dealers
are virtually our partners: so regarded, and so treated.

The Dalion is a well-rounded line of instruments
that for actual, intrinsic value and true tone worth are
not excelled in the field. Back of it all is a progressive
sales policy that is pushing all the time. Why don't
you investigate the very real advantages our selling
franchise offers.^ Write that letter now! -

Have you ever read the
Dalion Guarantee?

Every Dalion is warranted not only against all
imperfections of material and workmanship, but
as a musical instrument second to none in fidelity
of reproduction, and the motor is so good it is
guaranteed against spring breakage for one year.

Are phonographs a department with you — or a
business? We invite inquiry from dealers who
want to build volume and profit in this field.

Milwaukee Talking Machine Mfg. Co

Milwaukee, Wis., U. S. A.

NOVTMBER 15, 1921

THE TALKING MACHINE WORLD

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How Best to Transform the Thanksgiving I

Spirit Into Talking Machine Sales := By Thornton Hall 1

In a week's time will come a holiday that is
too often overlooked by talking machine mer-
chants— Thanksgiving Day. There are certain
aspects of this holiday that can be turned into
profit by the dealer who is alive to them. It
has long been a matter for wonder that the
dealer who will create more or less of a mer-
chandising fuss over Halloween from a business
viewpoint and who goes after Christmas season
business in a big way will pay absolutely no
attention to the potential profits of Thanks-
giving.

There are dealers, however, who do include
this Thanksgiving season in their merchandising
plan and program. Suppose we draw briefly
from their experiences for the benefit of those
dealers who still have time to cash in on the 1921
Thanksgiving trade.

Thanksgiving can be exploited in many phases
of retail sales promotion. The work of all de-
partments can and should be included. The
sales forces, the window trimmers, the book-
keeping and collection departments, the adver-
tising manager, even the delivery force should
be made to recognize the value of Thanksgiving
as an extra sales booster. While it is the win-
dow trimmer who is naturally thought of first
in connection with holiday promotion work, per-
haps we can show how the Thanksgiving link-up
can be made effective right down the line.
Utilizing the Display Window.

The street window is the most important dis-
play spot in the talking machine store. It is
here that the merchant flags the passing pros-
pect and gets his idea across to him. In this
case the message is something like this: "Stop.
Thanksgiving is coming. Let me tell you why
Thanksgiving should cause you to buy a talking
machine and records. Come in." In other
words, the window display should get over to
the prospective customer the idea of the asso-
ciation of Thanksgiving and music — particularly
talking machine music.

Dealers should, of course, make use of the ex-
cellent lithograph window trims appropriate to
Thanksgiving usually supplied by the manufac-
turer. These are always helpful, but even more
helpful are windows which carry out an idea of
the dealer's own. This gives an impression of
being alive and on the job, even to the casual
observer. People like to trade with stores that
impress them as being progressive. Last year a
certain dealer of this type transformed his show
window into a Thanksgiving banquet scene,
with a long table set for a large family and
heaped with typical Thanksgiving foods. All
the "fixin's" were there — a turkey, cranberry
sauce, everything. Over in the corner in a promi-

nent position was a large cabinet model talking
m.achine bearing a large card, with the legend:
"The Guest of Honor," and a sitreamer leading
to a window sticker which read:

I "MORE IMPORTANT THAN THE BIRD HIM- |
g SELF for the success of the Thanksgiving dinner is 1

M a Talking Machine. Make sure 1

1 you've provided for the Music with the .Meal." 1
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Another window trim which suggests itself
for the Thanksgiving holiday has to do with
pushing the sale of Caruso records. The
Thanksgiving effect can be secured by means
of a background of cornstalks, pumpkins, etc.
In the foreground on the left place a mourning-
draped photograph of Caruso and at the right a
poster listing all of his records that you have.
Let a third poster read:

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

This tactful reminder will in a great many
cases smooth over an embarrassing item, for it
is a form of "dun" that sacrifices none of the
customer's good will.

The on-the-job dealer has a list of live pros-
pects w'hich he circularizes at least once a
month. Here is a timely letter that works in
the Thanksgiving idea:

A REAL CAUSE FOR THANKSGIVING
The voice of Caruso will live
forever.

Dear Mr. Prospect: — It is a wise custom that de-
crees the setting apart of one day each year for
Thanksgiving. You and I will no doubt receive a
substantial moral benefit next week through the
medium of a few moments' reflection on the good-
ness of Providence.

Among the things I am thankful for is the ever-
growing love for music among the citizens of this
community. The wide popularity of the talking ma-
chine is in a large way responsible for this educa-
tional boon to mankind.

If you decide to secure your talking

machine before Thanksgiving, you will be thankful
all the rest of the days of your life. Sincerely
yours.

Capitalizing an Old Familiar Stunt

The sales department can make use of an old
familiar stunt which has been often used with
great success in other fields. This is the
Thanksgiving turkey raffle, always popular with
the public, which dislikes to admit its inherent
love for getting "something for nothing." Sim-
ply give a number to each record which is sold
for a certain number of days before Thanks-
giving Eve. Let these numbers be dropped in a
box and a good, fat turkey be given the holder
of the lucky number. It is a safe guess that
many extra records will be sold to get those
extra chances at winning the bird. Later you
have the chance for a "human interest" story
in the papers on the title of the selection whose
number was the winning one, which will be good
publicity.

Another means of keeping alive interest in
the Thanksgiving sale of records is the taking
of a poll of customers as to the selection most
appropriate to Thanksgiving. The mind of the
public is fairly well fixed on Christmas and
other holiday music and people will be inter-
ested to discover the popular sentiment about
Thanksgiving music. A record can be given to
the person first choosing the most popular title.

A clever idea is used by one dealer each year
just before Thanksgiving Day. When sending
out the November statements he has the state-
ment clerk put all statements of overdue ac-
counts to one side. On each of these he affi-xes
a sticker which reads:

Another dealer even works his delivery de-
partment into his Thanksgiving program of sales
promotion. He has a fleet of Ford delivery
trucks and a week before the holiday he deco-
rates them with a canvas sign reading:

I STORE CLOSED ALL DAY THANKSGIVING |

I DAY. I

1 Open for your convenience until 10 Wednesday 1

; evening. Arrange for your holiday music now. W

This same dealer also turns over two of these
trucks to the use of a local charitable organiza-
tion in distributing Thanksgiving turkeys and
food to the poor for a few hours on the pre-
ceding Wednesday.

The advertising department will find it more
beneficial in the long run to devote its contract
newspaper space during Thanksgiving week to
the "good will" or institutional type of adver-
tisement. Topics adaptable for advertising copy
are "The History of Thanksgiving," "The
Meaning of Thanksgiving" and "Thanksgiving
and Music."

It is the belief of the writer that by exercising
his ingenuity the dealer can make use of the
Thanksgiving "motif" in every department. It
is this tying-up of a central idea among all de-
partments that is responsible for the notable suc-
cess of a great many retail institutions and there
is no time like the present to adopt its use.

INCORPORATED IN WEST VIRGINIA

I THANKSGIVING DAY, November 24.— One of the |

1 things we hope to be thankful for is the settle- 1

1 ment of the attached account. 1

Fiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiili ~

The Beckley Phonograph Co., with a capital
stock of $15,000, has been incorporated in West
Virginia by C. M. Ward, T. C. Moorefield, C. G.
Casto, French Lucas, D. B. Jarrell and others.

ajyaiiiiLaiMiMii^iii^iMiMiMiiyjiiyiiiyjiMiMii^

WHOLESALE

^^HERE Service to Victor Dealers is Backed by Long,
First-hand Experience in the Field of Distribution.

II rs MASTEIS VOICE

DISTRIBUTOR

EMANUEL BLOUT

VICTOR EXCLUSIVELY

2799 BROADWAY, at 108th Street,

NEW YORK

THE TALKING MACHINE WORLD

November 15, 1921

CAUTION

npHE only genuine Petmecky
(combination tone) needles
in the U. S. are manufactured
by W. H. Bagshaw Co. Each
Genuine Petmecky needle will
play ten records and produce
loud, soft and intermediate
tones, by a change of position
on the record. Owing to their
peculiar construction. Genuine
Petmecky needles are self-
sharpening, improve the tone
quality and prolong the life of
the record.

A comparison with imitations,
regardless of their name, will
reveal that only Genuine PET-
MECKY NEEDLES have the
characteristic shape and pro-
duce the even tone throughout
the running of 10 records.

W.HBAGSHAWCO

FACTORIES: LOWELL, MASS.

SELLING AGENTS

Rrilliantone Steel IVeedle CO; %

of america
incorporated

■i

AT 34th STREET

347 FIFTH AVENUE
NEW YORK

SUITE 610

November 15, 1921

THE TALKING MACHINE WORLD

On With The Dance!

LET SALES BE UNCONFINED

d/afjam JIattpa
Paul Wlfttfman
Art l^irktttan

HIGHEST GRADE NEEDLE IN THE WORLD

Made in U. S. A

3Ftoj0t ianr? Mmxt in t\\^ Worli

Only the finest DANCE NEEDLES in the world can do justice
to these master-creations. Brilliantone Dance Needles are the
supreme product of the oldest manufacturer of steel talking
machine needles in America. When you sell Brilliantone Dance
Needles to your customers you insure complete satisfaction—
and thereby you sell more dance records!

{The Oldest and Largest Manufactttrers of Talking Machine Needles in the World)

BRILLIANTONE

SteelNeedie Co . Incorporated

Selling Agents for
W. H.BAGSHAW & CO. Factory, Lowell, Mass.

347 FIFTH AVENUE,

AT 34th STREET ... t SUITE 610

New York

SUITE 610

Canadian Distributors: The Musical Mdse. Sales Co., 79 Wellington St. W., Toronto
Foreign Export: Chipman Ltd., 8-10 Bridge St., New York City

THE TALKING MACHINE WORLD

November IS, 1921

This month's novelty is an airy-fairy coupling by the
Gypsy String Quartet. You know how persuasive
gypsies are in a trade. They'll persuade many extra
dollars into your store with ''Dreams and Fairy-
Tales" and 'Tiora"— E-7304.

Columbia Graplioptaone Co.

NEW YORK

VICTOR DEALER ACTIVITY IN IOWA

Iowa Victor Dealers Are Closing Healthy Busi-
ness— Many New Establishments Opened —
Mickel Bros. Report Renewed Confidence
Throughout Territory — News of Month

Des Moines, Ia., November 7. — The Victor situ-
ation throughout the Corn State during the past
month has shown a decided improvement. Dur-
ing July and August the talking machine busi-
ness in general was very poor, but commencing
about September .15 the dealers were optimistic
enough to commence preparing their stock for
an anticipated business. While corn still re-
mains around 30 cents in price the farmers have
been compelled to sell some of their reserve in
order to take care of the urgent demands of the
banks that loans be reduced as rapidly as pos-
sible.

H. B. Si.xsmith, sales manager of Mickel Bros.
Co., Victor wholesaler, speaks in very encourag-
ing terms of the month's business. "Our busi-
ness," said Mr. Si.xsmith, "is remarkable con-
sidering the prevailing talk of 'no business.' Our
dealers believe with us that, while the holiday
season may not be as good as last year, we still
look for intensified buying as the season draws
to a close. The dealers are evidently of the
same opinion, as practically all of the larger ac-
counts have purchased a reserve stock of about
the same size as last vear. Our collections have

been exceptionally good. Iowa is essentially a
corn State, and as its price has been so low for
such a length of time very few farmers have
shipped anything to market. It is becoming
m_ore of a common thing to see the roads dotted
with loads of corn now, as the harvesting of the
present crop has undoubtedlj- induced the farmer
to move some of the 1920 stock, regardless of
price."

E. P. Shellabarger, of Columbus Junction, at-
tended the Victor convention held in Des Moines
last month. He had arranged to become a Vic-
tor dealer in October, but after hearing John
Gregg Paine speak on the possibilities of the
line, insisted that his initial stock be delivered
at once.

The Red Cross Drug & Jewelry Co., of
Nashua, has just become a Victor dealer. It has
already installed a large department, consisting
of a demonstrating room and a complete stock
of Victrolas and Victor records.

Geo. E. Mickel, president of Mickel Bros., re-
cently attended the wholesalers' school at Cam-
den, N. J. "Never too old to learn" is Mr.
Mickel's motto.

The F. H. Drew Co., of Cedar Rapids, stated
that it sold $587 worth of needles during 1920.
Profits on this item more than paid its light bill.

C. E. McLeran, of Mt. Pleasant, worked a very-
successful scheme with the New Records maga-
zine. He mailed out 800 with a postal which
contained a number of questions pertaining to

^AN fFF/C/ENT ORCAN/ZAT/ON Of /OWA EXTENDING

MICKEL SERVICE-

Sales J^ana^er

MICKEL n""*

DE5 MOINES - COM

Miaeiswc:

whether or not a talking machine, piano or any
other musical instrument was owned, and if they
liked the magazine they should sign and return
the card to him. Out of the 800 magazines he
received orders for ten Victrolas.

The Tucker Furniture & Carpet Co., of Clin-
ton, is arranging to move its Victor department
from the balcony down to the first floor. A com-
plete battery of booths, record racks and com-
plete Victor stock will soon be ofTered to the
people of Clinton. Miss Margaret Johnson is in
charge of the department.

A number of the Iowa dealers are putting on
the famous selling stunt of the West, the "Mickel
Victrola Club." The plan started in Omaha a
number of years ago and another successful club
went down in history during September. The
costs of the month were about $1,700 and the
net business secured was about $16,000. Besides
this twenty-seven pianos, of which twelve were
grands, were sold. Wm. Mickel is responsible
for these wonderful results.

Thiel & Lambach, of Tipton, have just taken
on the complete line of Victrolas and Victor
records. Unfortunately, that point has been
without representation during the past year,
owing to the fact that a satisfactory dealer could
not be obtained. With the installation that this
concern is putting in the line will soon have a
fine representation there.

The Lippert Jewelry & Music Co., of Dyers-
ville, la., is busy conducting a musical census
of that section of the country. Mr. Obert, the
manager of the department, states that the re-
sults are astonishing.

The Watters Drug Co., of Cedar Falls, has
practically closed negotiations with the Iowa
State Teachers' College at that point whereby a
Victrola will be installed in every department in
the college. Prof. C. A. Fullerton has charge
of this department at the college.

GRANBY CAMPAIGN IN ST. LOUIS

St. Louis, Mo., November 4. — Sunday, October
16, was Granby Day in this city. The local
newspapers ran large Granby ads and coupled
with this excellent newspaper publicity was a
series of elaborate window displays at the. vari-
ous locations of St. Louis Granby dealers. Those
partaking in this impressive campaign were: The
Buettner Furniture Co., Widener's, Inc., H. F.
Geitz Co., David's Furniture Co., Tower Music
Shoppe and the Deeken Music Co. In addi-
tion to the energetic work of the various Granby
dealers much credit is due E. W. Schumaker,
who represents the Granby Phonograph Corp.,
of Norfolk, Va., in this city, and who carried
out all the details of the campaign.

Albert Skillim has been appointed manager of
the Victor department of the Otis Skinner Opti-
cal Co. in Bangor, Me. This establishment con-
ducts one of the largest and best-equipped Vic-
tor departments in the State.

IOWA

Mistakes are inevitable. We all make them,
but thej' should never be made more than once.

November 15, 1921

THE TALKING MACHINE WORLD

K)-^H»'(>-^»()-^»()-^M-()-^W'()-^»()'«»()'«»'()'^»()'^»0'«aM'()'«H»()'«»'()«i»()'«l»()-^H»'()

PROFITS FOR YOU

Anticipate Your

XMAS REQUIREMENTS

Prepare Your Stock for the Rush

Santa Claus Hides in
the Talking Machine

Holy Night, Silent
Night. — Hark, the
Herald Angels Sing

Under the Christmas
Tree

(Descriptive)

Stille Nacht, Heilige
Nacht

O Du Froliche, O Du
Selige Weihnachts-
zeit

Gypsy Blues

Thrills

Everybody Step

Frankie

Sweet Lady

Many Other Excellent
Hits

FOREIGN LANGUAGE RECORDS

CELEBRATED ARTISTS' SELECTIONS
ON

and

RECORDS

ASK FOR OUR
CATALOGS

An Excellent Proposition
for High-Class Distributors

AmGrican Odoon Co

rporation

100 West 21st Street Phone cheisea 0286-0287 Ncw York I

THE TALKING MACHINE WORLD

NOTOMBER 15, 1921

I PhonographicEpigrammatics

I By

1 HAYWARD CLEVELAND

INDIANAPOLIS AS CABINET CENTER GRANBY PLANT TO BE ENLARGED

Nearly 50,000 Talking Machines Cased and As-
sembled in That City During the Past Year,
According to Figures Issued by Local Bank

Business With This Corporation Shows Steady
Increase — Investigating Factory Practices

Smile, smile always! A smile costs no
more than a frown. Besides, you have
a reason. You are in the Uplift Busi-
ness, trying to make the world happier I

The difference between success and
failure in anything is almost always a
matter of one more effort. Keep eter-
nally at it!

Be sure that more business does not
go out of the door unharvested than
comes in through it unsolicited!

Play the verse through. Do not ob-
trude your talk. It distracts — is rude.
You would not think of interrupting the
living singer, would you?

Napoleon said: "The good Lord is
always on the side of the heaviest artil-
lery," but he did not mean by this "Loud-
est at the mouth!"

A "TIMELY" WINDOW SUGGESTION

Talking machine dealers who sometimes run
up against a stone wall in the matter of attract-
ing the public to their window displays may
utilize the following idea with some degree of
success: Place a number of alarm clocks witii
the dial facing the street in the window, dis-
tribute thein among a limited assortment of
records and then insert a neatly printed card
bearing the slogan, "Timely Suggestions."

Indianapolis, Ind., November 4. — The Fletcher
American National Bank, of this city, which has
been carrying an interesting series of advertise-
ments in the local newspapers calling attention
to the many industries located in the city and
the extent of their output under the general cap-
tion of "We Believe in Indianapolis," recently
carried a piece of copy of particular interest to
the talking machine trade setting forth the
prominence of the city in the matter of talking
machine cabinet manufacture. Under the cap-
tion, "Phonograph Cabinets," the advertisement
read:

"Although America's phonograph industry has
its center in the East, many of the machines are
placed in Indianapolis-made cabinets and shipped
to their final destination from this city. Last
year nearly 50,000 phonographs bearing the
names of the famous Eastern talking machine
companies were shipped to Indianapolis to be
placed in beautifully finished cabinets made in
Indianapolis workshops and from here delivered
to central and far Western points.

"Lumber for this purpose is shipped to In-
dianapolis from all the great forest regions of
the United States and from many Old World
ports, including the mahogany that comes from
Nicaragua and darkest Africa. Here the wood
is fashioned into the cabinets and given its beau-
tiful finish by thousands of Indianapolis work-
men."

Norfolk, Va., November 1. — -Activities at the
headquarters of the Granby Phonograph Corp.,
in this city, are numerous. Preparations are be-
ing made to enlarge the factory in Newport
News. The increasing business is reported as re-
markable and this will be the fourth time within
two years that it has become necessary to in-
crease facilities to take care of growing busi-
ness.

Irving Beckhardt, of the credit department,
and C. T. Westmoreland, factory superintend-
ent, have been making a country-wide investi-
gation of factory practices to procure new ideas
for use in the Granby factory at Newport News.
This trip covered many of the furniture factories
in North Carolina. Cincinnati, Louisville and
other Southern cities. Investigation will also
be carried into Michigan and through New Eng-
land.

F. D. W. Connelly, of the Philadelphia office,
recently spent two weeks at the factory. While
in Virginia he visited several of the important
cities of this State in the interest of Granby.

Harry Coplan, sales manager of the corpora-
tion, has been traveling through New England,
Philadelphia and New York State. He reports
that business is improving materially and pre-
dicts a busy season ahead.

EIGHT VICTOR ARTISTS IN PEORIA

CHARLES E. MOIR FEATURED

W. E. Moore & Co., North Cambridge, Mass.,
Victor dealers for the past seven years, are
bringing their store to the attention of the pub-
lic by means of well-written publicity in the
local papers.

Charles E. Moir, who handles the Victor,
Biunswick, Cheney, Sonora and L'Artiste prod-
ucts in Cambridge, Mass., was the subject of an
extended write-up in the Chronicle, of that city,
recently, which was accompanied by a portrait of
this enterprising' merchant.

The Eight Famous Victor Artists attracted
much attention in Peoria, 111., recently, where
they gave a concert under the auspices of the
Peoria Music Co., Victor dealer in that city.
Before the concert the artists visited the store
of the Peoria Music Co. and held an informal
reception.

"All things come to him who waits" is an old
and false prophecy as many failures can testify.

THE
IMPROVED

Showing Reproducer of Jewel Attachment turned up to
change needle. Also position when not in use.

Plays all types of records. Operates the same as
the "EDISON" with the LEVER.

No adjustments necessary when changing from
lateral to vertical cut records. Stop prevents
swinging to the right.

Needle scratch almost entirely removed.

Turning back of Reproducer permits of easy
access to needle socket and saves records from
unnecessary scratching.

Is the ONLY attachment that plays vertical cut
records in the proper "EDISOiN" position with
the Reproducer turned FACE DOWN to the
record, giving it a floating action.

"SiaCHMENTFORedS.

NOT

Just Another Attachment

BUT

a distinct improvement in Tone
Reproduction as well as in Me-
chanical Construction and Finish.

Send for descriptive circular which
contains "HINTS REGARDING
THE CARE OF A PHONO-
GRAPH."

If your jobber does not handle,
write us.

Price the same. Liberal discount
to dealers.

GUARANTEED IN EVERY
WAY.

MONEY BACK IF NOT SATIS-
FIED.

Showing Teu-el Attachment in position for playing vertical We handle highest grade Jewel

cut records. Point Needles.

JEWEL PHONOPARTS COMPANY

Showing face viezn .of Jewel Attachment in position for
playing lateral cut records.

Needle CENTERS on all records.

Straight air-tight construction and absence of
movable joints insure perfect reproduction and
great volume.

Pivoted ball-joint insures perfect reproduction and
freedom of movement both vertically and hori-
zontally.

Weight is the lightest that can produce perfect
results, thus saving the record, and permitting a
freedom and sweetness of tone considered impos-
sible.

Indestructible NOM-Y-IsA. diaphragms do not
blast, crack, split or warp, and are the greatest
development in phonographic sound reproduction
in years.

Showing back viezv of attachment in position for playing
lateral cut records.

154 W. Whiting St., Chicago

Tlic Talkiug Macliinc WorUI. AVtc )'oi-k. Nmu-niher 15. I'Jil

Have you received
your data sheet
for listing in the

TALKING MACHINE WORLD
TRADE DIRECTORY?

There is no charge
for directory list-
ing. We are offer-
ing a limited
amount of adver-
tising space in this
directory, and if
you are interested
in securing space,
reservations
should be made
without delay.

If you have not yet received
your data sheet for listing in
this Directory, please advise us
by return mail and we will send
you one immediately.

THE TALKING MACHINE WORLD
TRADE DIRECTORY will be the first
accurate and complete Directory ever pub-
lished in the talking machine industry. If
you are a manufacturer or jobber of any
product associated with the industry in any
way, it will be to your distinct advantage
to be listed properly.

This directory is being published in response to the
demands of the trade, v^^hich have become more and
more insistent during the past five years. Moreover,
the publishers of "The Talking Machine World"
now regard the industry as sufficiently stabilized
to warrant the compilation of an accurate and
reliable directory.

THE TALKING MACHINE WORLD TRADE DIRECTORY

Compiled by

373 Fourth Avenue

New York Cily

N0\-EMBER 15, 1921

THE TALKING MACHINE WORLD

The immortal Toreador's Song from Carmen is
Riecardo Stracciari's opportunity to malce a master-
ful record in his rich, full baritone, with a male chorus
supporting him. It's a masterpiece ! Columbia 49968.

Columbia Graptaophone Co.

NEW YORK

VICTOR ARTISTS IN INDIANAPOLIS AN EFFECTIVE VOCALION WINDOW APPOINTED CHENEY DISTRIBUTORS^

Octette Accorded Enthusiastic Reception on
Appearance at Murat Theatre

Indianapolis, Ind., November 1.— The Eight
Famous Victor Artists were brought to this
city recently through the efforts of several local
Victor dealers, together with the Stewart Talk-
ing Machine Co., Victor wholesaler, and
achieved a veritable triumph on their appear-
ance at the Murat Theatre. Not only did the
citizens of Indianapolis turn out in sufficient
numbers to pack the theatre, but a number of
Victor dealers outside the city took advantage
of the opportunity to hear the artists.

Billy Murray acted as master of ceremonies
and won many laughs with his clever introduc-
tions, as well as much applause after the singing
of "Ten Little Fingers and Ten Little Toes"
and the several encores that followed.

The Peerless Quartet won fresh laurels with
their group singing "Linda," "I'm Missin' Mam-
my's Kissin'," "Somebody's Mother" and a
firelight medley of old-fashioned airs sung un-
accompanied. The Sterling Trio also received
their share of applause.

While the greater part of the program was of
the popular type of music Frank Croxton, an In-
dianapolis boy by birth, added a touch of oper-
atic atmosphere by singing the well-known
"Song to the Evening Star" from "Tannhauser,"
and the favorite classic, "Drink to Me Only
With Thine Eyes," and as an extra "The
Night Has a Thousand Eyes." Mr. Croxton has
a deep, rich, bass voice that seemed peculiarly
adapted to his style of selections.

Fred Van Eps proved to be a cyclonic per-
former on his banjo and won much applause by
his presentation of a group of old negro favor-
ites and variations on "Suwanee River." Frank
Banta deserves much credit for his clever ac-
companying work.

Henry Burr gave a few semi-classics that were
thoroughly appreciated, and Monroe Silver
brought peals of laughter from his hearers by
his Cohen stories.

TRIBUNE DESCRIBES RECORD MAKING

Article in the New York Tribune Is Indicative
of Newspaper Interest in the Industry

An article appearing recently in the Sunday
issue of the New York Tribune, entitled "From
Squawk to Beethoven Symphony," by Lawton
Mackall, describes some interesting features of
record recording and relates the history of the
advance in talking machine manufacture. The
article, which covers a complete page, relates
technical details of record making in language
which the layman can easily understand. This
is but another evidence of the increased interest
exhibited by the newspapers and writers in the
industry, which is providing some valuable free
publicity.

Cincinnati Branch of Aeolian Co. Arranges a
Most Effective Display

An unusually attractive display of Vocalions
and Red Vocalion records was recently arranged
in the branch store of the Aeolian Co. in Cin-
cinnati, O., tlie entire window being given over
to the exhibit. The centerpiece was a huge re-

Van Kom-Shower Co. to Wholesale That Linpj;

in State of Michigan ''-'^

'Detroit, Mich., November 3. — B. K. Van Koriil
and C. J. Shower have been appointed distribu^-
tors for the Cheney Talking Machine Co. in th^
State of Michigan. They style their companj^''
the Van Korn-Shower Co. and they have estab-'
lished offices at 205 Farwell Building, this city.
They also represent the Odeon Record Co. and^
the New York Brush Co. in the same State, j'

NEW ALBUM FOR HOLIDAY TRADE d

"Peerless De Luxe" Album Designed for Sale a^;.

Special Christmas Gift -p

An Artistic Window Arrangement

production of a Vocalion record, while records
from the current lists were suspended from the
ceiling and others arranged in racks at each
side of the window. Portraits of the various ex-
clusive Vocalion artists were also featured in the
display, as were also some of the more popular
machines, and the whole arrangement attracted
unusual interest and comment. The general ef-
fect of the window is given in the accompanying
illustration, which, of course, should be seen in
person to fully appreciate its merits.

The Peerless Album Co., of 638 Broadway,
New York, has just announced to the trade a
new record album made particularly for holi-
day business. It has been given the trade name
of "Peerless De Luxe." The new product is
the conception of Phil Ravis, president of the
company, who has long felt that there was need
for an album which would be an appropriat(|
Christmas gift. The "Peerless De Luxe" is
bound in two-tone Spanish mission, the insidii
covers of which are lined with genuine moire
silk, the metal bindings being gold-plated. Th^
covers are also gold-finished and bevel-edgedi'
The new album is of the highest qualitji:
and should meet with popular approval. ^■

Be sure you're right and then — soft pedal on
the "I-told-you-so" stuff.

VICTOR ARIISTiS

In Concert and Entertainment
Personal Appearance of

Eight Popular Victor
Favorites on One Program

A live attraction for live dealers and jobbers

Bookings now for season 1921-1922
Sample program and paniculars upon request

P. W. SIMON, Manager

1658 Broadway New York City

Famous Ensembles including

Campbell & Burr - Sterling Trio - Peerless Quartet

iiiiniiiiiniiinimiiiTTTT

THE TALKING MACHINE WORLD

November IS, 1921

For Christmas

Each record on the Emerson list for
December is a holiday-spirit contribu-
tion in itself.

Christmas hymns and standard Yuletide
selections.

Santa Claus records for "Kiddies."

The latest of the late mid-winter song

h^^S' and

Dance inspiration in five records of
genuine syncopated harmony.

SPECIALS FOR CHRISTMAS

10459

I KIDDIES' PATROL (Christmas Eve) (Walter Rogers). Descriptive

Emerson Concert Band

10270

KIDDIES' DANCE (Christmas Morning) (Walter Rogers). Descriptive .

j HARK! THE HERALD ANGELS SING (Mendelssohn). Male Quartet "I

t JOY TO THE WORLD (Handel). Male Quartet J Quartet

( HOLY NIGHT, PEACEFUL NIGHT (Mohr-Gruber). Male Quartet 1

\ ADESTE FIDELES (Come All Ye Faithful) (J. Reading). Male Quartet j Shannon Four

THE EXCLUSIVELY EMERSON PICTURE RECORDS

By Emerson Entertainers

LITTLE RED RIDING HOOD. Story with Animal Imitations.
THE THREE BEARS. Story with Animal Imitations.
AlOl { MOTHER GOOSE RHYMES. With Song Accompaniments.
A102 { MOTHER GOOSE RHYMES (Second Series). With Song Accompaniments.

STANDARD NUMBERS

AlOO

10460

10461 <

10462

10463

LEAD, KINDLY LIGHT (Newman-Dykes). Male Quartet . . .
ALMOST PERSUADED (P. P. Bliss). Male Quartet

'MY FAITH LOOKS UP TO THEE (Palmer-Mason). Tenor

and Contralto Duet, Orch. Accomp

THE LORD IS MY SHEPHERD (Smart-Passmore). Tenor
and Contralto Duet, Orch. Accomp. •

RUSTLE OF SPRING (Sinding). Piano Solo

■ I Trinity Quartet

, Reed Miller and Nevada Van der Veer

Mana Zucca

Longo Trio

{ VALSE BRILLANTE (Mana Zucca). Piano Solo

BARCAROLLE, from "Tales of Hoffmann" (Offenbach). Instrumental Trio

, WERE MY SONG WITH WINGS PROVIDED (Reynaldo Hahn). Instrumental Trio.

rTHE LAST ROSE OF SUMMER (Moore). Soprano Solo, Orch. Accomp Vivian Holt

10464 J JUST A-WEARYIN' FOR YOU (Stanton-Jacobs-Bond). Contralto Solo, Accomp by Piano, Violin

1^ and 'Cello Corinne Morgan Welsh

DANCES

SWEET LADY, Medley. From Musical Production "Tangerine" ( Johnson-Crumit-Zoob) . 1

Fox-trot, Piano Solo with Vocal Chorus by Irving Kaufman ^Eubie Blake

MA (Con Conrad). Fox-trot, Piano Solo , ■ .• • • J

(TUCK ME TO SLEEP (In My Old 'Tucky Home) (George W. Meyer). Fox-trot.] Bennie
10452|(Glow, Little) LANTERN OF LOVE (Fred Fisher). Fox-trot JKrueger's Orchestra

f WHEN THE HONEYMOON WAS OVER (Fred Fisher). Fox-trot..]
10453 -j TENDERLY (Little-Stanley-Dellon). Fox-trot [Joseph Samuels' Music Masters

rBABY FACE (Benson-Howard). Fox-trot ]

IO454J HOW MANY TIMES? (Robinson -Turk). Intro.: "Mama Whip, Mama Spank." Wan Eps Specialty Four
t Medley Fox-trot...-. J

10450

ROSY CHEEKS (Young-Parish-Squires). Fox-trot.

fl „ .

10455|lovE me (All of the Time) (A. Macintosh). Fox-trot

Joseph Knecht's Waldorf-Astoria Orchestra

SONG HITS

10451

BIMINI BAY (Whiting-Kahn-Egan). Novelty Song, Orch. Accomp. Arthur Fields

MANDY 'N' ME (Kalmar-Conrad-Motzan).

Tenor Solo, Orch. Accomp Irving Kaufman

r CRY-BABY BLUES (Young-Lewis-Meyer). Character Song, Orch. Accomp Eddie Nelson

10456 J WHAT I WANT TO DOODLE DO FOR YOU? (Von Tilzer-Brown). Comedy Song, Orch.

\ Accomp • • • • Fred Hillebrand

fl WONDER IF YOU STILL CARE FOR ME (Smith-Snyder). Tenor Solo, Orch. Accomp.. Sam Ash

10457 i TEN LITTLE FINGERS AND TEN LITTLE TOES (Down in Tennessee) (Pease-White-Schus-

L ter-Nelson). Novelty Song, Orch. Accomp •• Ernest Hare and Billy Jones

( PLANTATION LULLABY (Stevens-Gillette-Hohner). Tenor Solo, Orch. Accomp Vernon Dalhart

10458 1^ LITTLE SIDE STREET (Harris-Howard). Tenor Solo, Orch. Accomp Charles Harrison

Emerson Records in Italian, Hebrew- Jewish, German and Polish are
leaders in their respective languages.

The Emerson Phonograph Go.

Records and
Phonographs

317 So. Wabash Avenue
Chicago

206 Fifth Avenue
New York City

November 15, 1921

THE TALKING MACHINE WORLD

FOUR CELEBRATED ARTISTS TO RECORD FOR BRUNSWICK

Claire Dux, Soprano; Tino Pattiera, Tenor; EUy Ney, Pianiste, and Bronislaw Huberman, Violinist,
Appearing in Operatic and Concert Fields, Now Recording Exclusively for Brunswick

Brunswick dealers and Brunswick record en-
thusiasts are awaiting with interest the first
recordings of four widely known European oper-
atic and concert artists who are now in this
country for the first time and are being an-
nounced to the trade by the phonograph division
of the Brunswick-Balke-Collender Co. as exclu-
sive Brunswick artists. All of these artists have
appeared before Euro-
pean audiences for
several years past,
where their brilliant
performances won the
praises of critics in
the leading musical
centers.

Two of these artists
are singers of note,
Claire Dux, soprano,
and Tino Pattiera,
tenor, who are to make
their American debut
this coming season
with the Chicago
Opera Company and
will be heard in Xew
York when that or-
ganization comes here
for its annual visit.
Pattiera is a native of
Dalmatia and made
his greatest success in
tenor roles of the
Puccini and \'erdi
operas. Claire Dux
has been known as
one of the leading
mezzo - sopranos a p -
pearing in the opera
houses of Europe and
Mary Garden, hearing
that there was a pos-
sibility of Mme. Dux
making an American
tour, immediately of-
fered her a contract to

sing for the Chicago Opera Company. Mme.
Dux has appeared in Covent Garden, London;
the Royal Opera of Berlin, La Scala, Milan;
Royal Opera, Stockholm; Royal Opera, Petro-
grad.

Elly Ney, who has just made her American
debut in New York, is an accomplished pianiste,
who has delighted European audiences with her
work. Local musical critics stamp her as an
artist of unquestioned ability. Bronislaw Huber-
man, violinist, came to this country as a child
prodigy when only fourteen and his playing in
New York last month, after an absence of
twenty-four years, confLrmed the good opinion
held of his talents abroad.

The officials of the Brunswick Co. have been

negotiating for the engagement of these Euro-
pean artists for some time past and were largely
instrumental in bringing them to this country.
When arrangements for their appearance here
were finally consummated the Brunswick Co.
immediately took steps to secure the rights to
make recordings of these artists on Brunswick
records exclusively. William A. Brophy, head

1. — Elly Ney, Pianiste

-Claire Dux, Soprano; 3. — Bronislaw Huberman, Violinist;
4. — Tino Pattiera, Tenor.

of the recording laboratories in New York, has
already made several tests of them and he states
that records by these artists will be ready for
distribution to the trade about December 1.
Their release, then, is most timely, as all these
artists are now appearing before American audi-
ences.

Claire Dux opened November 14 as Mimi in
"La Boheme," with the Chicago Opera Com-
pany. Then she appears in Kansas City Novem-
ber 23; Detroit, December 6; New York City,
November 29, January 22; Lynchburg, Va., Feb-
ruary 6; Concord, N. H., February 23; Detroit,
March 9: Montgomery, Ala., March 30, and sev-
eral other cities which will be announced later.
Tino Pattiera will make his first American ap-

pearance as Canio in "Pagliacci" the second
week of November with the Chicago Opera
Company. He will next appear at Lynchburg,
Va., December 6, and will give several concerts
in addition to being heard with the Chicago
Opera Company in New York City during the
month of January.

Elly Ney is booked to appear in most every
large city in this country, following her debut
in New York City on October 18, where she was
received most enthusiastically. She appeared in
Detroit November 3 and 4; New York City,
November 8; Oswego, N. Y., November 11;
Richmond, Va., November 15, and will appear
in Athens, Ga., November 17; Atlanta, Ga., No-
vember 19; New York City, November 26; Bos-
ton, Mass., November 27; Evanston, 111., Decem-
ber 1; Quebec, Can., January 9; Three Rivers,
Quebec, January 11; Montreal, January 13; New
York City, January 22 and February 5; Chatta-
nooga, Tenn., March 7.

Bronislaw Huberman, after making his first
American appearance in New York in October,
is scheduled to be heard in the following cities:
St. Paul, Minn., October 27; Minneapolis, Minn.,
November 28; Philadelphia, Pa., November 1;
New York City, November 8, 12 and 18; Lynch-
burg, Va., November 21; Baltimore, Md., Novem-
ber 25; New York City, November 29; Wash-
ington, D. C, December 1; Brooklyn, N. Y.,
December 4; New York City, December 11; Co-
lumbia, Mo., December 14; St. Louis, Mo., De-
cember 16 and 17; Omaha, Neb., December 18;
New York City, January 1; Chicago, 111., Janu-
aiy 10; Providence, R. I., January 24; Roches-
ter, N. Y., February 1.

Mr. Brophy states that Brunswick dealers are
being supplied with attractive advertising mate-
rial, so that they can capitalize on the visits of
these artists in their cities. Also the Brunswick
Co. is to announce these exclusive Brunswick
artists in a nation-wide campaign of advertis-
ing in the leading newspapers and magazines
in the country.

The engagement of these artists, Brunswick
oliicials state, is the forerunner of several more
to be announced this Winter, as it is the pur-
pose and aim of this company to have in its rec-
ord catalog a complete series of operatic and
classic music, rendered by the best artists ob-
tainable. .Mready records have been issued by
the Brunswick Co. of several widely known
artists who are exclusively Brunswick, among
whom are Mario Chamlee, tenor; Giuseppe
Danise, baritone; Florence Easton, soprano, who
are appearing in leading roles with the Metro-
politan Opera Company, this city. Also rec-
ords of Irene Pavolska and Marie Tiffany, who
are members of the Chicago Opera Company,
have been released to the trade and have met
with considerable favor.

Nothing is more important to the dealer than
to see that his sales force keep the record stock
in good condition. Having the needed records
and being able to supply customers without
delay is a valuable asset.

Quality

The

Distinction

"VICSONIA" Reproducer

Recognized for its Perfect interpretation of Edison Disc Records on

Victrolas and Grafoftolas.

Fitted with permanent jewel point. No loose parts.
Note: The Vicsonia is made of Bronze, sand casted and machined to measure-
ment. Finished in heavy Nickel or Gold plate. Flexible stylus.

Meet the demand — Serve your customers

Sample Model "A" or "B" Vicsonia will be sent on receipt of $4.50. Retail
price $7.50.

Note: Model "B" Vicsonia plays both Edison and Pathe records.

VICSONIA MFG. CO., Inc.

313 E. 134th STREET NEW YORK, N. Y

THE TALKING MACHINE WORLD

November 15, 1921

Selling a Profitable Line

Sales are necessary to business.

But sales, no matter how large, without a
satisfactory net profit, mean disaster. It is
better to show big profits on a small invest-
ment than small profits on a big investment.

An extra large discount does not mean large
profits if there is no demand for the goods
purchased. The difference between an extra
large and a normal discount is a great deal less
than the extra expense required to sell such
goods.

Sell a phonograph that means the most to you
in the long run — one that bears a favorable
reputation — one that will compare favorably
in any side-by-side test with other phono-
graphs— a quick turnover phonograph. Such is

The Highest Class Talking Machine in the World

THE INSTRUMENT OF QUALITY

onor

CLEAR AS A BELL

Sonoras are now selling at revised prices based on

present costs

No\i:mbee is, 1921

THE TALKING MACHINE WORLD

With the revival of normal business conditions, a Sonora agency
is of GREAT VALUE to you. There are new dealers being
added. You may be able to secure a valuable agency if you will
write for further information.

Gibson-Snow Co.,

Syracuse, N. Y.

State of New York with the excep-
tion of towns on Hudson River below
Poughkeepsie and excepting Greater
New York.

W. B. Glynn Distributing Co.,

Saxtons River, Vt.
States of Maine, New Hampshire,
Vermont and part of Massachusetts.

Griffith Piano Co.,

605 Broad St., Newark, N. J.

State of New Jersey.

Hessig-EIlis Drug Co.,

Memphis, Tenn.
Arkansas, Louisiana, Tennessee, Mis-
sissippi.

Kiefer-Stewart Co.,

Indianapolis, Ind.
Entire State of Indiana.

Lee-Coit-Andreesen Hardware
Co.,

Omaha, Nebr.

State of Nebraska.

M S & E,

221 Columbus Ave., Boston,
Mass.

Connecticut, Rhode Island and east-
ern Massachusetts.

C. L. Marsliall Co., Inc.,

514 Griswold St., Detroit, Mich.
Michigan and Ohio.

Sonora Distributing Co. of
Texas,

Dallas, Texas.

Western part of Texas.

BEISIDES possessing im-
portant patents of
its own, Sonora is licensed
and operates under BASIC
PATENTS of the phono-
graph industry. Sonora's
future and the future of
Sonora's dealers' business
are secure.

The Magna vox Co.,

616 Mission St., San Francisco,
Cal.

Washington, California, Oregon, Ari-
zona, Nevada, Hawaiian Islands,
northern Idaho.

Southern Drug Company,

Houston, Texas.
Southeastern part of Texas.

Southern Sonora Company,

310-314 Marietta St., Atlanta, Ga.

Alabama, Georgia, Florida and North
and South Carolina.

Southwestern Drug Co.,

Wichita, Kans.

Southern part of Kansas, Oklahoma
(except 5 N.E. counties) and Texas
Panhandl*.

Sonora Dbtributing Co. of
Pittsburgh

4130 Jenkins Arcade Bldg., Pitts-
burgh, Pa.

Western Pennsylvania and West Vir-
ginia.

Minneapolis Drug Co.,

Minneapolis, Minn.
States of Montana, North Dakota,
South Dakota, Minnesota.

Robinson-Pettet Co., Inc.,

Louisville, Ky.

State of Kentucky.

C. D. Smith Drug Co.,

613 Arcade Bldg., St. Louis, Mo.
St. Joseph, Mo.

Missouri, northern and eastern part
of Kansas and 5 counties of N.E.
Oklahoma.

Strevell-Paterson Hardware Co.,

Salt Lake City, Utah
Utah, western Wyoming and south-
ern Idaho.

C. J. Van Houten & Zoon,

Marquette Bldg., Chicago, III.

Illinois and Iowa.

Yahr & Lange Drug Co.,

Milwaukee, Wis.

Wisconsin, Upper Michigan.

Sonora Co. of Phila., Inc.,

1214 Arch St., Philadelphia, Pa.

Eastern Pennsylvania, Maryland, Del-
aware, District of Columbia and Vir-
ginia.

Greater City Phonograph Co., Inc.

311 Sixth Avenue, New York

All of New York City except Brook-
lyn ; counties of Westchester, Putnam
and Dutchess, south of Poughkeepsie
and all Hudson River towns and cities
on the west bank of the river, south of
Highland.

Long Island Phonograph Co.

150 Montague St., Brooklyn, N. Y.

All of Long Island and Brooklyn.

Moore-Bird & Co.,

1751 California St., Denver, Colo.

States of Colorado, New Mexico and
Wyoming east of Rock Springs.

IT'

THE TALKING MACHINE WORLD

November 15, 1921

CENTRAL OHIO DEALERS ORGANIZE

Victor Retailers in That Section Meet in Colum-
bus and Form New Association, With Leslie
I. King, of Columbus, President

Columbus, O., November 4. — Ninety retail dealers
in Victor talking machines and records came
from a number of towns that are within a
seventy-five-mile radius of this city last month
and formed the Central Ohio Victor Talking
Machine Retail Dealers' Association.

Leslie L King, manager of the Victrola de-
partment of the Morehouse-Martens Co., Colum-
bus, was elected president of this organization.
In Mr. King's initial speech to members of this
Association he said: "Because all the Victor
dealers are anxious to maintain the liighcst

Leslie I. King

standard of excellence in their service to the
public and in order that business methods might
be employed whereby customers would have
their requirements filled along musical lines in a
way that would give the dealers their confidence
we have decided to form this organization."

Mr. King further stated that conventions will
be held annually and that at these conventions
the members will "talk shop" and not have the
meetings serve as social gatherings. "We will
from time to time send out bulletins that will
give the best methods in salesmanship." The
work of issuing bulletins has been delegated to
an executive committee whose duty it is to ob-
serve all the things that go to sell Victrolas and
records and then to incorporate their observa-
tions on this subject in the bull'etin. "By doing
this," Mr. King stated, "not only will the dealers
stimulate their trade, but the public will be
greatly benefited. They will get something even
better than what they want in the musical field.

And to serve the public in the best possible
way, that is the aim of this organization."

Some time during the month of November a
meeting of this organization will be held in Co-
lumbus, when the time and place for the 1922
convention will be definitely decided.

Other officers elected are: E. O. Collender,
Zanesville, vice-president; Frank Sells, Dela-
ware, secretary, and M. L. Phillips, Mt. Gilead,
treasurer.

GOOD REASONS FOR OPTIMISM

R. C. Clark, of Granby Road Forces, Tells of
Better Conditions — Expects Big Holiday Trade

Columbus, O., November 4. — Robert C. Clark,
who covers southern Ohio and eastern Kentucky
for the Granby Phonograph Corp., of Norfolk,
Va., reports that business in his territory is
showing a decided increase. Everything points
to a healthy holiday business. Not only is busi-
ness good in the talking machine field, but among
Diany of the large industries in that locality
which favorably affect the buying power of the
public.

Among the large industries which are speed-
ing up production is the National Cash Regis-
ter Co., of Dayton, O., which employs several
thousand people. The increased activities of this
plant alone have caused a spread of optimism
among the dealers in that section of the State.
The dealers in this city also are very optimistic
and are making great preparation for the holi-
day business.

FILES SCHEDULES OF CREMONA CO.

Liabilities of Cremona Phonograph Co., Port-
land, Ore., Given by Secretary as $107,782,
With Assets of Only $31,665

Portland, Ore., November 2. — According to a
report filed in the Federal court last week by
H. E. Witham, secretary of the Cremona Phono-
graph Co., which recently filed in bankruptcy,
the total liabilities of the company are $107,-
782.01, with assets of $31,666.39. Of the liabili-
ties the secured claims amount to $62,075.37,
while the unsecured claims are $40,640.25. The
assets consist of real estate to the value of
$6,050 and the balance, $23,845.08, are notes, bills,
etc. The principal creditors are: A. B. Cutler,
who holds certificates amounting to $10,262;
Mary L. Eaton, $11,114.25; F. W. Cutler, $18,-
611.45; Coast Bond & Finance Co., $15,155.57,
and the Northwest Finance Corp., $5,678.30.

A. J. Johnson, \'ictor dealer in Fall City, Neb.,
makes it a point to publish the full Victor list
of records in his advertisement in the local
papers, which has proven quite a factor in bring-
ing business to his store.

Special advertising and sales campaigns are in
order to make the holiday season pay adequate
di\ idends.

Made in Our
Watch Oil

DEPARTMENT

which for half a century
has made 80% of all the
watch, clock and chronom-
eter oil used in America.

The Best Oil For Any Talking Machine

In refining, Nyoil is given the same care as our
famous watch oil receives. All gums and impuri-
ties are removed, leaving it

Colorless, Odorless and Stainless.

Housekeepers say they would not be without
Nyoil because it is best for phonographs and sew-
ing machines — for polishing furniture and wood-
work and is odorless and will not stain. It is free
from acid and will not gum, or become rancid.
Sportsmen find it best for guns because it prevents
rust.

NYOIL is put up in 1-oz.. 3-oz. and S-oz. Bottles

and in Quart and Gallon Cans.
For Sale by all Talking Machine Supplies Dealers

WILLIAM F. NYE, New Bedford, Mass., U.S.A.

CO=0PERATION NEEDED TO SUCCEED

Employer Who Assumes an Attitude of Superior-
ity CurtaOs Enthusiasm of Men — Sales Drop
and Disorganization Often Results

In many business houses there is a lack of co-
ordination between employes and employer
which cannot help but be detrimental to the best
interests of the business. Employers sometimes
Ijecome so imbued with their own importance
that they assume an attitude of autocratic supe-
riority which arouses the antagonism of em-
ployes. The result is grumbling, discontent and
a consequent falling oft of enthusiasm which
naturally results in a decline in sales. If such
a condition exists the employer has no one to
blame but himself, and instead of seeking to re-
place his old and tried salesmen and employes
with others he should remedy his own attitude
in order to keep the morale of his staff as high
as possible. Many a manager and business man
Mas failed because he lacked those qualities of
humaneness which mark the true executive and
which are absolutely essential if the best efforts
of the saksnien are to be brought out for the
benefit of the firm.

"THE BATTLE OF ALLIANCE"

Cleveland, O., November 8. — H. C. Schultz, of
the Kennedy-Schultz Co., representative of the
Granbj' Phonograph Corp., of Norfolk, Va., in
this city, is the author of an interesting volume,
entitled "The Battle of Alliance." The book has
been prepared for private distribution and those
who have read it say it proves the author has
no little ability' as a fiction writer.

The Record That Wins by Comparison

Records

The Service That Suits ALL DEALERS' NEEDS

Independent Jobbing Company Okeh Record Distributors Goldsboro, North Carolina

November 15, 1921

THE TALKING MACHINE WORLD

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THE TALKING MACHINE WORLD

November 15, 1921

^^^ll/s^^liV^.?'" EXTRA! Mr. Phonograph Industry EXTRA! ^i^V/o^fs;"""^"

IMICO SHAFT No. 4 "COMES IN" WITH BIG PRODUCTION
V Collect Your Dividends Now by Obtaining Lower Quotations

Send for Samples and Special Quotations Effective November 15th.

IMICO INDIA RUBY
MICA DIAPHRAGMS

INTERNATIONAL MICA COMPANY fSrmp'.V''''

Still the Standard

There's a Reason

and Will Remain
Why NOT IMICO

FACTORY AND SALES DEPT.,
37TH AND BKANDYWINB 8TS.,
WEST PHILA., PA.

V. T. SCHUIiTZ
CLEVELAND, OHIO

RAY80L0 SALES CO.
LANCASTER, PA.

ARTHUR BRAND & COMPANY
CINCINNATI, OHIO

WALTER S. GRAY
SAN FRANCISCO, CAL.

DAVENPORT PHONOGRAPH &
ACCESSORY CO.
DAVENPORT, IOWA

ARTOPHONE COMPANY
ST. LOUIS, MO.

STEINOLA COMPANY
KANSAS CITY, MO.

PROVIDENCE PHONOGRAPH
SUPPLY CO.
PROVIDENCE, R. I.

HE KNOWS HIS BUSINESS COSTS

The Business Man, Whether Running a Small
Store or Large Manufacturing Plant, Should
Know Exactly the Cost of Operation

The efficient head of to-day's business doesn't
guess — he l<pows. He knows his exact cost of
doing business. He has at his fingers' tips the
entire cost of every article in his store, and the
cost of every operation, handling, selling and
delivery. He knows, at any moment, whether
he is making or losing money.

Now, these cost records are not kept because
the business is big; but rather the business is big
because the costs are known.

You are traveling on guesswork, and are run-
ning the risk of failure

— -unless you know how much it costs you to
sell your goods;

— unless you know how much your delivery
costs amount to;

—unless you are carrying a depreciation ac-
count on your books, and are charging deprecia-
tion of your equipment as part of business cost;

— unless you know exactly what each and
every item of expense amounts to and figure it
against the running of your business.

The majority of mercantile failures can be
charged up to ignorance on the part of the mer-
chant of his own business.

A simple set of accounts, intelligently kept,
will guard you from this. Don't try to "keep
your business in your hat." If you do, you'll
soon find that you will either have to take it out
or get out yourself.

THE STORE WAS REALLY CROWDED

St. Louisans Turn Out in Great Numbers to
Help Kirkland Piano Co. Celebrate

St. Louis, Mo., November 4. — When Jonas H.
Kirkland, who does business as the Kirkland
Piano Co., at 204 North Twelfth street and
2024 East Grand avenue, this city, gave an anni-
versary party at his East Grand avenue store he
was swamped with guests. In the year that he
had operated the branch store he had remodeled

NIGHT FORCE ON RECORD OUTPUT

Bridgeport Die & Casting Co. Busy From 7
A. M. to 10 o'clock at Night

Bridgeport, Conn., November 3. — The Bridge-
port Die & Machine Co. has already inaugurated
night work in its plant in this city, thus contin-
uously pressing records from 7 o'clock in the
morning until 10 o'clock at night. The various
records pressed by this company are proving
very popular and the demand is steadily increas-
ing.

Crowd at the Kirkland Anniversary

it, and on the first anniversary he sent 2,200
postal announcements to customers on his mail-
ing list and scattered 10,000 handbills around the
neighborhood.

The doors were opened at 7.30 p. m. and until
10.30 the store was filled and there were so many
people on the sidewalk and in the street that
policemen were needed to handle the trafiic. The
crowd coming- in at the front door was so great
that people in the store could not get out that
way and it was necessary to open the back doors
to let them out.

Mr. Kirkland has only been in the piano and
talking machine business a short time and his
energy and enterprise have caused older music
merchants to take notice. He is only twenty-six
years old. His sales organization consists of
Messrs. H. Sample and C. Edelmann and Misses
E. Repple and M. Koetting. He handles the
Brunswick phonograph and Cable pianos.

The M. J. Keenan Music Store, at 125 North
Main street, Austin, Minn., is bringing his talk-
ing machine, piano and other lines of musical
instruments to the attention of the public
through local publicity.

A product is only well sold when it stays sold.
Ii! other words, when it gives continued satisfac-
tion and makes friends for the house.

November 15, 1921

THE TALKING MACHINE WORLD

THE PASSING OF 1. DAVEQA

Had Been Identified With Talking Machine In-
dustry for a Long Period of Years — Business
Now in Charge of Abram Davega

HALLOWE'EN IN WASHINGTON

In the passing of I. Davega, president of the
Knickerbocker Talking Machine Co., New York

City, which was an-
nounced in last month's
issue of The World, the
industry has lost a
member who was iden-
tified with it in a
prominent way. For a
number of years presi-
dent of I. Davega, Jr.,
Inc., which later be-
I. Davega came the Knicker-

bocker Talking Machine Co., Mr. Davega cen-
tered his activities on the wholesaling of Victor
merchandise. In his long connection with the
trade Mr. Davega formed many lasting friend-
ships and the news of his death caused great
sorrow. The active management of the Knicker-
bocker Talking Machine Co. has passed on to
Abram Davega, the only son, and who for
the past few years has been practically in full
charge of the business during the illness of his
father. I. Davega is survived by a widow, his
son, Abram Davega, and a daughter, who is
Mrs. Byron R. Forster, wife of the well-known
president of the Brilliantone Steel Needle Co.

$61,000 IN JUDGMENTS AWARDED

Decree of Foreclosure Also Entered Against the
Cathedral Phonograph Co.

Mariox, O., November 1.— Judgments amounting
to $61,604.79 against the Cathedral Phonograph
Co. and Axel Akers, as trustee for the estate of
the Cathedral Phonograph Co., a bankrupt, were
awarded the cross petitioners in the common
pleas court here last week in a suit of Axel
Akers, as trustee for the estate of the Cathedral
Phonograph Co., and others. Decree of fore-
closure also was entered and the property of
the bankrupt company ordered appraised and
sold for cash by the sheriff on November 9.

A small advertisement which hits the nail on
the head is worth more than a double-page dis-
play of generalities.

What More Can You Ask

All the features that go to make a talking
machine Profitably Salable you will find as
regular equipment of Magnola: "Built by
Tone Specialists."

W&tcKiiNj the Music Come Out

Complete description of all these features is
to be found in our handsome illustrated
catalog, which we should like to send you.
May we? Ask us to tell you our plans
for your benefit!

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ. President

General OIBeet
711 MILWAUKEE AVENUE
CHICASO

Southern Wholetile Braneh
1930 CANDLER BLDG.
ATLANTA, (A.

Talking Machine Houses Arrange Elaborate
Window Displays for the Occasion

Washington, D. C., November 4. — The leading
music stores of the Capital City during the past
week led all other establishments in point of at-
tractiveness of display. All decorated their win-
dows to some extent, featuring AM Hallowe'en,
while several of the retailers went to consider-
able expense and effort.

One of the most attractive of these displays
was that of E. F. Droop & Sons Co., Victor
wholesalers. On the G street side of the store
the window featured pianos. The flooring of the
window was covered with straw and in the cen-
ter was a huge pile surmounted by a Victor dog,
while another smaller one was seen pushing his
way through the straw at the bottom. Shiny
records were made into skeleton heads by the
use of white paint, and these with cut-outs and
jack-o'-lanterns in pumpkin shape added to the
attractiveness of the display.

The Thirteenth street window was given over

to Victrolas. Here there are numerous baskets
of large yellow chrysanthemums, draped with
yellow and with orange crepe paper, were filled
with oak leaves. The window had a large bor-
der of laurel.

Diagonally across the street was another elab-
orate display in the window of the Jordan Piano
Co. One of the fitst things viewed was a sign
which deposed "You need music for your Hal-
lowe'en party. The Victrola will give you the
best." Another sign advised, "Select Your Hal-
lowe'en Records." In the center was a Victrola
and directly back of that was a painting of a
wood scene forming a part of the background,
the rest of the space being covered by corn-
stalks. To the right, in a stack of the stalks,
there was a witch with illuminated face, while
her counterpart held forth on the left.

INSTALLS THREE NEW BOOTHS

The Barber Music House, Great Falls, Mont.,
of which R. J. Barber is proprietor, has recently
installed three new sound-proof booths to take
care of the growing Columbia trade.

Which Machine?

Do you believe in luck? — or rather,
do you believe you are so lucky
that the results of luck will be
lucky for you?

In other words, can
you afford to go in-
to the phonograph
business without in-
vestigating every
machine that can
possibly have
merit ?

To decide WHICH
MACHINE with-
out getting all the
evidence is foolish
and can only result
in your making less
out of your phono-
graph department than you might
make.

Harponolas are built in every de-
sirable cabinet style, and every

cabinet is a maximum value at its
price — a model of good taste and
fine craftsmanship.

Harponola tone is
unusually sweet
and faithful to all
the fine tones in the
record.

Harponolas, me-
chanically, are as
service-proof as
may be built.

And the Harponola
proposition to the
dealer is substan-
tial, fair and excep-
tionally profitable.

You owe it to yourself to write for
the Harponola proposition. Give us
a chance to prove that you couldn't
select a better machine from a
sound merchandising standpoint.

THE HARPONOLA COMPANY

101 MERCELINA PARK CELINA. OHIO

Edmund Brandts, President

Harponola Cabinets are built by the Meraman Brandts Brothers in a separate up-to-date factory.

The Phonograph with the Golden Voice"

HARPONOLA

THE TALKING MACHINE WORLD

November IS, 1921

jgiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiBiiiiiiiiiiiiiiiiiiiiiiinrmm

the finest reproducing
Phonograph in the World

THE highest tribute a critic-
can pay to a phonograph is
that it reproduces with absolute
fidelity every beauty of tone of
voice or instrument.
The artistic Steger creates the illusion
of reality to perf ection, so that a listener
may readily imagine that he is in the
presence of the living artist. It brings
to the home all of the world's best
music — vocal and- instrumental — and
plays it with a sparkling vivacity that
no other phonograph can surpass.

Because the Steger tone-arm is ad-
justable to meet the requirements of the
individual rec'ord, the Steger Phono-
graph plays all disc records correctly.
This exclusive, patented tone-arm is
only one reason why the beautiful
Steger is universally known as "the
finest reproducing phonograph in the
world."

There is a big field for the Steger.
Its popularity makes each sale easier.
There is a great national advertising
campaign back of the Steger that
makes Steger representation a valuable
asset for the progressive dealer. Hear
and play the Steger yourself. Inspect
the wonderful Steger tone-arm, the
scientifically constructed sound-repro-
ducer and the marvelous tone-chamber
of even-grained spruce.

Desirable Territory Open

Write for the Steger proposition and
Steger Phonograph Style Brochure today,
if you want satisfied customers and sub-
stantial profits.

Phonograph Division

STEGER dc SONS

Piano Manufacturing Company
Steger Building, - - CHICAGO, ILL.

Factories: Steger, Illinois, where the "Lincoln"
and "Dixie" Highways meet.

"// it'saStcs.er—it's the most raluable Piano in the world."

November 15, 1921

THE TALKING MACHINE WORLD

For Christinas, sell "O Come, All Ye FaithfuP' and
''Hark, the Herald Angels Sing," in Barbara Maurel's
rich, colorful mezzo-soprano, supported by a fine
male quartet. There's a new appeal in this record-
ing of these old favorites. A-6196.

Columbia Graptiopbone Co

NEW YORK

WINDOW DISPLAY PRODUCES SALES ANNOUNCE NEW MANOPHONE MODELS

Columbia Dealer on Coast Features Napoleon
Newlywed — Effective Use of Comic Character

Sax Francisco, Cal., November 4. — The Einselen
Music Store, of this city, well-known Columbia
dealer, recently introduced a window display
that attracted considerable attention. The fea-
ture of the window was the famous "Napoleon
Kid" of the Newlywed family, and he used his

A Striking Window Display

complete vocabulary, consisting of "Ma Ma," to
attract the attention of passers-by.

A Columbia Grafonola was placed in one cor-
ner of the window and seated alongside was the
well-known Newlywed kid. A large poster in
appropriate text announced the fact that a Grafo-
nola could be purchased on low and easy terms
and as a result of this window a substantial num-
ber of sales were closed.

COTTON FLOCKS IN DEMAND

Claremont Waste Mfg. Co. Working Day and
Night — Record Manufactiurers' Large Orders

Claremont, N. H., November 5. — With the sea-
sonable increase in the demand for talking ma-
chine records the Claremont Waste Mfg. Co., of
this city, has received large orders for cotton
flocks, necessitating the operation of its plant
day and night during the months of October and
November. Although this company has only
been engaged in the making of cotton flocks for
record manufacturing during the past five years
it now enjoys the patronage of practically all of
the leading record concerns in the country. Its
business is steadily growing, as evidenced by
present operations, and it is endeavoring to give
its customers maximum and efficient service.

Manophone Corp. Offers Trade Series of Artis-
tic and Distinctive Designs — Conceived by
E. Stetson Crawford, Well-known Artist — New
Line Will Be Displayed at New and Attrac-
tively Arranged Showrooms in New York City

The Manophone Corp., Adrian, Mich., has ad-
vised its dealers of the preparation of a new
series of models which represent actual crafts-
manship in design and construction. These new
cases were designed by E. Stetson Crawford, of
New York City, an artist of national reputation,
who devoted two months to the careful study
of artistic craftsmanship as applied to talking
machine cases.

This new line, when completed, will include
seven designs, ranging from the simplest ("o)o-
nial of the early days to a Chinese piece of teak
and satinwood. As Mr. Crawford points out,
these new designs are in themselves pieces of
furniture such as are sought by the discriminat-
ing collector and imported by the various Fifth
avenue galleries as objects of art.

Not only has the Manophone Corp. taken a
distinct step forward in announcing these new
designs, but it has also made a departure from
the accepted type of talking machine display
room in the equipment and furnishing of its new
salesrooms in New York. These warerooms are
located at 4 West Fortieth street, a studio build-
ing, where, instead of displaying the instruments

in stereoptyed surroundings, they are shown in
an artist's studio, with a fitting environment.
A cordial invitation has been extended by the
Manophone Corp. to the trade to visit its at-
tractive New York showrooms.

CLOSING HEALTHY BUSINESS

Pleasing Sound Phonograph Co. Doubles Floor
Space to Handle Business — Carries Large
Stock of Parts and Accessories

The Pleasing Sound Phonograph Co., New
York City, reports that business has shown a de-
cided increase in the past few weeks, and all in-
dications point to an active demand this coming
Winter. This company is a wholesaler of, and
manufacturer's agent for, phonograph motors,
main springs, and carries a large stock of re-
pair parts for all makes of talking machines.

Mr. Pascal, proprietor of this thriving con-
cern, stated that although this business started
in a small way some years ago it had now grown
to a degree which made it necessary to double
the floor space. With a complete assortment of
talking machine accessories and parts, and
greatly enlarged facilities for taking care of or-
ders received, the company plans to start an ag-
gressive campaign for dealer business.

Many merchants make the mistake of trying to
place their entire stock in the window. Are you
guilty?

One Man Delivery Cover

A. BRUNS & SONS

50 RALPH AVE.
BROOKLYN
N. Y.

Hill

BRUNS MOVING COVERS

The most efficient and complete Pho-
nograph Delivery Protection available

The BRUNS MADERITE Cover for Period
Model Machines has met with instant success.
The "one-man" or Jacket type for uprights
also increases in popularity. We also manu-
facture the closed style cover.

Now is the time to prepare for the increased
activity bound to come in the phonograph
field — see that your delivery equipment is ade-
quate—have us give you complete information.

RUBBERIZED DUST COVERS
FOR PHONOGRAPHS

The BRUNS MADERITE Fleece Lined Rub-
berized Dust Cover protects from finger marks,
bruises, moisture, dust, etc. — ideal for store
room, show room or for the home. Every
phonograph owner is a possible purchaser.
Samples and prices on request.

Prepare now for the bttsy season; order direct
or through your regular jobber.

A. BRUNS & SONS

Manufacturers of Everything Made of Canvas

THE TALKING MACHINE WORLD

November IS, 1921

FINANCING PLAN FOR DEALERS

Columbia Representatives to Be Given Advan-
tage of Very Liberal Financing

Geo. W. Hopkins, vice-president and general
sales manager of the Columbia Graphophone
Co., New York, advised the Columbia vi^holesale
branches recently that plans had been com-
pleted whereby Columbia dealers could be of-
fered a very liberal financing plan. Details of
this plan were worked out after many months
of study and investigation, and the Columbia
organization is planning to co-operate with the
dealers in taking full advantage of this impor-
tant announcement.

Columbia branch managers throughout the
country are ready to give Columbia dealers com-
plete information regarding this new finance
plan, which is oflFered to the dealers at a time
that is most opportune. The plan is noteworthy
for its simplicity, as all leases on Columbia prod-
uct held by Columbia dealers may be included
ill this financing arrangement, provided they are
paid up to date and do not run for more than
twelve months from the time of the assignment.
Mr. Hopkins, who is at the present time making
an extended Western trip, states that the plan
has been received enthusiastically in all of the
important trade centers that he has visited re-
cently. The dealers are evincing keen interest
in the plan and the Columbia managers are leav-
ing nothing undone to assist the dealers in tak-
ing full advantage of the financing arrangement.

LONG CABINETS AT LOCAL SHOW

Geo. A. Long Cabinet Co. Has Attractive Dis-
play at Furniture Show — New Price List An-
nounced on November 1 — Many Orders Booked

ATLANTIC CITY PUBLICITY

Sonora Is Displayed on Large Electric Sign on
Atlantic City Boardwalk — Has Many Dis-
tinctive Features Which Win Attention

The George A. Long Cabinet Co., Hanover,
Pa., was rei^resented at the recent New York
Furniture Show by a very attractive exhibit.
The popular Long console cabinets were dis-
played to advantage and good-sized orders were
received from buyers in all parts of the country
who attended the show.

H. C. Naill, who was in charge
of the exhibit, assisted by his son,
stated in a chat with The World
that the Long factory was working
to capacity in order to fill the or-
ders for Long console cabinets and,
in fact, for all of the record cabi-
nets in the Long line. A new price
list for Long -record and roll cabi-
nets was introduced on November
1, which met with a favorable re-
sponse from the trade, as it rep-
resented a 15 per cent reduction
from the price list in effect on
April 1. The Long cabinet prod-
ucts have won much trade favor.

The Sonora Phonograph Co. has a sign on the
Atlantic City boardwalk which is well known
to the many thousands of pleasure-seekers who
visit this famous resort. While this sign is
not quite as pretentious as the Sonora electrically
displayed at Times Square, the Campus in De-
troit and some of the Sonora signs in other

JOINS SONORA JOBBERS' STAFF

HAND TO MANAGE SCRANTON STORE

ScRANTON, Pa., November 1. — Plans are under
way by the United Phonograph Stores, Inc., for
the opening of a branch store in this city in the
near future, according to an announcement made
by H. W. Yeager, president of the company.
Chauncey C. Hand, prominent in the music af-
fairs of the city, has been selected to manage
the local branch. The Scranton branch is one
of many which the company is planning to open.

J. J. Schratweiser, formerly a member of the
sales staff of the local jobbing division of the
Sonora Phonograph Co., has joined the sales
force of the Long Island Phonograph Co.,
Sonora jobber, in Brooklyn and Long Island
territorj'. Mr. Schratweiser is well known in
the local trade and is thoroughly familiar with
the Sonora product and the dealers.

The Bluff City Mfg. Co., of Poplar Bluff, Mo.,
has opened salesrooms for its Southland phono-
graph, which is manufactured here, in the Ducker
Hotel Building, Little Rock, Ark. George Mauck
has been made district manager.

The Great Sonora Sign

prominent cities it is, nevertheless, of unusual
construction and equally as effective in the day-
time as in the night. It is placed in a strategic
position, as it is directly at the entrance of the
Traymore Hotel, one of the world's largest and
most famous hostelries, and cannot be missed by
anyone walking east on the boardwalk.

The sign is unique in that the word Sonora
is not painted on the board, but consists of
metal letters extending out and wired from the
board about twelve inches. The letters are hol-
low, open in the rear end near the board and
each contains several powerful incandescent
larnps, reflecting light on the white background,
which, in turn, causes a marked silhouette ef-
fect of the word Sonora.

No. 558

Universal Self-Service Displayors
Are Necessary in the Busy

Holiday Season, if you want to take full advantage of your record sales
possibilities. The SELF-SERVICE features of the DISPLAYORS enable
your regular customers to practically wait on themselves, enabling you to take
good care of your trade with fewer salesmen and less expense.

Neat — Inexpensive — Attractive — They Earn Many Times

Their Cost in Increased Sales

Ask Your Jobber — or Write Direct to

UNIVERSAL FIXTURE CORPORATION

133 WEST 23rd STREET NEW YORK

No. 551

No. 550

November 15, 1921

THE TALKING MACHINE WORLD

new external shape
of^vace and heauty^
without chan^in^ the
internal design:

^DTie New Scotf ord Tonearm |

and Superior

Reproducer

The

NEW

TKat same an^le turn with the solid inclined plane
deflecting the sound waves straig,ht downward into
amplifying, chamber. That same famous Scotford
tone — ^the tone of refinement. — genuinely musical.
Now in a tonearm of accepted, conventional, popu-
lar design. WRITE FOR SAMPLES.

New Construction

TKe long, straig,ht tute is of drawn
Yellow Brass. Tonearm. Base, Main
Elbow and Connection Elbow and
the Reproducer Frame, Face Rin^
and Back Plate are cast of TENSO
White Brass Alloy. — 'an alloy more
than double the tensile strength of
cast iron. — .much stronger, harder
and lig,hter in weig,ht than ordinary
white metal alloys. New dies have
been produced for casting all parts.
The new parts are solidly cast, and
are very substantial and durable.

STYLE No. 1 FINISH
A combination of Nickel or Gold Plate and Black Rubber Japan

STYLE No. 2 FINISH
A different combination of Nickel or Gold Plate and Black Rubber Japan

(J.
©

STYLE No. 3 FINISH
All parts Plated in Nickel or Gold

In ordering specify whether Reproducer should have Plain Gilt Plate or" Superior" Name
Plate. To obtain Individual Name Plate, customer must furnish Decalcomania Transfer

Samples Will be Submitted on Approval

Style 1 Tonearm lon^tube and main
elbow, Reproducer face rinfe and
back Black Japanned; other parts
Plated.

Style 2 Tonearm lonfe tube and main elbow Plated, base Black Japan-
ned; Reproducer back Black Japanned, the face rin^ and frame
Plated.

Style 3 All parts of Tonearm and Reproducer are Plated.

Gold $ 9.00
Gold 10.00
Gold 11.00

No. 1 New Scotford Tonearm and Superior Reproducer . Nickel $7.00
No. 2 New Scotford Tonearm and Superior Reproducer . Nickel 7.75
No. 3 New Scotford Tonearm and Superior Reproducer . Nickel 8.50

Samples Prepaid at the Above Prices

Write for Our
Specification Sheet and Quantity Price List

BARNHART BROTHERS
& SPINDLER

©©©©©©©©©©©©©©@©©©©@©©©@©©©©©©©©©©©© Monroe and Throop Streets
©©©©©©©©©©©©©©©©©©©©©©©©©©©©©(§

CHICAGO, ILLINOIS ©

^©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©m

THE TALKING MACHINE WORLD

November 15, 1921

VOU ARE SURE TO BE RIGHT when you tell your customers that

DOMES of SILENCE

are the Ferfect Furniture Footwear

Whether on the highest or lowest grade furniture they are equally as good. They protect the finest floors — rugs —
and floor coverings. Hundreds of manufacturers who use them consider Domes of Silence Standard Equipment.

HENRY W. PEABODY & CO.

17 STATE STREET NEW YORK CITY

Specify DONESr OF SILENCB

A mark of better furniture regardless of its cost

What we say above about Furniture applies also

to Phonographs

November 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiii

Importance of Credits and Terms in Making

aT^illlcin^ IVfilpflltlP SfOrP PnV •• By L. C. Lincoln

-M- CCXJ?V.X1. X ▼ A tl, V*' J-XX J. A k^l^V-^A^*' JL C4. Y A,lr, Mgr., Sonora Phonograph Co.. New York

lllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllilllillllllH^

There is probably no factor in the talking ma-
chine business so vital, so vague, and followed
so little along definite lines, as that of extend-
ing credit to instalment buyers. Time and again
a rule will be laid down which is not to be over-
stepped, but special cases are constantly arising
which seem to justify an exception. Some of
the risks that appear the best frequently turn out
to be the worst, and many that are doubtful at
the outset cause no trouble at all to the dealer.

The lowest cash payment that should be ac-
cepted on a phonograph that is sold without rec-
ords or other accessories is IS per cent of the
price of the instrument. The balance should be
paid in equal monthly instalments ranging up-
ward from 10 per cent per month on the balance.

A talking machine should not be sold to any
person who cannot pay as a down paj'ment an
amount at least twice the sum of minimum
monthly payments. People do not buy a phono-
graph on the spur of the moment, and, if they
can raise no more money than an amount equal
tc the payment which they must make for a
period of several months, after giving the subject
sufficient thought to make up their mind to
finally buy, they are an extremely poor risk.

Some dealers are inclined to accept payments
on higher-priced instruments that are proportion-
ately lower than those accepted on the cheaper
machines. They will accept, for instance, no less
than $10 down arirl $10 per month on a $100
model, but may sell a $300 model for $30 down
and $15 per month.

It is their theory that a man who undertakes
a $300 obligation paying $30 down is more in-
clined to fulfill it than one who will assume but
$100 at $10 down and $10 per month.

It is the belief of some dealers that the law of
average is in favor of dealers who take a chance
on every customer regardless of references, pro-
viding the customer is willing to agree to the
required terms. Those who believe in this the-
ory, however, are few.

It is a merchant's privilege to know the occu-
pation and business address of purchasers; the
name of the bank in which they have an account;
the names and address of one or two relatives,
and the names of any business houses that have
had dealings with them in the past. The names
of the relatives are handy in case the customer
disappears.

No machine should be sold on payments un-
less secured by a chattel mortgage or a lien note
contract. Every dealer should guard against
delivering a machine to a customer who has
agreed to pay for it before a lien has been signed
by the purchaser, unless the dealer has positive
informati on that the latter is financially responsi-
ble. Many people decline to sign away their
rights even though the equity is slight, mostly
because they are inexperienced in business cus-
toms, sometimes because they know more about
such matters than the dealer and are trying sharp
practices.

The dealer should be on the safe side and se-
cure a signature to the agreement. It must be
remembered that just as soon as a customer says
"I'll take that machine," with a thorough under-
standing of the dealer's price and terms, the sale
has been consummated in the eyes of the law
and should the phonograph be delivered to the
customer's house without his or her signature
on a contract it cannot be forcibly removed for
any reason. If the customer accepts the talking
machine and fails to make any or all payments
the dealer's only recourse is to sue and secure
judgment. Even then it is possible that the
judgment is not collected.

The best time to ask for reference is after
the contract is signed and the first payment
turned over to the salesman. The customer i.s

then not so likely to refuse the information. Un-
der no consideration should a contract be ac-
cepted if the purchaser is unwilling to give the
names of several responsible people with whom
they are acquainted.

Many phonograph dealers before going into
business for themselves were salesmen with
some other establishment. Their training was
along one line only— selling. A salesman is,
naturall}', ever anxious to please the customer,
and follows the line of least resistance. He has
learned by experience that the best way to get
the customer's confidence in order to sell him
goods is not to aggravate him, but to agree with
him. He becomes so used to this fact that it is
hard to break away from this manner of han-

llll

dling customers. When it comes to the unpleas-
ant duty of requesting and insisting on refer-
ences, and other information vitally important
to the safe conduct of the business, he is fre-
quently blufi^ed by those who know that they
cannot give satisfactory references and who
adopt an air of injured pride and a manner that
implies that the deak-r is going too far.

Dealers who are handicapped by this failing
will find that in most cases customers who have
reached the buying point will not refuse legiti-
mate information unless there are reasons, favor-
able to theiu but detrimental to the dealer.
Moreover, it should be borne in mind that any-
one buying on the lowest obtainable instalment
{Continued on page 50)

'The Instrument

with the
Human Throat'

THE

COVERLEY

jlLWAYS disliked the *ice-box' in the drawing room! A
cumbersome, blatant eye-sore, at odds with the furnish-
ings and only fit to grind out sounds occasionally."
Doesn't this express your customer's feeling toward
the typical phonograph ?

One would like a useful and authentic Period piece, say a
Console and drop-leaf table of the type one takes pride in col-
lecting— combined with the phonograph — if one could procure
such. One can. Our new Georgian Periods are real furniture
and are the only phonographs with the Vox Humana, a throat
of carved wood, replacing "The usual piece of pipe."

We ask only that you see these new cases and hear one record
played. These instruments will secure you more sales and we guar-
antee you more profits. Write us and we'll prove our statements.

THE MANOPHONE CORPORATION

4 West 40th Street
New York

MAKERS

Adrian
Michigan

THE TALKING MACHINE WORLD

November 15, 1921

IMPORTANCE OF CREDITS AND TERMS

{Continued from page 49)

terms is seldom so prominent a personage as to
be justified in feeling humiliated.

Occasionally an attempt is made to purchase
a machine which, in the dealer's opinion, is too
great an obligation to be assumed by the pur-
chaser. On such occasions the dealer usually in-
duces the customer to buy a lower priced ma-
chine v.itli tiie understanding that if it is paid
for in contract time the higher priced machine
may be selected and all money paid on the first
machine applied on the new account. It can
hardly be considered good business to do this,
however, unless the purchaser is able to buy a
machine that is at least double the price of the
iirst one.

This brings to mind the fact that salesmen fre-
quently attempt to induce customers to exchange
a machine that was sold, say, for $100 for one
costing perhaps $135. This is a mistake. Sales-
men should never be permitted to induce cus-
tomers to exchange a machine unless a sale can
be made at an increase of lOO per cent. Cus-
tomers should not be permitted to exchange a
machine for one that is but slightly better unless
it is in an attempt to save a sale.

DeDendable

Constructive — Intelligent

Puti

aam-Page Co.

Peoria, 111.

"LONE STAR" LINE WELL RECEIVED

Texas Talking Machine Co. Establishing Im-
jKJrtant Agencies for "Lone Star" Machines and
Records — Chain of Retail Stores a Success —
Recording and Assembling Plants in Mexico

SONORA JOBBERS VISIT NEW YORK

Quite a number of Sonora jobbers visited the
company's executive offices in New York dur-
ing the past fortnight to discuss general busi-
ness conditions and to make arrangements for
next year's activities. All of these visitors were
optimistic in their reports regarding business
conditions and substantiated this optimism by
showing sales totals that compared verj' favor-
ably with their banner j'ears. Among these
callers were: I. Montagnes, Toronto, Can.;
Frank M. Steers, Magnavox Co., San Francisco,
Cal.; Jos. H. Burke, M., S. & E., Boston, Mass.;
E. S. White, Sonora Co., of Philadelphia, and
C. L. Marshall, of C. L. Marshall & Co., De-
troit, Mich.

Dallas, Tex., November 4 — The Texas Talking
Machine Co., of this city, which was formed in
1920 for the purpose of manufacturing the "Lone
Star" phonograph, has attained exceptional suc-
cess in the p-ast year. The company has estab-
lished dealers in the Southern half of the United
States from the Atlantic to the Pacific, and new
accounts are being closed regularly.

The company has so much confidence in the
future of the talking machine industry that it
has standardized a retail store for talking ma-
chines and records and has opened a chain of
such stores through the South and Southwest.
The first of these stores was opened in Dallas
in August and since that time new establish-
ments have been opened at regular intervals.
These stores are under the management of A. E.
Tompkins and are owned by a partnership con-
sisting of W. L. Gleason and T. B. Thomp-
son, who are also executives of the Texas Talk-
ing Machine Co.'s organization.

The company completed arrangements a few
months ago, whereby the "Lone Star" record was
added to its line. Recording laboratories are

located in Dallas and manj' of the best artists
west of the Mississippi and in Mexico are mak-
ing records for the "Lone Star" library. In addi-
tion, of course, there are the national popular
artists and all of these records are being well re-
ceived by the trade. The Texas Talking Ma-
chine Co. proposes to do its own recording in
the City of Mexico to take care of the Mexi-
can trade and will also erect an assembling plant
in that city.

PLAVER^TONE EXfflBIT AT SHOW

I. Goldsmith in Charge of Player-Tone Display
at New York Furniture Show — Carlot Orders

L Goldsmith, president of the Player-Tone
Talking Machine Co., Pittsburgh, Pa., spent ten
days in New York recently, attending the New
York Furniture Show. The Player-Tone Talk-
ing Machine Co. maintained an attractive exhibit
at this show and Air. Goldsmith stated that car-
load orders were received from a number of the
leading retail houses in the East and West.

Commenting upon general business conditions,
Mr. Goldsmith stated that ^here had been a
phenomenal increase in sales since October ].
The Plaj-er-Tone factories are working to
capacity and Mr. Goldsmith exhibited several
telegrams from his customers asking him tn
make immediate delivery for carload shipments.

ORO-TONE
FEATURES

Extension A telescopes into large
elbow B, giving a length adjust-
ment from 7% to inches.
Adjustment screw^ C engages an
indexed channel in extension A,
assuring perfect alignment. Slight-
ly releasing locking thumbscrev^ E
permits height adjustment of large
elbow in beise ring D. Releasing
locking screw E entirely permits
tone arm to be removed from base
ring D for packing separately be-
fore shipping, if desired.

ASK FOR ILLUSTRATED AND DESCRIPTIVE
CATALOGUE

1000 to 1010 GEORGE ST.
CHICAGO, ILLINOIS

MODEL L S

COMPOUKD
ROCKER
ACTION

The highest
grade and most
scientific repro-
ducer ever offered
the trade.

PAT. APPL'D FOR.

Illuitrating: Anele Throw Back ImproTement. Fermitg
reproducer to clear tone arm when thrown ba«k regard-
less of whether it is in position for playing Hill and
Dale or lAteral-cut records.

The Talking Machine World, New York, November 15, 1921

FEATURED ON

Records

VIRGINIA

FEMALE

JUBILEE SINGERS

These records are the real camp meeting songs
and represent a very old form of sacred music.
The recording of the four selections is excellent.

The Virginia Jubilee Singers are so gifted with
an unusually wide range of tonal color that they
are capable of wonderful harmonies.

The bass singer has a voice of such full, rich
quality and is so remarkable for its depth of
tone that it is likened to a male bass.

Another singer has a lovely liquid soprano that
places a great vigor of accent on her parts.

These records are the kind every one will like
and will buy.

4430
10-in.
$ .85

4437
10-in.
$ .85

SPIRITUAL RECORDS

O Mary, Don't You Weep, Don't You Mourn — Colored Quartette

Virginia Female Jubilee Singers

Lover of the Lord — Colored Quartette -

Virginia Female Jubilee Singers

Go Down Moses, Way Down in Egypt Land — Colored Quartette

Virginia Female Jubilee Singers

When Jesus Christ Was Born — Colored Quartette Virginia Female Jubilee Singers

General Phonograph Corporation

OTTO HEINEMAN, President
25 West 45th Street - - New York

No\-EMBER 15, 1921

THE TALKING MACHINE WORLD

H. N. McMenimen

Consulting Engineer

Consultation by appointment on
every phase of the phonograph in.
dustry, including:

Recording, Plating and
Pressing

Motor, Tone-Arm and
Reproducer Design

Patent and Model
Development

Sales Promotion and
Advertising Plans

Laboratory:

Scotch Plains, N. J.

Tel. Fanwood 1438
Offices:

2 Rector Street, New York

Tel. Rector 1484

BIG ADVERTISING CAMPAIGN

Columbia Dealers to Be Featured in Extensive
Newspaper Advertising

Lester L. Leverich, advertising manager of the
Columbia Graphophone Co., announced recently
the completion of plans for one of the most far-
reaching and important newspaper advertising
campaigns that has ever been launched in the
talking machine industry. This campaign started
October 14 and will continue until Christmas.

According to Mr. Leverich's schedule, 250
newspapers will be used in the campaign, com-
prising papers published in every Columbia
branch territory. The copy will consist of a
space measuring seventeen inches across five col-
umns and every single piece of copy will list the
names and addresses of Columbia dealers in
their respective localities.

H. S. HOLLY TO JOIN GUERTH FIRM

Redlands, Cal., October 24. — H. S. Holly, for-
merly proprietor of one of the largest music
establishments in Iowa, will be associated with
William C. Guerth, proprietor of a large music
business in this city. Mr. Holly is planning to
take over part of the talking machine business.

It has well been said that success is a slow
traveler — more people overtake it than are over-
taken by it.

Warbletone Record Renewer

Cleans and polishes old records and makes them
sound and look like new.

Cleans the grooves and the general surface,
removing dust, grit and foreign matter without the
least injury to the sound grooves themselves.

This new invention gives new voice and renewed
tone to records and will positively clarify articula-
tion.

One bottle will last indefinitely. Very simply
applied.

immensely valuable to dealers as well as to
machine owners. "2 drops to a record."

If your jobber cannot supply you order direct.
Price 50 cents per bottle retail. Liberal discounts.

WARBLETONE MUSIC CO.

225 Maaiachuaett* Ave.

INDIANAPOLIS. IND.

FINE NEW SHOP IN AKRON, 0.

New Talking Machine Department of House of
Dales Is Unusually Attractive

Akron, O., November 4. — Rivaling any shop of its
kind in this section, the new Howard street talk-
ing machine department of the House of Dales
has been completed and congratulations are be-
ing showered upon the enterprising music house
for the creation of such a unique store.

R. A. Porter, manager of the music department
of the Dales Co., told The World representative
.that many months have been devoted to the
carrying out of plans and the development of
the talking machine section. The new section
has the appearance of a grill, is located in the
basement, with entrance from the main floor via
elevator, and is accessible from Howard street.
The decorative scheme throughout is polychrome
and around all the walls are paintings, which
add much to the artistic appearance of the de-
partment. Twelve individual sound-proof booths
have been installed, each furnished with home

appointments and all conveniences for the pa-
trons. A Japanese reception room is another
feature. A large homelike fireplace in one cor-
ner sets off the new room to a great advantage.
All the decorations were designed by M. Schulz.
The furniture is wicker with attractive cretonne
upholstering.

This division is separate from the main music
floor, which is located upstairs over the jewelry
department, which is accessible from South Main
street. In this department there are ten ele-
gantly furnished booths and a large concert room.

The company still maintains its exclusive
Brunswick store in South Main street, and busi-
ness there is reported to be holding up well.
Only talking machines are carried, but it is
planned to add piano lines later, according to
Mr. Porter.

The Colvin Colwell Co., Troy, N. Y., has been
incorporated with capital stock of $15,000 to deal
in talking machines and pianos. The incorpora-
tors are E. D. A. Colvin and J. H. and A. A.
Colwell.

i§i(5ii«iiHii>twiteiteiiKii»iteii><iiKiiaiaigig[gEpig|Bl5ii«m

ISI

a
a

I Study the

i SILENT Motor

I Its Advantages for Your Line or Talking

I Machines Are Self-Evident

! Over 300,000 in Actual Use

The Silent Motor With Spring Barrels Demounted.

Sturdy and Simple Construction.

Note the

An Exclusive
SILENT MOTOR Feature.

Self-aligning governor shaft,
mounted on universal ball-and-
socket bearing. Eliminates gov-
ernor trouble forever.

Send for Sample and Prices

THE SILENT MOTOR CORPORATION

CHARLES A. O'MALLEY, President

I 321-323-325 Dean Street,

BROOKLYN, N. Y.

THE TALKING MACHINE WORLD

November 15, 1921

Records

Everyone Is Dancing

Now is the time to order that con-
templated stock of OKtk. hits.

The records with new sparkling
rhythms, melodiously played, are the
dancers' first choice. They get them
on, QKflv. Records.

The holiday season is approaching,
gay musical festivities will begin in
the homes.

Records are the very thing for
these gala occasions.

Be prepared for requests from those
particular in their selection of clas-
sical records.

Our celebrity records are examples of
the highest craftsmanship in record-
ing. Every artist has a reputation
internationally recognized.

These records will secure for you their
spontaneous patronage, and give you
satisfied customers.

Enlarge your stock of opera selections
with the 0}<JL label.

Consolidated Talking Machine Co.

227 W. Washington St. Chicago, 111.

Record Distributors

No\'EMBER 15, 1921

THE TALKING MACHINE WORLD

COLUMBIA NOVEMBER DISPLAY

Symphony Music the Basis of Very Artistic
Window Display for Dealers' Use

IMPROVED CONDITIONS IN GEORGIA

The Columbia window display for November
has been built around symphony music, as the
company's Dealer Service department felt that
this was timely, in view of the opening of the
concert and operatic season in October and
November.

The centerpiece has been given over to a
strong illustration of Stracciari, singing "Vile
Race of Courtiers" from "Rigoletto," a sym-
phony record that is very popular. For the two
major side pieces the "Samson and Delilah"
selection, sung by Jeanne Gordon, and the "In-
termezzo," from "Cavalleria Rusticana," played
by Gino Marinuzzi and his Symphony Orchestra,

The Latest Columbia Window Display
are used. These three units make in themselves
a very strong symphony display.

The three remaining units have been given
over to the popular artists and make a strong
popular group for use on the tenth of the month,
at the time when these featured records come
out. Supplementing the display is also a special
artist poster on Rosa Ponselle with a special
window streamer to be used during Ponselle
week.

This month there is an innovation and de-
parture from the policy laid out before and
now each card features only a single record, in-
stead of a list of records.

LEAVES ON EXTENDED TRIP

Halsted Williams on Western Trip — Company's
Products Meeting With Success

O. H. Williams, general manager of the Hal-
sted Williams Corp., Brooklyn, N. Y., manu-
facturers and distributors of stock record en-
velopes, record supplement envelopes and record
delivery bags, left recently on an extended trip
in the interest of the new Christmas record gift
bag which the company announced to the trade
last month. Mr. Williams plans to call on deal-
ers and wholesalers in New York State and the
large cities of the Middle West, returning by
way of Pittsburgh and Philadelphia. Orders
for this Christmas gift bag are being received
daily from all sections of the country and Mr.
Williams states that the Halsted Williams prod-
ucts are meeting with gratifying success.

OPEN GRAFONOLA DEPARTMENT

The Farrar Furniture Co., of Bangor, Me., has
opened a Grafonola department, which is located
on the right of the entrance, where special space
lias been provided to fit in with the decorative
schemf .

IS YOUR RECORD GOOD?

ALL MANUFACTURERS OF

GOOD RECORDS

ARE USERS OF OUR

COTTON FLOCKS

Claremont Waste Mfg. Co., Claremont, N. H.

Better Prices for Cotton Create Feeling of
Optimism and Buying of Talking Machines and
Records Is Increasing — The News of Month

Atlanta, Ga., November 7. — Conditions in the
talking machine and record trade in this city
show steady improvement, owing to the material
advance in cotton during the past two months.
There is still quite a hesitation evident among
buyers because the feeling prevails that talking
machine prices may come down. One of the
leading concerns which has reduced prices of ma-
chines has benefited materially by increased
wholesale and retail sales.

The Goodhart-Tompkins Co., Victor dealer,
has secured the services of Forrest Traylor as
manager of its Victor department. Mr. Traylor
was for some years manager of the music de-
partment of the Castner-Knott Dry Goods Co.,
Nashville, Tenn., and has an enviable record as
a successful producing manager.

Julian Prade, Brunswick retailer, is having
quite a nice business. He has been a phonograph
dealer only a few months and is well pleased with
the line and the business he is securing.

George W. Hopkins, vice-president and gen-
eral sales manager of the Columbia Co., was in
the city the latter part of October and had a con-
ference with the managerial and sales forces of
the local Columbia organization. It is under-
stood that Mr. Hopkins found the Atlanta branch
conditions in a good, healthy state.

The Myers-Miller Furniture Co., Columbia
dealer, recently held a "carload sale" of Grafo-
nolas and was quite pleased with the volume of
sales in machines and records secured in this
manner during a drive of one week.

President Harding, Mrs. Harding and party
were visitors to the city October 27. The Presi-
dent was given an old-time Southern ovation.
It has been nearly fifteen years since a Republican
President visited the Southeast.

The Phillips & Crew Piano Co., Victor dealers
and agents for the Steinway piano, had one of
the most artistic window displays recently that
your correspondent has seen in some time. The
window was decorated with autumn leaves and
flowers. This concern is particularly well
equipped for retailing talking machines and is
doing quite a satisfactory business in practically
all the Victor styles.

The following dealers or branches report busi-
ness as improving: Columbia (W. Terhune,
branch manager), Victor (Elyea Co., dealer),
Sonora and Emerson records (Southern Sonora
Co., E. D. Upshaw, president), Brunswick-Balke-
Collender Co. (Southern branch).

"MOVIE STARS" WHO OWN SONORAS

Magnavox Co. Furnishes Sonora Sales Division
With Important List — Sonora Is Popular With
"Movie" Artists, Judging From the Poster

The sales department of the Sonora Phono-
graph Co., in New York, received last week an
interesting communication from the Magnavox
Co., Sonora jobber of San Francisco, comment-
ing upon the fact that this jobber had noticed
recently the names of several prominent movie
stars in the East who had purchased Sonoras.
The Magnavox Co., with customary Western
loyalty, furnished the Sonora sales division with
a list of some of the famous motion picture
artists on the Coast who have purchased Sonora
phonographs recently.

This list, which reads like a blue book of
the motion picture industry, is as follows:
Gladys Brockwell, Lon Chaney, Charlie Chap-
lin, Betty Compson, Ola Cronk (Bess Windsor),
James Cruze, Bebe Daniels, Carter DeHaven,
Chas. Eyton, Douglas Fairbanks, Magdalene
Fayion, Cecil B. DeMille, Gish Sisters, Louise
Glaum, David W. Griffith. Bill S. Hart, Herbert
Hayes, Mildred Harris, Phyllis Haver, Thos. H.
Ince, Geo. Melford, Tom Mix, Katherine Mac-
Donald, Mme. Nazimova, Mabel Normand,
Mary Pickford, Charles Ray, Wallie Reid, Anita
Stewart, Mack Sennett, Ben Turpin, Maurice
Tourneur and Clara Kimball Young.

GET THESE
FOR XMAS

Immediate Shipments

Start
Shimandy
Shimmying
in Your
Window
and You

Start
Business
Coming In
Your Door

Shimandy Sells Herself and
Sells Records Too

Repeat order for one gross from customer
who had Shimandy just 3 days.
Dealer zm'itcs — "Shimandy is some doll — we
placed her in our unndow and had crowds
all day."

Shimandy has a classy silk dress, a silk hat with white
plume and does many different Jazz and Shimmy steps.

RAGTIME R ASTUS

PATENTED MARCH 16. 1915.

An Automatic Dsuncing Doll for
Phonographs

Rastus dances one hundred different steps while the
music is playing. Delights cliildren and amuses the older
people, too. Attractively painted in four colors. Dances
well to any lively record.

THE BOXERS

Patented March 16, 1915
These little Boxers are very realistic and create lots of
fun. Put on a good lively reford and these little men
box away with wonderful speed and aecurany. The
figures are attractively hand painted in several colors,
NOTE; These Toys can be put on or taken off in
five seconds. Fit all Columbia, Victor or other standard
macliines. (Edison machine with thick records requires
our spef'ial driving disk. 25 cents extra. )

Prices and Discounts

Ragtime Rastus — Item lUO - A $1.50

Boxhig Darkies — Item 100-B 1.75

Combination Rastus and Boxers, tlie two sets of figures
and one dancing mechanism, in one box — ^two toys in one.

Item lOO-A-B $2.00

Shimandy— Item 100-D 2.00

Combination Rastus, Boxers and Shimandy flgiires and
one dancing mechanism in one box — three toys in one.
Item 100-A-B-D " $3.00

Trade and Export Discount

In less than 3 dozen lots of one kind or assorted 33 1-3%.
In 3 dozen lots or more, 40 .

Imiiediate Shipment

National Company

Cambridge Sta. 39, Boston, Mass.

THE TALKING MACHINE WORLD

November 15, 1921

JUST IN TIME FOR

Holiday Business

NEW RELEASES OF STANDARD SELECTIONS

RECORDS

Needle Played

Duplicated from the famous Pathe Library
and possessing that incomparably beauti-
ful and mellow tone characteristically
Pathe,

Many of the numbers you will need immedi-
ately for holiday demand, and all of a type
which must have representation in the stock
of the progressive dealer.

NO "DEADWOOD'' IN THIS LIST

T£E0ORI)S FOR THE CHRISTMASTIDB
022433 (CHRISTIANS AWAKE, SAIA TE THE ) ^. „

Leucocyte^ HAPPY MORN [ f 'j'*!"'?"

85c (God Rest Ye Merrie Gentlemen J (Stale IJuartei)

022432 fjExC'ELSIOR (Balfe) Lewis James anil Elliott Sliaw

"^"gg^lThe Voiee of the Chimes Aeme Male Quartet

LeZlViU^*^^'^ SANTA CLAUS MAKES HIS TOYg) Gilbert Gerard and
jjggl How Santa Claus Distributes His Toys. J Russell Hunting

022191 f CHRISTMAS EVE IN THE TOY SHOP
Lcucosin< Russell Hunting and Sterling Trio
85c(.'Twas tlie Night Before Cliristnias Russell Hunting

029219 fADESTE FIDELES (OH, COME ALL YE FAITHFITL)
Levator-i Shannon Four

$1.25|.The Holy City Helen ( lark

040058 (HARK, THE HERALD ANGELS SING...)

Levee< While Shepherds Watehed Their Flocks i-Tempo Male Quartet
$1.25 ( By Night )

040186 (silent NIGHT, HOLY NIGHT. . .Mendelssohn Minted Quartet

Level (?r "S

$125(.^* Came Upon the Midnight Clear (Sears-Wills) .. .Charli'S Hart

Lewis James and Harold Wiley

022401 jjEsuS I COME.: )

855 (Leaf By Leaf the Roses Fall..]

^22461 P'AI^'^tOST PERSUADED" AND "ALL HAIL THE POWER"
Lepothrixl Lyric Male Quartet

o5„ I "Whiter Than Snow" and "Only a Step to Jesus '

^ Cathedral Quartet

r.Sml'^"'^ CHURCH IN THE AVILDWOOd) (hantauqua Preachers'
850 (When the Roll Is Called Up Yonder...] Quartet

.,„„, /LITTLE DAVID PLAY ON YOUR HARP
0~20»4 I Noble Sissle and Serenaders

Leptiform<. Exhortation

v Creighton Thompson and Europe's Singing Serenaders

^03J'241 jijEAUTIFUL ISLE OF SOMEWHERE Sterling Trio

'^'^*'85o (Beulah Land Slarian Crawford

^^^OSi frjjjE SWEET STORY OF OLD Ifiarle Wilde

■^^SSo (What a Friend We Have in Jesus! j (Tenor)

lS'?!"^'"^ ^^^^^^ Hemus

jjO()(Tlie Resurrection J (Baritone)

LeHtrdlt^^^^'^^^- i"*'^^ ^^^^ lK«bert Bru,

850 (O'er Waiting Harpstrings 1

COMEIDY AND NOVELTY SELECTIONS

(Tenor)

Le'ua^ei^'^^^^'- ^^^^^ l^att Keefe
850 (The Strolling Yodler j (Yodler)

022223 fpoHEN GETS MARRIED 1 i\r„n,«» a:!,,..

Leucin-< ^, , ^ LMonroe Silver

85c (<^»''en On His Honeymoon j (Monologist)

022224 (TR.AIN TIME AT PUN'KIN CENTRE, )

Leiicifer-l UNCLE JOSH }- fal Stewart

85c (Uncle Josh and tl>e Honey Bees, Uncle Josh j (Monologist)

^^~^|MpICK -em up, SILAS, LAY 'EM DOWN, ZEKE...Cal Stewart
85c (l'"ele Josh and Aunt Nancy, etc Stewart and Ada Jones

L<.H^n>e|*™^^^^ COUNTRY REELS \j. Samuels

85n (Medley of Country Jigs j (Violinist)

song, "WHISTLING SOLO" 1 Margaret McKee

85o (The Star j Whistler

029125 (THE L.AUGHING 1

Letoff< FABRICATORS iBiily Golden and Jim Marlowe

$1.25 (The Insect Powder Maii j (Comedians)

OPEK.ATIC ARIAS

LITTLE MOTHER OF MINE \ Lev

Come Where My Love Lies Dreaming.... ( (

L^^\^^ ^« Sterling Trio

85c (^^^ t'^e Rest of the World Go By James and Hart

020323

Lcngtham
85c

Lewis James
Tenor)

0224.59 r BEDOUIN LOVE SONG.

Lenitive< „

(. I Dream

Wilfred Glenn

(Basso)

S5c

UnncM^ DREAM Icharles Harrison

85c (The Old Refrain j (Tenor)

Z.cSU*''^^'^'' THREADS AMONG THE GOLD Ipralg Campbell

$1.00 (AAe've Been Cliums for Fift.v Y'ears J (Tenor)

025046 I MARGUERITE . ) „ ,r

Lement-{ . , iPercy Hemus

$1.00 (Afterwards J (Baritone)

Lc?^?r*\'^ PERFECT DAY Harry McCIaskey

51.25 (Carry Me Back to Old Virginia Campbell and Bnrr

^*^j^-^|f ALOHA OE Marie Morrisey and Invincible Four

$1.25 (Dreams Marie Morrisey

04014(i f ^jfjflE LAURIE Shannon Four

Lenticel< .

$1.25 (*e Bank and Braes O' Bonnie Doon Lewis James

040167 fjiojiE SWEET HOME.

$1.25 (Darb.y and Joan I (Contralto

Helen Clark

INSTRUMENTAL, BAND AND ORCHESTRA SELECTIONS

".^Ol*" f KAMEH.AMEH.A MARCH

Shalom-/. , , „ ,

85^ I Honolulu Hulas

020212 [HAWAII AND YOU William Wheeler, Hawaiian Accomp.

85c I

J Louise and Ferera
( (Hawaiian Guitars)

J_P't P(X}tXG ---- - -- - - - ■

j(The Glow-Worm Louise and Ferera, Waikiki Orch.

020253 r^jsiD REGIMENT CONNECTICUT N. G.
Leptnnttc< . .

85c (American Republic JIarch

020345 r^jlERICAN PATROL
Lessmg< , „ i • . t.

(Hiram's Huskin Bee...

American
mental Band

85c (

-I -
..j Regi

JBoudinJ Brothe
(.Accordionists)

••-"♦WS rjy^^XIONAL EMBLEM >IARCH..

Lernaca

American Regimental Band

85c (Hail to the Spirit of Liberty!

Lefd^^^^'^'^'^ LLEWELLYN— Saxophone Solo I Rudy Wiedoeft

85c (Serenade — Saxophone Solo j (Saxophonist)

022092 [IRISH MEDLEY OF REELS, No. 1

Lesee< Accordion Duet

85c (Irish Medley of Jigs, No. 2 Accordion Duet

Ibou

dlni Brothers
Accordionists)

L?m!cfel"^'^^°"^^*^^'^ iBoudini Brothers

850 (Danube Waves — Waltz ( (Accordionists)

027037 [rjjiE SONG OF VOLGA ) . „ . ^

Lerot< , )-Kussian Symphony Orchestra

85o (Entree Triomphale Des Boyards j

040094 [JOFFRE MARCH

l^CTYCtt "S

25 (Army Bugle Calls.

American Regrimental Band

L^^vl^^^'^^^'^ ^ ^^^"^ I Rudolph Ganz

^1.50 (Nocturne in E Flat.. j (Pianist)

OPERATIC ARIAS

054005 [

CARMEN, "AIR DE LA FLEUB" Lucien Muratore

$1.50 (
054061 [

Leiopusil PAGLIACCI, "PROLOGUE" Adamo Didur

$1.50 (

November 15, 1921

THE TALKING MACHINE WORLD

UP-TO-THE-MINUTE

Releases of Popular Hits

ALSO SOME ADDITIONAL "STANDARDS"

RECORDS

Sapphire Played

December releases of Actuelle ( needle played ) and Pathe^ (sapphire played ) records

Get additional record business ! It's wait-
ing for you ! Pathe is showing you how
by giving you, to supply against demand,
not only Pathe sapphire played, but Actu-
elle needle played records which will play

In both the Actuelle and Pathe Libraries
releases are made simultaneously each
month of the best selling up-to-the-minute
popular vocal and dance selections, plus
always some of the old favorite "standards"
for which constant call exists.

on any talking machine

NOTE: Actuelle records (needle played) are identified by prefix "0" to record number

020630^

Narcotic \ft,!^X IT WITH MUSIC — Fox-trot Casino Dance Orchestra

20630 >

iVorcoiW Apache Love — Fox-trot Joseph Samuels' Music Masters

85c '

020628 ) YOO-HOO-

>Japfe
20628 >

\'afoleon ^^hen the Honeymoon AVas Over — Fox-trot

gggj Joseph Samuels' Music Masters

Fox-trot

Ernest Hussar and His Hotel Claridge Orchestra

020633 '1

Nariform SWEET tADY — Fox-trot
20633 ^^ „ . .
Narial I*ream — Fox-trot

85cJ

020632^

Nargil TENDERLY— Fox-trot
20632 >■

Nares B"mni Bay — Fox-trot .
85cJ

Markels' Society Orchestra

020634^

jVarraiite WANG WANG BLl'ES— Fox-trot The Seven Blacli Dots

^^^^g I Shake It and Break It — ^Fox-trot. .Lanin's Southern Serenaders

85c J
020625"!

Napcry\€KY BABY BLUES — Dance Rhythm Ernest Hare

*'0625 (

Nankeen ^ Ain't Nohody's Darling: Byron G. Harlan

850^
0206261

Naphthidc ^PLANTATION LULLABY Crescent Trio

Nnplitliene]^"'"^ in Happy Valley Charles Hart and Elliott Shaw

85c

1^ Merry Melody Men

020639")

ATasicorn I WHEN FRANCIS DANCES WITH ME.

Wa/m.?"!" ^"""^ ^ Nobody's Fool

«5cJ

Patricola
omedienne)

•'ROM ME —

0206291

Narceine

20629 I
Napping

020631 I

Narcotism
20631

Narcotine
»oc'

020C38
Narzvhal
20638
N art hex
85c

1 Lavinia Turner and James
r P. Jolinson's Harmony
Seven

MISSISSIPPI CRADLE — Waltz
I Want My Slamniy — Fox-trot

(ireen Brothers' Novelty Band

IT MUST BE SOMEONE LIKE YOU — Fox-trot

Joseph Samuels' Music Masters
I Wonder If You Still Care for Me — Fox-trot,

Markets' Society Orchestra

-> THREE O'CLOCK IN THE
I MORNING-

Waltz .

Moon River — Waltz . . . .
(Mandolin and Guitar)

De Pace Bros.

020627"^ HE TOOK IT AWAY F

Napkin { Dan<'e Rh.^'tliin

20627 yu I Were Your Daddy (And You
Naphthol 1 Were a Mamma to Me) —

85c J Dance Rhythm

020635^

Narrative MY PRETTY JANE ")

20635 (The Bloom Is on the Rye) ^Charles Harrison

Narration Sweet Genevieve j

850-*
020607"!

Kojrogi?»>- MAH LINDY LOU...
20607 Y^,. , ^ , , , „
Kojiagi? P^'Shty Lak' a Rose.

85C''
0206371

Warrowiiigl ANVIL CHORUS ) .

20637 f (From "II Trovatore") (Verdi) LEnipire State

Narrower\v\w Jolly Coppersmith (Peters)— March J Military Band

85c-'

'|lIo

ra Hoffman

A few relisted numbers from the many in the Pathe Library,
which will sell especially well during the holiday season

52045 ( NOEL )

$1.50 I Star of Bethlehem j Percy Hemus

62005 ( L.V CHARITE (in French) )

»2.50(Noel (in French) / Note

^1*^50 ( SILENT NIGHT, HOLY NIGHT Margaret Matzenauer

MARCH OF THE TOYS, from ]

"Babes in Toyland" >• Waldorf-Astoria Concert Orch.

Habanera (Chabrier) )

40209}
$1.23 \

20452 I OH, COME, ALL YE FAITHFUL ) „ „ ,

85c (Hark, the Herald Angels Sing j Path« Military Band

49204 ( CHRISTMAS SPIRIT ) „

$1.25 t Christmas Chimes ) Harmony Orchestra

1065 ( OH TANNENBAUM 1 „. ^ ^ „ ,

85c|Stille Nacht, heilige Nacht ) "P", Berlin

1066 I ZU BETHLEHEM GEBOREN )

85clEine feste Burg ) Oper, Berlin

The Forward Looking Dealer

Who has not vet done so will immediately investigate the profit bearing
potentialities of a Pathe agency. From such, communication is invited.

PATHE FRERES PHONOGRAPH COMPANY

BROOKLYN, N. Y.

THE TALKING MACHINE WORLD

November 15, 1921

Greatest Musical hit OfAges

Song of Love

^oWfiLOSSOM TIME

IJou can 't go Wrong
] with anujeist song"^

ANNOUNCES NEW LIBRARY MODEL

Geo. Clay Cox Adds New Type of Library
Table Phonograph to Line — Equipped With
Phonomotor and Phonostop and Has Several
Distinctive Features of Interest

REQINA CO. IN RECEIVERS' HANDS TALKS ON MUSIC TO ROTARY CLUB

Receivers Directed by the Court to Continue the
Business for Thirty Days

Miss Streeter, of Victor Co. Educational Staff,
Lectures Before Indianapolis Club

Rochester, N. Y., November 7. — Geo. Clay Cox,
of this city, has just placed on the market a new
type of library table phonograph which is at-
tracting considerable attention. This model is
unique owing to the fact that it is not neces-
sary to raise the top of the machine in order to
play it, which is a common feature of the ordi-
nary type of library table phonograph.

All of these new models are equipped to run
with the electric Phonomotor, an additional part
of the equipment being the well-known "Phono-
stop." Its mechanism is so arranged that after
placing the record on a turntable the motor is
started automatically, playing the record to the
end and stopping automatically. Dealers speak
highly of the new library model.

Rahway, N. J., November 5. — Willis J. Desnoyer,
president of the Regina Co., one of the oldest
music box and talking machine manufacturing
concerns in the country, and John A. Bernhard
have been appointed receivers for the company
under a $50,000 bond. The receivers have been
directed to continue the business for thirty days
and report results to the court. The petition for
the receivership was filed by three creditors.
Liabilities are stated at $825,000 and assets are
appro.^cimately $500,000.

Results that count these days are secured by
salesmen who know their business thoroughly
— who can build up sales by their individual
knowledge of good music and an acquaintance
with the history and accomplishments of the
artists who make records.

Indianapolis, Ind., October 25. — Through the
efforts of J. B. Ryde, of the Fuller-Ryde Music
Co., Miss Margaret Streeter, educational direc-
tor from the Victor factory, spoke before the
Indianapolis Rotary Club at a weekly meeting
on "Universal Need of Music Appreciation." The
address was received with much favor and the
Fuller-Ryde Co. obtained favorable publicity,
both at the meeting and through the advance
notices of the meeting. Mr. Ryde had charge
of the program and utilized the school Victrola
as an aid in the program. A large crowd attended
the lecture.

The Lilly Drug Co., Mansfield, Mass., recently
opened an attractive new Victor talking machine
department under the management of Frank
Goulart.

Another 10% reduction to help you clean out
Victrola IX' s this Christmas

Overcome selling resistance to table
type Victrolas by combining them with
Udell Record Cabinets. These two
Udell models with the patented hinged
rim are now priced to you so that you
can sell either with a Victrola IX for
less than $100 and make your usual
Victor profit on both pieces.

The next sixty days is your time to
sell these IX's. Wire your order to-
day for two or three of each piece.

No. 1402

Made in either ma-
hogany or quartered oak.
Holds eight Victor albums.
The cut only indicates its
superior appearance.

No. 1410

In either mahogany or
quartered oak. Holds five
\'ictor albums. .Average
weight, crated. 65 pouncfs.
Well made. Substantial.

$10.15 $

F.O.B.
INDIAN-
APOLIS

.80

F.O.B.
INDIAN-
APOLIS

Wire your order collect for either of these pieces

TX^UdellWorks

1310 WEST 28th STREET, INDIANAPOLIS

10% reduction on
last price list on all
Udell Record Cabi-
nets.

NON'EMBER 15. 1921

THE TALKING MACHINE WORLD

FROM SALESMAN TO VICTOR ARTIST WINS ATTENTION WITH ODD FLOAT

I, Leonard Braun Realizes Ambition in Victor
January Releases — Formerly Associated With
Grinnell Sales Staff — Well Known as Composer

The January releases of Victor records will
include two selections by I. Leonard Braun,
tenor, who was identified with the Victor re-
tail trade for nine years as a member of the
retail staff of Grinnell Bros.. Detroit. When he
joined the Grinnell staff Mr. Braun decided that
he would not only sell records, but would also
make them, and he thereupon started the study
of voice culture and composition. During his
association with Grinnell Bros, he gained a
deeper appreciation of those great artists
whose musical interpretations can best be un-
derstood and studied through the talking ma-
chine and the January Victor list realizes Mr.
Braun's ambitions.

The \'ictor record by Mr. Braun features two
of his own musical arrangements, one being

I. Leonard Braun
"Zion, My Holy Land," a Zionist number, the
L.nglish version of which was recently written
by the great poet, Edgar A. Guest, and on the
reverse side is "My Little Boy," by another
well-known American poet, Morris Rosenfeld.

Mr. Braun has also composed the ritual, initia-
tion music for the Order B'nai B'rith of Amer-
ica, for which organization he has trained several
glee clubs, including one in New York City,
consisting of forty members. Besides teaching
a class in Detroit Mr. Braun is at present en-
gaged in composing music and is studying a
large repertoire for additional recordings.

NEW BRUNS COVER ON MARKET

Waterproof Delivery Cover Added to Bruns
Line — New Distributors Appointed

A. Bruns & Sons, Brooklyn, N. Y., manufac-
turers of the Bruns "Maderite" cover for talk-
ing machines, are introducing to the trade a
new rubberized waterproof cover that is meeting
with favor with dealers everywhere. It em-
bodies the features which have made the Bruns
"One-man" cover popular, and in addition has
been constructed along altogether new lines. It
is so made that the cover of the talking machine
can be raised at will without removing the cover
from the rest of the machine. This distinctive
feature is the result of a thorough study of the
needs of the dealer and, as Mr. Bruns states, is
a forward step in the manufacture of delivery
covers for talking machines.

Several new distributors have been appointed
throughout the country to handle the Bruns
cover, the latest of which are: The Florida Talk-
ing Machine Co., Jacksonville, Fla.; the Talking
Machine Co. of Texas, Houston, Tex.; Putnam-
Page Co., Peoria, 111.; Buffalo Talking Machine
Co., Buffalo, N. Y., and the Cabinet & Acces-
sories Co., New York City.

Unanimous declaration in favor of the use
of pictures in advertisements was the result of
the questionnaire sent by the National Retail
Dry Goods Association to twenty-two leading
merchants.

Snyder Music Co., Wilkes-Barre, Pa., Mounts
Monster Bass Drum on Float for Parade

The Snyder Music Co., 18 East Market street,
Wilkes-Barre, Pa., attracted much attention dur-

mounted an enormous bass drum with two black-
face drummers to keep it in action. The drum
was inscribed with the name of the company, its
address and the fact that it handles pianos, while
on the float appeared the words "Columbia
Grafonolas." The accompanying illustration gives
some idea of the effectiveness of the display.

TO VISIT ENGLAND AND FRANCE

Ross L. Douglass, of the National Co., to Ana-
lyze Conditions in These Countries

The Snyder Music Co.'s Unique Float

ing the parade in connection with the State
Firemen's Convention, held in that city recently,
by entering an automobile float, upon which was

Boston, Mass., November 1. — Ross L. Douglass,
chief executive of the National Co., manufacturer
of Shimandy, Ragtime Rastus, Boxing Darkies
and other talking machine toys, will sail during
the early part of the year for England and France.
In addition to his own interests, Mr. Douglass
plans to represent other manufacturers in this,
foreign field, with which he is quite familiar
through previous trips. The demand for the va-
rious talking machine toys made by the National
Co. is reported to be rather strong and indica-
tions are that this demand will continue for
some time to come.

OUR PLANT

CAN BE

YOUR

RECORD PRESSING DEPARTMENT

We take pride in giving
every attention to pro-
ducing perfect records for

our customers.

Samples and Prices
on request

THE BRIDGEPORT DIE and MACHINE CO.

170 ELM STREET
BRIDGEPORT, CONN.

THE TALKING MACHINE WORLD

November 15, 1921

A new source of income for phonograph dealers

Phonograph dealers are greatly increasing their incomes
by selling the Magnavox Telemegafone. Every phonograph
owner is a prospect, and the profit realized on each sale makes it
worth while.

Every club, school and church should be equipped with a Magna-
vox, as it is essential wherever entertainments are given. For
practically no cost a Magnavox converts a phonograph into a
band or an orchestra.

The Magnavox Telemegafone is an electrical device that increases
the volume of sound produced by a phonograph to any desired
degree. It is durable and thoroughly practical.

MajJnavox

Send for H . Bulletin and full details

The Ma gnavox Company

General Office and Factory

2701 East Fourteenth Street
OAKLAND, CALIFORNIA

or New York Office

370 Seventh Avenue
Penn Terminal Building

Please address nearest office

November 15, 1921

THE TALKING MACHINE WORLD

Convention of Nebraska Victor Dealers

State Association Holds Fifth Annual Meeting in Omaha on October 17 and 18 — Proves a Most Successful Affair in Every

Particular —Important and Interesting Business Discussions — Harry S. Thorpe,
of Norfolk, Nebraska, Elected President

Omaha, Neb., November 3, — The fifth annual
convention of the Nebraska A'ictor Dealers' As-
sociation, held here on October 17 and 18, proved
a really wonderful success and excelled anything
ever before attempted along that line. Over 20O
dealers were present and without exception
were enthusiastic regarding the practical pro-
gram arranged by Secretary Heyn.

Welcomed by Mayor Dahlman

Monday morning was given over to the regis-
tration of dealers, the arrangements being in
charge of a reception committee composed of
Messrs. Gaston, Robinson, Moores, Walt, Rid-
nour and Jones. The visitors were formally wel-

"Records on Approval," was defended by L. E.
Baugh, of Omaha, with Fred Schampp, of Sioux
City, on the opposite side. After a heated debate
it was generally agreed that the record approval
plan, if worked upon restricted lines, can be
made very advantageous in building up a sub-
stantial record business.

The question, "Does It Pay to Place Vic-
trolas on Trial?" was discussed by Ed. Jones, of
Grand Island, Neb. Mr. Jones, who conducts
one of the most successful music stores in that
part of the country, prepared a very interesting
paper outlining his policy of demonstrating the
Victrola in the home. C. L. Holland, of Lin-

ultimate buyer. No product is fully sold until it
finally reaches the hands of the public. There
has never been a company that has striven with
more conscientiousness to bring about such re-
sults than the Victor Co. and of this I am thor-
oughly convinced sfhce my return to them. Hon-
est goods, made of honest materials, manufac-
tured under conditions as nearly ideal as pos-
sible, without regard to cost, etc., so that, all
these things being considered, backed up by a
free trade service, such as the Victor Co. gives,
we believe we have done our part toward solv-
ing your problems.

"In a recent conversation with a distributor

Those Who Attended Annual Convention of Nebraska Victor Dealers' Association in Omaha, October 17-18

corned to Omaha by Mayor James C. Dahlman,
after which the delegates devoted themselves to
the business of the convention.

Window Trimming Demonstration

One very helpful number, and possibly the
outstanding feature of this session, was the win-
dow trimming demonstration by E. J. Berg, of
the Burgess-Nash Co., of Omaha. Wonderful
and pleasing effects were obtained by the clever
use of simple backgrounds, together with plush
and velvets. In speaking Mr. Berg said: "Don't
be afraid to spend a little money on fixing up
your window. Most merchants look at money
spent on trimming windows as something like
an income tax. They realize they have to do it,
but do it in just as economical a fashion as pos-
sible. Your window always reflects the interior
of the store and you can rest assured that a
cheap, dirty window is in keeping with the mer-
chant's idea of doing business."

Open Discussion of Timely Topics

The meeting was then thrown open to the
discussion of various subjects of vital importance
to every dealer in attendance. The first subject.

coin. Neb., then spoke on the subject, "Does It
Pay to Repossess Promptly?" "Under certain
conditions," said Mr. Holland, "it pays to be a
little lenient with your customers in paying
their monthly accounts. We always consider
first whether there is a possibility of their being
brought up to date the following month and
whether the customer is working for sufficient
salary to permit him to do this."

Frank K. Dolbeer Speaks

Frank K. Dolbeer, the newly appointed head
of the traveling department of the Victor Co.,
was then introduced to the Association. Geo.
E. Mickel, whose association with Mr. Dolbeer
dates back to the early days of the Victor Co.,
presented him and welcomed him back to the
fold after an absence of several years.

Mr. Dolbeer's talk was very interesting. He
said: "The dealer's problems are all important
ones with us at all times and we have our fac-
tory organization constantly striving to bring
about a more friendly relation between the dis-
tributor and the factory, between the distributor
and the dealer and between the dealer and the

Let One Man Deliver
Your Talking Machine

The Lea Talking Machine Truck will handle the large machine
with ease and safety.
No stairs too steep.

Quickly adjusted to any size or make of machine.
Equipped with rubber-tired wheels.

The saving of the second man on the wagon will soon pay
for the truck.

Write for Circular and Prices

Also

Piano Trucks, Hoists, Covers and Straps

Made only by

Self Lifting Piano Truck Co.

FINDLAY, OHIO

some reference was made to a possible plan for
the distributor financing the dealer. This is the
wrong idea, as it is my opinion that the dealer
should finance his own business. There is no
doubt in my mind but what the dealer is able to
prepare and compile a financial statement which
would permit his going to the bank for financial
aid and securing enough funds to carry him over
a certain period of the year. The hank is in
your town for the express purpose of loaning
money, so use your banks to the limit before
looking elsewhere for credit.

"Claims are being constantly made regarding
the merit of competing lines, and it is always
best, so far as possible to understand, to be
sufficiently able to convince your customer of
the superiority of Victor goods. It is useless
to state that the really great artists are obtain-
able only on Red Seal Victor records, but I
don't believe that you can be impressed too
strongly with the wonderful opportunity to in-
crease profits by carrying sufficient quantities
and pushing the sale of the Red Seal records.

"Just a word in reference to canvassing. Most
dealers look upon house-to-house canvassing
with disdain. We recently sent to every mem-
ber of our traveling department a letter entitled
'Carrying the Story to the Dealer.' This let-
ter told of the different results obtained by deal-
ers throughout different parts of the country
and I would like to mention a few. I know you
have heard something of the famous 'Mickel
Victrola Club.' This plan originated with
Mickel's and is really little more than a canvass-
ing plan backed up by excellent advertising.
The costs in connection with this plan were
about $1,600 and the net business done for the
month was almost $17,000. I would suggest that
you get in touch with the Mickel organization
and learn something of this plan. One of our
dealers, located in one of the larger mid-West
cities, put on a two weeks' campaign. The re-
sult was that 136 Victrolas were sold during
that period, making the total business $18,790.

"One of the most surprising things upon re-
(Continued on page 60)

THE TALKING MACHINE WORLD

November 15, 1921

CONVENTION OF NEBRASKA VICTOR DEALERS— (Continued from page 59)

turning to the Victor Co. was to find every de-
partment in that tremendous organization work-
ing full time, turning out all the goods that
were possible and making every effort to fully
take care of the business which is sure to come
during the holiday season. We are working be-
tween 9,500 and 9,600 people and are constantly
taking on as many good workmen as we can
find."

See Taylor Holmes in "Smooth as Silk"

The meeting then adjourned and after dinner
the Association was entertained by the Nebraska
Distributors at the Brandeis Theatre, to wit-
ness a performance of Taylor Holmes in
"Smooth as Silk." Mr. Holmes, being a Victor
artist, responded to numerous curtain calls and
obliged by reciting two selections which have
been recorded, "Boots" and "If I Could Be By
Her."

The Tuesday Session

The Tuesday morning session opened
promptly at 9 o'clock. On account of illness
President Zitzman was unable to be present and
Vice-president Thorpe filled the chair. Ques-
tions pertaining to the merchandising of Victor
goods which had been sent in by various dealers
were then assigned to different members to be
answered. These questions were quite timely
and brought out some very important points.
One question, "When are the prices of Victrolas
to be reduced?" required the combined efforts of
Mr. Dolbeer, Mr. Mickel and a number of dealers.
In speaking Mr. Mickel said: "I recall a conver-
sation I had with Ralph Freeman in July, at
which time he led me to believe that until
manufacturing costs could be reduced the prices
to wholesalers would remain as they were. You
m,ust admit that the Victor line did not increase
in price in the same proportion as did other talk-
ing machines. The whole line only showed an
increase of about 33 1-3 per cent, of which 5
per cent was a tax by the Government. The
Victor Co. employs only the highest-class crafts-
men in the manufacture of its product and the
salaries of these men have not been reduced."

Other questions pertaining to timely record
releases, selling records to the children, busi-
ness v,nth the farmer, were effectively answered
by officials of the Victor Co. and the distribu-
tors' representatives.

An Educational Demonstration

The outstanding feature of this session was
the educational demonstration by Miss Mayme
A. Jardine, of Mickel Bros. Co. With the as-
sistance of three children, Lauretta Boroff, Sam-
uel Carmell and Ll'oyd Smith, Miss Jardine dem-
onstrated the function of the Victrola in the
niusical education of the children. "So many
dealers," said Miss Jardine, "fail to see that the
Victrola in the school is put to the main use for
which it is intended. Unless they are shown
the teachers use it solely for marching in and out
of class or for entertainment. Where the Vic-
trola is most valuable is in the co-ordination
with studies, such as history, spelling, arithmetic
and in physical education." Lauretta Boroff and

Lloyd Smith danced a number of folk dances,
sang and demonstrated the physical education
exercises with the Victrola. Each number was
done with a change of costume and met with
the hearty approval of the members. Samuel
Carmell, whose education has been mostly with
the Victrola, played the violin with Heifetz,
Kreisler and other artists and at no time was it
possible to distinguish between the artist and the
child. Even the fluctuations of tone were
m.inutely imitated, giving proof that Master Car-
mell's training with the Victrola promised for
him a very hopeful career.

Election of Officers
At the suggestion of the nominating commit-
tee the following officers for the ensuing year

George E. Mickel and Frank K. Dolbeer

were elected: President, Harry S. Thorpe, Nor-
folk, Neb.; vice-president, E. H. Ridnaur, Mc-
Cook, Neb.; secretary, H. G. Heyn, Omaha,
Neb., and treasurer, Jos. PavHk, Omaha, Neb.
Executive committee: Fred Schamp, Sioux City,
Iowa: Wm. Zitzman, Omaha, Neb.; Paul S. Al-
bright, David City, Neb.; Ed. J. Walt, Lincoln,
Neb.; C. A. Moores, Omaha; Ivan Benedict,
Clarinda, Iowa, and J. E. Gaskill, Nebraska
City, Neb.

The Association was entertained at luncheon
by the Nebraska distributors, after which the
official photograph was taken.

Jas. J. Davin's Practical Talk

The afternoon session was opened with a

President Thorpe and Secretary Heyn
talk by Jas. J. Davin, of Reincke-Ellis Co.. Chi-
cago, on the subject, "Questions Victor Dealers
Ask Reincke-Ellis." Mr. Davin's talk was ex-
ceedingly interesting and the note-books were in
evidence in taking down some of the helpful
sales suggestions which were given. "So many
dealers ask us how much they can afford to

spend for advertising," said Mr. Davin. "Or
what percentage of my sales can I appropriate
and then upon what shall I decide to spend it?
We believe that 4 per cent of a dealer's gross
business is a fair proportion. For example, if
you are doing a gross business of $100,000, then
$4,000 would be a fair proportion to spend foi
advertising. As to the different mediums, con-
sider the direct letter, show windows, newspaper
advertising and bill posters. In the larger towns
we suggest co-operative advertising. As to the
different percentages for each medium you will
have to figure that out yourselves, depending
upon the possibilities in your community, so
take advantage of it. They are high-class cuts
and can be used very effectively by every dealer.
Keep your mailing lists up. When a customer
comes into your store be sure to get his name
and address before he leaves. This is more im-
portant than selling an 85-cent record, because
in getting his name you cinch that customer and
make him a friend of the house, and by our
friends we prosper. If you don't do it then your
competitor is going to do it. I believe a very
effective idea is the coupon in connection with
j^our newspaper advertising. This gives you the
name of an interested party and permits you to
concentrate upon the people who have signified
their intention of buying a Victrola. Another
good prospect builder is the music census. I
know of a great number of dealers who have
worked this idea and in each instance has it
more than . paid any possible expense which
might have been incurred in connection with it."
Thurlow Lieurance and Wife Entertain

Prof. Lieurance, the eminent student of Indian
song lore, together with his talented wife, then
entertained the members. Their offering con-
sisted of their original songs, together with the
explanation of the stories which prompted the
writings. Mrs. Lieurance sang each number in
a different Indian costume and was assisted by
Prof. Geo. B. Tack on the flute. Prof. Lieu-
rance had just returned from a two weeks' trip
among the Indians in Minnesota, during which
time he composed a very pretty ballad, under
the title "The Whistling Mallard Fly." As an
encore Mrs. Lieurance sang this number and
immediately dedicated it to the Nebraska Vic-
tor Dealers' Association.

Prof. Coiidra's Agricultural Survey

Prof. Condra, or as he insists upon being
known, "George Condra," delivered an agricul-
tural survey upon the State of Nebraska, show-
ing the dealer how his business is always af-
fected b}' the conditions of the country. The
talk was demonstrated with a stereopticon lan-
tern and the views were of intense beauty. The
meeting was then adjourned to meet again at
the option of the executive committee.

The Armual Banquet

During the evening the members were enter-
tained at the Hotel Fontenelle by the Nebraska
distributors. A sumptuous repast was served
and with the assistance of the "Angel Chorus" a
very pleasant evening ensued. During the eve-

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165-167 Bloomfield Avenue, Bloomfield, N. J.
F. W. MATTHEWS

N0\-EMBER 15, 1921

THE TALKING MACHINE WORLD

CONVENTION OF NEBRASKA VICTOR DEALERS— (Continued from page 60)

ning a number of features were presented. Tay-
lor Holmes obliged with several selections,
which aroused the risibilities of those present.
Arthur Swanson delivered a Swedish dialect
story in costume which was very entertaining.
The Benson Orchestra, under the direction of
Ralph \^'illiams, played several numbers, some
of which had already been released by the Vic-
tor Co. and some which are to be released at a
later date. Mrs. Lieurance rendered several
original compositions which greatly pleased. At
a late hour the meeting disbanded after the
musicians had played the good-night "Home,
Sweet Home."

"Who's Who" at the Convention
Those in attendance were: Audubon Music
Co., Audubon, la., J. J. Ruhs; Paul J. Albright,
David City, Neb., Mr. and Mrs. P. J. Albright;
Benedict Piano Co., Clarinda, la., I. G. Benedict,
W. Benedict, K. R. Sherman; Burgess-Nash Co.,
Omaha, Neb., Mr. and Mrs. E. M. Francis, Mr.
and Mrs. E. J. Berg; Berndt Co., Minden, Neb.,
August Berndt; Louis Bellaire, La Mars, Iowa,
Louis Bellaire; Beard Music Co., Beatrice, Neb.,
J. W. Beard; Brittell Bros., Harvard, Neb., Mr.
and Mrs. H. G. Brittell; Baker's Pharmacjs
Havelock, Neb., W. A. Baker, Mr. and Mrs.
H. W. Baker; Chapman Furniture Co., Aurora,
Neb., Glen Chapman; Daxon Implement Co.,
Neligh, Neb., Helen Daxon; Dudley Music Co.,
Fremont, Neb., Mr. and Mrs. C. L. Dudky, Ben
McHenry; Davidson Bros. Co., Sioux City, Iowa,
Fred Schamp; French Furniture Co., Columbus,
Neb., Mr. and Mrs. C. D. French, Ed. Brani-
gan; P. W. Folsom, Ashland, Neb., Mr. and Mrs.
P. W. Folsom; Gaston Music Co., Grand Island,
Neb., Ed. A. Jones; J. F. Gerke, Stewart, Neb.,
Rudolph Gerke; Gaskill Music Co., Nebraska
City, Neb., Mr. and Mrs. J. E. Gaskill, R. P.
Beard; Hardy Furniture Co., Lincoln, Neb., Mr.
and Mrs. K. H. Kulp, E. C. Hardy, K. Guy
Hunt, Mae Nevitt, Gertrude Mayhugh; A. H.
Hlava, Ravenna, Neb., A. V. Hlava; A. Hospe
Co.. Omaha, Neb., Wm. A. Zitzman, L. E.

Raug'h; A. Hosperco, Council Bluffs, la., Verna
Jones; Holley Music Co., Carroll, la., Katherine
Tobin, Miss Egan; Huse Pub. Co., Norfolk,
Neb., Mr. and Mrs. H. S. Thorpe, Muriel
Thorpe; Herrington Drug Co., Newman Grove,
Neb., Mr. and Mrs. N. W. Herrington, W. H.
English, Jas. Herrington, Eleanor Herrington;
Hughes Music Co., Storm Lake, Iowa, Alise
Hughes, Katheryn Hughes; Robert L. Harvey,
Missouri Valley, la., Mr. and Mrs. R. W. Har-
vey; Hetzel Co., Harlan, Iowa, Mr. and Mrs.
Roy B. Hetzel; M. L. Jones, Fairfield, Neb.,
M. L. Jones; Jones Book & Music Store,
Wayne, Neb., F. H. Jones, F. C. Jones; Wm.
Kovar, Howells, Neb., Mr. and Mrs. Wm.
Kovar; Koutsky-Pavlik Co., Omaha, Neb.,. Jos.
J. Pavlik; Lindholm Furniture Co., Sioux City,
Iowa, M. C. Case; Sol Lewis, Omaha, Neb., Sol
Lewis; Harry Martin, Lyons, Neb., Harry Mar-
tin; Meyers Bros., Villisca, Iowa, Mr. and Mrs.
J- T. Meyers; Orchard & Wilhelm Co., Omaha,
Mr. and Mrs. J. E. Laycock, Mr. and Mrs. W. G.
Brandt, Ed. Schuett, Chas. J. Bell, Nellie
Green; Patton Music Co., Omaha, Mr. and Mrs.
Ed. Patton, Austin Topping, W. R. Thomas, H.
H. Rohrs, Robt. Nichlen, D. V. Capron; F. G.
Palmquist. Oakland, Neb., F. G. Palmquist;
Ruzika's Pharmacy, Lindsay, Neb., L. C. Ruzika;
Russell Music Store, Logan, la., Mr. and Mrs.
Ed. Russell, Lilla Case; Ridnour Piano Co.,
McCook, Neb., E. G. Ridnour, Miss Ridnour;
Roberts Music Co., North Platte, Neb., J. R.
Roberts; G. R. Ray, Osceola, Neb., G. T. Ray;
Tout Drug Co., York, Neb., D. R. Salis-
bury; Trafford Co., Mason City, Iowa, L. Earl
Elsham; Schultz & Son, Stanton, Neb., F. H.
Schultz, M. S. Hanel; H. R. Stanzel, Odebolt,
Iowa, Mr. and Mrs. H. R. Stanzel; Walt Music
Co., Lincoln, Neb., H. G. Barth; White Music
Co., Fairbury, Neb., Mr. and Mrs. Geo. W.
White; Wickman Pharmacy, Ord, Neb., R. F.
Wickman; Algona Music House, Algona, Iowa,
John Mesing; A. L. Cummings & Co., Sheri-
dan, Wyo., Mr. and Mrs. Nick Nelson; Elgin

Drug Co., Elgin, Neb., Dr. W. A. Peterson;
Fannen Music Co., Tecumseh, Neb., Mr. and
Mrs. W. R. Fannen; Swan Furn. Co., Auburn,
Neb., Mr. and Mrs. R. R. Swan, Mr. and Mrs.
O. A. Corey, Mrs. M. Brodner, Mildred New-
man; "Mickel Music Store, Council Bluffs, Iowa,
Mr. and Mrs. A. L. Mickel, Mrs. M. King, Marie
Mahoney, Mrs. Seifert, Mr. and Mrs. C. A.
Bengston; Mickel Music House, Omaha, Neb.,
Mr. and Mrs. E. H. Pretz, Mr. and Mrs. T. E.
Mickel, Grace Mickel, Harold Anderson, Bess
Greenberg, Mrs. C. C. Beams, Pearl Kelsey,
Pearl Beach, Jeannette Louiacouer; Ross P.
Curtice Co., Lincoln, Neb., Ross Curtice, Mr.
and Mrs. W. Brewster, Mr. and Mrs. W. E. Kin-
caid, Mr. and Mrs. S. B. Yule, W. A. Howland;
Ross P. Curtice Co., Omaha, Neb., Ross Curtice,
Norman Curtice, Mr. and Mrs. C. R. Moores, Mr.
and Mrs. Phil Haney, Gertrude C. Thomp-
son, M. E. Tinchinor, Florence Gaughan,
Nellie Deal, Louis E. Gaillan, Mr. and Mrs.
W. A. Wolf; Mickel Bros. Co., Omaha, Neb.,
Mr. and Mrs. G. E. Mickel, Mr. and Mrs.
E. Probst, Hugo G. Heyn, _E. W. Lundquise,
Honor Yard, Agnes Slaven, Loucile Ellis, Grace
B. Cozzens, Lillian Polk, Mr. and Mrs. E. N.
Bowerman, Mr. and Mrs. J. H. Ready, Mr. and
Mrs. H. B. Sixsmith, Mayme A. Jardine; Victor
Talking Machine Co., Camden, N. J., Frank L.
Dolbeer, G. L. Richardson; guests — J. J. Davin,
Chicago; Mayor Jas. C. Dahlman, Omaha; Dr.
G. E. Condra, Mr. and Mrs. Thurlow Lieurance,
Lauretta Boroff and Samuel Carmell, Lloyd For-
rest Smith, Geo. B. Tack, Taylor Holmes, Ar-
thur Swanson, A. M. Newens.

Dealers become better merchandisers when
they really become enthusiastic over the won-
derful possibilities of the talking machine and
the marvelous records which do so much to
spread musical knowledge and appreciation.

It is well for salesmen to cultivate a smile
during their period of service in the store.

Sherman J|M^& Go.

Pacific Coast Distributors

Victor Victrolas
Victor Records
Victor Accessories

Main Wholesale Depot:
741 Mission Street, San Francisco

Branch Wholesale Depots:

444 So. Broadway, Los Angeles, California

45 Fourth St., Portland, Oregon
Oceanic Bldg., Cor. University and Post Sts.,

Seattle, Washington
427 West First Ave., Spokane, Washington

THE TALKING MACHINE WORLD

November 15, 1921

andXen liiileToes

/Uoucanf go wrong . \^-•^ -m n € *.

Uangjeisfsoni ^ PedCK Of d SOIlgf !

ASK TO HEAR IT!

Q. W. HOPKINS A DIRECTOR

Vice-president of Columbia Co. Elected to
Directorate of That Concern

At the annual meeting of the stockholders of
the Columbia Graphophone Co., held recently at

nouncement to this effect was made to the Co-
lumbia organization at that time and brought
telegraphic congratulations from Coast to Coast.

Mr. Hopkins, who joined the Columbia or-
ganization a few years ago as general sales man-
ager, was elected vice-president of the company
last month, in recognition of his indefatigable
efforts in behalf of Columbia interests. His
election as a director will be welcome news to
his legion of friends in the industrial and pub-
licity worlds.

W. H. ALFRING HOME FROM COAST

Manager of Wholesale Department of Aeolian
Co. Finds Business Generally Improving

George W. Hopkins

the company's executive offices in New York
City, George W. Hopkins, vice-president and
general sales manager of the company, was
elected a director of the company. An an-

W. H. Alfring, manager of the wholesale de-
partment of the Aeolian Co., returned recently
from a transcontinental trip, in the course
of which he called upon the leading Aeolian Co.
representatives in a number of the principal
cities. Mr. Alfring had originally planned to go
only as far as Denver and perhaps Salt Lake
City, but his trip was finally extended to take
in San Francisco, Los Angeles and other Coast
cities.

In practically every section of the countrj'
visited Mr. Alfring found distinct evidences of
in-.proved conditions, particularly as they concern
the sale of musical instruments, and the various
Hues featured by the Aeolian Co., including Duo-
Art pianos and Vocalion phonographs and rec-
ords, were reported to be in increasing demand
everj'where.

Ward's Khaki Moving Covers

Distributors

BRISTOL & BARBER. INC.
3 E. 14th St., New York City

YAHR 4 LANGE DRUG CO.
207-215 E. Water St., Milwaukee, Wis.

COHEN & HUGHES. INC.
Washington, D. C.

BECKWITH-O'NEILL CO.
Minneapolis. Minn.

STREVELL-PATERSON HARDWARE CO.
Salt Lake City, Utah

C. L. MARSHALL CO., INC.
Beckman BIdg.. Cleveland, 0.
Butler BIdg.. Detroit, Mich.

THE REED CO.
237 Fifth Avenue, Pittsburgh, Pa.

C. J. VAN HOUTON & ZOON
140 S. Dearborn St.. Chicago. III.

SONORA DISTRIBUTING CO,
Dallas, Texas

OF TEXAS

THE C. E. WARD CO.

(Well-Known Lodge Regalia Hou»e)
101 William Street New London, Ohio

Also Manufacturers of Rubberized Covers
and Dust Covers for the Wareroom

KNIGHT-CAMPBELL MUSIC CO,
1608 Wynkoop St., Denver, Colo,

CHAS. H. YATES
311 Laughlin BIdg., Los Angeles, Cal.

W. D. & C. N. ANDREWS
Buffalo. N. Y.

SACHS &. CO.
425 So. Wabash Ave., Chicago

SHERMAN, CLAY & CO.
741 Mission St., San Francisco, Cal.

JOHN A. FUTCH CO.
35 Auburn Ave.. Atlanta, Georgia
1500 South Boulevard, Charlotte, N. 0.
630 Washington St.. Jacksonville, Fla.

ORTON BROTHERS MUSIC HOUSE
Butte. Mont.

GRAY &. DUDLEY CO.. Nashville. Tenn.

ASSOCIATED FURNITURE MFR8.
St. Louis. Mo.

W. J. DYER & BRO- St. Paul. Minn.

AMERICAN PHONOGRAPH CO.
Burlington. Vt.

JOSEPH BARNETT & CO., Cedar Rapids, la.

MEETING OF TALKING MACHINE MEN

Local Dealers' Organization Enjoys Demonstra-
tion of New Berlin Songs and Listens to Talk
on Sheet Music Merchandising — Plans for Ball
on November 17 Are Announced

The monthly meeting of the Talking Machine
Men, Inc., was held on Monday afternoon, Oc-
tober 24, at the Cafe Boulevard, New York City,
the meeting proper being preceded, as has been
the usual custom in recent months, by a
luncheon.

It was known as "Irving Berlin Day" and sev-
eral members of Irving Berlin, Inc., the music
publisher, including Irving Berlin himself, were
on hand. Ed Christie, manager of the mechani-
cal reproduction department of the Berlin house,
made an address in which he outlined the pro-
posed activities of the various departments of
the concern during the coming months, Phil
Davis rendered several of the latest Berlin suc-
cesses, assisted by L. Johnston at the piano.
These included: "Birds of a Feather," "Tuck Me
to Sleep" and "Say It With Music."

Upon the arrival of Irving Berlin, who was
accompanied by Saul H. Bornstein, of this com-
pany, a rousing reception was tendered him by
those assembled.

It was announced that Branson DeCou would
give an exhibition of his "Dream Pictures" at
the next meeting of the Association, which will
be held on November 16. Also at that time the
Broadway Music Corp., under the personal di-
rection of Will Von Tilzer, president of the
company, will demonstrate several songs from
the Broadway catalog.

In honor of the late Isaac Davega the gath-
ering stood silent for one minute, following
v/hich the secretary was instructed to draw up
a resolution expressing the Association's regret
at his loss, which is to be forwarded to Mrs.
Davega.

S. Kronberg, of the Plaza Music Co,, then ad-
dressed the gathering on "How to Merchandise
Sheet Music," He stated that it was his opin-
ion that the day of the exclusive record and
talking machine shop was past — the success of
sheet music in talking machine warerooms had
demonstrated that such departments were most
feasible and profitable.

He divided the plans for such a department
into three divisions — the advantage and benefits,
the buying and the selling. These 'were the im-
portant features, he said, and dealers who would
give the matter consideration along those lines
would find sheet music an important adjunct to
their business, from a profit standpoint as well
as a sales attraction.

Mr, Kronberg stated that while the use of a
piano would obviously be an advantage and a
great attraction in the sale of sheet music, yet
he believed that these goods could be demon-
strated and sold quite successfully without the
aid of a piano, for what sheet music needed most
was proper display.

Final plans for the coming reception and ball
of the Association, to be held at the Hotel Penn-
s}-lvania on the evening of November 17, were
announced.

November 15, 1921

THE TALKING MACHINE WORLD

Place Your Order
Now!

Our new and com-
plete plant is fully
equipped to make
prompt deliveries.
We offer a wonder-
ful and timely Holi-
day Opportunity.
For full information
address Depart-
ment D.

It Is an Ideal Instrument

Stately and Dignified in appearance and
Entirely Different. Round in form, substan-
tially built and beautifully finished. Sur-
mounted by a handsome stand lamp that sheds
a soft, cheerful glow that adds to the pleasure
of enjoying the flawless tone quality.

Spacious record filing compartment. Made
up in variety of woods and finishes and a
wide selection of lamp shades. Altogether the
newest and most appealing of Phonographs.
A business asset for every live Dealer.

THE MODERAIOLA CO.

Our Eastern Sales
Representatives

We have appoint-
ed the Modernola
Sales Co., Inc., with
offices at 927 Broad-
way, New York City.
They are sales repre-
sentatives for Great-
er New York, East-
ern New York State,
Connecticut, Rhode
Island, Northern
New Jersey.

Phone. Ashland 7453

Warehou$e, 101 W. 20th St.

UOHAJJ^TOW/^J, PA.

THE TALKING MACHINE WORLD

XOVEMBER 15, 1921

PRIZE'WtNNlNG EDISON SALESMEN

Prize-winners From Middle West and New
England Visit Thos. A. Edison — Entertained
at Luncheon — Call on President Harding

There has been a prize sales contest on among
Edison salesmen, conducted by Edison jobbers.
The first two groups to get their reward came
from the Middle West and New England. The
first group comprised eighteen dealers from
Kansas City, Chicago, Detroit and Milwaukee
territories. The prize was a trip to Orange and
return, with various entertainment features.

At Chicago the Western party was entertained
by F. K. Babson at the Chicago Athletic Club.
The itinerary from Chicago to Orange included
a boat ride on Lake Erie, a visit to Niagara Falls
and a daylight trip down the Hudson to New
\ ork. In the big metropolis the excursion visit-

ETCHED METAL NAME-PLATES

SA\ITHOLA

DMADE BY ^
JOHN SMITH & CO. %

NEW YORK. U.S. A. ^
MODEL ■■ SERIAL Nal

FOR MANUFACTURERS AND DEALERS

Write for prices
stating quantity
desired

HENRYdONES® CO.

ei untion: sx.

ALLEGHENY. PA.

EVERLASTING

NEAT IN APPEARANCE

ELECTRO-CHEMICAL ENGRAVING CO.. Inc., 52 Vanderbilt Avenue, New York, N. Y.

Several of the officials of the Edison Co., includ- companj^ing the prize-winners throughout the
ing Charles Edison, Mr. Maxwell and Mr. Curry, trip were: M. M. Blackman, Kansas City job-
also the departmental heads of the musical ber, and H. A. Bailey, his sales promotion man-
phonograph division, attended the luncheon and ager; R. B. .filing, Detroit jobber, and W. C.
addressed the prize-winners. Following the Eckhardt, sales promotion manager at Chicago.

The Western Group of Prize-winning Salesmen With Mr. Edison The New England Group of Prize-winning Sa lesmen With Mr. Edison

ed the most prominent places of interest, and,
before coming to Orange, recorded their voices
on a souvenir Re-creation at the recording
studios on Fifth avenue.

At Orange the visitors were entertained with
a luncheon at the celebrated Mushroom Farm.

luncheon the visitors were presented to Mr. Edi- The other group, hailing from New England,

son and made a trip through the laboratories. and representing the Pardee-Ellenberger Co.,

The party returned to their respective terri- Inc., at Boston, Mass., and New Haven, Conn.,

tories via Washington, where they had an audi- had a similar program as that enjoyed by their

ence with President Harding, arranged through Western brothers. Each salesman received from

the courtes)' of Senator Capper, of Kansas. .\c- Mr. Edison his autographed photocrraph.

Records

offer the advantage
of unlimited sales.

The collector of beautiful opera arias
is perfectly satisfied with C"^^ n
Opera Records. V^A£l^

The dancers say,

"They find all the real joy of
dance music on f^yU q
Dance Records." V.^.p-^^

The stay-at-home says,

"/■""Vy Q Records make home
kJJ\£X>^ worth while."

We Say,

"An QK^I^ Agency Is
Yours for the Asking."

Records

KENNEDY- SCHULTZ COMPANY

1865 PROSPECT AVE.

CLEVELAND, OHIO

IS, 1921

THE TALKING MACHINE WORLD

nmnm

HANOVER , PA., U.S.A. / |

ANTICIPATE

Your Orders for

LONG

Console Cabinets

The tide has turned, and the LONG
factory is now working overtime to
cope with the demand for LONG
CONSOLE CABINETS.

Place your orders today.

The Geo. A. Long
CabinetCompany

HANOVER, PA.

Style 604
Hepplewhite

THE TALKING MACHINE WORLD

November 15, 1921

Priced .:

For Your Mailing Lists

Fox's Music Trade Directory

("The Red Book")

Contains the most complete lists ever com-
piled in the music industry, including:

Phonograph Manufacturers
Phonograph Record Manufacturers
Phonograph Supply Concerns

Piano Manufacturers
Piano Retail Merchants
Piano Supply Concerns

"The Original Music Trade Directory"

$1M Per Cow

Also lists of sheet music publishers, small
goods and organ manufacturers.

MUSIC TRADE INDICATOR

Publishers

25 E. Jackson Blvd. Chicago

^IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^^

TRADE IN NEW ORLEANS SHOWS DECIDED IMPROVEMENT

Dealers Make Splendid Showing in Way of Sales — Advertising Under Way — Edison Trade Ex-
pands— Free Service Bureau at Maison Blanche — Guenard and Blache Open New Stores

New Orleans, La., November 4. — The talking
machine trade in this vicinity is declared to be
on the boom and the increase is noticeable wher-
ever one turns. This business improvement is
credited largely to the efforts of one of the livest
aggregations of sales managers and salesmen in
the country.

More space in the daily papers is being de-
voted to advertisements of musical instruments
and accessories, many schools are adding talking
machines to their equipment, business offices are
buying outfits to increase the efficiency of em-
ployes, and even the bootblack parlors are buy-
ing talking machines to attract trade.

Joseph L. Billeit, manager of the Diamond Disc
Co., Edison jobber, declares that during the
past year business has improved 53 per cent and
that 25 per cent of the increase is due directly
to the effect of mood parties advertised by the
company and held under its auspices.

A new department, to be known as the "Sales
Aid Service Department," has been added by the
Diamond Disc Co. The staff of the new depart-
ment will undertake to look after the machines

of Edison owners and keep them in repair. The
plan calls for regular visits to Edison owners
by a crew of five men, who on each visit will
carry some of the latest records for demonstra-
tion purposes.

The Edison Shop on Barrone street is also re-
porting good results. Here is being tried out
very successfully a selling policy that encour-
ages the visitor to sell himself, as it were. The
work of the sales staff consists of making the
visitor feel at home and provides a knowledge of
the convincing qualities of Edison machines and
Ke-creations, but no sales talk as such is in-
dulged in.

An Edison niachine was recently installed in
the Delgado Trade School, a new school just
opened for vocational work. It was selected by
the vote of the students.

The L. Grunewald Co., Ltd., got some good
publicity for the Grafonola during the period of
the World Series. The companj' arranged for
the installation of a Grafonola where the base-
bail returns were received and the music enter-
tained the crowds before and during the game.

The music department of the Maison Blanche
has established a free service bureau for the
benefit of the company's customers, and it is
found that the plan is working out very satis-
factorily.

L. A. Guenard, formerly manager of the
Grunewald music store branch on Rampart
street, has just gone into business for himself.
He has opened two small stores, one at 1509
Dryades street, the other at 109 University Place,
just half a -block off of Canal street, the main
thoroughfare. His stock consists of Victor ma-
chines, Victor and Okeh records and Q R S
player rolls. Later he intends to extend the
business and sell a general line of musical in-
struments. He has already ordered a few har-
monicas and musical accessories. He also re-
pairs talking machines and musical instruments.
His partner is Harry Roach.

Up on Barrone and Poydras streets, J. Henry
Blache, of the Oraphone, has just opened a small
music shop where he handles records and Ora-
phones, a machine of his own make. His shop
is located at 334 Carondelet street. Mr. Blache
lias been in the music trade for some time, hav-
ing traveled on the road in the interest of the
Oraphone. He knows the trade and states that
all indications point to an excellent season in the
music trade.

Do You Throw Money Away?

It is not a popular pastime — but still it is
unconsciously done by many vv^ho just don't
know that Repair Parts can be bought for less

RENE MADE SPRINGS AND PARTS ARE BETTER

COST LESS

RENE MFG. CO. Montvale, N. J.

VISITORS TO COLUMBIA CO.

Branch Managers From Widely Separated
Points Visit New York Headquarters

Among the recent visitors to the Columbia
executive offices. New York, were A. B. Creal,
manager of the company's New Orleans branch,
who brought with him optimistic reports of the
business situation in the South. C. F. Schaflfar-
zick, of the Columbia Stores Co., Spokane, Wash.,
and C. A. Delzell, of the Columbia Stores Co.,
Denver, Col., spent a few days at the Columbia
offices recently, discussing general sales plans
with Geo. W. Hopkins, vice-president and gen-
eral sales manager of the companv.

The Talking Machine IJ'orld, New York, November 15, 192

PACKING CASE

and

Perfect Package Month— November, 1921

Aid this nation-wide movement
"Atlas" Plywood Packing Cases,
ing in loss from damage alone as
charges.

For years we have been making
the perfect contamer for the
shipment of talkmg machmes.

The trade -marked ''"Atlas"
Case is the acknowledged
standard of the Talking Ma-
chme Industry.

It is far more than a wooden
box. It is designed architectvir-
ally for one specific purpose —
the deli\'ery of talking machines
in perfect condition.

We have made it our business to know
the needs of the Talking Machine In-
dustry, and the thoroughly co-ordinated
quantity production of our four mills
insures prompt and sure service.

"Atlas" Plywood Packing Cases make
a better appearance, give greater pro-
tection and save freight. Their use
indicates the high quality of the con-
tents.

Shipments In Carload Lots Only.

or perfect packing by shipping in
They will effect a tremendous sav-
well as countless dollars in freight

Tliis is an exact reproduction of an "Atlas" Packing
Case manufactured, printed and shipped to the J'ictor
Talking Machine Co., Camden, N. J.

ATLAS PLYWOOD CORPORATION

RICHFORD VERMONT

LARGEST MANUFACTURERS OF TALKING MACHINE PACKING CASES

November 15, 1921

THE TALKING MACHINE WORLD

REPAIRS

TALKING MACHINE TROUBLES AND
HOW TO REMEDY THEM

Conducted by Andrew H. Dodin

INFORMATION FOR REPAIRMEN

Morsemere, N. J., October 29, 1921.
A. H. Dodin, Care Talking Machine World:

Your name has been referred to me in my en-
deavors to get information regarding the re-
pairing of talking machines. It frequently hap-
pens that while visiting various homes in con-
nection with my business of tuning and repair-
ing pianos and player-pianos I receive requests
to repair talking machines, or am asked if I do
such work.

Not being acquainted witli the talking machine
mechanisms I should like to know if there is any
shop or place where T may gain such informa-
tion. I thank you in advance for any informa-
tion you may give me. — George P. Kirsten.

Answer. I do not know of any shop w'here
3-ou could learn the business of repairing talking
machines at the present time.

The Victor Co. permits any man who is em-
ployed by its dealers to go to its factory
in Camden, N. J., and take a course in adjust-
ing its machines, and I believe the Edison
and Columbia companies do the same, but I do
not know whether they extend this privilege to
anyone not employed in one of their agents'
stores.

I would suggest that you get from various
companies the little instruction books that they
send to their dealers, and if you make a good
study of them and also take a motor and take it
apart and study the various parts and their re-
lation to each other in the construction of the
motor I am quite sure that it w^ould not be very
long before you would be able to handle most
of the repairs that would come your way.

I am always ready to give you any assistance
that I can and will be pleased to answer any
questions which you may w-ish to send me in
reference to any troubles you run across in your
repair work.

* * *

Watch Out for Chilled Springs

As it will not be long before cold weather will
again be with us, together with the usual busy
season for talkinc;- machine sales, I believe it
IS the right time to again caution dealers in the
matter of delivering and setting up machines in
cold weather to avoid spring breakage and other
troubles. It also happens frequently that a ma-
chine is delivered on a cold day, set up in the
home and then put out of order through the
breaking of a spring during the flrst winding.

.\s has been pointed out on previous occa-
sions, the talking machine spring is a highly
tempered piece of steel and as such is sub-
ject more or less to tem-perature changes. It
frequently happens that a new machine is taken
from a rather chilly warehouse, kept out in the
air on a truck for several hours and then in-
stalled in the home where the temperature is at
seventy degrees or more. Cold makes all steel
brittle, and when the enthusiastic purchaser seeks
to play a record at once to try out the new-
musical instrument the cold and brittle spring
refuses to stand the strain and snaps.

A great many dealers realize this condition and
warn customers regarding it. One dealer goes
so far, in the Winter, as to attach a special tag
on the winding key advising the purchaser to let
the machine rest in the warm room for twenty-
four hours before winding. This re^t serves to
take the chill out of the spring and prevent its
sudden snapping.

Banks, and not depositors, are responsible for
losses sustained by depositors upon checks
drawn by depositors' agents in excess of the
amount fixed by depositors, as a result of the
refusal of thf; United States Supreme Court to
review a decision of the Pennsylvania courts to
this effect.

<a
©
©

The Superior Lid Support

CA touch of one Finder lifts or closes
the Lid, which stops at any point desired
Does not ivarp the Lid

Sample Prepaid, $0.75 Nickel— $1.25 Gold

Quantity Prices on CApplication

Superior Specialties for Phonographs

BARNHART BROTHERS & SPINDLER

Monroe and Throop Streets CHICAGO

©®©®©®@©®®<

"BUILT=IN" TALKING MACHINES

Latest Idea of Architects Serves to Arouse Con-
siderable Newspaper Comment

The recent announcement of a New York
architect to the effect that he has made pro-
vision in some of his new apartment houses for
built-in talking machines has aroused consider-
able comment in newspapers in various sections
of the country. The Toledo Blade, for instance,
regards the innovation as a natural development
in home designing and construction, and says
editorially:

"The suggestion made the other day that it
would not be long before we should have houses
with the talking machine built in can be taken
as a prophecy by the thoughtful if they wish.
It is not as grotesque as it appears at first
glance. Perhaps it will not be the talking ma-
chine but something else equally remote as a
permanent fixture. The trend of build is that
way.

"There are many houses still standing in this
city which were erected without provision made
for furnaces; hundreds that were built without

thought of electric lights; and it is a smart archi-
tect who includes in his plans conduits for tele-
phone wires.

"A bath-tub in a room specially constructed
for bathing purposes, with connections to a con-
stant supply of water and means of providing
hot water at any time, would have seemed some-
thing like a Jules Verne tale not so many gen-
erations ago, while the proposition of building
ail ice-box into a house would have appeared
idiotic in the boyhood days of most men of
middle age ar present.

"Architecture, taking so many of its ideas from
the civilization of the Greeks and Romans, has
been slow to join forces with science, but it is
doing it now. The theory that the useful cannot
be beautiful is vanishing. When we get back
the habit of building houses for people to live
ill we shall see more strange things in the way
of 'built-in' innovations than talking machines."

Headquarters for the manufacture of talking
machines have been opened at 116 Patton ave-
nue, Asheville, N. C, by William Haverman,
who makes both the cabinets and the motors
for his machines.

PHONOSTOP

5th Successful Year

ACCURATE— SIMPLE— DURABLE

Reasonable
Price

Guaranteed Fully

Nickel or Gold

UNIVERSAL
STANDARD

NEED-A-CLIP

New Fibre Needle Clipper

Guaranteed
RETAIL

75 cents

Trade Discount

A SUPERIOR TOOL
THE PHONOMOTOR CO., 121 West Ave., Rochester, N.Y.

THE TALKING MACHINE WORLD

November 15, 1921

Widdicomh console Early
American Art model, iL-ith
dhnded top, partitions for
album, automatic stop and
patented tone control. The
IViddiconib plays all records.
A'civ prices on the various
models range from $95.00 to
$300.00.

The Widdicomb makes a twofold appeal to buyers

Merchants with the Widdicomb franchise are winning increased patronage

TN the pioneer days of the phono-
-'- graph, little heed was given to
beauty of design and cabinet work.
In the effort to perfect musical re-
production, appearance was more or
less lost sight of.

The Widdicomb Furniture Com-
pany were the first to sense the possi-
bilities of a new idea in phonograph
construction. Why not combine per-
fection as a reproducer with artistic
design and finish commensurate with
the prominence of the phonograph
in the home?

For 56 years they have been recog-
nized leaders as fashioners of beauti-
ful furniture. Their exclusive crea-
tions in period design set the standard
for fine cabinet work. With this
broad experience of the popular taste
for period furniture, they visualized
the appeal of a phonograph of sim-
ilar master craftsmanship.

Unusual beauty of design
\ attained

From that beginning came the ex-
quisite Widdicomb Period Phono-

graphs of today, distinguished by the
same artistic skill and master crafts-
manship that have always marked
Widdicomb furniture creations.
Faithful interpretations of the best
designs of the old masters of wood-
working, they have an added touch
of rare charm and individuality that
is distinctively Widdicomb.

Today the Widdicomb has right-
fully earned its name — "The Aristo-
crat of Phonographs." Built in
Adam, Queen Anne, Chippendale
and other popular period styles, in
beautiful red or antique mahogany
and walnut, it has won for itself a
distinct popularity among people
who appreciate true art in furniture.

New tonal perfection achieved

While master designers were pro-
ducing these exquisite cabinetmodels,
phonograph experts were quietly
working to establish tonal supremacy
for the Widdicomb. After two years
of experimental work they developed
the Widdicomb Amplifying Tone
Chamber, an exclusive Widdicomb

feature which marks a new era in
musical reproduction.

This chamber, built of a patented
composition, extends and expands the
sound waves as they pass through,
giving a full, rich and clear repro-
duction of every note in the chro-
matic scale. The deep, rich notes of
an orchestral selection are repro-
duced, by the Widdicomb, in their
proper relationship with the notes of
the higher register. All metallic
harshness, all suggestion of "blast-
ing," is entirely eliminated.

To dealers who are interested in
laying a strong foundation for in-
creased patronage, and for broaden-
ing their sales opportunities, we have
an excellent proposition to offer.
Write today for full particulars con-
cerning the Widdicomb franchise,
and for complete catalog of the va-
rious Widdicomb styles and models.

The Widdicomb Furniture Company

Grand Rapids, Michigan

Fine furniture designers since 1865

All Widdicomb models are now selling at pre-war prices

PHONOGRAPH

Qlhe Aristocrat of Phonographs

(64)

November 15, 1921

THE TALKING MACHINE WORLD

A FEW WORTH=WmLE SALES IDEAS

Timely Sales Suggestions Which Will Bring
Profit to the Dealer — Methods for Increasing
Sales of Talking Machines During Holidays

public is glad to have and deserves this informa-
tion and you will be repaid by renewed interest
ht your product, which is sure to mean greater
demand and real sales."

BUBBLE BOOKS TO BE FEATURED

Some very timely and worth-while sales sug-
gestions are contained in a recent issue of The
Advance, published by the Putnam-Page Co.,
Victor distributor, Peoria, III., as follows:

"Include in your record selection sent with
\our machine sale several records for children.

"Use your telephone two hours each day to
call attention to your record stock — your ability
to fill orders, or that record orders are not for-
gotten, etc. Customers appreciate such service.
Your sales will be increased — your shop and its
service brought to the minds of people.

"To review the program of Victor artists be-
fore the concert means more interest, greater
appreciation — hence bigger sales. After the con-
cert keep the thought and attention centered on
good music and music you have to sell.

"Give Elman, Galli-Curci, Kreisler and Mc-
Cormack concerts — in fact, the records of all
Red Seal artists will make a program which will
be appreciated and enjoyed by everyone. Be
careful that your program is arranged as it
should be. Explain briefly interesting facts con-
cerning the records and music — the artist — the
opera, etc. Attract music-lovers to your shop —
help make all lovers of good music.

"Make your Christmas plans early! An attrac-
tive box with six records or an album with six
or twelve records will make a gift all will appre-
ciate. Have cards ready for customers to en-
close and necessary material for wrapping so
that the gift idea and giving Victor records are
one and the same thought. A Victrola sold at
Christmas means a new library of records the
early months of the new year.

"Thanksgiving offers also an avenue to in-
crease sales. All records make suitable gifts and
there are many featuring the harvest season.
Your window, your advertising and record sug-
gestions arouse interest in this holiday. The

OUR TALKING MACHINE EXPORTS

Exports, Including Records, for Nine Months
Ending September, 1921, Total $934,366

Washington, D. C, November 5. — In the sum-
mary of exports and imports of the commerce
of the United States for the month of September,
1921 (the latest period for which it has been
compiled), which has just been issued, the fol-
lowing figures on talking machines and records
are presented:

The dutiable imports of talking machines and
parts during September, 1921, amounted in value
to $41,729, as compared with $65,776 worth
which were imported during the same month
of 1920. The nine months' total ending Sep-
tember, 1921, showed importations valued at
$462,752, as compared with $673,973 worth of
talking machines and parts during the same pe-
riod of 1920.

Talking machines to the number of 1,977, val-
ued at $91,893, were exported in September, 1921,
as compared with 8,690 talking machines, valued
at $308,401 sent abroad in the same period of
1920. The nine months' total showed that we
exported 26,974 talking machines, valued at $1,-
287,683, as against 59,895 talking machines, val-
ued at $2,815,834 in 1920, and 45,223 talking ma-
chines, valued at $1,554,445, in 1919.

The total exports of records and supplies for
September, 1921, were valued at $137,962, as
compared with $262,252 in September, 1920. For
the nine months ending September, 1921, rec-
ords and accessories were exported valued at
$1,646,683; in 1920, $2,836,696, and in 1919, $2,-
530,599'.

Bubble Books Will Be Included in Special Cam-
paign Launched by Book Association — Trav-
elers Report Increased Activity Everywhere

Burns & Moreland, music dealers, of Kan-
sas City, Mo., will soon open a Columbia shop
in Cameron, Mo.

The Bubble Book division of Harper & Bros.,
New York, reports that sales for the month of
October more than doubled the sales of the pre-
vious month, and General Manager Foster be-
lieves that this is an indication that the coming
months will be generally prosperous for the
talking machine dealer. Dealers who carry
Bubble Books are making extensive plans to
link up their activities with the nation-wide cam-
paign which the children's book committee of
the National Book Publishers' Association has
inaugurated for the week commencing Novem-
ber 13 and ending November 19.

A feature of this campaign will be a series of
lectures to be given in the leading cities by well-
known authors of children's books, among whom
are David Corey and Margaret Gerry Spauld-
ing. As Bubble Books are designed for children,
they will be included in this intensive campaign.
Timely and attractive advertising material pre-
pared by Harper & Bros, has been forwarded
to the dealers featuring Bubble Books.

J. B. Price, Middle West representative for
Bubble Books, who has just returned from a
successful trip, reports that talking machine
dealers are unusually active and that Bubble
Books are being featured in the largest stores in
Middle Western cities. The Cliubb-Sternberg
Music Shop, of Cincinnati, O., recently devoted
its entire front windows to an attractive display
of Bubble Books, which was given special edi-
torial mention by all the local papers because of
its originality and attractiveness.

Lee Conover, who covers New England and
New York State, is now visiting the trade up-
State, and states that dealers in his territory
are enthusiastic over the way Fall business is
opening up, and are confident that sales this
Winter will show a decided increase over last
year.

^'3

■4-

The Selling
Power of
Flexlume
Signs

Here are some of
the things which give
Flexlume Electric
Signs their selling
power :

They have maximum
advertising display.

They are day signs as well as night signs — raised,
snow-white glass letters on a dark background.

They have greatest reading distance, lowest up-
keep cost, most artistic designs.

Let us send you a sketch showing a Flexlume to meet YOUR
particular needs.

FLEXLUME SIGN COMPANY

36KAILSTREET BUFFALO, N.Y.

Flexlume Electric Signs Made Only by The Flexlume Sign Co.

e Electric Signs Made Only by The Flexlume Sign Co.

THE TALKING MACHINE WORLD

November 15, 1921

John Charles
THOMAS

the gifted American
baritone, playing one
of his Vocalion Rec-
ords with the Gradu-
ola.

The Personal Touch
that THE GRADUOLA gives to

The VOCALION

IT is the Gradu ola which makes the
Vocalion more than a phonograph. This
wonderfully effective tone-controlling de-
vice gives the person playing the record
the power of shading the tone at will, with
countless beautiful effects.

The Graduola, exclusive feature of the
Vocalion, is a strong factor in intei^esting
prospective buyers. Whether musically
trained or not, there is a keen and universal
fascination in playing records according to
one's own ideas.

Natural tone-quality — distinctive case de-
signs and the excellence of Vocalion (Red)
Records give rich merchandising value to
the Aeolian line.

Information regarding Vocalion phono-
graphs and records will be furnished
upon request. Let us hear from you.

Latest Vocalion (Red) Record
Releases of Timely Hits

Say It With Music, from The Music Box Revue
— Fox-trot

Tenderly — Fox-trot Selvin's Dance Orchestra

No. 14239 $.85

Dapper Dan

Ten Little Fingers

Irvittg Kaufman
Ernest Hare-Billy Jones
No. 14247 .85

It's You — Fox-trot

Hugs and Kisses — Fox-trot

The Newport Society Orcliestra
No. 14249 .85

Bimini Bay — Fox-trot

I've Got the Joys — Fox-trot

Benny Krueger's Dance Orchestra
No. 14253 .85

Everybody Step — from The Music Box Revue —
Fox-trot

How Many Times? — Fox-trot '

Al Jocker's Dance Orchestra
No. 14255 .85

THE AEOLIAN COMPANY

■NEW YORK

CINCINNATI

CHICAGO

DAYTON

BOSTON

November 15. 1921

THE TALKING MACHINE WORLD

For record sales to new and old customers
and good prospects besides— use tlie Ctirist-
mas Gift Envelopes for Columbia Records
this Christmas. They mean business for
you!

Columbia Graphophone Co

NEW YORK

COOL & SCHALLER OPEN NEW STORE SHELTON SALES CO. ORGANIZED

Many Friends and Representatives of Music
Houses Attend Opening of Attractive Victor
Shop Just Established in Upper New York

The latest addition to the music establishments
in New York is the handsome Victor store for-
mally opened at 181st street last week by Cool &
Schaller. The store, while not the largest in the
metropolis, is the equal of any in attractiveness.
Twelve handsomely furnished sound-proof dem-
onstration booths and a record rack with a
capacity of fifteen thousand records, installed by
the Unit Construction Co., are features of the
establishment. A large electric sign, running
across the entire front of the store, contains the
firm name and the word "Victor." \\'hen illumi-
nated the sign can be seen for several blocks in
either direction.

Despite a driving rain the store was crowded
on the opening night, October 31, to listen to a
concert by the Hawaiian Band. Many friends
of the proprietors were present, as well as a
number of representatives of. music houses in
New York. Letters of congratulation were re-
ceived from several w'ho were unable to be pres-
ent and floral wreaths were received from the
Silas E. Pearsall Co., Victor distributor, the New
'!>'ork Talking Machine Co., and others.

Among those present were Theodore Morse,
of Leo Feist, music publisher; Thomas F. Green,
representing the Silas E. Pearsall Co.; Thomas
McCready, of the Victor Talking Machine Co.;
Paul Carlson and J. C. May, of the Chas. H.
Ditson Co., Victor distributor, New York, and
Jerome Harris, representing C. Bruno & Son,
Inc., Victor distributors, of New York.

The proprietors of the establishment, Harold
L. Cool and Warren G. Schaller, are well known
ill the section of the city where their business is
located. Mr. Cool was formerly connected with
his father in the music business in that neigh-
borhood and he is well qualified to make a suc-
cess of his new venture. Mr. Schaller, prior tc:
entering partnership with Mr. Cool, was asso-
ciated with his father in the silk business.

MUSIC A SUBJECT FOR THE SCHOOL

One of the speakers at the Wentworth Countv
Teachers' Association, held recently in Hamilton.
Ont., was Bruce A. Carey, supervisor of music
in the Hamilton public schools. Taking as his
topic. "Music a Subject for the School," Mr.
Carey divided the benefits to be received by the
pupils from musical teaching into four depart-
ments— the physical, mental and spiritual ef-
fects; its value as a developer of intellect; as
a social developer and as a great leisure occupa-
tion. Three definite, practical suggestions were
advanced. Two of these were purely local
propositions, but the third is of national impor-
tance. Mr. Carey strongly urged the need of
the talking machine and records in the equip-
ment of public schools throughout the Do-
minion.

Will Act as Eastern Distributor for the Shelton
Motor Made by the Shelton Electric Co.

ROOS BROS.' NEW CONNECTION

Well-known Salesmen Join General Phonograph
Corp.'s Staff — Will Develop Needle Business

The Shelton Sales Co. was recently formed to
act as Eastern distributor for the Shelton motor
made by the Shelton Electric Co., of New York
City. Edward C. Boykin, formerly general man-
ager of the Edison Shop, on Fifth avenue, op-
posite the Public Library, is general manager of
the company, and ofiices have been opened at
299 Madison avenue, New York City. The com-
pany is specializing entirely in the sales of Shel-
ton motors and in giving service to the dealer in
its territory carrying these motors. Although
recently organized, the company has already
made substantial progress in the featuring of the
Shelton motor in this territory.

Julius and Nestor Roos, well known in talking
machine sales circles throughout the country,
have joined the sales division of the General
Phonograph Corp. and will devote their activities
exclusively to this company's needle department.
The "Roos Brothers," as they are familiarly
termed in the trade, have been associated with
the talking machine industry for many years, and
number among their friends dealers from coast
to coast. An energetic sales campaign will be
instituted by the General Phonograph Corp.'s
needle division, and the Roos brothers will have
unlimited opportunities to utilize their excep-
tional sales ability.

MUSIC AS AN AID TO OPERATIONS TO DISTRIBUTE CARDINAL RECORDS

Talking machine music as an accessory to op-
erations may soon be a fact in the opinion of
Dr. Robert E. Farr, of Minneapolis. In a recent
address to delegates at a medical convention in
Milwaukee, Mr. Farr sajd: "Where major op-
erations are performed with the aid of a local
anesthetic rather than by the older method of
etherizing, the patient remains conscious and
alert, and gently played talking machine music
has a decided value both in calming the patient
and in supplying pleasurable sounds as an offset
tc the realization that he is being operated on."

Cleveland, O., October 28. — The Tiffany Phono-
graph Sales Co., of this city, has taken on the
distribution of Cardinal records in the northern
half of this State and active sales work is well-
under way. Representatives of the Tiffany Co.
who will introduce Cardinal records in Ohio are:
J. J. Kollie, H. R. Plotner. J. S. Horner and
Joseph I. Hickley.

J. B. Tiffany, head of the Tiffany Sales Co.,
recently completed a solid eight weeks of travel
in Ohio and reports a noticeable picking up in
retail sales, especially in the smaller communities.

Remember, it's hard to fall down without a
frown, but you can always get up with a smile.

the Most
Exclusive

Mr. Dealer :
It Is Not Too Late to Order
CHRISTMAS GIFT BAGS ol^ea

Merchandise o: unusual merit that has won the commendation of dealers everywhere. Beauti-
ful containers for gift records (very heavy white paper). A prestige-building bag for the high-
class dealer.

One Size Only
13x13 inches

Victor Records

No Strings
No Buttons

2-inch Flap

Design A

Design B

The bags are printed in two colors — red and green. Space provided for imprints, if desired,
at bottom of panel.

If your sample has not been received PLEASE notify us at once.

Ask us to send you our price list, which explains the H-W service items.

HALSTED WILLIAMS CORP.

815-819 Monroe Street Brooklyn, N. Y.

THE TALKING MACHINE WORLD

November 15, 1921

Queen Anne Console
$225

Adam Console
$195

Where Can You Find a Line to
Compare Willi Jewell Values?

JUST look at these three Jewett
consoles — and then look at the
list price beneath.

You probably think, from your
knowledge of phonographs, that it
is impossible to produce a really
high-grade console at these prices.

But if you have that notion, you
haven't seen the Jewett.

You cannot appreciate what re-
markable value these beautiful con-
soles represent until you have seen
and heard them for yourself.

Remember this: It is value that
sells a phonograph today.

That's why our factory is running
to capacity. That's why our dealers
find it comparatively easy to sell
Jewetts in the face of the keenest
competition in the history of the
business.

These consoles are made of five-
ply, ^-inch panels throughout.
You will be amazed at the fine
cabinet work they represent. And
the tone is one of rare sweetness —
ample volume — unequalled clear-
ness and freedom from vibration.

Why not see for yourself? That's
the only satisfactory test. Write us
today — there's no obligation.

THE JEWETT PHONOGRAPH COMPANY

General Sales Offices: 958 Penobscot Building
DETROIT, MICHIGAN

Jbwbtt

PH ONOGRAPHS

Non-ember 15, 1921

THE TALKING MACHINE WORLD

Great Gathering of Victor Dealers Held in Dallas, Texas, Last Month

Some Snapshots From the Convention of the Southwestern Victor Dealers, Held in Dallas, Tex., on October 5, 6 and 7

A — Mrs. Frances E. Clark and Lester Burchfield Looking Over Dallas From Adolphus Hotel Roof Garden and Enjoying the View of That Rapidly Growing Southern City.
B — (1) J. C. Deal, Angelo Furniture Co., San Angelo, Tex.. Director Southwestern Victor Dealers' Association; (2) Wm. H. Beasley, H. V. Beasley Music Co., Texarkana, Ark.,
Vice-president; (3) B. W. Gratigny, Bush & Gerts Piano Co., Dallas, President, and (4) Lester Gunst, Lester Gunst Co., Dallas. Secretary. C — Group Picture of Convention
Delegates. D — (1) E. E. Hill, Traveling Representative Sanger Bros., Dallas; (2) F. L. Koons, Traveling Representative, W. G. Walz Co., EI Paso; (3) J. Wi Maxwell, Trav-
eling Representative, Talking Machine Co. of Texas, Houston; (4) Lester Burchfield, Manager Wholesale Victor Department, Sanger Bros.; (5) W. B. Callaway and (6) E. E.
Lock. Traveling Representatives, Talking Machine Co. of Texas. E — Victor Co. Representatives: Top Row — S. Dana Townsend, Educational Department; F. A. Delano, Director.
Red Seal School; G. N. Swett, Traveling Department. Bottom Row — Miss Margaret M. Streeter, Mrs. Frances E. Clark, Director, and Miss Edith Rhetts, of Educational Dep't.

ISSUES MUSIC WEEK PROCLAMATION

Mayor of Portland, Ore., Makes Official An-
nouncement of Music Week Celebration in
That City From November 27 to December 4

Portland, Ore., November 4. — Portland's mayor,
George L. Baker, has issued an official proclama-
tion, setting aside the week of November 27 to
December 4, inchisive, as Music Week. Present
at the signing of the proclamation were Leslie
Cranbourne, chairman of the Music Week Com-
mittee; L. S. Pilher, national community song
service representative of the Community Serv-
ice, and members of the advisory council. Mo-

tion pictures of the event were taken, which will
be exhibited throughout the State of Oregon.
The proclamation is as follows: "To the pub-
lic: In furtherance of the great cause of music
the week of November 27 to December 4, inclu-
sive, is hereby officially designated Music Week
in the city of Portland. All persons are urged
to co-operate in the movement, which has as its
purpose the introduction of more and better
music into our every-day life.

"Music is the basis of the finer things in life.
It is the symbol of peace and harmony, the
greatest elements in human experience, and its
development of all that makes for better citizen-
ship, better morals and better conditions gen-

erally. Without these life is a failure. With
these life is better and sweeter.

"Therefore, it is every man's duty to do his
part toward making Music Week the success
such an undertaking deserves.

"George L. Baker, Mayor."

FILES SCHEDULES IN BANKRUPTCY

Bessie R. Lubin, dealing in talking machines
and records at 1773 Lexington avenue, New York
City, recently filed schedules in bankruptcy here,
showing liabilities of $3,519 and assets of $3,000.
The assets represent the stock of the establish-
ment.

REMEMBER— r/iey Sell Well

Records

That well-balanced monthly release that
enables QK^iL Records to take the lead in sales

J. K. POLK FURNITURE CO.

294 Decatur Street, Atlanta, Ga.

THE TALKING MACHINE WORLD

NoraMBER 15, 1921

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l:;iiiii!:i;;.ii,;iiliiili;ii!uiillt..

A Diversified Variety of Designs
for the Christmas Trade

W indsor Phonographs to suit every
taste at a wide range of prices- — and
every one

/^phonograph

— which means a perfect musical instru-
ment and a beautiful piece of furniture.

WINDSOR FURNITURE COMPANY

1420 CARROLL AVENUE CHICAGO

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llllllllll!Blllli!illl!illillllllillllllllliii!lllliilliililII!'ll''1^
lllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllH

November 15, 1921

THE TALKING MACHINE WORLD

has been making good furniture since
1885. They are the oldest makers of

CONSOLE PHONOGRAPHS

Chicago Salesrooms:

1411 So. Michigan Avenue

Eastern Distributors :

HYMAN BROS. & COMPANY
47 W. 34th Street, New York City

Exhibited January, 1922, and succeeding mar\et season in
BLODGETT BUILDING

Grand Rapids
Mich.

THE TALKING MACHINE WORLD

November 15, 1921

THREE OitLOCKin
^'HORNING

l_ Tempo di Valse Lente

It's three o' clock in the morn - ing.

RECORDS MUST BE RIGHTLY PACKED STARR EXHIBIT AT VIRGINIA FAIR

Post Office Orders That Improperly Prepared
Parcels of Records Be Refused for Mailing —
Applies Chiefly to Shipments by the Public

Starr Pianos and Phonographs Displayed in
Richmond, Va., Attract Much Attention

THE ADVERTISING MAN ANALYZED

Thirteen Requisites of the Successful Advertising
Man in "Talker" or Other Fields

Washington, D. C, November 4. — The Post
Office Department has notified postmasters and
other employes of the service that parcels con-
taining phonograph records improperly prepared
to withstand ordinary handling in the mails
should not be accepted for transmission therein.

The attention of the office of the Third Assist-
ant Postmaster Genera! has been invited to the
fact that parcels containing records are being
accepted for mailing and insurance, although im-
properly prepared without any cushioning mate-
rial to absorb shock incidental to transportation.

In a letter addressed to the officials and em-
ployes of the postal service the office states that
"As phonograph records are of exceptionally
fragile nature, the acceptance of such parcels
improperly packed will result in claims for in-
demnity being filed covering such parcels as are
insured or sent C. O. D. The co-operation of
postmasters at all offices, therefore, is requested,
with a view to acquainting patrons transmitting
phonograph records by insured or C. O. D. mail
as to the manner in which such parcels should
be packed to withstand ordinary handling in the
mails. Phonograph records should not be ac-
cepted unless the contents thereof are fully pro-
tected by sufficient cushioning material."

It is understood that the new regulation ap-
plies chiefly to individuals who have occasion to
mail records, for dealers in records practically
without exception see to it that they are care-
fully protected against breakage by the use of
corrugated cardboard.

Richmond, Va., November 3. — Hundreds of visi-
tors at the Virginia State Fair, held in this city
the early part of the month, were attracted by
the interesting display of Starr products in
charge of H. Wallace Garner, factor for the
Starr Piano Go., Richmond, Ind. Starr-made

K\limACECAfiNER'%£*1lESm» PMNO Ca

&RAHD.UPR1GKTIPUYER PIANOS

STARR PHONOWAPFSSGENHEt:^ '■-S'

Exhibit of Starr Line at Richmond Fair
pianos and Starr phonographs were arranged to
make an effective exhibit and Starr signs, win-
dow cards and placards had a prominent place,
as did the Starr "Singing Throat and Horn" of
silver grain spruce.

The style XV table model phonograph, which
can be used as a writing desk and library table,
as well as a phonograph, was also on display
and occasioned a great deal of comment. H.
Wallace Garner, who was in charge of the ex-
hibit, was well pleased with the results.

The Phonograph Hospital is the name of a
new talking machine repair business operated
bj' William P. Bennedum, at 237 Main street,
Johnson City, N. Y.

RECEIVER APPOINTED

Fordyce E. Suderley, of Newark, N. J., has
been appointed receiver of the Phonograph Con-
trol Gorp., which has its headquarters in that
city.

The thirteen requisites of the successful ad-
vertising man have been summed up by one
of the elect as follows:

1. Good business judgment.

2. A keen sense of markets, marketing and
merchandising; a sales sense.

3. Ability to organize his time, his work arid
his department.

4. Abilitj' to co-operate with his executives,
department heads, agency.

5. Ability to take advice and counsel from
others, realizing that his plans may be faulty and
he can't always be right.

6. Ability to balance the creative (spending)
and the practical (expense or cost).

7. Ability to visualize his work from con-
sumer and dealer ej'es.

8. Ability to plan and to co-ordinate his plans
into practical, workable, successful campaigns.

9. Ability to increase sales by: (a) Increasing
the consumer acceptance of his trade-mark, name
and product, (b) Making it convenient for the
public to buy his goods (distribution and identi-
fication), (c) Making it easy for the dealer to
tie up to the line (national tie-up window, stock,
etc.). (d) Impressing his name and product on
the public consciousness, and keeping it im-
pressed by dominant persistent publicity and ad-
vertising.

10. Ability to make good with the sales force.

11. Ability to balance advertising expenditures
with sales volume.

12. Ability to quickly turn a favorable event or
circumstance into a publicity force of value for
his firm.

13. Ability to sense and to select the forms,
vehicles, media and methods of advertising best
suited to his product, his means and HIS PROB-
LEM, and to use them efficiently.

GLORIA REPRODUCER— AN IMPORTANT MESSAGE

A sound-box and diaphragm of entirely new principles

After four years' use and exhaustive test the GLORIA REPRODUCER
is now placed on sale, with VOLUME— NATURAL TONE — NON
SCREECH — NON BLAST and improvement with age.

The diaphragm of SPUN aluminum of an inch thick. Hear a cornet
solo, piano, violin, cello and soprano voice, with the absolute fidelity of
the original.

To the trade: The Gloria Reproducer will be shipped in sample
lots for $3.25. Tone Arm and Sound-box $6.00. Send for yours.

Remittance must accompany all orders for samples

GLORIA PHONOGRAPH CO.

Ready for use

Factory
226 15th Street

Salesroom
559 Fifth Ave., Brooklyn, N. Y.

PAT.

FRANCE
GERMANY
GREAT

BRITAIN
CANADA

Open face

November 15, 1921

THE TALKING MACHINE WORLD

HOW RECORDS AIDED YOUNG TENOR

Allan Rogers, Protege of Bonci, Gains Much
Valuable Training While Studying the Voice
of That Noted Artist Through His Records

Allan Rogers, a young American tenor and
protege of Allesandro Bonci, the famous Ital-
ian opera singer, is an enthusiastic advocate of
the talking machine as a means of musical cul-
ture. He frankly confesses that a very large
percentage of the technique he has acquired and
the style he has developed is due solely to his
careful study and constant practice of the meth-
ods of the celebrated artists as reproduced by
the talking machine.

Mr. Rogers, who is at present filling a number
of recital engagements, after being advised by
Bonci to give music his serious study with the
idea of making it a life vocation, placed himself
under the tutelage of vocal instructors in his
native city of Chicago. He secured from Bonci a
list of the great tenor's most difficult solos and
arias that have been reproduced on the talking
machines, and ultimately acquired a library of
records in which the voices of all the great sing-
ers of tenor quality are represented.

It was his custom to sit by the Grafonola dur-
ing the rendition of a number in which he him-
self was preparing for public performance, and
listen minutely to the phrasing, shading and
technical achievements. Thus, while Bonci sang
the "Woman Is Fickle" number from Rigoletto,
or his great aria in "La Somnambula," the young
singer made careful mental and written notes of
the masters of opera methods. He never, in
those early days of his preparation for concert
and oratorio, studied a single number without
first having made an effort to secure its repro-
duction by the voice of some noted singer. Some-
times he found his own methods best adapted
to his own voice, for he learned from every rec-
ord some bit of vocal technique that could be
employed in his own work. For hours at a time
he sat alongside of the graphophone, playing
and replaying, with constant reiteration, the
same phrases and passages, until he was able to
reproduce them satisfactorily. This system
was adopted at the suggestion of Bonci, and
has since been taken up by many other singers
of note. In Mr. Rogers' opinion this is the
shortest cut to voice culture the world has ever
known.

ANTICIPATING, NOT REGRETTING

Many customers who had purchased on the
instalment plan, one concern found, failed to
make good their promises of payment, says R. A.
Burnham in System. The credit department,
therefore, decided that a more rigid plan of cor-
respondence should be adopted.

Now, whenever a customer makes a promise
to pay, that customer's name, address and the
contract number are written on the proper credit
man's correspondence memorandum under a
date three days in advance of when the promise
is to be made good. And when the credit man
turns to this date he straightway looks up the
customer's contract and its provisions and writes
to the customer.

These three days give the company a chance
to get a letter to the customer just a little ahead
of time, reminding the party in a cordial way
that "his payment will certainly be welcome,"
and as a result there is prompt payment.

Soand Boxes to fit Victor and Columbia.
Samples, $.60 each.
Tone Arm and Sound Box, Per Set $1.35.

We carry In stock parts for all makes ma-
chines. Write for our catalog and prices.

Pleasing Sound Phonograph Co.

Manufacturers — Jobbers
204 East U3th St., New York City
Jobbing Territory Open

ODEON ARTIST ON CONCERT TOUR

Ferenz von Vescey, Violinist, on Successful
Tour — Odeon Records Are in Demand

Ferenz von Vescey, prominent Hungarian
violinist, who is now on a concert tour in this
country, has made several recordings on Odeon
records, and Odeon dealers are making plans to
feature these records during his stay here. The
American Odeon Co., New York, is co-operating
with its dealers in promoting the sale of these
records, and is furnishing them with timely bul-
letins and circulars showing the names of the
selections recorded by Von Vescey. This list of
recordings comprises a wide variety of well-
known compositions by the foremost masters,
among which are Handel's "Largo" and the
"Foglio D'Album," a work by Von Vescey him-
self. His recitals in New York were a success.

Analysis of your business methods may some-
times disclose better ways of getting results.

RECEIVERS FOR LYRAPHONE CO.

U. S. District Court Places J. L. Smith and
Mark A. Samuels in Charge of Company

Joseph L. Smith and Mark A. Samuels were
appointed receivers for the Lyraphone Co. of
America, Newark, N. J., manufacturers of Lyric
records, on October 24, by order of the U. S.
District Court of the Northern District of New
Jersey, upon the petition of Charles Dick, one
of the largest stockholders of the company. It
is understood that the company will continue
operations for the present at least.

MILWAUKEE FIRM INCORPORATES

A charter of incorporation has been granted
to the Zefira Phonograph Co., of Milwaukee,
Wis., under the laws of that State, with a capi-
tal of $25,000, consisting of 250 shares of stock,
with a par value of $100. Incorporators are: G.
Zembrzuski, Thomas Dombinski and Stephen
Roman.

Durable

6NNORI2ED

PHONOGRAPH
RECORDS

10-inch DOUBLE DISC

WITH A POPULAR HIT
ON EACH SIDE

— Clear Tone — Musical

A number of the most popular hits of
the season as well as a splendid offer-
ing of Italian Selections are included
in the list for November.

( Bimini Bay. Song. Orch. Accomp.,
3019 J Sung by Irving Kaufman

Vocal] Wha Wha. Song, Orch. Anr.omp.,

^ Sung by Arthur Fields

( Yoo Hoo. Song, Orrh. Acromp..

3020- < Sung by Arthur Fields
Vocal j When the Honeymoon Was Over. Song, Orch.

^ Accomp Sung by Sam Ash

(Sweet Lady (From "Tangerine"). Fox-trot,

3021 - < Lanin's Famous Players
Inst, i With Music. Fox-trot.

^ Lanin's Famous Players

f When Frances Dances With Me. Song.

3022 J Orch. Accomp Sung by Arthur Fields

Voran Ten Little Fingers and Ten Little Toes (Pease-
I White-Shuster-Nelson). Song. Orch. Ac-
comp Simg by Charles Harrison

{Peggy O'Neil. Waltz.
Waldorf-Astoria Dance Orchestra
Why, Dear? Fox-trot Merry Melody Men

{Tuck Me to Sleep (Lewis-Toung-Meyer) .
Fox-trot Harry Raderman's Orchestra
My Sunny Tennessee (Kalmar-Ruby). Fox-
trot Benny Krueger's Orchestra

NUOVI DISCHI ITALIANI

/^Mistere 'E Marechiare (RaflFaele M Grimaldi-
I L. Donadio ) . Acc. Dell' Orchestra Na-

,n ■ J poletaiia. , Scialpi, Tenore

10 in."^ Tradimento E* Ammore (Raffaele ML Gri-
maldi-L. Donadio). Acc. Dell' Orches-
L tra Is'apoletana M. Scialpi, Tenore

Cassara). Mazurka.

0rch3stra Degli Ardili
Jetti). Mazurka,

Orchestra Degli Arditi

■ Diamond Walzer (J. Tripepi).
_ Orchestra Degli Arditi

10 in. 1 Tea Party Walzer (L. Vitak),

Orchestra Degli Arditi

fCara Piccina (Bovio-Lama). Acc. Dell' Or-
chestra Napoletana.
Frances De Palma, Soprano
Come Le Rose (A. Cenise-G. Lama). Acc.
Deir Orchestra Napoletana.
Frances De Palma, Soprano

E. Caruso* 0 Rre D* *0 Canto (L. Cica-

L. Canora). Acc. Dell' Orchestra Na-
poletana M. Scialpi. Tenore

Cavalleria Rusticana (Mascagnl). Intermezzo.

Symphony Orchestra (P. Floridia, Direc. )

,^ ( Sorrisl Di Culla (,T.

122 J

10 in. Stella Lucente (D.

123 f
3 in.1

I25J
10 inA

CONNORIZED MUSIC CO.

ALSO MAKERS OF CONNORIZED MUSIC ROLLS
817 E. 144th St., - - New York

UNITED MUSIC STORES

PHILADELPHIA BALTIMORE

THE TALKING MACHINE WORLD

November IS, 1921

The Perfect Motor for Phonographs

THE SHELTON MOTOR

Eliminates Windin g — Never Runs Down — Noiseless —
Not A Winding Device — Gives A Smooth, Beautiful Tone

After years of experimentation the Shelton
Motor — the perfect motor for all phonographs —
is on the market.

It transforms any phonograph — Edison, Victor,
Columbia — into an electrically driven machine.
No winding, no running down.

A light push on the turntable automatically
turns on the current. Motor runs at a uniform,
even speed, insuring perfect musical reproduction.
Absolutely noiseless.

Can be installed in a minute. So small it can be
carried in your pocket. Invisible when lid is closed.

Cost of operation less than five cents a month.
Never gets out of adjustment. Guaranteed in-
definitely.

Your customers will be intensely interested in
this ideal phonograph motor and quick to see its
advantages. Over 20,000 satisfied users today.
Large, immediate profits in its sale for you.

Write today for name of nearest distributor.

SHELTON ELECTRIC COMPANY

16 EAST 42nd STREET

NEW YORK, N. Y.

November IS, 1921

THE TALKING MACHINE WORLD

TRADE NEWS IN BROOK-

LYN AND LONG ISLAND

Increased Sales of Machines and Records Re-
ported— Jobbers and Dealers Perfect Selling
Plans for Winter — Bettering Conditions Hurt
by Bad Sales Methods of Some Dealers

Retail talking machine business in Brooklyn
and Long Island has taken a decided jump this
past month, as all dealers report an active de-
mand, and this is especially true in the machine
demand. Although record sales have not shown
as great an increase they are bound to take a
spurt soon, for, as one dealer stated, if people
are purchasing machines they will surely be in
the market for records.

There is considerable agitation in the trade
over the activities of some dealers, who, it is
claimed, are offering well-known makes of talk-
ing machines at prices far below the regular re-
tail price. This price-cutting, especially at pres-
ent, is unnecessary and legitimate dealers are
endeavoring to eliminate this wholly unfair
method of doing business.

Activity of Victor Dealers

The American Talking Machine Co., Victor
distributor for Brooklyn and Long Island, is in
the midst of a Fall activity that reflects the
healthy demand that this company is experienc-
ing for Victor products. R. H. Morris, general
manager, states that it seems like old times
again to see dealers so active, and he is very
confident that business this Winter will be far
beyond expectations.

Window Display Produces Sales

"A new idea a day" is the slogan adopted by
the successful Victor store conducted by Owens
& Gibbons at 10 Seventh avenue, facing Times
plaza. Although occupying a limited amount of
floor-space, every available inch has been uti-
lized to the greatest advantage, with the result
that customers are given maximum service.
"Bob" Owens, brother of the elder Owens, one.
of the proprietors, was responsible for a timely
Hallowe'en window display that was a riot of
color, featuring the new November records,
which attracted considerable attention. A flash
system of lighting was effectively used, making
the display visible for some distance away. Miss
Marjorie Sybly, whose genial personality has
made so many friends for this "up-to-date"
store, has a wide experience in merchandising
Victor products to her credit, and her thorough

The Last Quarter of
1921

WE are now nearing the end of the
last quarter. Sales will, of course,
come somewhat easier. But the wise
Victor retailer will not lose sight of
the fact that competition still exists.
Energetic sales efforts must be con-
tinued. Raise your quota of sales and
make the race swifter for yourself if
not for others. Make this your largest
holiday season.

To this end we offer our services.

^-i/ DUFFiELi> sr. ^ brookltn,)(y:

knowledge of the Victor record catalog con-
tributes largely to the success of this establish-
ment.

New Sales Plan Proves Success
Kern's Music Store, Brunswick and Sonora
dealer, at 292 Flatbush avenue, is very enthu-
siastic over the results of a mail-order
campaign which was inaugurated a short time
ago. An attractive circular was prepared in
which a specially selected list of slow turnover
records was shown, which was sent out, with an
order blank attached, to a special list of old and
new customers. A multigraph letter with a sell-
ing punch, describing the attached lists, com-
pleted the material used. As a stimulator of
record sales this scheme has proved such a suc-
cess that it is contemplated to make it a monthly
affair, replacing the monthly supplement.
Will Concentrate on Two Lines
Otto Wissner, the well-known talking machine

CO.-"

BROOKLYN

THE VICTOR DEALER

WHO WILL REAP THE
MOST BENEFITS FROM
THE SEASON WHICH IS
WITH US IS THE
WHO IS PREPARED
WHO WILL ADVER-
CONSISTENTLY IN
A MANNER WHICH IS IN
KEEPING WITH THE HIGH
CLASS GOODS HE SELLS.

NOW
ONE
AND
TISE

HAVE YOU ARRANGED
YOUR ADVERTISING
CAMPAIGN?

IS IT EQUAL TO THE
MERCHANDISE YOU
SELL?

dealer at 55 Flatbush avenue, is carrying on one
of the most intensive sales campaigns ever in-
augurated by this company. Heretofore he has
carried several lines of talking machines, and a
recent decision by the officials of the company
to concentrate on the Victor and Sonora lines
prompted this sale in order to liquidate the
stocks of the other makes on hand.

Display Sells Period Models

Mills Bros., furniture dealers, at 1720 Broad-
way, who handle the Columbia exclusively, re-
port that the demand for Grafonolas has in-
creased materially the past month. William P.
Esterling, who looks after the interests of this
department, stated that business during the past
few months had been slow, but all indications
now point to larger sales for the Winter sea-
son. Recently the company featured the Colum-
bia period models in a very attractive window
display that proved instrumental in closing sales
of Grafonolas of various types. Newspaper ad-
vertising was used to tie up with this display.
Moves to Larger Quarters

John Duhm, Victor dealer, who has been
located at 1419 Myrtle avenue for several years,
is moving his stock and fixtures to his new and
modern quarters on Knickerbocker avenue. Mr.
Duhm contemplated this change for some time,
but it was not until recently that he was able to
secure a lease of this particular location, which
is considered one of the most desirable in this
section of Brooklyn. As this new store is only
four blocks away from the old address, all of
Mr. Duhm's old and established clientele can be
served as conveniently as before, and with new
and up-to-date equipment this establishment will
undoubtedly attract many new customers. A
feature of the new quarters will be a "One-min-
ute record sales service counter," which will be
located near the entrance, where the purchase of
a record can be made by the busy customer at a
maximum saving of time.

Leases Adjoining Store

J. M. Quinn, who has featured the Sonora and
Brunswick lines for several years, has recently
taken over the store adjoining his present one at
1227 Broadway and combined the two into a
most attractive showroom. With this new ad-
dition, Mr; Quinn secured the complete Edison
Diamond Disc, and is devoting a large section of
the new store to this line. In addition to eleven
private record booths already in use, five large
ones have been erected which will be used for
the purpose of demonstrating machines. When
alterations are completed this store will be one
of the most attractive in Brooklyn.

THE TALKING MACHINE WORLD

November IS, 1921

one

to locate nearby.

A poorly equipped unprogressive establishment invites the
competition of the live-wire dealer who will install such equip-
ment as is manufactured by Van Veen & Company. Why not beat
him to it by installing Van Veen service yourself, thus keeping him
out of your field? A weak position invites attack.

We extend helpful terms to those worthy of credit.

\anV^en

OMPANY

INC.

12 YEARS OF STUDY AND EXPERIENCE IN
BUILDING AND PLANNING MUSIC STORES

EXECUTIVE OFFICE
47-49 WEST 34th STREET
NEW YORK CITY

SALES OFFICE
1711 CHESTNUT STREET
PHILADELPHIA

nan

'^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin

I Why the "Talker" Business Should Be "Clean" |

I By R. C. HAMILTON, Mgr. Rio Talking Machine Shop, New York |

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiuiiiniiiiiiiiir^

The talking machine business has always been
spoken of as "clean," and there is no doubt
that, taken as a whole, it is a remarkably clean
business. However, many dealers have confined
the meaning of the word clean to its ethical
sense, which is a grievous mistake.

Much is said of "woman's refining influence"
and there is a great deal left unsaid on this sub-
ject. If every dealer were fortunate enough to
have women folk to advise him about arranging
his shop and keeping it really "clean" in the
physical sense the trade would be much bene-
fited. While many dealers make an effort to
keep their establishments in the best possible
condition it is rather too much to expect a man
to be much of a good housekeeper (though some
of the ex-service men still retain rather good
ideas of what real neatness means).

Bearing in mind that women constitute the
larger part of the buying public it would seem
advisable to cater to their ideas in every pos-
sible way — and as it is an easy matter to achieve
cleanliness of store and window it seems strange
that so many dealers neglect this.

Well-polished instruments are certainly more

attractive to a prospective buyer than those with
dull nickel and smudged cases. Likewise a fresh-
looking window, with crisp cards and bright
posters, will certainly prove a bigger "puller"
than one with dead flies decorating the floor and
with dirty and carelessly hung posters.

In shops finished in cream or light gray a
chamois and Ivory soap will do wonders.

Change your window trim so frequently that
it will not have time to become dingy-looking.

Look at the chairs in the booths (especially if
they are painted a light color) and see that they
are not full of finger prints at the top of the
back.

Keep the catalogs and monthly supplements
so that they are not dog-eared and sloppy in
appearance.

In a well-regulated establishment every phono-
graph that may be used for demonstration pur-
poses is examined every morning to see that it
is timed properly and in good running and
mechanical order, and dust and all finger marks
polished off. It is just as necessary that this
daily inspection be done by the small town
dealer as by those in the large cities.

If you are disposed to consider all this
"finicky" — just convince yourself by asking your
wife or mother or your sweetheart to look over
your store and give you her candid opinion of
it — you will be surprised unless you are one of
those who have already realized the importance
of little things in business. — Sonora Bell.

'DREAM PICTURES" INTEREST

Hand-painted Slides Effectively Sjaichronized to
Music of Victor Records Shown at Meeting of
Victor Retailers in Newark Recently

PHONOGRAPH CASES
Reinforced 3 -ply Veneer

The Standard Case for Talk-
ing Machines and Records

Let us figure on your requirements

MADE BY

PLYWOOD CORPORATION, Goldsboro, N. C.

Mills in Va., N. C. and S. C.

The Victor Retailers of New Jersey held their
monthly luncheon and meeting on Tuesday, Oc-
tober 18, at the Robert Treat Hotel, New-
ark, N. J. Following the luncheon a demon-
stration was given by Bronson DeCou of his
"Dream Pictures." These are especially selected,
band-painted slides thrown on a screen syn-
chronized to the music of a number of Victor
records. Mr. DeCou is showing his pictures in
New Jersey territory at schools, halls and deal-
ers' stores by arrangement with Victor dealers in
various localities. The entertainment has been
the means of attracting record buj^ers to the
stores in the territory where they have been
shown and are a most novel, interesting and con-
structive contribution to retail activities.

The following members of the Association
attended: H. A. Glasser, James McGarry, J. A.
Johnson, H. N. Truesdell, C. McCollum, James
J Merritts, Joseph Schink, A. Stark, Louis Frey,
H. P. Armstrong, Charles J. Honsberger, W. S.
Beebe. E. P. Perkins, J. L. Spillane, R. Michan-
off, Mrs. E. G. Brown, A. Galuchie, Daniel Egan,
Fied G. Loeffler, S. Semels, Henr>' Rau, Clark
M. Price, Irv.'in Moser, N. O. Brown, J. E. Tom-
linson, C. A. True, H. B. Merritt, L. W. Col-
lings and H. A. Lamour.

H. J. Wernsman, of Lacon, 111. has opened
a talking machine and optical business in Men-
dota, 111., which will be modern in every way.

November IS, 1921

THE TALKING MACHINE WORLD

HERE IT IS!

FLETCHER UNIVERSAL
TONE ARM and REPRODUCER

Gives Proper Playing Weights for All Records. No Adjustment Screws or Springs.
SAMPLES $8.00 Specify 8^' or 9H" arm

FLETCHER -WICKES CO., 6 East Lake Street, Chicago, Illinois

THE McLAGAN FURNITURE CORP.. LTD., STRATFORD. ONTARIO. EXCLUSIVE CANADIAN AGENTS

giiiiiiiiiiiiiiiuiiiiiiiiiuiuiiiiiuiiiiiiiiuiiiiiiuiiiiiiniiiiiiiiiiiiu

I Getting in Touch With Prospective Buyers j

I By CHARLES OLIVE, of

iuiiinniiiiiiiiiiiiiiiiiiiiiiiniiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu^

Every merchant knows that getting in touch
with prospective buyers is one of the most diffi-
cult problems of his business. When he has
found a lot of persons who are in the market for
a certain article he has a good chance to make
sales if what he has to offer is of real value and
is sold at a fair price. The following plan,
which we worked last Winter to sell phono-
graphs, proved to be unusually effective for dis-
covering possible buyers.

The main feature of the "scheme" was a drop-
box to hold a number of address cards. The
box, made of wood, had a compartment in the
lower end for holding a pack of blank cards,
and there was a slit in the front side for drop-
ping the cards into the box. On top of the box
was a hinged cover for removing the cards.
The contrivance was set up on a conspicuous
place in the store, and immediately above the
box was hung this sign: "Free Cigar Holder!
Write the names and addresses of any persons
who you know are figuring on buying a phono-
graph, or who do not own a machine, on one
of these cards. Drop card in box and ask for
free cigar holder."

Olive Bros., Wilmar, Minn. i

iiiiiiiin:ii!iii>iiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiN
It was surprising to see how many persons
there were that could recall the names of friends
and neighbors who were in the market for talk-
ing machines. Each person, of course, who filled
out a card really got a cigar holder free. We
purchased a supply of fairly good holders, each
with our name and address thereon, at a low
price, and their cost was truly cheap advertising.
Every evening there was quite a bunch of cards
in the box, and the names they contained repre-
sented mostly prospects of the right kind, too.

To each person named we sent the following
letter: "You will soon buy a phonograph, for
everybody else is doing it. The talking machine
is the most popular musical instrument of to-
day, for the reason that it both entertains and
educates without any effort on the part of the
user. We have high-class machines at popular
prices just now. Come in and hear these grand
instruments. They will surprise and please you.
Or ask us to send you our catalog. We will be
pleased to put a machine in your home on trial.
Cordially, Olive Bros."

Many of the prospects soon came in and
looked over the machines, and the result was

quite a few immediate sales. A number an-
swered by card, asking for catalogs. We called
on those who did not answer at all, to find out
if there was any possible chance of a sale among
them. To all the others we sent a catalog ten
days after we had mailed the first letters. Quite
a few of those receiving catalogs asked for a
machine on trial, and outright sales were made
continually. Altogether we sold thirty machines
during the Christmas season. I consider this a
good record for a town of five thousand popula-
tion where there are half a dozen other dealers
handling phonographs.

MARKSON BROS. OPENING IN UTICA

Utica, N. Y., November 4. — The new Columbia
Grafonola department of Markson Bros., 644
Bleeker street, this city, was formally opened
last week with a band concert and solos by well-
known singers in various sections of the city.
Large crowds attended each performance, which
included songs by Lew Brown, of the J. H.
Remick Music Co., and Lew Emmel, of the
Shapiro-Bernstein Co., who sang his latest song
hits, "Just Like a Rainbow" and "I Ain't No-
body's Darling."

The meek may inherit the earth, but not until
everyone else is dead.

SOMETHING ENTIRELY NEW IN TONE ARMS

THE FLETCHER "STRAIGHT"

^^^^

STRAIGHT INSIDE— Taper Outside
BALL BEARINGS THROUGHOUT

NEW DESIGN NEW CONSTRUCTION

Yes, it is universal and equipped with the Regular Fletcher
Reproducer, giving the same natural tone quality as heretofore
Made in two length*, 8>4* and S'A' SEND FOR PRICES AND TERMS

FLETCHER-WICKES COMPANY

6 EAST LAKE ST. CHICAGO

THE TALKING MACHINE WORLD

November 15, 1921

"You've Made a Chicken ol Your Mother
(But You Can't Make a Goose of Me)" and
the great success from Snapshots of 1921,
Saturday," are sung by Nora Bayes.
Why say more about A-3471?

Columbia Graphophone Co

NEW YORK

TRADE BETTERMENT IS BROADENING IN SAN FRANCISCO

Music Week Quite an Event — Association Smoker Attracts Crowd — Sonora Distributors Enter-
tain Thirty Dealers of California — Caruso Honored — Bubble Book Parties in Vogue

San Francisco, Cal., October 30. — There is not
a great deal of jazz to ..business at present, but
the retail market has continued to improve
steadily, though slowly. There are still too many
uncertain factors disturbing the commercial
world to permit any general feeling of confi-
dence just now and thus business initiative is
cramped and crimped to a large extent. The re-
tailers have pretty generally provided for a nor-
mal holiday activity, however, and it cannot be
truthfully said that the trade is simply content
with marking time.

Celebration of Music Week

There will be a "Music Week" in San Fran-
cisco, October 30 to November 6, and the trade
is trying hard to take an interest in this proposi-
tion. There have been so many expositions of
one kind or another in the city of late that the
task of promoting public interest in anything
new of this character is brain-racking. But
"Music Week" will no doubt do something to en-
liven the demand for musical merchandise and
it may result in generating a renewed supply of
pep in the phonograph fraternity.

Association Holds a Smoker

The Music Trades Association of Northern
California held a very successful dinner and
smoker at the Stewart Hotel "in San Francisco
on the night of October 25 and a fairly large
attendance was present. The principal speaker
of the evening was George Victor, Pacific Coast
sales manager of Yawman & Erbe, who deliv-
ered a spirited address on modern methods of
salesmanship. The smoker following the dinner
was enlivened by many numbers of a profes-
sional and amateur character, among which was
a vaudeville act entitled "The Piano Movers,"
performed by T. J. Black, Charles Dean, Billy
Lawrence and Clarence Anrys, of the Wiley B.
Allen Co., and Billy Morton, of Sherman, Clav

& Co., and Al Goetz, of Kohler & Chase. F. P.
Corcoran, Pacific Coast sales manager for the
Brunswick Co., made a hit with his Hebrew im-
personation monologue, and Harold Pracht, sales
manager of the Wiley B. Allen Co., brought
down the house by reading a burlesque essay
dealing with the music trade from a pathological
standpoint. There were also several musical
numbers by professionals and others.

Giving Bubble Book Parties

The Emporium is giving Bubble Book parties
this week at the store. The parties are given
under the direction of Miss Grace, who repre-
sents the publishers and who has been giving
similar entertainments in Seattle, Portland and
other cities.

Walter S. Gray, the "Needle King," has just
left for a month's trip in southern California.
Feature Edison and Vocalion Records

The City of Paris has been featuring the Edi-
son and Vocalion phonographs in their show
windows this month. The presence of Miss
Aileen Stanley on the Orpheum stage here did
not a little to stimulate the demand for her fine
Vocalion records. W. S. Storms, manager of the
City of Paris phonograph department, sold a
Sonora baby grand to Washington B. Vanderlip
recently and Mr. Vanderlip will have this instru-
ment for a musical companion in Russia, where
he is again to live for some time to come.
Sonora Dealers Entertained

The Sonora distributors on the Coast enter-
tained over thirty Sonora dealers of California
at a luncheon at the Palace Hotel in San Fran-
cisco this month. The guests were welcomed
by F. B. Travers, the Pacific Coast manager for
the Sonora Co., and he called upon W. S. Storms,
of the City of Paris; A. W. White, of Berkeley,
and Morley Somers, of the Sonora Phonograph
Shop, San Francisco, for short speeches.

H. Sieroty, the manager of the talking ma-
chine department of the Eastern Outfitting Co.,
San Francisco, is on his way back to San Fran-
cisco after an extended European tour.

A recent visitor to the Coast is W. W. Chase,
president of the Pathe Freres Phonograph Co.
Long Showing New Phonograph

The "Melodiola," the phonograph invented by
Frank B. Long, the inventor of various improve-
ments in the piano and player-piano, is attract-
ing considerable attention in San Francisco. Mr.
Long has the machine on sale at 534 Sutter
street, and it is manufactured in San Francisco.
Concert in Honor of Caruso

Paul Steindorf, the distinguished orchestra
leader, is giving a series of popular concerts at
the Oakland Auditorium. The first concert, on
October 13, was one in honor of Caruso.
Caruso records were played on the Victrola, ac-
companied by the orchestra, and the numbers
thus rendered met writh prolonged applause.

Another musical event in which Mr. Steindorf
figured this month was that of a Magnavox dem-
onstration. While Mr. Steindorf's orchestra
played on the roof of the Fairmont Hotel in
San Francisco, the Magnavox reproduced the
concert in the business district of Oakland
across the Bay. The wireless telephone trans-
mitted the music to the Magnavox. The Mag-
navox also reproduced two solos sung by Miss
E'lfrieda Steindorf, accompanied by her father's
orchestra, and an address by Mayor Rolph of
San Francisco.

Uses Delivery Automobile

Ben Adkins, of the Remick Song Shop. San
Francisco, is giving extra special service to his
customers these daj's by means of a delivery
automobile gaily decorated on the panels with
reproductions of the well-known Columbia in-
signia. Mr. Adkins enjoys a large telephone
trade on Columbia records and quick delivery is
necessary in manj^ cases.

The man who corners all the conversation
rareh' corners anvthinar else.

Complete Stock and Excellent Service on

Records

"SERVICE"

THE ARTOPHONE CORPORATION

1103 OLIVE ST., ST. LOUIS, MISSOURI

Wholesale distributors of QKelw Records for the South and Southwest

The Talking Machine World, New York, November 15, 1921

GENERAL PHONOGRAPH CORPORATION

OTTO HEINEMAN. President

25 West 45th Street

New York City, N. Y.

Did you read Charles M, Schwab's address on
Prosperity," delivered recendy at Atlantic City?

Prosperity is rapidly returning, and the phono-
graph trade will share in this prosperity to the
fullest extent.

Now is the time to go after business. Make things hum.

HEINEMAN MOTOR No. 77

Use HEINEMAN and MEISSELBACH Motors,
Tone-Arms and Sound Boxes — and you and your
dealers will be satisfied.

ASK FOR NEW PRICE LIST

XOVEMBER 15, 1921

THE TALKING MACHINE WORLD

JOHN H.WILSON, Manager

324\VASHINGTON ST.,B05T0N.MASS.

BOSTON

ENGLAND

BosTOX. Mas--., Xovember 7. — From the appear-
ance of some of the jobbing houses as well as
the retailers it is not hard to believe that the
feeling is prettj- general that there is a good
season ahead in the talking machine business.
One thing is apparent: the retailers have taken
the word of the wholesalers that the time is
coming when machines and products in general
are to be scarce, and rather than get caught, as
they have in some past seasons, orders are being
placed early. Generally improved conditions
have done their share to stimulate the talking
machine business, and the feeling is now wide-
spread that better times are fast on the way.
Frank S. Horning Elected President

The annual meeting of the New England
Music Trade Association brought to the fore the

1
I

Frank S. Horning
talking machine industry of this section, and a
special honor was accorded it through the elec-
tion to the presidency of Frank S. Horning, of
F. S. Horning & Co., Inc., Victor dealers, at 22
Boj-lston street. Mr. Horning has been in Bos-
ton only a f-ew years, but he has made a lot of
friends in that time and he has been able to
develop a splendid business at this downtown
address. The dinner was attended by about one
hundred members and guests and was served at
Youngfs Hotel following the annual meeting.
Some of the talking machine men who were

active in taking part in the evening's success

Miiiiiniiiniiiuiiiiiiiniiniiiiiiiiiiiiiiiiiiiiiiiimiiininniiuiiiiiiiiiiiiiii;

were A. J. Cullen, of the Lansing Sales Co., Inc.;
W. W. Radcliflfe, of the Hallet & Davis Co.;
Ernest A. Creesey, of the C. C. Harvey Co., and
R. V. Davis, of the F. C. Henderson Co. The
guests at the dinner were Hon. Guy Ham, who
spoke on "The Business Outlook," and Profes-
sor Harold Whitehead, of the department of
sales relations at Boston University, whose topic
was "The Lost Art of Salesmanship."

Mr. Ham presented two pictures, one of the
pessimistic sort, the other of the optimistic
character. Of the adverse elements touching
present-day conditions he pointed out the coun-
try's unscientific system of taxation; our rela-
tion with other countries, with special reference
to banking facilities, or the lack of them; the
liquidation of labor, which has got to take place
before a normal condition can be arrived at; and
the rates that money has been obliged to exact
in order to do business, and he believed it
would be a long time before the rates obtaining
before the war will again become operative.

As to the favorable signs, these things were
noted: The people have more savings in the
banks and institutions than ever before in the
history of the country, which has a great pur-
chasing power, and which is to be released at no
distant date; America is now a creditor nation
and not a debtor one; the immense size of the
gold reserve now held by the United States,
something that has great possibilities for good
as well as for harm. Mr. Ham prophesied that
the country would soon be out of the darkness
of depression and in the daylight of prosperity.

Professor Whitehead said that a definition of
salesmanship was the creation of additional busi-
ness without additional expense. To create
business is to sell something not thought of by
the purchaser. He said that up to 1914 the
country had salesmen, but since then they have
become diplomats and with the cessation of the
war the buyers' market also ceased. He depre-
cated the habit of cutting prices, in fact, he did
not at all approve of ever talking prices when
presenting an article. The real salesman never
accepts a "no" for an answer; that word is the
natural defense of a man who wants to know
more about an article. Professor Whitehead's
final word was that service should be the key-
note of every salesman's activities; and he pre-
dicted that thirty days would see business very
appreciably improved.

"In Union there is strength."
We stand ready to unite with you
in the merchandising of Victor
products.

Eastern Talking Machine Co.

85 Essex Street
BOSTON MASS.

/ / /

S
\

As a final tag to the evening the retiring presi-
dent, George C. Mance, introduced Mr. Horning,
the incoming president, and in response to a
persistent demand for a speech Mr. Horning
promised to give the association as good an ad-
ministration as possible, and he asked that all
the members give him their heartiest co-opera-
tion.

New Yorkers Entertain and Are Entertained

A verj' pleasant aftermath of the Association
banquet was the entertainment, privately pro-
vided, for two of the artists who came over from
New York, Messrs. Max Kortlander and Pete
Wendling, piano players, who were here through
the courtesy of the Q R S Music Co., and whose
(Continued on page 84)

VICTOR SERVICE PLUS

for

NEW YORK and NEW ENGLAND

We offer to the Victor Dealer co-operation that is intel-
ligent, experienced and helps him get out of the rut, and
put that "plus" business on his books, with two service
centers that make for promptness in deliveries.

THAT'S DITSON SERVICE

OLIVER DITSON CO.

BOSTON

CHARLES H. DITSON & CO.

NEW YORK

^iiiinniniiiiiiiiiniiniiiiiiiiiniiiiniiiiiniinniiniiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ iiiiini iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

ininiiiiiiiiiiiiniiiiniiiniiiiiiiiiiiiniiiiiiuniiiiinniiiiiniiiiiiiiniiiniiiniiniiiiiiiiiiiiiuiiiiiiiiiir^

THE TALKING MACHINE WORLD

November 15, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 83)

nORTON-GALLO-CREAMERCO

NEW HAVEN

CONNECTICUT

'MIS MASTEH'S VOICE"

VICTOR SERVICE SPECIALISTS

presence in large measure was due to the un-
tiring efforts of A. J. Cullen, of the Lansing
Sales Co. Following the dinner, in response to
a request from a few of those who dallied be-
hind, these two men generously sat down to the
two Chickering baby grands and played a num-
ber of selections and then it was that George A.
Dodge, of the Eastern Talking Machine Co.,
who is always hospitality itself, hit upon the
happy idea of taking these young men out to
his beautiful home in Brookline, meanwhile hur-
riedly getting together several others to enjoy
the rest of the evening with them. The two
New York artists returned home the next day
with the firm conviction that there is some won-
derful hospitality in Boston if one only gets in
with the right people.

Covering New England Trade Territory
Fred E. Mann, manager of the local depart-
ment of the Columbia Graphophone Co., is at
this writing traveling through his New Eng-
land territory. He left town a few days ago and
ere he returns he will have visited the agencies
in northern and western Massachusetts, New
Hampshire, Vermont, Rhode Island and Con-
necticut. Business is reported as showing a
splendid improvement and there have been a
number of urgent calls from the representatives
throughout the territory for good-sized stocks
of merchandise that will carry them through the
holidays.

New Columbia Agencies

The Columbia Co. of this city, through its
wholesale headquarters, has just made some new
connections in the field. One is G. Foster & Co.,
at Hartford, Conn., a large furniture company,
which has taken on an exclusive Columbia
agency. Another is the Farrar Furniture Co., of
Bangor, Me., which has recently opened up an
exclusive Columbia department in new quarters
at 93-105 Main street, which is considered one
of the best locations in the city. Miss Lillian
Mason, of Bath, Me., is in charge. Miss Mason

has had a wide experience in the talking ma-
chine business. A third agency is Girari & Son,
of Athol, Mass., which firm has been in busi-
ness in the town for a number of years.

Retires From the Talking Machine Field
It will come as news to a number of Victor
representatives in New England to learn that C.
B. Estabrook, the traveling representative for

the Victor Co. has severed his relations not
only with this company, but with the talking
machine proposition in general, as he has decided
to go into the automobile business and is to asso-
ciate himself with the Walker-Johnson Co.,
dealer in auto trucks. He is to be attached to
the Boston office. His new connection became
operative November 1. Mr. Estabrook has been

KRAFT-BATES^^SPENCER

NEWENGL-AND DISTRIBUTORS

INC.

PHONOGRAPHS AND RECORDS

The Chosen Phonograph of Professional

Musicians

Until the advent of The Brunswick trained musicians had very little appre-
ciation of the phonograph, but now their many outspoken endorsements of The
Brunswick Phonograph and Brunswick Records show how their attitude has
changed.

Most of them, when asked the reason for their preference, say that The
Brunswick, more than any other phonograph, renders the true tones of the piano
and other instruments, and gives the voice of the singer its fullest expression,
without any mechanical suggestion.

KRAFT - BATES & SPENCER, Inc.

1265 Boylston Street - - Boston, Mass.

November IS, 1921

THE TALKING MACHINE WORLD

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 84)

AT YOUR COMMAND
ANYWHERE IN NEW ENGLAND

TEINERT
ERVICE
E R V E S

Here are some of the salient features in Steinert Service:

Educational and Personal Service Bureau.

Practical Store Ideas Department.

Promotion of Educational Work in Schools.

Unsurpassed Record Stock.

Efficient Back Order System.

Excellent Shipping Facilities.

Years of Experience in Victor Merchandising.

This is a part of our service.

It is available to you anywhere in New England.
We will be glad to help you in your Fall campaign.

M. STEINERT & SONS

Victor Wholesalers

35 Arch Street

BOSTON

a year and a half in the eastern New England
territory for the Victor Co. and succeeded James
Frye, who, it is rumored, may return to this
territory.

Fitzgerald's Attractive New Home
A very conspicuous building in Cornhill,
painted white from top to bottom, is now the
home of Billy Fitzgerald, who has lately moved
from the Studio Building, at the corner of Tre-
mont and Bromfield streets, where his Victor
headquarters had become widely known. Mr.
Fitzgerald now has all the four floors and base-
ment of 28 Cornhill, the interior of which is
finished in white. There are a series of taste-
fully arranged demonstration booths on both
sides of the ground floor. There's a large pass-
ing throng in Cornhill which should find this
Victor headquarters a convenient place to do
business. Mr. Fitzgerald has a big army of
Boston friends who wish him the best of luck
i;i his new location.

George Lincoln Parker in New Location
George Lincoln Parker, the Edison dealer,
may now be found in a new location, for he has
moved from the Colonial Building, in Boylston
street, where his warerooms had been on the
third floor for a number of years, and he is now
at 144 Berkeley street, near Columbus avenue,
on the south side, where he has a large ground
floor. In the windows at each side of the en-
trance is a handsome Edison model, and several
of these are grouped in artistic surroundings
inside. In moving to this neighborhood Mr.
Parker is a pioneer in getting into a location
that is bound to attract retail business heavily
sooner or later, because, for one thing alone,
there is to be a large and costly hotel built in
the next block very soon.

Miss Gertrude L. Hume Married
Miss Gertrude L. Hume, daughter of A. M.
Hume, of the A. M. Hume Music Co., Victor
distributor, was married toward the end of
October to Howard C. Paul, the wedding taking
place in the Universalist Church in Melrose, the

bride's home city. Two clergymen took part in
the ceremony. Mr. Paul and his bride will make
their home in Melrose.

Tells of Rapidly Improving Business
Joe Burke, who is now an important factor in
the Musical Sales & Equipment Co., Inc., says
that business is picking up at a very rapid rate,
and he looks for a good healthy business this

Fall and Winter. He has just received two new
models of Sonoras, the Imperial and the Inter-
mezzo, and he has placed a very large order for
these, as already there is a demand for them,
for they have the advantage of being well built
and low priced. Mr. Burke has made several
new connections throughout New England lately
which look promising.

Edison Prize-winners Had Great Time
The five prize-winners in the successful Edi-
son campaign undertaken by the Pardee-Ellen-
berger Co., Inc., as a means of stimulating busi-
ness, returned home from their wonderful eight
days' trip toward the end of October, and what
they didn't have to say for the company and
President Frederick H. Silliman wasn't in the
dictionary. The competition for sales was en-
tered into by 108 Edison dealers, who made re-
ports to the Boston headquarters. There was to
be one from each of the four territories han-
dled by the company and, in addition, a fifth who
was to be known as the winner of the lucky trip.
The contest extended from August 5 to Oc-
tober 8. Those, therefore, privileged to leave
Boston on Monday, October 17, were I. C.
Trask, of Milford, Mass.; W. L. Perry, of the
Johnston Co., of Fort Fairfield, Me.; A. D.
Elster, of Meriden, Conn.; F. T. Knight, of the
J. A. Foster Co., of Providence, R. I., and Otis
Skinner, of the Otis Skinner Optical Co., of
Bangor, Me. The trip included a visit to New
York and to Orange, N. J., the home of Mr. Edi-
son, where Mr. Maxwell introduced the prize-
winners to the great wizard, each dealer
leceiving from Mr. Edison an autographed pic-
ture of himself; a visit to the famous Edison
plant, including the Re-creation building. In
the evening of the same day there was a dinner
and show, which was tendered with the compli-
ments of Thomas A. Edison, Inc. There was a
trip up the Hudson, a visit to West Point, then
the train was taken south and the famous Nat-
ural Bridge in Virginia and Louray Caverns
were visited, and on the return a stop was made
in Washington, where the guests met Senator
Henry Cabot Lodge, Massachusetts' senior sen-
ator, who introduced them to President Hard-
ing. With the party was L. H. Ripley, the sales
manager of the Pardee-Ellenberger Co., who
acted as personal conductor. The company is in
every way satisfied with the results of the sales
campaign, and it proved conclusively that the
{Continued on page 86)

The "Perfection" Bail-Bearing Tone Arms

and

The "Perfection" Reproducers

For the New Edison

Excel in Clarity and Sweetness of Tone. Best quality of
material and workmanship. Descriptive catalog, terms
and discounts sent on request.

Manufactured by

NEW ENGLAND TALKING MACHINE CO.
16-18 Beach Street Boston, Mass.

Factory Representative

L. A. SCHWARZ, Inc., 1265 Broadway, Now York City

THE TALKING MACHINE WORLD

XoraMBER 15, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 85)

business is there if only it is gone after. It is
understood that President Silliman has in mind
another campaign of a little different character
to be conducted later.

Prepared for Strike, But Glad It's Passed
The trade in general is resting easy now that
the possibilities of a railroad strike are waning
into oblivion. There are few industries that had
made greater preparations to meet the strike and
if the railroads were not to be able to move goods
there were the water routes to take advantage of
and rather elaborate preparations had been made
to get machines and records over by various
styles of craft. It may be recalled that the
Victor jobbers here, the Oliver Ditson Co. and
the Eastern and Steinert houses, got a large
consignment by water some fifteen months ago
during an emergencj^ and the same came along
rather expeditiously, and consignments were
quickly unloaded and distributed to the three con-
cerns. Had the railroad strike come to fruition
the same plan was to be carried out and pretty
nearh' every detail had been arranged for. But

LANSING KHAKI
COVERS

The Pioneer Moving Cover

High
Grade

Gove rn-
ment

Khaki

Dealer^s Prices NOW :

$gQQ

medium

size
43"x20''x23>^"

$7 35

large size
49"x23"x2434"

extra large
52"x22H"x23H"

Fitzall Leather or No. 3x Strap
$2.50

Piano Moving Covers $18.00

SLIP AND RUBBER COVERS
FOR PHONOGRAPHS AND PIANOS

Eliot and Warrenton Sts.
BOSTON, 11, MASS.

the need for emergency measures now appears
to be over and everybody is thankful that a
menace to prosperity no longer exists.

May Have to Move Quarters
The Lansing Sales Co., Inc., has to look for
other quarters immediatelj^ for, according to the
plans under waj' for the widening of Eliot street,
where the compan3' is now located, at the corner
of Warrenton street, the building will soon have
to come down- that is, it has been decided to de-
molish it rather than attempt to cut it ofiE. A. J.
Cullen, head of the concern, has his eye on a de-
sirable location, for which he is now negotiating
a lease.

News at the Steinert Headquarters

Wholesale Manager Kenneth E. Reed, of the
R. Steinert & Sons Co., says that, despite per-
sistent overtures to dealers to stock up as early
as possible, he fears that there are going to be
some who will dally so long as to deeply regret
their inaction. The Steinert Arch street estab-
lishment has been getting large invoices of goods
from the Victor factory, but it will not be long
before the mountains of cases will disappear.

Mr. Reed says that the eight famous Vic-
tor artists are to give a concert on December
11 at Woonsocket, R. I., and he is interested in
making some of the arrangements. The concert
is to be ■ given under the auspices of Laroe's
Music Store. A concert given by these artists
in that city before attracted a hall full of people.
Mr. Reed says he had quite a party on the occa-
sion of his (and his wife's) tenth wedding anni-
versarj- and there were manj' friends who remem-
bered Mr. and Mrs. Reed ver}- pleasantly.

Who Will Help Ambitious Young Inventor?

The World correspondent, the other day, ran
across a young man who may be heard from yet
in talking machine circles because of his inven-
tions. His name is- John Stephen, a Syrian, who
lives in Dorchester, which is a part of Boston.
He has invented a sound-reproducing and ampli-
fying arm which, he says, will do away with the
open box and the horn as now used in machines.
While waiting for his answer from the United
States patent office he is working on a machine
which will do away with the winding arm, and
the young man is confident that he will meet
with success in this eflort and soon have a ma-
chine that will wind itself automaticallj-. During
the day the boj', who is twenty j-ears old, works
as a mechanic and spends his evenings at his
workshop in his attic perfecting his plans. Like
many another j'oung inventor, he suflFers from
lack of funds and every dollar he can save goes
into his inventions. He is an ex-service man,
having served with the Canadian Expeditionarj'
forces.

Hough Specialties in Greater Demand

L. W. Hough, New England representative of
Long cabinets and Peerless record albums, re-
ports that conditions throughout the New Eng-
land territory are not onl5- good, but show a de-
cided tendency toward the steady continuance
of this good business. The volume of business
transacted by Mr. Hough in these two acces-
sories in the trade during the month of October,
1921, has eclipsed the business for the same
period in 1920.

J. G. Widener Visits Branch Stores

J. G. Widener, president of Widener's, Inc.,
which operates a chain of fourteen stores, all of
which are handling the Granby phonograph,
made by the Granbj'' Phonograph Corp., of Nor-
folk, Va.., has just returned to his headquarters
in this city, after visiting all the cities in which
his stores are located. Mr. Widener reports that
business is improving in a ver}' satisfactory fash-
ion everywhere.

Now, Can You Beat It?

During the recent No-accident Week in this
State such slogans as "Beware" and "Watch
Out" and "Take Great Care" and so on were
everywhere conspicuous. Now, has this any
bearing on the talking machine industry? Well,
rather! Could you imagine a piece of music
by the name of "Don't Get Hurt"? Listen:

During the No-accident period the proprietor
of a talking machine shop in South Boston

The "Record" Is Broken

in sales of "Long Quality" cabinets and
' Peerless" Albums in New England.

See both advertisements illustrated in this
issue.

Send your orders for their lines to

L. W. HOUGH

Factory ReprcMentative
20 Sudbury Street Boston, Mass.

placed a "Don't Get Hurt" card in his window
and underneath it another card bearing these
words: "Buy Them Here for Seventy-nine
Cents." A woman entered the shop and said
to the clerk, "I'll take one of those records ad-
vertised in the window."

"Which records?" inquired the clerk.

"I mean the 'Don't Get Hurt' one," replied the
woman. "It's a new one to me and I must
have it."

The clerk grasped the situation and could
scarcely refrain from smiling as he explained,
haltinglj', that he was all out of that record and
tried to persuade her that he had others that she
might like. But she couldn't be persuaded and
said she'd call again when ' this particular one
was in stock.

Makes an Assignment
The Phonograph Sales Co., of this city, has
made an assignment for the benefit of its credi-
tors to S. Max Abelson.

ORGANIZE MOTROLA SALES CO.

Cleveland, O., October 28. — The Motrola Sales
Co. has been organized in this city under the
direction of J. B. Tiffany, who will direct the
distribution of the new Jones Motrola in the
northern half of Ohio. The office, which is lo-
cated at 1404 East Ninth street, has arranged
facilities to take ample care of this device.

"The Music Without the Blur!"

This ideal of talking machine manufacture is attained
more nearly than by any other, in the construction
of the

MARVELOUS MAGNOLA

"Built by Tone Specialists"

"Uagnola'i Tone Deflector eliminates the scratch"

WevtcKi:\J tKe Music Corrve Out

We want to show you how to make money with
MAGNOLA; and how MAGNOLA is the best buy
on the Talking Machine Market to-day.

Send us your name and let us send you some real
Talker Tips,

MAGNOU TALKING MACHINE COMPANY

OTTO 8CHULZ. Pmldeot
Gineral OllltM Southern Wholesale Braneb

711 MILWAUKEE AVENUE
CHICAaO

IS30 CANDLER BLDG.
ATLANTA. GA.

November 15, 1921

THE TALKING MACHINE WORLD

Kcrckjarto's versatile violin sweeps his admiring
public to new lieigtits ol artistry and musicianship in
his latest recording ot Drdla's "Souvenir.'' Music-
lovers are sure to want it for years to come. Co-
lumbia 79708.

Columbia Graphophonc Co

NEW YORK

MRS. M. MAX TOURING EUROPE

Wife of Manager of Gimbel Bros.' Talking Ma-
chine Department Presented With Brunswick
Phonograph for Use While on Tour

Mrs. M. Max, wife of the manager of the talk-
ing machine and piano departments of Gimbel
Bros., New York, sailed recently on the S. S.
"Berengaria," which was formerly known as the
"Imperator," for an extended trip through Euro-
pean countries. Mrs. Max is accompanied by
her three children, for whom it will be an educa-
tional trip, as well as one of pleasure. Mrs. Max
plans to spend a great part of the time in Eng-
land and will also visit the leading cities of Bel-
gium, Flanders and France.

On her departure Mrs. Max was presented
with a Brunswick phonograph, together with a
number of the latest Brunswick records, the gift
of Edward Strauss, Eastern sales manager of the
phonograph division of the Brunswick-Balke-Col-
lender Co., for her use while on tour. Accord-
ing to present plans, Mrs. Max expects to return
for the Christmas holidays.

HIGHER RATES ON FREIGHT

Higher rates on freight from the North and
East to points in the lower Mississippi valley
will go into effect on November 28, under a de-
cision just rendered by the Interstate Commerce
Commission on the application of Southern rail-
roads for a revision of rates as a result of the
elimination of water competition on the Missis-
sippi and Tennessee rivers.

The Commission's decision provides for an in-
crease estimated at 20 per cent on high-class
merchandise traffic from Virginia to points in
the lower Mississippi region, and stipulates that
rates on other than first-class shipments are to
be certain percentages of the first-class rates.
This increase, although effective only from Vir-
ginia to the Mississippi, will be reflected in the
freight rates from Philadelphia, New York, Bos-
ton and other Eastern points shipping to the
lower Mississippi by all rail.

BOOT MUSIC CO. OPENS NEW STORE

The Boot Music Co., exclusive Victor dealer
of Denver, Col., opened an attractive new store
at 1622 Champa street, that city. This concern
is one of the oldest in the State, having been
organized more than forty years ago by W. A.
Boot, who is still actively engaged in the busi-
ness.

The Andre Mfg. Co., Inc., of Boston, has been
incorporated with a capital of $100,000, to handle
phonographs and novelties.

COTTON FLOCKS

FOB .

Record Manufacturing
THE PECKHAM MFG. CO., ^e'^^bW"!

BIG FIELD FOR THE ELECTRICS

Seven Million Homes Equipped With Electricity
Available for Talking Machines to Be Power-
Controlled — Opportunity for Use of Motors

NEW AUSTRALIAN TARIFF

Duty on Imports to Be Assessed on Home Mar-
ket Price, Less Excise Tax

That a vast undeveloped field for the sale of
electric talking machines exists in this country is
made evident by figures recently made public
by the National Electric Light Association. The
Association states that there are approximately
7,000,000 homes equipped with electricity in the
United States. It is estimated that there are in
the neighborhood of 4,000,000 talking machines
in the homes of the land. Of this number many
are in homes unwired for electricity and 'of the
machines owned by people having electricity in
the home only a small percentage are operated
by electrical current.

SIR HARRY LAUDER VISITS AMERICA

Sir Harry Lauder, famous interpreter of Scotch
songs and Victor artist, has returned to the
United States and is touring the principal cities
between New York and Kansas City. Talking
m.achine dealers in those cities in which this fa-
mous singing comedian will appear can make
the visit one of profit to themselves by tying up
their advertising with his appearance in their
locality.

Provision has been made in the new Australian
tariff for an alteration in the method of comput-
ing values on goods subject to ad valorem duties
on which there has been paid in the United
States an excise tax or an import duty, when the
articles are for re-export to Australia, Mark Shel-
don, Commissioner for the Commonwealth in
New York, reports.

In the future the value for duty purposes will
be determined by the fair market value for home
consumption in the country of export at date of
shipment to Australia, less the actual amount of
excise duty paid thereon, according to the ruling.

This concession does not apply to goods on
which the duty has been paid which have been
incorporated into other goods.

SPIRITUALISTS MAKE FIRST RECORD

The N. E. Miller Co., of Danvers, Mass., has
taken on the Vocalion line of machines and
records.

Detroit, Mich., November 1. — The annual con-
vention of the National Spiritualist Association,
held here recently, was featured by the demon-
stration of what is considered to be the first spir-
itualistic record ever made. Gene Kenneth Lord,
better known in spiritualistic circles as the
"singing organist," is responsible for the record,
which aroused considerable comment and is
looked upon as a valuable medium toward fur-
ther rL'scarch along spiritualistic thought.

Your Problem Is Ours

Good Profits (to you)
-|- Good Service (to your customers)

Answer: TONAR RECORD BRUSHES

(Trade Mark)

Have we solved the above problem correctly?

Write to-day for prices and sample and see for yourself

Made in mahogany, oak and ebony colored finishes

PARKS & PARKS, Inc.

TROY, N. Y.

New York Office, C. E. Peabody & Co., 1S6 Greenwich St.

THE TALKING MACHINE WORLD

November 15, 1921

with

Universal Motor $

Retail Price

A saving of $10.50 from the former
price, $30.00

The New Motrola does not replace the spring motor or
change any part of the talking machine or phonograph,
except winding arrangement, and is quickly and easily
attached to any and every make instrument where the old-
style crank handle comes out.

It is a universal motor operating on all electric currents 105 to 125 volts. Special types are
made for 32 volt farm lighting current and 200 to 250 volts.

Through our new method of distribution all dealers are now assured of
prompt and efficient service from our local jobbers. Don't delay. Write
your nearest distributor today for full details and trade discounts on this
wonderful proposition:

Distributors for State of Illinois
RUDOLPH WURLITZER CO.,

Chicago.

BRUNSWICK-BALKE-COLLENDER CO.,

Chicago.

COLE & DUNAS MUSIC CO..

Chicago.

H. A. WEYMANN & SON,

Philadelphia. Pa.
Exclxi3ive distributor for Eastern Pennsylvania. South-
ern New Jersey and Northern Delaware.

BUEHN PHONOGRAPH CO..

Pittsburgh. Pa.
Exclusive distributor for Western Pennsylvania. East-
em Ohio and Edison Dealers In West Virginia.

Distributors for Greater New York
CHARLES H. DITSON & CO..

New York City.
SILAS E. PEARSALL CO..

New York City.

BLACKMAN TALKING MACHINE CO..

New York City.

CABINET & ACCESSORIES CO..

New York City.

KNICKERBOCKER TALKING MACHINE CO.,

New York City.
GREATER CITY PHONOGRAPH CO..

New York City.

KRAFT. BATES & SPENCER.

Boston. Mass.
Exclusive distributors for New England States.

COHEN & HUGHES.

Baltimore, Md.. and Washington. D. C.
Exclusive distributors for Maryland. District of
Columbia. Virginia, North Carolina, Southern Dela-
ware and West Virginia.

BUFFALO TALKING MACHINE CO..

Buffalo. N. Y.
Exclusive dLstrlbutor for Western New York.

MOTROLA SALES CO. OF NORTHERN OHIO,

Cleveland. Ohio.
Exclusive distributor for Northern Ohio.

INTERSTATE SALES CO..

Milwaukee. Wis.

BADGER TALKING MACHINE CO..

MUwaukee, Wis.
ExcJusive distributors for Wisconsin.

STEWART TALKING MACHINE CO.,

Indianapolis. Ind.
Exclusive distributor for Indiana.

PERRY B. WHITSIT CO..

Columbus, Ohio.
Exclusive distributor for Central Ohio.

LOUIS A. SCHWARZ, exclusive factory representative for the

United States and Canada

JONES-MOTROLA, Inc.

29 West 35th Street New York City

I November 15, 1921

THE TALKING MACHINE WORLD

APPOINTED EXCLUSIVE JOBBER

Greater City Phonograph Co. Now Exclusive
Sonora Jobber in Local Territory — New
Salesmen Added to Staff of This House

The Greater City Phonograph Co., 311 Sixth
avenue, New York, which was appointed a
Sonora jobber a few months ago, is now the ex-
clusive jobber for Sonora products in this ter-
ritory, the Sonora Phonograph Co. having dis-
continued its local wholesale branch. The terri-
tory controlled by the Greater City Phonograph
Co. consists of the Borough of Manhattan in
New York City and the Greater New York ter-
ritory as far north as Poughkeepsie, together
with Staten Island.

In order to give Sonora dealers in this terri-
tory maximum service, Maurice Landay, presi-
dent of the Greater City Phonograph Co., has
increased the sales staff by the addition of Ken-
neth R. Perkins and David Danziger, who were
formerly connected with the Sonora Phonograph
Co.

In a chat with The World Mr. Landay stated
that his company's business was steadily grow-
ing, and that the sales totals for the month of
October were far beyond expectations. The
Greater City Phonograph Co. was recently ap-
pointed a jobber for the Jones-Motrola, and
has started an aggressive campaign in behalf of
this popular accessory.

MAX STRAUSS ARRIVES HERE

Managing Director of Carl Lindstrom, Ltd., Ber-
lin, Arrives for Extended Visit — Will Study
Various Trade Phases in This Country

Max Strauss, managing director of Carl Lind-
strom, Ltd., Berlin, Germany, arrived recently
in New York for an extended trip through the
United States and Canada. Mr. Strauss intends
to make a thorough observation of the methods
employed by the leading manufacturers in the
distribution of their product and he also plans
to spend considerable time with the retail dealer
in order to study the methods used in serving
the talking machine and record customer. While
in this country Mr. Strauss will make his head-
quarters with the American Odeon Co., 100 West
Twenty-first street. New York, and will confer
with the officials of this company on matters
pertaining to the wider distribution of Odeon
records in this country.

SALES TO PROMINENT ST. LOUISIANS

Sonora Sold to Well-known Musician of St.
Louis — Other Interesting Sales

St. Louis, Mc, November 7. — The Eastern Star
Lodge of Missouri recently determined to pre-
sent their Grand Matron, Mrs. Zoe Brooks Hol-
man, with a phonograph as a mark of their
esteem. The decision as to the make of instru-
ment to be purchased was left to a committee
of six, the members of which were instructed to
hear and see all of the standard phonographs
and make a definite selection.

After testing and hearing many of the leading
machines on the market, the committee selected
a Sonora Nocturne in brown mahogany and pre-
sented this instrument to Mrs. Holman, who was
delighted with its attractiveness and tone quality.

Another recent sale of more than passing in-
terest was that of a Sonora to Frank Geeks,
president of the Musicians' Union of St. Louis
and one of the leading violinists of the St. Louis
Symphony Orchestra. The instrument, a So-
nora "Elite," was sold by F. Beyer & Son, of
this city, after Mr. Geeks had made an extensive
investigation as to the machine that he desired.

FILE PETITION IN BANKRUPTCY

The Phonograph Protective Service Co., a re-
tail talking machine business operated by Louis
W. Nugent, at 636 Second avenue. New York,
has filed a petition in bankruptcy, listing liabili-
ties of $1,310 and assets of $695.

A SALES=B0OSTINQ IDEA

Dealer Awards Prizes to Children Obtaining
Information of Old Talking Machines — Data
Furnish Basis for Sales Campaign

An e.xtremely clever plan which was recently
worked out by a talking machine dealer not only
resulted in the gathering of considerable valu-
able information on the machines owned in his
community but also resulted in the sale of a
number of new machines. The plan follows:

Several prizes were offered to the boys and
girls for giving him reports on the oldest talk-
ing machines in town, those in actual use. Each
boy and girl filled out a slip for each one, the
name and address of the owner, the name of the
machine, the date of purchase, and from whom it
was bought.

The prizes were awarded to the boys and girls
who sent in reports on the oldest machines in
actual use. From these reports the dealer had
excellent information for a selling campaign.
With a series of letters, followed up with per-

talking machines in the next sixty days than he
ever sold before in a whole year. The reports
showed him just who his prospects were and
he was able to go after them intelligently.

RUDD & RIX OPEN HERKIMER BRANCH

Herkimer, N. Y., November 2. — Rudd & Rix,
Ilion, N. Y., music merchants, opened a branch
store in the Herkimer National Bank building
here this week with a complete line of Victrolas,
records and musical supplies. The establish-
ment has been entirely redecorated to meet the
demands of the business and now presents a
most attractive appearance. Robert Bothwell,
who has charge of the Ilion store, is also man-
ager of the local establishment.

SELLS PERIOD MODEL VICTROLA

A. Lesser, Victor dealer, of 631 Sutter avenue,
Brooklyn, N. Y., recently sold to one of his regu-
lar customers, Felix Elbaum, a successful mer-
chant of Jamaica, L. I., one of the period model

onal calls, he sold a larger number of new Victrolas, priced at $1,200.

HERE IT IS!!

The Feature Model— The Big Profit-Maker

RETAILS at $ 1 00:22

Look It Over — Quality Throughout — At a Price That Sella
Open it up and put it in your window and watch the sales roll in

CHARMAPHONE COMPANY

39 West 32nd St., New York City Factory: Pulaski, N. Y.

THE TALKING MACHINE WORLD

No\"EMBER 15. 1921

GREAT ACTIVITY EVIDENT IN THE CLEVELAND TRADE

Many New Dealers Enter the Field and Established Houses Open New Departments or Extend Their
Lines — First "Victrola Show" Held — Recent Changes Among the Wholesale Houses

Cleveland, 0., November 9. — The first Victrola
Show for Cleveland, probably for the country,
was held during October, under the auspices of
Wm. Taylor Son & Co., this city. The event was
planned bj; T. A. Davies, manager of the talking
machine department. Old machines, some of the
original vintage of the Victor, were shown. Pic-
tures of celebrities in the talking machine world
and of the original factory of the Victor like-
wise were displayed. The old machines, beside
the most modern period models, offered a sig-
nificant contrast to visitors. The show proper
■was held in a temporary arcade made of velvet

View of First "Victrola Show"
hangings, which was decorated with palms, flow-
ers and lamps and oriental rugs. In all, about 200
machines were used in the ensemble. The five
main windows of the Taylor store were used for
several days, each showing three Victrolas, be-
ing among the most attractive windows ever seen
in this citj''. The show brought many visitors,
augmented the list of prospects and, most im-
portant, resulted in much real business during
the event,- according to Manager Davies.
Columbia National Publicity Campaign

Plans for taking up the Columbia Co.'s national
publicity campaign as it will apply to the Cleve-
land branch territory have been completed by
Branch Manager S. S. Larmon. The adver-
tising will be used in one paper in each of eight
cities in this vicinity. In Cleveland alone thirty
dealers will benefit by the publicity that will
bring them closer to the public.

Special Record Service for Teachers

The Cleveland branch of the Columbia Co. is
completing arrangements for the demonstration

of records to all school teachers in the district,

these to be held in the Columbia Co.'s model shop
here. About fifty school supervisors have been
advised of the service and dealers have been
urged to hold themselves in readiness to serve
teachers who will have made their record selec-
tions at headquarters. The scope of this work
may be estimated by the fact that in Cleveland
alone there are one hundred schools.

Jack Kennedy's Handsome Department
One of the best indications of progress in the
industry in these parts is the large number of
new establishments and the plans for extending
operations by others. One of the most preten-
tious moves is that by Jack Kennedy, for the last
three years traveling representative for the
Cleveland branch of the Brunswick-Balke-Collen-
der Co., and prior to that in similar capacity
for the Eclipse Musical Co. Mr. Kennedy has
organized a new retail talking machine firm and
will open in the store of the Vincent-Barstow
Co., large downtown furniture establishment,
close to Euclid and East Ninth streets. Here
six booths have been erected and probably as
many more will be installed at a later date. Com-
plete talking machine windows will be a fea-
ture and windows in which the talking machine
is used in living-room furniture displays will be
created. A considerable space for display pur-
poses and salesroom on the ground floor of the
Vincent-Barstow Co. has been taken.

Again to Handle Victor Line
The Collister & Sayle Co. adds another down-
town Victor establishment to the list. This move
is new and again it is not, since this firm was
for years a Victor retailer, but temporarily with-
drew to push the sale of sporting goods. A bet-
ter talking machine department will be created
on the first floor and, perhaps later, the depart-
ment will be extended to the second floor. Miss
Hallie Snyder will be department manager and
Ernie Rezeau, general manager, will have super-
vision of this business.

Two New Meier Branches
Official openings of two new branch stores are
being planned by the L. Meier & Sons Co. These
stores are at Lorain and West Ninety-seventh
streets and West Twenty-fifth and Archwood
streets. Both are duplicates of the unique and
handsome original establishment of the Meier
Co. at Clark and West Forty-first streets. In
fact, it has been equipped in even more elaborate
manner. Mrs. Loretta B. Flading, well known in

Quality

Mr. Jobber and Mr. Dealer, the Lone-Star Phonograph has
gained in pubHc favor. Sales of Lone-Star Phonographs have
been excellent during the entire year of 1921.

We are giving our Dealers the best dealership proposition
of any concern in the industry.

Mr. Dealer, it is worth your while to investigate the Lone-
Star Franchise in your Territory.

DALLAS, TEXAS

Texas Talking Machine Company :

Service

retail talking machine circles here, has been ap-
pointed manager of the Lorain location and Miss
Leona Horn will be in charge at West Twenty-
fifth street.

Dealers Take on New Lines

In planning expansion the move of the Euclid
Music Co. is important. The firm has added the
Cheney and Brunswick phonographs to its Victor
line and will feature the new additions in all
three stores. The Alhambra Music Co., which
has been noted for its Columbia exploits, also
will push the Brunswick.

New Cheney Dealers

Numerous new dealers have been added by
the Cheney Phonograph Sales Co. in the last few
weeks. In Cleveland the line will be taken by
the Home Piano Co. and the Gordon Square
Alusic Co. New dealers elsewhere in Ohio in-
clude J. C. Evans & Co., Ridgeway; Spear Music
Co., Dover; J. Y. Jackson, New Philadelphia;
C. M. Stevenson Piano Co., Hamilton. Still others
are Fields Furniture Co., Ashland, Ky.; D. E.
Shaw, Grafton, W. Va.; Morgantown Music Co.,
Morgantown, W. Va.

Some Important Changes

Several important changes in the industry in
this section have occurred during the period. The
Kennedj'-Green Co., Okeh record wholesaler,
has been taken over by the Kenneds'-Schultz Co.;
the Fischer Co. resigns as Pathe distributor in
Ohio, and new executives take charge in other
establishments.

Kennedy-Schultz Co. Developments

In adding the Kennedy-Green Co.'s business
to its own the Kennedy-Schultz Co., as Granby
phonograph distributors in Northern Ohio, ac-
quires an important adjunct. Samuel Green,
head of the Kennedy-Green Co., retires to at-
tend to other investments. The Kennedy-Schultz
Co., recently incorporated, and headed by C. H.
Kennedy and H. C. Schultz, talking machine men
of long experience, w'ill have headquarters at
1863 Prospect avenue, where a three-floor build-
ing is being altered and improved for machine
and record demonstration, display and sales pur-
poses. Samuel Merkin, with the Columbia Co.
eighteen years, will be connected with the firm
and R. P. Treat will be office manager.
New Managers Take Charge

Two new executives assumed management here
during the month. Edward B. Lyons took charge
as general manager of the Eclipse Musical Co.,
Victor jobber. Plans for reorganization and
sales promotion will be announced in a short
time. S. S. Larmon, formerly special representa-
tive in the Detroit territory for the Columbia
Graphophone Co., arrived to become manager of
the Cleveland branch of this company. Mr.
Larmon already has covered a goodly part of
the Cleveland territory and, though improve-
ment alread}- is noted in business, expects to be
able to announce plans that will make it still
better shortly. Cleveland headquarters whole-
salers are working consistentlj- with dealers, pre-
paring the way for holiday business.

Going After Columbia Business

A special drive for C. G. Ober, Chagrin Falls,
has been put on by Dan Des Foldes, of the
Columbia Cleveland staff, and many instruments
put into homes during the campaign have re-
mained there. At the Ober establishment Miss
Marjorie Whitten, record sales manager, also
. gives music lessons on piano and other instru-
micnts, an innovation in music store management.
The fairs will be productive of likely holiday
prospects, in the opinion of E. F. Hughes, Co-
lumbia branch service manager, following the
gathering of a large list at Coshocton, where
an unusual booth and campaign were conducted
for B. W. Klein. More than 100 prospects were
obtained and a big mailing list secured. Simi-
larly good results were obtained for the Foun-
tain Co., at the Coshocton Fair, by E. M. Scott,
of the Cleveland branch Brunswick establish-
ment. The Fountain booth was one of the most
elaborate at the fair.

Some Interesting Brieflets

An unusual window displaj- has been that of
the Buescher Co., to illustrate the "Song of
India." A small stage was built, showing a
scene in an Indian city — mosque, minarets and

November 15, 1921

THE TALKING MACHINE WORLD

turbaned natives. Several elephants, with how-
dahs and mahouts, march across the stage, while
a Victrola plays the air.

Miss Ethel M. Volk, for a decade connected
with the talking machine trade here and else-
where, has resigned from the Cleveland Talking
Machine Co. Miss Volk and Fred Koeckert, of
New York, were married at Gallon.

A portable alcove, heavily curtained, in which
a phonograph is displayed, is a new window at-
traction being used by the Cheney Phonograph
Sales Co. for dealers here. The Muehlhauser
Bros. Piano Co. was the first to use this at-
traction and added several sales, according to
Secretary Buel, of the Cheney Co., thereby. The
Young Furniture Co., the University Music Co.
and others in Cleveland will have the device
later.

Mrs. R. M. Smith, noted musician, of Spring-
field, O., has been appointed service director of
the Cheney Phonograph Sales Co. and will cover
Ohio and adjoining territory in the interest of
dealers.

A Business-building Stunt
A unique business builder for dealers was tried
out, and successfully, by the Kennedy-Schultz
Co., Granby distributor, at the Olympic Thea-
tre; co-operating was the Miltner Music Co.,
located in the same building. A stage setting,
duplicating the French -vvnndow curtained ef-
fect seen on most Granby literature, was used,
with a real Granbi^ E. W. Windsor, of the Ken-
nedy-Schultz, made a brief announcement and
then played two selections from a record made
by Tom Mix, movie actor. The event was linked
with the showing of a Tom Mix picture. More
than 2,500 persons saw the Granby and heard
the record under these favorable conditions.
Some Effective Publicity
Listings of artists appearing in concert and
of music being played in motion picture thea-
tres will be made up in new bulletin form, to
be used by dealers as window displays. The bul-
letins are being prepared bj- the Cleveland Talk-
ing Machine Co. Similar publicity is being pre-
pared by Miss Grazella Puliver, publicity direc-
tor, for the pushing of dance record sales. In

addition, information explaining the story of
each dance record will be prepared, which
dealers can send out with their regular infor-
mation to clients.

Realize on Nora Bayes' Appearance

A new method for co-operation between the
theatre and the talking machine industry has
been used during the last week or so in con-
nection with the personal appearance of Miss
Nora Bayes, Columbia record maker, at the
Shubert Opera House, vaudeville theatre. A
Columbia instrument, with Nora Bayes' records,
was installed in the lobby of the theatre and
played constantly before the arrival of the star
and during her appearance at the Shubert. The
details were carried out by E. F. Hughes, serv-
ice manager at the Columbia Cleveland branch.
Increased attendance at the theatre was reported
by the theatre management. Large sales of
Nora Ba3'es' records also were accomplished for
dealers, as special sales were arranged, with suit-
able window displays, as well as a big variety
of these particular records.

Model Shop for School Teachers

Service for school teachers and others seek-
ing the selection of records in educational work
has been started at the Columbia Cleveland
branch, where, in the model shop, many teach-
ers are now gathering ever}' Saturday to hear
the records, making their purchases later at the
dealers near where the teachers live or con-
duct their classes. Helpful suggestions are of-
fered bj- H. C. Cooley, assistant branch man-
ager, and the staff at the Columbia branch, which
are appreciated by the teachers.

A New Selling Plan

Salesmen are covering the Alliance district
for J. H. Johnson's Sons, selling $1 certifi-
cates, which are applicable to purchases of
Granby phonographs before Christmas.

New Columbia Accounts

Considerable new business is being booked
personally by S. S. Larmon, Columbia branch
manager in the Cleveland district, several new
accounts being added in the territory, while
older Columbia dealers are adding steadily to
their machine and record stocks.

J. M. Megrit, formerly service manager of
the Detroit Columbia branch, has been appointed
to a position on the sales staff in the Cleve-
land district by Branch Manager Larmon.
Christian Science Hymns Big Sellers

Arrival of several of the new Christian Science
hymn records of Thomas A. Edison, Inc., at
the Phonograph Co., Edison wholesaler, has
started a campaign for developing this part of
the business. Several sales have been completed,
according to Harry R. Tucker, and still better
results are anticipated with the receipt of more
of these particular records.

Public Invited to New Home

Invitations to the trade to visit the new home
of the Kennedy-Schultz Co., Prospect avenue
and East Nineteenth street, were being sent out,
following the completion of the interior of this
establishment. A color scheme of gray has been
followed throughout in the display rooms and
these are equipped with wicker furniture, rugs
and draperies and lighted with floor lamps, mak-
ing a pleasing background for the demonstra-
tion of Granby phonographs. The second floor
has been completed for an efficient Okeh record
stockroom.

Mamie Smith Entertains

During the appearance here of Mamie Smith,
Okeh record maker and popular entertainer with
the colored folk of the entire country, the Ken-
nedy-Schultz Co. linked up her entertainment
here with dealers and large numbers of records
were sold. Streamers for all Okeh record deal-
ers' windows were provided and several dealers
used the regulation theatrical billboards in front
of their stores. Miss Smith was brought to
Cleveland by influential colored citizens and
sang at the Prospect Theatre and at a dance
at Dreamland ballroom.

A. Thalm^ayer, record department manager of
the General Phonograph Corp., was a visitor at
the Kennedy-Schultz Co. lately and promised"
that the record made by Kiraly Erno, popular
Hungarian tenor, soon will be released. Erno
is an idol of the Hungarian people here and was
well received during his personal appearance in
northern Ohio some time back.

Let us send you details of

our QKei Record Agency «

The proposition has a direct
appeal to any progressive
dealer.

The OKeJL Record sells
fast. Why not fill your
shelves now and enjoy the
benefit of the enormous
holiday profits.

STERLING ROLL and RECORD CO.

Pittsburgh, Pa., 436 4th Ave.

Cincinnati, Ohio, 137 W. 4th St.

THE TALKING MACHINE WORLD

November 15, 1921

llorentzen.

Manufacturer of

Exclusive Cabinet Hardware and Accessories

60 Grand Street New York City

EXHIBITS AT WHITE PLAINS FAIR

Hunt's Leading Music House of That City At-
tracts Much Attention With Fine Display

Practically every representative merchant in
White Plains, N. Y., had a booth for the display
of his line at the White Plains Exhibition, held at
the State Amiory in that city recently, under
the auspices of the local Chamber of Commerce.

Among the most elaborate of the displays was
that of Hunt's Leading Music House, Inc. The
exhibit included a full line of grands, uprights,
players, Q R S player rolls, and an extensive ar-

ray of Victrolas, including one handsome Period
model. A considerable number of the company's
staff were in attendance, including John L. Hunt,
president, and A. L. Yaeger, secretary-treasurer.

Musical entertainment was provided as a part
of this exhibit, a feature of which was solo
singing by Miss Marion Lowell, a talented resi-
dent of White Plains, whose work has met with
considerable favor in New York City.

There was also a very attractive exhibit con-
sisting of about seven floor model Columbia
Grafonolas, exhibited by the White Plains Furni-
ture Co., with L. Rhinauer in charge.

On the evening on which a member of The

National Cash
Registers now
priced as low as
$75 in U. S. A.

They pay for them-
selves out of part of
what they save.

Trying to cut down expenses

New business conditions have forced every mer-
chant to face the problem of reducing expenses.

Thousands of merchants have solved the problem
by using new^ model National Cash Registers.

These cash registers reduce costs of selling, deliv-
ery, and bookkeeping. They stop expensive leaks
and losses. They also point the way to other econo-
mies by giving merchants, every day,

necessary business facts

^ Sales made by each clerk.

How goods are moving in each department.

Amount of capital tied up in outstanding
accounts.

(^Volume and profit on credit business com-
pared with volume and profit on cash
business.

Total of money paid out.

These facts show how, when, where, and how
much to reduce expenses.

A National Cash Register is the only machine that
issues a receipt, indicates, adds, prints, classifies, and
distributes records at the time of the sale, all in one
operation. No figure work. No delays. No mistakes.
Just read the totals.

World staff attended there were over 4,000
people present and the exposition accomplished
much in the way of stimulating the public to
buy. White Plains has a population of about
22,000, and it would seem as if the example
its Chamber of Commerce has set could be fol-
lowed most advantageously by other cities.

PREVENTING FROSTED WINDOWS

Two Methods of Preventing Windows From
Becoming Covered With Frost

Talking machine dealers, in common with
other merchants, suffer during the Winter
months from frosted windows. No matter how
effective the display of machines and records
may be, it becomes valueless as soon as it is
hidden from view, and frost effectually accom-
plishes this, to the great detriment of sales. In
this season the air in the display windows must
be cooled and warm air from the interior of the
store prevented from circulating against the
glass.

This can be accomplished by boarding the in-
side of the windows or have tight-fitting sashes
to prevent the warmer air of the store striking
the panes. Next bore a row of holes at the base
of the window and a similar set at the top. This
will permit a free flow of air and keep the tem-
perature down.

A simpler method is to use an electric fan.
Start the fan running first thing in the morning
and keep it running all day. This keeps the
warm air on the move and lowers the tempera-
ture so frost will not have a chance to collect.
The sight of an electric fan working in Winter
also will help to attract attention to the win-
dow.

BURGLARS IGNORED REMINGTON

James S. Holmes, vice-president, and Everett
Holmes, general sales manager, of the Reming-
ton Phonograph Corp., have been exceedingly
busy within the last few months directing the in-
creased business that the company is receiving.
Accordingly,- they found it necessary to visit the
offices of the corporation at 1662 to 1666 Broad-
way one recent Sunday to clean up some details
which during the ordinary course of the busi-
ness day had escaped them. Upon reaching the
offices they were astonished to find a hole about
three feet square cut in the floor directly in
front of the safe. It seems that burglars had
carried off a large quantity of expensive furs
from a retailer directly beneath the offices of the
Remington Phonograph Corp. and had used the
Remington offices as a means of entrance. For-
tr.nately, not even a postage stamp was touched
at the headquarters of the Remington. We are
surprised the daily paper reporters did not use
their imagination and have the burglary occur
to musical accompaniment. Great opportunity
lost!

MAKE STORE MORE ATTRACTIVE

Newark, N. J., November 8. — Alterations which
have been under way at the establishment of the
Griffith Piano Co., Sonora distributor for New-
ark and vicinity, will, when completed, greatly
enhance the attractiveness of the store and fur-
nish greater opportunities for the display of
Sonora machines. The walls have already been
decorated in old ivory and further improvements
include new lighting installation and elaborate
window decorations during the holiday period.

CASH REGISTER C O M PANY - D AY T ON - O H lO

If a salesman is master of himself it's dollars
to doughnuts that he can master his job suc-
cessfully.

November IS, 1921

THE TALKING MACHINE WORLD

£fniL4DELPNIA'

IPCALITX

■ ^3:5;

PHiL.\rELPHiA, Pa., November 7. — The talking
machine business in Philadelphia during the
month of October was more or less satisfactory.
It found the people still susceptible to music,
but, strange as it may seem, it did not increase
over previous months of the year in the same
ratio of percentage as did the piano business,
and dealers have been unable to account for this.
It remains, at this writing, one of the unsolved
mysteries of the trade. A change for the better
is looked for.

During the month the talking machine busi-
ness here has been dwindling somewhat in the
number of machines that are being handled, and
firms seem to have had the experience that to
push a certain few machines that are priced in
good variety is better than to have a long list
of them of practically the same price, which is
more or less confusing to the salesman and
customer, as well.

Brunswick Demand Expands

The new Brunswick manager here, Richard
M. Nelson, reports that the month was most sat-
isfactory for the company he represents, although
the past week has been a little spotty in char-
acter in the local market, but the Brunswick de-
mand in the coal regions has been especially
good. Mr. Nelson is keeping the wires busy in
trying to speed up shipments, and says he is
oversold four to one on the new models. The
reason for this is that there was an immediate
demand all along the line for these new models
and, consequently, the firm has been swamped.

One of the interesting pieces of news of the
Brunswick Co. of the month is that it has in-
stalled a Dealers' Service department in connec-
tion with its work, which has been placed in
charge of Miss McGowen, who was with the

Ml!!!'^ : ■ "' '■' 'rilllllitlllllllllill

Columbia Co. for more than five years and is
quite well equipped for this undertaking.
New Brunswick Agencies

Recently the Brunswick Co. opened a new
shop, to be known as the Brunswick Music Hall,
at 221 Lackawanna avenue, Scranton, and reports
are that it has already done a very flattering busi-
ness. The place was formerly known as the
Venetian Music Co. Large advertisements have
been run in the Scranton papers. Besides this
house the Brunswick Co. has also placed its
machines in the stores of Leivy & Sons, Danville,
Pa.; L. C. Boardman, of Audubon, N. J.; the
Sheffer Furniture Co., of Reading, Pa.; J. Rosen-
field, of Burlington, N. J., and Harry Mosier, of
Norristovvn, Pa.

Among Mr. Nelson's visitors during the month
were: E. L. Gramlich, the supervisor of the
Brunswick branches; Robert Bensinger, a son
of the president of the Brunswick Co.; P. L.
Deutsch, the assistant secretary of the company,
and Edward Strauss, the sales manager of the
phonograph division of New York. The firm is
arranging for a concert of Brunswick artists in
the near future.

Weymann Tells of Trade Progress

H. A. Weymann & Son note that there has
been a decided improvement in their phonograph
department during the month. Harry Weymann
says: "The month of October showed a decided
improvement, both in the sales of Victrolas and
records. We are keeping in close touch with our
dealers and are making daily deliveries of special
finishes in Victrolas. We anticipated some time
ago that it would be of great advantage to our
dealers to be in a position to take care of their
immediate wants. Mahogany finishes are being
shipped out to all of our dealers, in all styles.

who have placed advance orders with us."
A Satisfactory Columbia Month

The month of October was a very good one
with the Columbia distributors and dealers here.
During the last week of the month there was a
very fine Columbia exhibit at the Household
Appliance Exposition at the First Regiment
Armory. The following Columbia dealers pro-
moted this display: Lightbown's Music House,
6403 Woodland avenue; O'Halloran's, 7 South
Sixtieth street; Falls Hardware Co., J. E. Wil-
liams, 1703 Snyder avenue, and the Frankford
Music Shop. The Columbia booth was nicely
decorated and along the entire top in a fine elec-
tric sign it stated "Say It With Music." All
standard models were on display, including sev-
eral period models, and all the best of the latest
Columbia records were also displayed.

C. A. Oschman, who has been with the Colum-
bia Co. for some time, has just resigned as sales-
man, but has not announced his future plans.
P. C. Cummin, the Philadelphia manager, spent
considerable time during the month among the
dealers up the State.

Among the Columbia visitors during the month
were Mr. Sweatley, of Thompson & Sweatley,
Soudertown, Pa.; Mr. Diefenderfer, Reading, Pa.;
Calver Anderson, Wilmington, Del., and Mr.
Newkirk, of Salem, N. J.

New Columbia Dealers Appointed

Among the new Columbia dealers announced
during the month in this section were: The Royal
Music Shop, 880 North Seventh street; the Thir-
ty-fourth War Music Shop, 404 North Sixty-
fourth street, and E. A. Goldman, Inc., 623
South street. Mr. Goldman took over the entire
business of Max Klaidman, and it is one of the
(Continued on page 94)

STRENGTH IN THE VICTOR INDUSTRY
Insuring Growth, Profits and Stability

Victor Victrolas and Records are supreme.

The Victor Talking Machine Company is an ever
developing and aspiring organization for continued
commercial and artistic leadership.

Victor Retail Representation should tie up with Exclu-
sive Wholesale Victor Jobbers whose purpose is strong
and commercial ideals high, one to whom they can go,
not only for merchandise, but also for constructive
sales developing help.

The Louis Buehn Company

of Philadelphia

THE TALKING MACHINE WORLD

November 15, 1921

THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 93)

6 6

ROLL YOUR OWN"

ASK ANY OF OUR OKEH
DEALERS — THEY KNOW

Records

ARE PROFIT MAKERS BECAUSE

"THEY SATISFY"

SONORA

COMPANY OF PHILADELPHIA

1214 ARCH STREET PHILADELPHIA

largest stores in the southern section of the city.
He expects to conduct an exclusive Grafonola
Shop. His place is a copy of the Columbia
model shop and is one of the finest talking ma-
chine establishments in this city.

Big Advertising Campaign Now Under Way
The Columbia Co. is now conducting a big ad-
vertising campaign here which will be- continued
until the first of the new year. The campaign
began October 14, with one-half-page advertise-
ments in all the Philadelphia morning and eve-
ning papers, and the dealers report that it has
greatly increased their business. At the bottom
of each ad are listed the names of the leading
Philadelphia dealers. The dealers throughout
the city have been co-operating in this campaign
by a distribution of circulars in the zones con-
trolled by their respective stores. The company
is sincerely trusting that its supplies will per-
mit it to furnish dealers with enough mer-
chandise to take care of the anticipated increased
business.

Double Record Rack Space

The Pcnn Phonograph Co. is engaged at pres-
ent in adding practically double the amount of
record rack space to its department at 913
Arch street and has been getting heavy ship-
ments from the Victor factory. It reports that it
had a very satisfactory business all through Oc-
tober and that everything points to a good holi-
day business. Dealers have begun to buy in
larger quantities than they did several months
ago and are stocking up Victor machines and
records anticipating their Christmas require-
ments and they feel very optimistic.

A New Arrival

E. Caruso has arrived in Philadelphia in a
newly named talking machine that is made by the
N. Mack Co., of 834 South Forty-ninth street.
The Master Music Co., at 129 South Eleventh
street, has one of the $150 models in its win-
dow. It is a good-looking instrument.

Blake & Burkart Progress

Blake & Burkart, on the whole, had the best
month of the year in October. It was good from
the start of the month and in their October busi-
ness they did not run very far behind Octo-
ber of last year. They also note that their rec-
ord business has been picking up.

The Penn Dogs Have Their Say

The Penn Co., during the month, issued a
rather interesting circular regarding its Penn
Victor dogs, showing that more than 500,000 of

these dogs have already been sold, and if they
were placed side by side they would make a
line fifteen miles long. In the circular is a let-
ter purported to have been written by one of the
dogs, one paragraph of which is especially worth
quoting: "I have traveled in all parts of the
world and was cordially received everywhere.
Wherever a Victor dealer has advertised my com-
ing and his desire to place me in the homes of
his town people have flocked to his store to
receive me."

Recently Mr. and Mrs. T. W. Barnhill motored
to Chambersburg, Pa., to visit their daughter,
who is 'at a boarding school there. While
there Mr. Barnhill called on the local Victor
dealer, F. Hayes Harmon.

Edison Artists Heard in Concert

A number of Edison artists were heard in a
concert in the phonograph department of N.

Snellenburg & Co. on November 3. They in-
cluded Miss Leeta Corder, soprano; Robert Vel-
ton, violinist, and Leslie Loth, pianist. E. W.
Eisenhart, the phonograph manager, was some-
what disturbed on account of his being com-
pelled to congest his department at this busy
period to make room for these concerts, although
he is still of the opinion that this is not "a
one-horse town."

Installs New Hearing Rooms

Charles C. Martin, a Victor dealer in Darby,
who has been established there for about a year,
has been so very successful that he has begun
installing some new hearing rooms. His busi-
ness has increased to such an extent that he
found the necessity for these additional booths.
Returns From Business Trip

General Sales Manager George Boyd, who
looks after the wholesale and retail business of
the talking machine department of F. A. North
& Co., has just returned from a business trip,
during which he visited all of the firm's dealers
in Pennsylvania and Virginia.

Heppe Enlarges Talking Machine Space

C. J. Heppe & Son have considerably added
to the talking machine space in their recently en-
larged branch store at Sixth and Thompson
streets, which now takes in 1300, 1302, 1304 and
1306 North Sixth street. It is now the largest
exclusively music store outside of Chestnut street
that sells pianos and Victrolas. R. F. Lehman
is the manager.

Again on Duty

George D. Ornstein, one of Philadelphia's talk-
ing machine jobbers, who has been absent from
his place of business since last Spring, was
again able to report for duty toward the end of
October.

Steadily Adding to Emerson Dealers

The Philadelphia Emerson Co., Harry Fox, the
head of the concern, reports that it is adding
new dealers each week to the already consider-
able list of handlers of the Emerson phono-
graphs. Its business in October was the best it
has experienced in any month of the year. The
Philadelphia Emerson advertising campaign is
continuing to progress and it is bringing very
good returns to the dealers.

Says Conditions Are Righting Themselves
A. J. Heath & Co. have no complaint of their
October business and say that conditions are
righting themselves rapidly. Last week they
went about 80 per cent of the last week in Sep-
tember. Otto Heineman, the president of the
(Continued on page 96)

HEW

Retail $19.50

(former price $30)

This marvelous little electric, self-winding mechanism
attached to any type Victrola or any make Talking
Machine will accomplish what the self-starter did for
the automobile.

We, as exclusive wholesalers in Eastern Pennsyl-
vania, New Jersey and Delaware, of the New Motrola
with universal motor, are ready to fill your orders now.

Write for Trade Discounts

H. A.WEYMANN & SON,Inc.

1108 Chestnut Street
PHILADELPHIA

November 15, 1921

THE TALKING MACHINE WORLD

% % % HI

M ja ja. M M M 1

More than
500,000
Penn-Victor Dogs
have been sold.

These 500,000 dogs
placed side by side
would make a line
15 miles long.

Victor]

(ONE HALF SIZE)

We cast your name
in the pedestal at no
extra cost on an order
of 500 or more.

Make your store
the most popular, the
most talked of Victor
store in your com-
munity. The Penn-
Victor dog will do it
for yon.

We lead — others
follow in the minia-
ture Victor dog busi-
ness.

Dear Nr. V/ctorDea/er;-

T»rYiZ 'k }fedTS old. Covsiderin^
ace,I/iave ^ccompUshecLyriuah. . I uja.s ^lYstrndde
to Ire JO id IruX, it tuis soon yea/t^ecL that I AiaA Som&
Tea/ w or hi to perform diiid.nrn^ maustcrs kd^ye -for over
tw/o years lieen teLiLTx^yaiLh-ij circuld-T'S ajncL Trade-
Jburna,/ 3idveYtiseynenZ5 of my d-iriiiLy a.nd wiiU-nC'
Tjess to assist yiCTOH dea-lers in OulLdliic uLp their

I Kave tfaYe/ledto a/1 pa-rts oTthe vvoiid and ivas cordial-
ly received every u>here- Wnerever- a VtCTOR de&ler
had a-dvertLSed ofrrnf comir^ganrKL his desire, to
pUce rne in the homes in hi^towTv, people Aave-ftodfed
To his store to receive -me.

Ylo5t ofTni^ VICTOFi Dealer -frieyid^ Imve their ry^mes
cast In the pede5ta/ ota which I rest. Befcre I SLrry
civen to whoever i^faLntsme ,the\f must utritctheir
iia.ma and address on a ca-rd. ^nd te.ll U} heather
they ovOTt a TAik'tm^ M^-chme, or notfCLnd, ifnotj^
ouKethcf theu wa.nto7ie, Manu Tie it; name 5 are
adde<t to the dealer's ■ma.ULvc list as we/l as
'prospects"-forViCtrola.sa.ies. ^

I make it 50 easy -for ^oay ca.nv3LSsers a-nd ssJesmen,
luko have the iLst of prospects^to cet inijo the,
homea because I have IreJe-n, tnerfP U)or kin c In.

pais yne oyi the head and 53^55 "aotL did. a rood,
jot that tiiTie o/d 6-05." ^ °

I'll be clad to h&Lf> doyoor uuork and \£. you. will
5end LUord to yoa^ Wctor Jolriret, 171 soonlre. Jn thejolr.

yours ea^er-for tuorh^

Three dealers have
used 5000 dogs each.
They found it paid to
give the dogs away.
So would you.

We supply a rubber
stamp of your name
on a gross order.

Each dog is
wrapped in tissue
paper and packed in
an individual carton.

DISTRIBUTORS:

Albany, N. Y Gately-Haire Co., Inr.

Atlanta, Ga Elyea Talking Machine Co.

Baltimore, Md Cohen & Hughes.

E. F. Droop & Sons Co.. Inc.
Birmingham, Ala. ..Talking Machine Co.
Boston, Mass Oliver Ditson Co.

Eastern Talking Machine Co.

The M. Steinert & Sons Co.

Butte, Mont Orton Bros.

Chicago, Ml Chicago Talking Machine Co.

Cincinnati. 0 Ohio Talking Machine Co.

Cleveland The Eclipse Miusic Co.

Denver. Colo The Knight-Campbell Music

El Paso, Tex W. G. Walz Co.

Co.

Elmira, N. Y....
Indianapolis, Ind.
Jacksonville, Fla.
Memphis, Tenn. . . .
Kansas City, Mo.

Mobile. Ala

New Haven, Conn.
Newark, N. J . . . .
New Orleans. La. .
New York City..

. ELmira Arms Co.
. Stewart Talking Machine Co.
. Florida Talking Machine Co.
. Houck Piano Co.
..T. W. Jenkins Music Co.
.Wm. H. Keynalds.
■ The Horton-Gallo-Creamer Co.
.Collings & Co.
.Philip Werlein, Ltd.
. Enianuel Blout.
C. Bruno & Son.

Knickerbocker Talking Machine Co.
New York Talking Machine Co.
Ormes, Inc.
Silas E. Pearsall Co.

Omaha. Neb Mickel Bros.

Philadelphia, Pa H. A. Weymann & Son.

Pittsburgh, Pa W. F. Frederick Piano Co.

Portland. Me Cressey & Allen, Inc.

Richmond. Va The Corley Co.

Rochester. N. Y E. J. Chapman.

St. Louis, Mo Koerber-Brenner Co.

St. Paul. Minn W. J. Dyer & Bro.

Washington. D. C... Cohen & Hughes.

K F. Droop & Sons Co.

Rogers & Fischer.

Dealers not served by any of these distributors will
be sold direct by us or we will charge through your
preferred distributor if so requested.

PENN PHONOGRAPH CO., Inc.,

913 ARCH STREET

VICTOR DISTRIBUTORS
WHOLESALE ONLY

PHILADELPHIA, PA.

THE TALKING MACHINE WORLD

November 15, 1921

A New Fox-Trot -Melody

OME KISS

Will fill your heart with bliss

ASK TO HEAR IT:

you csh^go u/ron^
with anijyeist son^" q

THE TRADE IN PHILADELPHIA AND LOG AUTY— (Continued from page 94)

General Phonograph Co., was a Philadelphia
visitor. Charles Lamm, in charge of the Balti-
more branch, spent several days in Philadelphia
during the month, and he reports that business
has been quite good in the Monumental City
and that they are anticipating a good business,
at least, up to the first of the year.

Buehn Reports Victrola Shortage

Business has been very good during the past
week at the Louis Buehn Co. establishment. The
company reports that there is a shortage of sev-
eral styles of Victrolas, particularly No. 300. The
belief was expressed here that most of the deal-
ers have safeguarded their interests by laying in
their stocks for the expected holiday rush at an
early date. Among the recent visitors at the
Buehn headquarters was W. E. Holland, of the
Robelin Co., Wilmington, Del.

A model shop has just been completed on the
first floor of the Buehn establishment, which con-
tains miniature record racks, tables, cases for
supplies, etc., as erected for them by the Unit
Construction Co. It has great value as a stimu-
lator of ideas.

Columbia Sales Meeting

Many outstanding features in successful adver-
tising were brought up at the sales meeting held
in the Philadelphia branch of the Columbia Gra-
phophone Co.'s Model Shop on Saturday last.
The "Advertising Contest for Columbia Deal-
ers" was released at this meeting. The principal
speaker was J. D. Westervelt.

Everybody's Designs Trade Chart

Everybody's Talking Machine Co., 38 North
Eighth street, will soon present a new chart to
the trade which is being designed to act as an
aid to dealers in selecting the proper kind of
mica for their particular use. An especially large
supply of mica has been laid in. Special discs
are being featured for sound boxes. The firm has
been enjoying a very substantial business during
the past month and Everybody's Unian-Tone

needles continue to enjoy a strong demand.
I'here were many trade visitors during the week.
Weymann Featuring the Jones-Motrola
H. A. Weymann & Son, Inc., of this city, who
are distributors of the Jones-Motrola, have fea-
tured this electric winding device in an energetic
manner. Not only has the Jones-Motrola re-

ceived considerable window display space, but
space in the local papers of this city has been
devoted to it as well. This company have a
standing order for a substantial number of Mo-
trolas to be shipped each month, but have found
it necessary to wire for more before the date of
the next shipment.

THE SELECTION OF BUSINESS LOCATIONS IMPORTANT

Some Interesting Psychological Facts in Regard to the Habits of Purchasers in the Matter of Pat-
ronizing Stores — Hence the Value of Location Is an Important One to the Retailer

The selection of business locations is always a
moot subject with men keen to every opportun-
ity of developing business, and there are many
of them in the talking machine trade. Hence
the pertinence of an article in a recent issue of
Forbes Magazine in which Charles C. Nichols,
president of the Chain Stores Leasing Corp.,
points out that "it is an interesting psycholog-
ical fact that women buyers will walk to a base-
ment more readily than they will take an eleva-
tor, and that where you have a broad stairway
with a wide opening near the front of the store,
as in 5- and 10-cent stores, women will catch
sight of the merchandise and walk down with-
out question, either forgetting or ignoring the
return trip. Second floor locations must also be
carefully scrutinized, as men will walk up one
flight to save money. However, from a stand-
point of lowered expenses it is a question
whether the merchant saves anything in the long
run on a second-floor location, as he must spend
much more, proportionately, in advertising.

"Another thing to which I pay the greatest
attention is the traveling population. I watch to
see where people get on and off the cars and
analyze the general types. I study them to see
whether they are the transient kind which only
brings 'drop in' business for drug and cigar
stores. These I classify differently from the

type which comes prepared to purchase. There
is also what I call 'station traffic,' consisting
largely of commuters; such persons are always
in a hurry and usually add little to the coffers
of the adjacent merchants.

"In visiting a city or town I study carefully
the advertising of local merchants, watching to
see what part of this is regular advertising and
what part is that of the merchant who is not
located desirably and who must spend money in
advertising to coax the customers to his store.
I also pay particular attention to the difference
in the classes of people frequenting different
blocks. One block may be popular with the
customer buying the cheapest class of goods,
the second with those interested in things of
moderate price, while the third may draw the
highest class of trade. I am also much impressed
with the fact that the blocks given over to wo-
men's trade are usually shunned by men.

"There are two distinct types of location
known to real estate men — men's and women's.
As a rule the shady side of the street is the
women's side, and rentals are about 25 per cent
higher. Where one side of the street develops
women's business, the other side stands fair to
be good for men. It costs more in every way to
do business in a woman's shop than in a man's,
but women spend more money on clothes."

DEALERS SAY— Their Success With
Popular Priced

"ALL— YEAR— ROUND"
CIROLA PHONOGRAPHS

UNPRECEDENTED
IN THE HISTORY OF THE TRADE

SMALL INVESTMENT
FOR DEALERS

RETAIL PRICE $35.00
LIBERAL DEUERS' DISCOUNT

Size: 125^ x llj^ x 6
Weight 16 lbs.

CIROLA DISTRIBUTING CO., Inc.

204 Colonial Trust Bldg-
PHILADELPHIA, PA.
U. S. A.

A Phonograph with three wonderful
tones at a price which meets the
demands of present-day
business conditions

November 15, 1921

THE TALKING MACHINE WORLD

IMPROVEMENT IN KANSAS CITY TRADE IS MOST MARKED

Many Talking Machine Men Attend Convention
Organized— New Stores Opened— Financing of

of the American Legion — Edison Boosters' Club
Dealers Meets With Favor — News of Month

Kansas City, Mo., November 4.— The big news
feature here, of course, has been the convention
of the American Legion, which attracted close to
50,000 people to Kansas City. There was plei.ty
of music throughout the period of the conven-
tion, which was opened by Mme. Schumann-
Heink with the singing of the national anthem.
There were bands without number to enthuse the
visitors.

Among those who attended the Legion conven-
tion were a large number of talking machine
dealers from all sections of the country, who were
well entertained by local jobbers and dealers,
many of whom took the opportunity of visiting
the various Kansas City shops, studying the
equipment and inspecting the machines on dis-
play.

Among the visitors to the convention was L.
A. Murray, of Davenport, la. Mr. Murray is an
exclusive Victor dealer and he is the president
of the Iowa Victor Dealers' Association. There
are, he said, only about a half a dozen States in
the Union that can boast of a Victor Dealers'
Association and he is rather proud of the fact
that he is one of the few men in the world that
has the distinction to preside over such an organ-
ization. He does not want to remain such, how-
ever, for he has an ambition to see the number
of such associations greatly increase during the
year. Mr. Murray is quite sure that not only
the interests of the dealers will be promoted by
the formation of such organizations, but that the
general interests of all departments of the Vic-
tor industry will be benefited.

Business is better. Some are saying that the
increase in the price of oil in Oklahoma and
Kansas has helped some. Others are saying the
raise in the price of cotton helped out. Others
are saying that the low price of corn is holding
business back. But for whatever causes it is bet-
ter, the fact seems well established. One job-
ber reports that his October business is 50 per
cent better than his September business. An-
other says that he is having some trouble in
getting enough goods from the factory to meet
his demands. Another says his increase in busi-
ness is gradual and the prospects are good for a
continued growth. Everybody seems to be ex-
pecting a good trade for the holidays.

One of the things that has helped the Bruns-
wick and the Columbia people out is their sys-
tems of financing their dealers, so they can sell
on the instalment plan and still not be embar-
rassed for funds to carry on their business.
These companies have arranged to have the pa-
per taken care of and thus have the dealers re-
lieved.

Among the expansions in business in Kansas
City is the opening of a new store by the Bruns-
wick Shop. It will be just off of Petticoat lane
and will be a model shop. It will be opened about
the middle of November. There are twenty-five
mechanics working on the decorations and fit-
tings, in order to rush it along.

On the other side of the Kaw, in Kansas City,
Kan., Butler & Son are also spreading out
and are opening a new Brunswick shop at 1015
Central avenue.

Dealers and jobbers are reporting that the new
models are appealing to the public and that there
is an extra large demand for the better grades

of machines. One dealer stated that when he
made a special term on the models that had
been discontinued and referred in his advertising
to the newer models that he wanted to make
room for large numbers of persons came in to
see the new models to which reference had been
made in the advertising.

A. A. Trostler, secretary of the Schmelzer Co.,
Victor jobber, is quite optimistic about the out-'
look for a good holiday trade. Orders for both
machines and records are coming in at an en-
couraging rate and everything points to a very
satisfactory trade.

The "Edison Boosters' Club" is the name of
the organization that is being worked up to con-
tinue the high mark of sales which was reached
in Kansas City territory during the recent con-
tests. Sales Manager Bailey, realizing that, in
most cases, a slump follows a drive, determined
that he would change the order and have things
move right along at high tide. So he called a
conference, at which he had a dealer to give
the dealer's point of view and worked out a plan
which has been enthusiastically received and
which promises to be a winner. In the contest,
which ended with the successful dealers going
on the Eastern trip, one of the features of the
work done by the successful men was to secure
the co-operation of the Edison owners. The new
sales plan is worked out around that idea. In-
stead of the dealer taking the trip this time the
owner who helps the dealer secure customers is
to be rewarded. The trip will be to Kansas City
and the features of the trip will be: Rooms at the
Muehlbach, luncheon at the Baltimore, auto trip
over the boulevard system, chicken dinner at
Field's Chicken Farm, theatre party, lunch at
the Muehlbach Grill, with dancing for those who
desire it, and next morning, breakfast at Fred
Flarvey's dining room at the depot — all expenses
paid.

Q. T. WILLIAMS OPTIMISTIC

That the year's total business will far exceed
the expectations of earlier months is the opinion
of G. T. Williams, head of the G. T. Williams Co.,
Inc., Victor distributor, Brooklyn. He says:
"Retailers have stocked substantial quantities of
goods for the holiday season and have arranged
intensive sales drives to move stock. A normal
holiday demand will reach the average dealer's
quota of sales and the Victor retailer is imbued
with the 'sales' spirit and the year, despite any
earlier outlook, is concluding most favorably."

March & Leve, Victor dealers of Denver, Col.,
are the latest addition to the music stores of
that city. Mr. March was formerly with the
Sharp Music Co. and Mr. Leve was a member of
the firm of Bechtold & Leve.

"BLACK DIAMOND"

GRAPHITE

Spring Lubricant

The Lubricant
Supreme

Guaranteed not
to dry up or
become sticky
or rancid ; re-
tains its
smooth, sillsy
touch indefi-
nitely. P r e -
pared in Just
the riglit consistency in collapsible tubes:
Vi, 1, 5, 10, 25, 50 lb. cans.

Manufactured only by

HARTZELL CRUCIBLE CO.

North Side, Pittsburgh, Pa.
Manufacturers' Representatives
I.OUIS A. SCHWARZ, INC.
1265 Broadway, New York City
21 East Van Buren St., Chicago, 111.
525 Forsyth Bldg., Atlanta, Ga.
FOR SALE BY ALL LEADING JOiiBERS

The Value
of a Name

>^^THE INSTRUMENT OF QUALITY

CLEAR AS A BELL

on a package of needles is a
guarantee of needle profits for
the dealer, as Sonora is firmly
established in the mind of the
public as being synonymous
with "quality" both in phono-
graphs and needles.

Sonora Semi-Permanent
needles are desirable from the
user's point of view, because
they will play any make of
steel needle records a great
many times without injuring
either the record or the quality
of the tone.

Make it EASY for your cus-
tomers to secure these needles
by displaying them in a prom-
inent place.

Order your stock now.

C* A f TTI/^Mf Beware of similarly
X/AU 1 lull I constructed needles
of inferior quality.

Companp, inc.

GEORGE E. BRIGHTSON

President

279 Broadway New York

Canadian Distributors:
I. Montagnes & Co., Toronto

THE TALKING MACHINE WORLD

NOTCMBEE 15, 1921

USES ROOF TO ADVANTAGE

Sonora Dealer Erects Effective Electric Sign-
Starts Sales and Publicity Campaign

Milwaukee, Wis., November 7. — The Wm. Kaun
Music Co., of this cit}', which recently acquired

of the most prominent corners in Milwaukee, a
Sonora sign was constructed facing the corner
in plain view of the thousands who pass this
corner daily.

This enterprising dealer is enthusiastic regard-
ing the sales possibilities of the Sonora line in
its territory, and it is planning an aggressive
' publicity and sales campaign for the holiday
season. The Sonora is well known in Milwaukee,
and the Wm. Kaun Music Co. is to be congratu-
lated upon securing this agency.

II ^I FY'Sl GRAPHITE PHONO
* ^ J J-i a J SPRING LUBRICANT

lUIey's Lul^icant makes tlie Motor make good

Is prepared in the proper consistency, will not run out, dry u©^ or
become sticky or rancid. Remains in its originaJ form indefinitely.
Put up in I. 3, 10. 25 and 30-pounci caju for <lealen.

This lubricant is also put up in 4-ounce czns to retiil at 2S cents
each under the trade name of

FIIRFKA NOISELESS TALKING
M-,%JM.\.M-iR^r%. MACHINE LUBRICANT

IVrile for special proposition to Jobben.

ILSLEY-DOUBLEDAY & CO., 229-231 Front St., New York

MUCH MUSIC AT TEXAS STATE FAIR

Local Music Houses Have Elaborate Exhibits
and Provide Interesting Concert Programs
During Week — Dallas Music Industries Asso-
ciation Plans a Very Active Season

big waj', and the Brunswick Phonograph Shop,
with its bungalow house, also attracted many
visitors.

Building of a music temple in the State Fair.
Grounds may be completed for use at the fair
in 1922.

Great Sign of Wm. Kaun Music Co.

the Sonora line, lost no time in making good use
of the roof of its building for advertising pur-
poses. Located but a few doors away from one

Dallas, Tex., October 31. — The piano and talk-
ing machine dealers of Dallas were prominently
represented with exhibits at the Texas State Fair,
held here last week, and a number of them also
had special displays and musical programs in
their stores for the benefit of fair visitors.

Thos. Goggan & Bros., of which E. D. Browne
is manager, had an interesting display of Stein-
way pianos and Duo-Art reproducing pianos at
the fair and gave some interesting demonstra-
tions. The Bush & Gerts Piano Co. also had an
elaborate exhibit of Mason & Hamlin, Hardman,
Bush & Gerts, Hazelton, Jesse French & Sons
and other makes of pianos, together with Victor
talking machines and records and musical mer-
chandise. There was an exhibit of Sonora phono-
graphs and Okeh records and other instruments
of wide reputation.

The W^ill A. Watkin Co., during Fair W^eek,
held concerts each day, both morning and eve-
ning, featuring the Ampico in the Chickering.
The D. L. Whittle Music Co. featured the Am-
pico in the Knabe in a special program at the
Thomas Theatre. Sanger Bros, kept open house
in the company's music salon on the sixth floor,
providing elaborate programs of piano and talk-
ing machine music. The Texas-Oklahoma
Phonograph Co. featured the New Edison in a

F. H. PUTNAM'S FATHER=IN=LAW DIES

Peoria, III., November 5. — Albert G. Emerson,
who was considered the dean of Peoria travel-
ing salesmen and for forty-eight years a resi-
dent of Peoria, died last week at the home of
his daughter, Mrs. Fred H. Putnam, wife of the
president of the Putnam-Page Co., Victor dis-
tributor. Mr. Emerson, who was seventy-nine
years of age at the time of his death, had resided
in Peoria for fort3--eight years and had been a
traveling salesman for forty-seven j'ears. He
was a veteran of the Civil W^ar, and was active
in many important civic and industrial affairs.
He is survived by three daughters, including
Mrs. Putnam, Mrs. Arthur F. Planck, of Chi-
cago; Mrs. Ernest Quick, of Bonham, Texas.
He is also survived by six grandchildren and
four great-grandchildren.

LAWSQN STOCK SOLD AT AUCTION

A bankruptci* auction sale of the stock and fix-
tures of the Lawson Piano & Phonograph Corp.
was held at the factory, 2595 Park avenue, New
York, on Wednesday, October 18. The high-
est bulk bid for the contents of the plant was
$1,700. The various parcels were auctioned off
separate!}' and brought approximately $2,425.

A New Model in the Natural
Voice Line

To the models already manu-
factured to meet the needs of
the trade we have added this
new style.

The NATURAL VOICE is
a high-quality product selling
at a popular price. Itis a com-
plete line including several
period models.

Manufactured by expert
cabinet makers it has achieved
a position of prominence as a
sales creator and profit maker.

Also a Full Line of
Cabinets Without
Equipment.

Write for Prices

It will pay you to investigate
our proposition.

The New Style No. 9 is a worthy addition to this
complete line

Natural Voice Phonograph Co.

ONEIDA, NEW YORK

TJie Talking Alacliine World, Nczv York, November 15, 1921

Records

LATEST DANCE

and

VOCAL HITS

4452
10 in.
85c

TUCK ME TO SLEEP IN MY OLD 'TUCKY HOME^Fox-trot Rega Dance Orchestra

EVERYBODY STEP (From "The Music Box Revue" )— Fox-trot,

Banjo by Harry Reiser (Accomp. by Rega Dance Orchestra)

4453 I MISSING LINK — A Blues Fox-trot The Tampa Blue Jazz Band

10 in.

85c

MYSTERIOUS BLUES — Fox-trot .Joe Samuels' Jazz Band

4454 r SWEET LADY (From the Musical Comedy, "Tangerine") — Tenor-Contralto Duet with Orchestra,
IQ jjj I Billy Jones and Vaughn De Leath

85c JUST SUPPOSE — Contralto-Baritone Ehiet with Orchestra Helen Clark and Joseph Phillips

"^"^^^ i JEALOUS OF YOU — Tenor with Orchestra .

10 in.
85c

I WONDER WHO (You're Calling Sweetheart) — Contralto with Orchestra.

Billy Jones

Vaughn De Leath

4456 r TEN LITTLE FINGERS AND TEN LITTLE TOES (Down in Tennessee) — Tenor-Baritone Duet
10 in.-^ with Orchestra Billy Jones and Elrnest Hare

85c [plantation LULLABY — Male Quartette with Orchestra Shannon Four

General Phonograph Corporation

OTTO HEINEMAN, President

25 West 45th Street, New York City

November IS, 1921

THE TALKING MACHINE WORLD

ORMES, INC., OCCUPIES HANDSOME NEW HEADQUARTERS

New Home of Victor Wholesaler, 15 West Thirty-seventh Street, New York, Arranged on Elabo-
rate Scale and Is Most Attractive in Every Particular — Facilities Provided for First-class Service

Ormes, Inc., Victor wholesaler, is now located
in its new home on the fifth floor of the recently
completed building at 15 West Thirty-seventh
street. New York. The removal from this com-
pany's former quarters on 125th street was made
in exceptionally fast time and the Ormes clien-
tele is now receiving service from the new
home.

Clarence L. Price, vice-president and general
manager of the company, who personally super-
vised every detail incidental to the moving, de-
serves unlimited praise for the care and consid-

maximum service and co-operation to the com-
pany's clientele. He accomplished this purpose
admirablj' and every detail of the Orrnes floor
is adaptable to a most perfect system of dealer
co-operation.

Immediately upon stepping from the elevator
the visitor enters a reception foyer that is with-
out doubt one of the most artistic and attractive
rooms of its kind in the talking machine indus-
try. The furnishings are noteworthy for their
dignity and refinement and the visitor is imme-
diately given an impression of comfort and

model Victrolas, with attractive furnishings in
keeping with the prestige of the instruments dis-
played.

The Dealer Service room is noteworthy for its
practical value to the Victor dealer, as there is
presented in this room every possible form of
advertising and sales help that has been en-
dorsed by the Victor Talking Machine Co. as
helpful to the Victor retailer. This display will
be kept up to the minute in every particular and
can be used to splendid advantage by the Victor
dealer.

The growth of the Ormes business during the
past few years has been phenomenal, with Mr.
Price devoting all of his time to the executive
and sales divisions of the business. Through his
many years' experience in the Victor industry

Views of New Home of Ormes, Inc. 1 — Reception Foyer. 2 — General Offices. 3 — C. L. Price's Private Office. 4 — View of Record Vaults

eration that he bestowed on every phase of this
miportant move. In its present quarters Ormes,
Inc. has one of the most attractive and up-to-
date wholesale establishments in the country
and Mr. Price is receiving congratulations from
all Victor dealers and jobbers who visit the new
Ormes headquarters.

The building at 15 West Thirty-seventh
street is ideally located, as it is only a few doors
from Fifth avenue and the Sixth avenue elevated
line, with the Broadway and Sixth avenue sur-
face cars only a half-block away. The Seventh
avenue subway is also nearby and the Fifth ave-
nue shopping district, with its thousands of out-
of-town visitors, is adjacent.

In laying out his new quarters Mr. Price's
first consideration was the equipment of a whole-
sale establishment that would be able to render

v^-armth that is emphasized in every detail of the
floor's furnishings.

To the left of the general offices is situated
Mr. Price's private office, arid this office was also
furnished with the one thought in mind of mak-
ing the visitor feel perfectly at home. Leading
from the general, oftices are the record vaults,
stock room and general shiplping department .
The record vaults are metal throughout and
thoroughly up to date in every detail. Ample
facilities are afforded for the shipping depart-
ment and stock room and Mr. Price has already
made arrangements for the installation of a thor-
oughly equipped repair department.

To the right of the reception room are two
handsomely decorated rooms, which will be
known as demonstration and Dealer Service
rooms. The former contains several period

TONE ARMS and REPRODUCERS

Various Styles and Designs to
Meet Every Requirement

Prices $2.50 to $6.00

Samples on Request

Triangle Phono Parts Co.

722 Atlantic Ave. Brooklyn, N. Y.
Telephone Sterling 1120

he has acquired an intimate knowledge of every
phase of the merchandising of Victor products
and has co-operated with the Ormes clientele
along practical lines that have contributed mate-
rially to the success of the institution and the
value of its service.

THE BRUNSWICK IN STROUDSBURQ

Stroudsburg, Pa., November 3. — Lanterman's
Music Shop, of this city, recently secured the
agency for Brunswick phonographs and records.
The proprietor, Mrs. J. H. Lanterman, has
started an extensive advertising and sales cam-
paign to push these machines and records in this
vicinity. The Lanterman establishment is the
only local music shop which handles the Bruns-
wick line.

VELVET AND FELT TURN-
TABLE DISCS

by the dozen or in thousand lots, with or
without cardboard disc.

We supply the jobbers and manufacturers of
all the high-grade machines and have the
best equipped cutting plant of the kind in the
world. Table, desk and cabinet Felt, any color,
cut to size.

If yon require anything in FELT, or made
of FELT, we can serve you.

MONARCH FELT WORKS, Inc.

39-45 York Street Brooklyn, N. Y

100

THE TALKING MACHINE WORLD

November 15, 1921

THEMOST SEHSATiOHAL D4HCE
HIT WE EVER PUBLISHED

Li. J

ANYBODY IH CHICAGO
TimUMG EAST- FAST

Ifou can't qo wronq
with 3nif"Jeistson^"

November 15, 1921

THE TALKING MACHINE WORLD

101

This month the Paul Bicsc Trio trolics through two
last and furious fox-trots, "Canadian Capers" and
"Dangerous Blues," with the Biese saxophone cutting
capers till your toes tingle. The newest Biese best
seller is A-3470.

Columbia Graphoptione Co

NEW YORK

TRI=STATE DEALERS HOLD MEETING

Victor Retailers in St. Loviis District Enjoy Live
Business Meeting Before Attending Concert
of Eight Famous Victor Artists

St. Louis, Mo.. November 1. — October 10 was a
big day for the Tri-State Victrola Dealers' As-
sociation. Many of the out-of-town members
arrived in the morning and gathered in the
offices of the Koerber-Brenner Co., Victor whole-
saler for St. Louis and surrounding territory.

The meeting of the Association was called to
order at 2 p. m. at the Claridge Hotel, Presi-
dent Theodore Maetten presiding. The roll-call
showed seventy-three in attendance, with 80 per
cent of the mem-bership represented.

Many subjects of interest to the trade were
discussed, among them the Record Transfer Bu-
reau; methods of getting prospects for Victrola
business; taking a musical survey of towns and
cities, and a number of other subjects of general
retailing interest.

It was definitely decided to continue the Trans-
fer Bureau, as the members voted unanimously
and past experience showed this branch of the
Association to be a great success.

A general and lively discussion was had on
the methods of procuring Victrola prospects.
Fred Lehman, Miss Lorraine Merritt, William
Bauer, all of St. Louis, and E. A. Parks, of
Hannibal, Mo., gave very striking and practical
methods on the subject under discussion.

The meeting was adjourned at 6.30 p. m. A
banquet was held in the same hotel, with even
a larger attendance than that of the meeting.
After the banquet, adjournment was taken to the
Odeon Theatre to attend the Eight Famous Vic-
tor Artists' concert, which went over big, the
house being sold to over capacity. Crowds were
turned away, unable to get seats. The Victor
Eight concert was made possible by the efforts
of the St. Louis dealers, consisting of the follow-
ing, who guaranteed the fund to bring them to
St. Louis: Bauer's Music Shop, N. Corea,
Deeken Music Co., De Merville Piano Co., Daniel
G. Dunker Piano Co., Field-Lippman Piano Co.,
Glaser's Music Shop, Kieselhorst Piano Co. and
Charles Kramp, all of St. Louis; Lehman Music
House, East St. Louis, 111.; Smith Reis Piano
Co., Scruggs-Vandervoort-Barney D. G. Co.,
Stix, Baer & Fuller D. G. Co., Todd Jewelry &
Music Co., Wellston Talking Machine Co. and
Rudolph Wurlitzer Co.. all of East St. Louis.

While the entire Association did not guarantee
the fund, the members who did very generously
offered to give any profits made through the
concert to the treasury of the Association, and
as a result the Association treasury has been in-
creased many hundreds of dollars.

After the concert there was a dance at the
Arcadia, where the Black and White Orchestra
rendered fox-trots and waltzes. The Arcadia is
die most beautiful dance hall in St. Louis and
the orchestra was voted the best ever. At one
o'clock in the morning everyone decided to call
it a day and voted it a profitable, enjoyable and
busy day.

SCOVILLE & CO. OPENS IN QUINCY

QuiNCY, III., November 10. — Scoville & Co., one
of the largest and oldest established furniture
concerns in this section of the State, has just
opened a talking machine department. This de-
partment is very elaborately decorated and con-
sists of four plate-glass record rooms and one
machine room, as well as the most up-to-date
record shelves and counters. Scoville & Co
opened the new department with a clever enter-
tainment, in which some of the town's best
musical talent participated. This concern is be-
ing served by Lyon &■ Healy Victor jobbers of
Chicago.

JOHN McCORMACK SCORES

Nearh' 10,000 persons were unable to enter the
New York Hippodrome at a concert recently
given by John McCormack, the great lyric tenor
and Victor artist. The theatre was filled to ca-
pacity by 6,000 people.

THE NEW BRUNSWICK DISPATCH

New Brunswick Phonograph House Organ a
Practical Magazine of Real Value to Dealers

In the Brunswick Dispatch, designed to keep
the dealers in Brunswick phonographs and rec-
ords informed regarding the various activities in
connection with the marketing of that product,
the Brunswick-Balke-Collender Co. is issuing
a monthly house organ that is of exceptional
quality and interest. The Dispatch gets away
from the cut-and-dried type of house organ in
not only presenting sales suggestions that are
distinct!)^ practical, but in offering to the dealer
timely and interesting news regarding the ac-
tivities of his contemporaries everywhere.

The November issue of the Dispatch repre-
sents a twenty-page magazine simply crowded
with Brunswick news, which should serve ad-
mirably to stimulate dealer interest and cement
the bond of the Brunsw-ick distributing organ-
i^-ation.

102

THE TALKING MACHINE WORLD

November 15, 1921

INDIANAPOLIS DEALERS LOOK FOR GOOD HOLIDAY TRADE

Talking Machines and Records Moving More Quickly and on a Better Merchandising Basis Than
for Some Time — Establishments and Sales Forces Expanded — Monthly Letter Tells the Story

Indianapolis, Ind., November 8. — Contrary to
business conditions among the piano dealers of
Indianapolis, which are not satisfactory, the talk-
ing machine dealers report increasingly better
business with everything pointing to a lively
holiday trade. Practically without exception the
leading dealers say that both machines and rec-
ords are moving better than they have any time
this year.

Sonora Business Improving

Business is better among the Sonora dealers of
the State, according to O. C. Maurer, manager
of the Sonora department of the Kiefer-Stewart
Drug Co., State distributor. He says the recent
reduction in Sonora prices has encouraged the
dealers to renewed efforts with the result that
prospects are for a nice steady business through
the remainder of the year. Sales, he says, are
as frequent in the $200 and $300 as in the lower-
priced machines.

Concerts Help Taylor Business

Miss Minnie Springer, of the Taylor Carpet
Co., reports business in Victrolas picking up.
She says the number of sales in the last three or
four weeks has been very encouraging. She re-
ports good returns from the recent concert of
the Eight Famous Victor Artists.

Two Join Widener's Staff

T. E. Gardner, as an outside salesman, and
Miss Helen Ike, as a record saleswoman, have
been added to the sales force of Widener's
Grafonola Shop. W. G. Wilson, manager, re-
ports better business in both the Granby and the
Columbia machines and also increased sales in
Columbia records. He says the adding of the
Granby machines to the line carried by the store
has done much toward bringing increased busi-
ness. The new $175 period model of the Granby
is in particular favor, according to Mr. Wilson.
Reports received from the territory in southern
Indiana and Kentuckj- being covered for the
Granby are that the machine is meeting with
exceptional favor.

Victor Dealers Charge Interest

Victor dealers in this city now are charging
5 per cent extra on all Victrolas sold on the in-
stalment plan. The charging of interest has
been in effect nearly a month and, according to
reports, there has been no change in the machine
business. One reason given by some of the
dealers for making the change from the old plan
of accepting deferred payments without interest
is that instances have been known in which cus-
tomers able to pay cash have bought on deferred
payments simply because no extra charge was
made by the dealer.

Victrolas Lead in Sales Contest

In a contest among the various departments
of the store of the Pettis Dry Goods Co., of this
city, the Victrola department won first honors
by showing an increase of 140 per cent over last
year, when a similar contest covering a period

of ten days was held. The prize for winning the
contest was $10 given to each clerk in the depart-
ment. Speaking of the contest, Ira Williams,
head of the department, said: "It required hard
work for us to come out first this year and the
final results were very much in doubt until the
last minute. ' The terms which we were able to
secure were unusually good, and, considering
everything, I am very well pleased with the
showing we made."

Music Course Attracts Patrons
L. S. Ayres & Co., owning one of the leading
department stores in the city, have established
as an added ser\nce to the customers of their
Victrola department a free course in music his-
tory and appreciation. Miss Caroline Hobson,
of the Stewart Talking Machine Co., is acting as
lecturer during the course. The course embodies
and deals with interesting facts and stories of
the world's best music. The beautiful tea room
of the store is turned over entirely to the classes
between 9.30 and 10 every Tuesday morning.
Such subjects as "Principles of Music," "History
of Music," "The Orchestra," "The Opera" and
"The Oratorio" are discussed as a part of the
course.

Mr. Follis, manager of the department, says
the service, which is offered gratis by the de-
partment, is doing much to stimulate the sale of
Red Seal records among his customers. Several
dealers outside the city are planning to carry out
the same idea, using local music teachers to aid
them.

Victor Artists Hold Concerts

The Eight Victor Artists, appearing in the
largest theatre of the city, packed the house on
a recent Sunday night. Glowing accounts of the
entertainment appeared in the newspapers and
the whole effect of the concert was a noticeably
increased demand for records made by members
of the group of artists.

Adds Five to Sales Staff

Five men have been added to the outside sales
force of the Indianapolis Talking Machine Co.,
and a house-to-house canvass is being made in
the city. As part of the plan for thus covering
the city weekly meetings are held between the
outside salesmen and J. R. Jones, a member of
the sales force of the Stewart Talking Machine
Co.

A. C. Hawkins, manager of the Indianapolis
Talking Machine Co., reports that the business
of the first three weeks of October showed that
the month would be ahead of the corresponding
month last year. Sixtj' per cent of the sales dur-
ing the month, he says, were made outside the
store, whereas previously most of the company's
sales were made in the store. As an indication
of the business available for men who hustle,
Mr. Hawkins reports that one of his outside
salesmen, C. W. Larsh, put out five machines on
approval and out of the five closed four sales in

Equip Your Booths

with Stewart Record Standi

COMPACTLY bulk
and designed espec-
ially for handling re-
cords conveniently in the
demonstration rooms, this
stand brings efficiency to
your record selling.

The customer places on the
top shelf the records he
wishes to hear; on the bot-
tom shelf those he does not
want, and on the middle
shelf those he wants to buy.
Result — no mix-ups and
much time saved. A pow-
erful aid to the busy dealer.

No. SA 010

$8. 70

f. o. b.
Indianapolis

In Mahogany, Golden Uak and Birch
finish. Height, 43% inches. Top, ISyi
X I6yi inches. If you have no account
with us please send check with order.

STEWART

JALKING MACHINE CO..
Victor Jobbers

INDIANAPOLIS

one week. Mr. Hawkins says the most serious
problem he faces is the one of getting deliveries
from the factory. He is substituting models now
awaiting delivery of factory orders.

H. A. Brown Is Promoted

H. A. Brown, for the last nine months an
Edison salesman for the Kipp Phonograph Co.,
has been placed in charge of the talking machine
department of the Pearson Music Co. to succeed
Thomas W. Hendricks, who resigned to take up
work in a very different line. Mr. Brown here-
tofore has always been an exclusive Edison
salesman, having been, prior to employment with
the Kipp Co., one year with the Baldwin Piano
Co. at Louisville, and nearly ten years with the
J. M. Fisher Music Store at Anderson, Ind.
Does Record Business

During the third Saturday in October the rec-
ord business at the Brunswick Shop was the
largest of any daj' during the year, according to
C. A. Grossart, manager. Mr. Grossart says the
month brought better business in both machines
and records with a large demand for the new
models.

Sales Campaign for Amberolas

A selling campaign for Edison Amberolas to
continue from October IS to December 15 for a
purse of $500, to be divided into five prizes, has

A Message To
Victor Dealers in Ohio, Michigan and Indiana

THE TOLEDO TALKING MACHINE CO.

TOLEDO, OHIO

WHOLESALE

EXCLUSIVELY

NOV-EMBER 15, 1921

THE TALKING MACHINE WORLD

103

been started by the Kipp Phonograph Co. The
contest will be based on points made by the sale
of the three types of Amberolas and will be con-
ducted in the same manner as was the contest
among the Edison Re-creation dealers that closed
October 31. The first contest, according to H.
G. Anderson, general sales manager of the Kipp
Co., increased sales to a large extent in both
machines and records.

Lectures Boost Business

The Victor Co. recently took advantage of
the annual convention of the Indiana State
Teachers' Association, held here, to press the
claims for their school instruments through lec-
tures given by Miss Margaret Streeter, of the
educational department of the company, and
Miss Caroline Hobson, head of the educational
department of the .Stewart Talking Machine Co.
Emerson Trade Booming

During October the Emerson dealers of the
State ordered from eight to ten times as many
records as they did during the previous month,
says C. E. Collins, of the Collins Phonograph
Co., Emerson distributor. He says the demand
for Emerson records has been steadily increas-
ing for several weeks past, while at the same
time dealers have ordered more heavily in ma-
chines. The city retail business, he says, is im-
proving slowly.

Pathe Orders Increasing

Reports and orders sent to the Mooney-
Mueller-Ward Co., Pathe distributor, by E. J.
Groenwoldt, salesman for Indiana and part of
Kentucky, give evidence of much better busi-
ness for the Fall and Winter. O. M: Kiess,
manager of the Pathe Shop, reports that busi-
ness in Indianapolis has improved, particularly
among the middle-class buyers.

Mr. Kiess made a visit during the month to
the home office of the Pathe Freres Phonograph
Co. He says he found evidence there which in-
dicates that business throughout the country is
slowly but surely improving. En route to New
York he stopped at Chicago, where he visited
with W. W. Chase, president of the company.
He says Mr. Chase is making an inspection trip
to the Coast, and that as a result of his observa-
tions since starting on the trip he had become
very optimistic as to the future.

E. R. Eskew, former manager of the Pathe
Shop, is now on the road for the Interstate Pho-
nograph Co., of Chicago. Pathe distributor in
Illinois and northern Indiana. Mr. Eskew's ter-
ritory is northern Indiana.

Kimball Sales on the Rise

Kimball talking machines are selling better
than for several months and business in Kim-
ball records is the best since last Fall, accord-
ing to C. F. Kahn, of the Capital Paper Co. He
says that E. H. Jarrard, manager of the talking
machine department, who has been traveling the

WHITSIT c o -
operation and service to the
Victor dealer has been en-
hanced by the exceptional fa-
ciHties afforded us in our new
home. Visit us on your next
trip to Columbus.

past several weeks over the district covered by
the company, reports conditions in Michigan to
be better than in Indiana or Illinois. Mr. Jar-
rard has obtained about twenty new accounts.
He reports that farmers are buying more freely
and that the plan adopted by Kimball dealers
to sell from trucks has proved successful. Mr.
Kahn says the best trade in Indianapolis at the
present time is found among the poorer class of
buyers.

W. H. Cotter, manager of the Kimball Co.,
Chicago, was in Indianapolis the latter part of
the month suggesting selling plans to the Kim-
ball salesmen.

CONTRACT WITH MAY PETERSON

Metropolitan Opera Soprano Renews Arrange-
ment to Record Exclusively for the Aeolian
Co. — Great Popularity of Her Numbers

It was announced recently that May Peter-
son, the popular soprano of the Metropolitan
Opera Co., whose exclusive Vocalion records
have proven so popular, has renewed her con-

May Peterson

tract to sing exclusively for the Vocalion for a
lengthy period. This is Miss Peterson's fifth
season with the Metropolitan Opera Co. and she
has won great success in the various roles in
which she has appeared with that organization.

Miss Peterson has done some excellent work
personally to popularize her records, for, while
on tour, she never fails to visit Vocalion dealers
in the various cities of the country and help them
so far as possible in their exploitation work.
She has a generous number of records in the
Vocalion catalog, the latest being "Se Saran
Rose" (Love in Springtime), which represents an
excellent piece of recording. In the December
Vocalion list will appear Miss Peterson's inter-
pretation of the old favorite, "Last Rose of Sum-
mer."

NEW PERIOD MODEL PRICE LIST

New Price List for Columbia Period Models —
Dealers Featuring Line Extensively

The general sales department of the Columbia
Graphophone Co. announced on October 15 a
reduction in price of period Grafonolas. These
reductions are substantial, and Columbia dealers
throughout the country are now planning an ag-
giessive sales drive featuring period models.

The new price list of these period models is as
follows: P-1 Electric, $500; P-1 Spring, $475;
P-2, $550; P-3, $600; P-4, $700; P-6, $550; P-7
Electric, $525; P-7 Spring, $500; P-8 Electric,
$450; P-8 Spring, $425; P-9 Electric, $600; P-9
Spring, $575; P-20 Electric, $275; P-20 Spring,
$260; P-21, $600; P-26 Electric, $450; P-27 Elec-
tric, $350; P-27 Spring, $325; P-28 Electric, $325;
P-28 Spring, $300; P-29, $325; P-30, $350; P-31,
$325; P-32, $375; P-33, $375; P-34, $300; P-35
Electric, $300; P-3S Spring, $275; P-36, $475;
P-37, $800.

BLANDIN

THE Blandin can be un-
packed and placed on
your floor ready for custom-
er's inspection in a few min-
utes, due to the ingenious
way in which the shipping
box is constructed. This
box is also a sure protection
against damaging the finish
in any way. Our dealers are
enthusiastic in their praise
of Blandin service as well
as the distinctive and super-
lative quality of Blandin
phonographs. We want
more dealers. Write for full
particulars.

Racine Phonograph Co., Inc.

RACINE, WISCONSIN.

Hear
'& Piano^

oa tR<?

,DIandin>

MULTUM IN PARVO

Retail merchants of the talking machine in-
dustry who are exerting a direct mail effort to
sell records and instruments will be interested
in knowing the experience of one user of the
mail route as regards clips. This merchant sent
out 5,000 test letters. In the first batch the
enclosures were clipped to the letter itself.
In the second batch the enclosures were sent out
loose. Tabulation of the returns received
showed that in the case where the enclosure
was clipped to the letter the pulling power was
20 per cent greater.

The Farrar Furniture Co., of Bangor, Me.,
has added a Grafonola department to its store.
Columbia machines will be handled exclusively
by this company.

104

THE TALKING MACHINE WORLD

November 15, 1921

New Models

Model No. 40

Mahogany — Walnut
Height 49 inches Width 21|4 inches

Depth 23-;>4 inches
Cardinal Tone Chamber
Tone Modifier Automatic Stop

Cardinal Filing System
Automatic Top Support Price $175.00

TIFFANY PHONO. SALES CO.

1404 East 9th Street
CLEVELAND, OHIO
Distributors of

CARDINAL RECORDS

For Northern Ohio

CARDINAL

PHONOGRAPHS

CABINET MODELS

CONSOLE MODELS

OPEN VIEW OF MODEL NO. 40

Showing Filing Sj'stem
and Cardinal Tone Chamber
Filing System in Models Nos. 35, 40, 50, "B."
Models No. 20 and No. 30 Fitted With Album
Shelves

Cardinal Phonographs Play All Records

CARDINAL PHONOGRAPH CO.

137 West 4th Street
CINCINNATI, OHIO

Distributors of

CARDINAL PHONOGRAPHS

Dealers and Jobbers —
Write for Liberal Proposition on Cardinal Phonographs

and Records

Model No. 30
Mahogany — Walnut
Height 44J4 inches Width 19j4 inches

Depth 21^ inches
Cardinal Tone Chamber
Tone Modifier Automatic Stop

Automatic Top Support
Price $125.00

Address

CARDINAL PHONOGRAPH CO.

FACTORIES —

106 EAST 19th STREET, NEW YORK CITY

NEWARK, OHIO - ZANESVILLE, OHIO - BRIDGEPORT, CONN.

November 15, 1921

THE TALKING MACHINE WORLD

105

TRADE NOW NEARLY NORMAL IN BALTIMORE TERRITORY

Business Continues to Show Steady Improvement, According to Jobbers and Dealers — Victor
Dealers' Association Activities — Noon and West to Open Store — News of Month

Baltimore, Md., November 7. — The talking ma-
chine business here is improving right along and
each week shows an improvement over the cor-
responding week of last year, and this report is
general from both the wholesale and retail trade.
Dealers generally have started to advertise liber-
ally in the daily papers and confidently look
forward to a good business from now on until
the end of the Christmas buying. Quite a num-
ber of new places are either opening up or pre-
paring to open; in fact, as Manager Parks, of the
Columbia Co., said, "We are receiving more ap-
plications for agencies than we can take care of."

The trade generally is now back to normal, or
as near normal as is possible under existing con-
ditions, and dealers are again buying in quantities
so they will be able to show a complete line.
"The retail trade is in a very healthy and flour-
ishing condition right now," said H. T. Bosee,
manager of sales for Cohen & Hughes, Victor
wholesalers for this section, "judging from the
number of orders that we are receiving for ma-
chines and records. Every man in the business
either now has a complete line in stock or has
ordered what is lacking. Collections are better
and every dealer that I have talked with is en-
thusiastic over the outlook for business this
Winter."

The Victor Dealers' Association resumed its
n;onthly meetings on the 26th of last month with
a dinner at the Southern Hotel. F. A. Delano,
of the Victor Co., was present and gave the deal-
ers a very instructive talk on new selling meth-
ods, giving many valuable points on how to
attract new business and the best methods of
following up prospective customers. Mr. De-
lano's talk was followed very closely by those
present and every dealer left ifeeling very enthu-
siastic over putting into effect some of the plans
which he outlined. In this connection Cohen &
Hughes have sent L. A. Randall, of their staff,
to the factory for a course of instruction and
when he returns he will devote his entire time
with the retail dealers, spending a certain num-
ber of days in each store explaining and giving
demonstrations of sales promotion schemes.

General Sales Manager Hopkins, of the Co-
lumbia Co., visited the local branch last week
and attended the meeting of the salesmen of this
territory. All the men made very encouraging
reports of the business outlook in their respec-
tive sections and Mr. Hopkins announced that
the company was going to inaugurate a national
campaign of advertising that would be of great
benefit to every Columbia dealer.

H. L. Tuers, manager of the dealers' service
bureau of the Columbia, was also a visitor to the
local branch for a few days last week for the
purpose of getting in direct touch with the local
trade in order to give the dealers full benefit of
the service plans which are shortly to be put
into operation throughout the country.

W. K. Stalling, formerly manager of the
Graphophone department of the Graphophone
Co., of Richmond, is now with the Graphophone
Shop, of Norfolk, Va.

Walter B. R. Wright, managing director of the
vigilance committee of the Advertising Club of
Baltimore, Inc., who has been making a cam-
paign against false and misleading advertising in
the daily papers, has been invited and will make

ACME-DIE

■CASTINGS-

AEDMINUM-ZINC-TIN SLEADiVlIPTS

AcmeDie-Cajstin^Corp.

Benton Bodietter Srookfyn'N.Y. De&sit CHOegs

an address before the next meeting of the Vic-
tor Dealers' Association, in which he will tell
what has been done toward making "the truth in
advertising" a success and what plans he has
for the future.

Lester B. Harvey, of Oakville, Va., recently
exhibited a Magnavox machine at the Appomat-
tox Fair and made a big hit with it, as it was the
first time the people of that section had ever
seen anything like it. The managers of the fair
were so pleased with it that they asked to an-
nounce the results of the races on it. Mr. Har-
vey, who, although a cripple and compelled to
have an attendant with him at all times, is doing
an excellent business, according to the local
Columbia branch, his business so far this year
being considerably ahead of the same period for
1920.

Visitors the past week included L. M. Howell,

of Portsmouth, Va. ; Dr. Daniels, of Zebulon,
N. C. ; William Anderson, of Wilson Co., Wilson,
N. C, and Turner & Bishop, Lewis & Co., Will-
iam McFarquer and J. Davis, of Washington.

John Steele, one of the Victor artists, ap-
peared here at one of the vaudeville houses a
couple of weeks ago, and while here visited a
number of the stores and sang selections of his
records that the dealers had in stock. This made
quite a hit with the dealers and resulted in a
large increase in sales.

C. B. Noon, formerly with the Smith-Kranz
Piano Co., and George P. West, former manager
ol the music department of Hecht & Bros., have
formed a partnership and will shortly open a
store here, carrying a line of both pianos and
talking machines.

Meyer Goldman, well known to the trade of
this section, has just been appointed supervisor
of the United Graphophone Stores, Inc., of
Washington.

Thomas A. Caulfield, of Owingo, Md., has just
been appointed a Victor dealer for that terri-
tory.

New Prices for LONG Record
and Roll Cabinets

Effective Nov. 1st, 1921, a new price list for LONG
Disc Record and Music Roll Cabinets was announced to
the trade.

This new price list represents a 15% reduction from
our price list of April 1st, 1921, and is offered to the trade
with the assurance that we are giving it full advantage of
every possible form of reduction.

For November only we offer the LONG Cabinet No.
87 (illustrated) at the special prices listed below. This
cabinet is ideally adapted for holiday trade, and is one of
the most attractive models in our line. In order to co-
operate with our trade and stimulate holiday business, we
offer this cabinet at special prices for November only. Our
stock of the No. 87 model is limited, and when it is
exhausted the special prices will be withdrawn. We, there-
fore, suggest that you place your order now.

For

November Only

$ 1 0-50

With Flat Top
Shelves (for Colum-
bia D-2 and other
flat base models).

After Nov. 30, 1921,
the price of this
cabinet will be

$14

For

November Only

$12.50

With Top Moulding
Shelves (for Victrola
IX only as shown).

After Nov. 30, 1921,
the price of this
cabinet will be

$15

Geo. A. Long Cabinet Co.^ Hanover, Pa

106

THE TALKING MACHINE WORLD

November 15, 1921

PITTSBURGH IS IN BUOYANT MOOD OVER TRADE OUTLOOK

Business Decidedly Better, Thanks to Improved General Conditions — Leading Jobbers Discuss
Situation — Talking Machine Men Meet — Brunswick and Vocalion Increase Representation

Pittsburgh, Pa., November 7. — The past month
proved a pleasant surprise in certain sections of
the Steel City, as far as business conditions were
concerned, a number of the dealers reporting that
the volume of business handled for October in
talking machines and records proved decidedly
larger than that disposed of the month before.
The open weather of the past six weeks has not
been a factor to encourage sales of talking ma-
chines and records, but with the advent of rainy
and chilly weather the past week the "folks at
home" were inclined to remain at their firesides,
and this, in turn, proved a circumstance which
brings to remembrance in a forceful manner the
talking machine and the pleasure that is derived
therefrom.

General Tone of Business Is Much Better

The general tone of business in all lines and
sales of talking machines in this city is much
better than two weeks ago and the outlook for a
good holiday season is bright. It is admitted on
all sides that the industrial situation in the Pitts-
burgh district has improved most materially and
mills that were operating at 40 per cent and even
less a month ago are now producing at 65 to 75
per cent of capacity. This is also, true of the
coal and coke operations and, as a result,- hun-
dreds of men have gone to work the past ten
days. While it is true that the wage scale will
not be as high as the wages that prevailed two
and three years ago, it is a great relief to the
workers as a whole to know that they are sure
of steady work for the next fifteen to eighteen
months. Orders for iron and steel products have
been coming in rather heavily the past three
weeks and this all goes to enhance the prosperity
of the district.

In turn, the wages that will be disbursed every
two weeks from now on will be good sized and
the circulation of the millions of dollars in this
city and vicinity augurs well for all kinds of

business, the talking machine trade especially.
It is a well-known fact that in the industrial and
mill towns of the Pittsburgh district the demand
for talking machines and records, when the mills
are running full, is very heavy. This is true in
a marked degree of the foreign-speaking workers,
who are intensely fond of music in all forms.
Poles, Russians, Hungarians, Italians, Slavs, Ru-
thenians, Czechs and other nationalities are
keenly interested in songs in their native tongue,
as well as in selections by their national artists.
When the slump came in the industrial life of
the Pittsburgh district, the talking machine deal-
ers who specialized in foreign records, etc., were
the first to feel the effect, and now as the up-
ward trend in operations comes they are the first
to feel the stimulating current of brisk business.
Reasons for Optimism

On the whole there is an optimistic tone in the
talking machine trade here and dealers are pre-
paring for a brisk holiday trade. S. H. Nichols,
manager of the Pittsburgh offices of the Colum-
bia Graphophone Co., said to the Talking Ma-
chine World representative:

"We are prepared to handle what we expect
will be a very excellent holiday trade in the Co-
lumbia Grafonolas- and records. The turn in
trade has come from the industrial marts of the
Pittsburgh district and adjacent sections and I
feel that it will have a good effect on all other
lines of trade. We feel that with the aid of our
service department we will be able to give splen-
did co-operation to all Columbia dealers and
aid them in taking care of the business that un-
doubtedly must come to them. We feel very
hopeful as to the immediate future and are con-
vinced that the business is there to be secured
by the dealers who go after it in a systematic
and persistent manner. The general outlook is
good and I see no reason why every Columbia
dealer should not be able to do a very nice busi-

ness from now on until the Christmas holiday
trade is over."

Thomas T. Evans Reviews Situation

Thomas T. Evans, manager of the wholesale
Victrola department of the C. C. Mellor Co.,
said: "We look forward to doing the usual
good business that this firm has always handled
in the months of November and December. We
have service to offer to Victor dealers second to
none in the country and in many points superior
to many offered. The outlook is good as far
as I can see and it is my candid opinion that it
will be a larger and better Victor season for our
department than we experienced a year ago.
The mills and mines are gradually getting back
to normal operations and this is bound to have
a beneficial effect on the Victor trade all over
the Pittsburgh territory."

W. C. Hamilton Back at His Desk

Wm. C. Hamilton, president of the S. Hamil-
ton Co., Victor dealer, and president of the
Piano Merchants' Association of Pittsburgh, is
back at his desk again after a stay in a New
York hospital following an operation for appen-
dicitis. Mr. Hamilton's many friends in the
trade were glad to see him restored to his field
of useful endeavor in the talking machine and
music circles of the Steel City.

Many New Brunswick Dealers

J. A. Scanlan, Jr., sales manager of the Bruns-
wick phonograph division of the Brunswick-
Balke-Collender Co. in the Pittsburgh district, is
lined up securely with the optimists in the talking
machine trade who are convinced that business
is reviving and that the outlook is brighter to-
day than it was six weeks ago. Mr. Scanlan said
in referring to business conditions: "We feel
that our efforts this Fall and Winter for new
business will be rewarded in a very handsome
manner. There is no doubt but that the earnest
and conscientious retail Brunswick dealer will
be able to do better and larger business through
the co-operation that our company extends to
him." Mr. S.canlan stated that the following new
Brunswick dealers will, in the future, be served
by the Pittsburgh offices: A. M. Armstrong,

Individuality in Your Product Will Mean More Sales for You!

The New Empire Univer-
sal Ball Bearing Tone
Arm and Reproducer

Made in Two Lengths :
8" and 9"

The Empire Universal
Pivot Base Tone Arm
and Reproducer

Made in Several Lengths.

THE EMPIRE PHONO PARTS COMPANY, 1362 East Third Street, Cleveland, 0.

Established in 1914

Manufacturers of High Grade Tone Arms and Reproducers

W. J. McNAMARA. President

November 15, 1921

THE TALKING MACHINE WORLD

107

Now 93 c.

RETAIL

The "PHONO-MOVIES"

The Hi^-clasB Phonograph Ihitertainer
Always a diversifled performance

A highly perfected amusement feature. The ani-
mated antics of the "Phono-Movies" will produce
the laughter and merriment you seek at a three-
ring circus.

Now is the time to stock the "Phono-Movies" for
the holiday trade and enable customers to enjoy
this happiest of fun-making, mirth-producing
novelties.

The "Phono-Movies" are irresistible in their ap-
peal to the phonograph owner, and as the cost
does not exceed the price of some records the
outfit is within the reach of all.

Dancing Darky

COMMEBCIAJL ART SHOP, Covington, Ky.

Find enclosed 98c for complete "Phono-
Movie" sample outfit and money-
making particulars.

Name

Address

In addition to the three parts
that comprise the working device,
three "Phono-Movie" subjects are
included with each set. Operated by
disc phonograph without attachments of
any kind.

This "made in the U. S. A." novelty of merit,
well boxed, all complete with directions.

Use the coupon for sample and money-making
particulars.

Commercial Art Shop

Covington, Ky.

BalUt Dancer

Scare Croiv

faientea Feb. 1 i, 1919, ana other patents pending

Apollo, Pa.; T. Reed Ashbaugh, East Liverpool,

0. ; Brown's Music Shop, Kittanning, Pa.; De
Foreest & Son, Sharon, Pa.; East Hill Bruns-
wick Shop, Sharon, Pa.; A. G. Ditmer, Butler,
Pa.; E. H. Hutson, New Bethlehem, Pa.; S. J.
Lowry, New Kensington, Pa.; Ullom & Bailey,
Waynesburg, Pa.; David Hirshberg, Vandergrift,
Pa.; Melody Shop, Bellaire, O., and the East
Liverpool, Torotito and Selineville, O., stores of
the Smith-Phillips Music Co.

Miss Lillian A. Wood Resigns
Miss Lillian A. Wood, who for several years
was in charge of the educational department of
the C. C. Mellor Co. Victor branch, has resigned.
Rumor has it that "wedding bells" will ring soon.
Miss Wood wears a handsome solitaire and de-
clines to be quoted.

Discuss Formation of "Record Exchange"
At the October meeting of the Talking Ma-
chine Dealers' Association of Pittsburgh steps
were taken looking to the formation of a "Rec-
ord Exchange" for the exclusive use of the mem-
bership. The plan is to have the members ex-
change through this central agency such records
as they wish to pass on to other localities where
the sales possibilities are greater. The matter
was thoroughly discussed and it was decided to
let the executive committee and officers work
out a plan of operation which will be presented
at the regular meeting of the association in No-
vember. The October meeting was the first offi-
cially presided over by Herman Lechner, the new
president. Jobbers who attended the meeting
were J. C. Roush, Wallace Russell and French
Nestor, of the Standard Talking Machine Co.,
Victor distributor; George H. Rewbridge, of the
W. F. Frederick Piano Co., Victor distributor,
and A. A. Buehn, of the Buehn Phonograph Co.,
Edison distributor.

The Sonora Headquarters in Pittsburgh
The Sonora Distributing Co., of Pittsburgh,
the new wholesale Sonora agency in this city,

1. s now located in the Jenkins Arcade, with H.
Milton Miller as sales manager. Frank J. Coupe,
general sales manager of the Sonora Phonograph
Co., of New York, spent several days in Pitts-
burgh in conference with Mr. Miller. The latter
is confident that the sales of the Sonora this Fall
and Winter will be large, especially period
models.

Open Sales and Display Rooms

A. B. Smith, Pittsburgh representative of the
Granby Phonograph Corp., has opened sales and
display rooms in the Pittsburgh Life Building,
corner of Sixth street and Liberty avenue. Mr.
Smith said that "a careful analysis of the field in

this territory proves to me that there is every
reason to be an optimist and to confidently look
forward rather than to regretfully look back-
ward."

Boggs & Buhl Bubble Book Party

One of the pleasing affairs of the past month
was the "Bubble Book" party given to over 2,500
children by Boggs & Buhl, the North Side de-
partment store. The party was given under the
direction of Mrs. E. B. Harrington, of New
York, who is associated with the Harry Sherwin
Co., promoters of the Harper & Bros. "Bubble
Books." A Columbia phonograph and the Mag-
navox were used. Henry Wood, of the Boggs
& Buhl talking machine department, and Mr.
Schwartz, of the firm's toy department, assisted
in making the party a success. A large number
of "Bubble Books" were sold. A number of
children specially trained by Mrs. Harrington,
who came to Pittsburgh several days before the
party was given, made a hit with their songs and
dances.

M. Weinburg Again at the Helm

M. Weinburg, manager of the Victor depart-
ment of Spear & Co., is back at his desk again
after a several weeks' stay in a hospital. The
Spear talking machine department is one of the
largest and most complete in the city.

Pennsylvanians Visit the Starr Plant

Organized by H. C. Niles, secretary-treasurer
of the Starr Phonograph Co. of Pennsylvania,
nineteen Starr phonograph and Gennett record
dealers recently visited the Starr plant in Rich-
mond, Ind. The party made the trip in a spe-
cial car,, and while at the factory were given a
close-up view of the plant and its workings,
especially the recording work in the phonograph
department. Harry Gennett and Fred Gennett,
vice-president and secretary, respectively, of the
Starr Piano Co., were the proud hosts of the
Pittsburgh delegation. Those who made the trip

were Lester Stewart, Phonograph Shop, Home-
stead, Pa.; W. C. Pifer, Keyser, W. Va.; Clark
Jones and B. D. McMillen, Jones & McMillen,
Beaver, Pa.; Jacob Schoenberger, Lechner &
Schoenberger, Pittsburgh; George Minch and
George H. Selzer, Minch & Selzer Co., Coraop-
olis. Pa.; W. T. Parker, Vale Summit, Md.;
Harlan A. Home, J. M. Hofifmann Co., Pitts-
burgh; E. J. Michael, E. J. Michael Piano Co.,
Pittsburgh; A. K. Smith, Punxsutawney, Pa.;
L. M. Lytton, Burgettstown, Pa.; Roy Velock,
Velock Music Co., New Brighton, Pa.; A. G.
Leonard, R. E. Stone Co., McKeesport, Pa.; R. E.
Williams, R. E. Williams Music Co., Greenville,
Pa.; Andrew Tomasco, Black Lick, Pa.; H. H.
Imhofif, Clarion, Pa., and F. A. Stewart and H. C.
Niles, Starr Phonograph Co., Pittsburgh.
Increasing Vocalion Representatives
The Clark Musical Sales Co., wholesale dis-
tributor of the Vocalion phonograph, reports
sales conditions good and the outlook as most
satisfactory. Among the local Vocalion retail
dealers are the National Phonograph Co., 633
Liberty avenue; Knoblach's, 1816 Beaver avenue,
Northside; H. Mysels, 2017 Center avenue; the
Markovita Drug Store, 401 Hawkins avenue,
Rankin, Pa.; Tischler Bros., 142 East Main
street, Carnegie, Pa.; Kaufmann & Baer Co. and
Scott Co., East Liberty. Recent new Vocalion
dealers are: A. Klein, 3705 Butler street, Pitts-
burgh; M. A. Madison, Ridgway, Pa.; A. Mc-
Laughlin, 1713 Murray avenue, Pittsburgh; D. O.
Shaver and D. A. Waite, Altoona, Pa. The
Pittsburgh offices of the Clark Musical Sales Co.
are in charge of J. A. Pentz and Charles E.
Stran, both well known to the trade.

The Greene Drug & Jewelry Co., of Dickin-
son, N. D., has purchased the stock of Victrolas
and records of the McDonald Drug Co., and is
now the only Victor dealer in Dickinson.

MAGNET DECALCOMANIE NAMEPLATES

SOLD »Y

NURTEAU.WILLIAHS&CO.^o

MONTREAL — OTTAWA

fOP TALKING MACHINF
CABINETS Et(

Pamphlets^with fac-simile illus-
trations'and prices mailed
on request.

SMITH-SCHIFFLIN CO.

149 Church Street New York City

BOB,!® Wt

ti ■ saus ERT ij

108

THE TALKING MACHINE WORLD

November 15, 1921

??7??7??7????

The

Burning Question

Does a Sheet Music Department
Belong in a Phonograph Shop?

The Answer is

EMPHATICALLY YES

For the Following Reasons : —

1. Substantial profit — averages 50% on cost.

2. Minimum Investment — requires about $100.

3. Frequent turnover — investment turnover, ten
times annually.

4. Brings trade in your store for other merchan-
dise.

5. Pays entire running expense of store.

To further substantiate our claim of the value
of a Sheet Music Department, v^e can refer to
hundreds of successful Phonograph Dealers
throughout the country whom v^e convinced
through our special Guarantee Offer.

Our Guarantee Offer

We will ship you an assortment of the latest and
best selling hits. At the end of thirty days, you may
return to us (charges prepaid) any unsold copies that
are in perfect salable condition. In this way, all invest-
ment risk on your part is removed. You really start
the department at our expense.

Write for further particulars,
dealer's fielps, display racks, etc.

PLAZA MUSIC CO.

20 West 20th Street

NEW YORK CITY

STARTS SHELTON MOTOR CAMPAIGN

Shelton Sales Co., With Headquarters in New
York, an Excellent System of Distribution —
W. Gentry Shelton Is President of Company

The Shelton Electric Co., New York City, has
instituted a strong campaign on the Shelton mo-
tor in its improved form. This motor, through a
friction drive, electrically operates any phono-
graph. The motor is placed at the edge of the
turntable on the top of the motor board and can
be installed ready for playing in a minute's time.
It is made for both alternating and direct cur-
rents and consumes only ten volts, which, it is
well knovim, is a negligible quantity. It may
be applied to either Edison, Victor or Columbia
talking machines. Among the refinements found
in the Shelton motor is an automatic switch
and a permanent rubber wheel, which, it is
claimed, will practically never wear out.

An excellent system of distribution has been
accomplished, thereby permitting the maximum
of service to the dealer. In the East the Shel-
ton Sales Co. has been formed, with headquar-
ters in New York City, and every Edison distrib-
utor is distributing the Shelton motor as well.

W. Gentry Shelton, president of the Shelton
Electric Co., stated that there are over 25,000
satisfied users of the Shelton motor at the pres-
ent time. Through the quality of the product
and the efforts of Mr. Shelton and his associates
and distributors it is expected that the number
will grow at a remarkable pace.

NEW ASSOCIATION IN NEW YORK

Victor Luncheon Club Organized Into a Perma-
nent Association — L. J. Rooney President

At a largely attended meeting of the Victor
Luncheon Club, held at the Cafe Boulevard,
New York City, on Friday, October 28, the Met-
ropolitan Victor Dealers' Association was organ-
ized to take in those retailers located in what
is termed the metropolitan district of New
'i'ork. The officers elected at this meeting
are: L. J. Rooney, president; Ernest Leins,
vice-president; E. G. Brown, secretary, and A.
Galuchie, treasurer.

The Victor Luncheon Club was organized
some months ago for the purpose of bringing
together the Victor dealers of New York and
vicinity for the discussion of timely business
topics. The luncheons have been well attended
and have proven so interesting that it was de-
cided to form a permanent association. Just
what effect the new organization will have on
the two existent associations made up of talk-
ing machine retailers in New York and vicinity
remains to be seen.

CUSTOMERS' RECORD MEMO BOOK

Ideal Music Co. Distributes Clever Booklet Con-
taining Record Lists, Blank Pages for Patrons'
Memorandums and Calendar

■ E. V. Bragdon, of the Ideal Music Co., Victor
dealer. New York City, has evolved a clever idea
which acts as a reminder to customers of the
records which they are particularlj^ desirous of
obtaining. Mr. Bragdon has had a number of
small memorandum booklets made up which he
mailed to his customers. The cover bears the
Victor trade-mark and the following text: "Rec-
ords I Want From the Ideal Music Co." On
the inside cover under the heading "Standard
Operatic Selections" are listed twenty-three such
records, and on the back cover twenty standard
selections are listed. The inside back cover con-
tains a 1921-22 calendar and there are twelve
blank pages in the booklet for the customer to
list the records wliich he desires to purchase.

A GREAT ARRAY OF DEALERS

The number of dealers in Detroit, Mich., han-
dling the Columbia line, totals fortj--one. These
dealers are, for the most part, very aggressive
and they take advantage of all dealer helps dis-
tributed by the Columbia Co.

November IS, 1921

THE TALKING MACHINE WORLD

109

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I THE TALKING MACHINE WORLD SERVICE

A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim

iiiiiiiiiiiiiiii

Sell Through Your Store Window!

Now that the shopping season is once more in full swing, it is
more important than ever that attention should be paid to your
window displays. It is not necessary tO' spend a large amount of
money to dress up your window, as original displays will catch the
eye of the passerby just as quickly as a costly window layout.

HERE is a window display which, if your window is in easy
access of your store, will produce an excellent psychological
effect that will result in big sales of your newest record hits.

Instead of stocking up your leading hits on racks, put them all
into your window in piles. In order to give a larger effect, mount
these piles on boxes covered with throws of velvet or other material
which you use for decoration. If your stock of records is too small
to make a good-size pile use other records for the bottoms of the
piles. In front of each pile have a card giving the name of the hit.
Across the front of the window, suspended by wires from the ceiling,
should be a large card with the words "GOING— GOING — BUY
TODAY." As you sell the records, the pile greatly diminishes.
Pedestrians who look into your window will see the salesmen when
they reach into the window to take another record from the top of
the pile. There is something about the effect of this which stirs the
public to action, as they see the pile getting smaller.

MOST ever}' community enjoys out-of-town trade. Although a
considerable amount of business is done by this out-of-town
trade while they are visiting in the city, a still larger amount is done
through the mail, after they return to their homes. If you sell records
by mail you can arrange an effective display to attract these out-of-
town customers, as they pass your store, which should later net you
considerable sales.

Save a considerable quantity of envelopes which you have re-
ceived from mail-order customers. Attach these at intervals of 12
inches to a strip of red crepe paper. Frame your window with this
strip. In the center of your window, on a mount, place a package of
records with cardboards, etc., just ready to be tied up for mailing.
The parcels post tag should be visible on the package. A sign placed
conveniently in the window should read : "We sell records by mail.
Come in and ask for details."

* * *

THERE is a perpetual interest among us mortals to know what
the other fellow is doing, or what he has. This gives you an
opportunity to dress your window in an unusual manner and at the
same time create sales of records. The window should be arranged
as follows :

Insert three or four large upright signs, attractively lettered.
One of these signs should be headed "The record collection of a
Banker in this city." Then should follow a list of records, classified
as dance records, popular records, instrumental records, etc. At the
bottom insert this line: "How many of these have you got?" On
the next sign, in the same way, list the records owned by a society
woman, and the third sign should tell of the records a prominent
builder prefers. This inform.ation you can secure by going to the
individual and promising him that you will not disclose' his name. He
will, without doubt, be glad to let you make a list of the records in his
library. You can continue this window display as long as you wish,
frequently changing the type of individuals whose records you dis-
close. Other interesting subjects would be the editor of your local
paper, a doctor, a prominent public official, a musician, a politician, a
policeman, a football star, etc.

Add interest to your display by placing at the foot of each card
some object which is characteristic of the person whose records are
listed on the sign. For example, at the bottom of the banker's sign
place a bankbook, stuffed with a few new greenbacks, and nearby a
good cigar, with an ash tray and golf ball. With the society woman's
sign use a decorated fan, a pair of long white gloves, a high-class
inkwell with a quill pen stuck into it. At the base of the builder's
card place a blueprint plan with dividers, rule and pencil.

There is a lot of human interest in this display, as people are
always anxious to know what tastes, likes or dislikes the other fellow

has, and as they read these record lists they will note many records
which they would like to have themselves.

Along the bottom of your window place a long sign reading :
"We have all of these records in stock now. Come in and hear them."

^- ^

A CROWD will stop and watch a moving window and it will also
stop to watch anything mechanical. Here is a way to make up an
attractive window which will make the crowd stop and at the same
time help to greatly increa'se the work of your repair depart.nent.

Clear out one of your windows and then place in it a miniature
repair shop, complete with a small bench and chair, also the necessary
clamps, screwdrivers, etc., for a repair man to work with. Place your
repair man in the window and let him do his daily work before the
public for a period of six days. You should buy a blue denim
coat for your repair man for this occasion, so that he will appear neat
and trim, yet not overdressed. A series of signs should be placed
about the window reading as follows :

"We do expert repairing." "We clean and overhaul your motor
and make it like new." "Every talking machine needs overhauling at
least once a year to give proper service." "An overhauling will make
your motor run smoothly, increasing the reproducing accuracy of
your machine." "We will call for your machine at your request."
"Our service is guaranteed," etc., etc.

If you desire, build a rack for these signs, and then have your repair
man every once in a while reach down for a new sign and place it on
display. Such a window will make people stop, look, listen and act.

^ ^ ^

A PICTURE to the eye is always more quickly assimilated than a
word picture. Again, often one is in a hurry and does not have
time enough to stop and study your window. Therefore, if you can
design a window which will catch the fleeting glance you will greatly
add to its pulling power. Such a window display as the following
has this advantage :

From a toy store or a local architect borrow a small model of a
dwelling house. If possible, secure one with transparent windows so
that the house can be lighted in the evening by an electric bulb. On the
floor, about the house, arrange a green mat to resemble grass and with
the use of sand build a little roadway and make other little touches
which will give the spot a more real appearance. This set-up should
be at the left of your window and at the right should be a cabinet
model talking machine. From red cardboard cut a large arrow,
long enough to reach from the top of the talking machine to the house.
Suspend this in place by wires from your ceiling. Beside the talking
machine place a chair or some other object with a rug and a lamp,
so as to picture a small portion of a living-room. A small card,
which should be placed at the front of the window on the floor, should
read as follows :

"This machine belongs in your home. It will make every day a
happy day."

^ ^ ^

A THANKSGIVING window bringing the warmth and friendli-
ness of the occasion to the passerby may be arranged as follows :
Get a supply of colored leaves, either natural or artificial. String
these on a black thread, tying the stems to the thread at intervals of 4
inches. Enough of these strings should be made to frame your window
all around. Set a talking machine in the center of your window and
let strings of the colored leaves radiate from it to the top and sides
of your window. Place a low pedestal in the foreground. Cover it
with dark velvet or crepe paper. On this place a large upright sign
with the words

"MUSIC AND THANKSGIVING
The great artist. Nature, has given us an abundant harvest of the fruits
of the earth. But far greater is the harvest of happiness, yielded by the
artists of music — the greatest blessing bestowed upon mankind. Will
there be music in your home on Thanksgiving Day?"

This sign should be in tones of brown, yellow and red to harmonize
with your autumn leaves. On the floor, at the base of this sign,
arrange some harvest fruits, such as wheat, apples, pumpkins, etc.
Your electric light for illuminating the window at night should be
covered with light brown, yellow or red crepe paper.

110

THE TALKING MACHINE WORLD

November 15, 1921

JuuaSandersoii

THE BIG HIT FROM 'TANGERINE'

A CATCHY MELODY YOU CAN'T FORGET

=1 ^ Sunj bi) JULIA SANDERSON and FRANK CRUMIT

C? D ''^^ou Cdn'l go u/ronq

^ASKTOHEARITm wlh ani^rkt'Sony

tf^ \9 " ■■■■

PHOTOPHONE COMBINES RECORDS OF SOUND AND ACTION

Swedish Inventors Claim to Have Discovered a Photographic Record of Action and a Gramo-
phonic Record of Sound Which Work Together, Insuring Perfect "Talking Films"

Swedish inventors and men of science believe
that they have discovered the way to "talking
films" — that is, means by which a photographic
record of action and a "gramophonic" record of
sound may work together to produce a single
illusion. These means are rays of light, and the
mechanism in which they work is called a "film
photophone." The London Times has reviewed
and prints what purports to be the first account
of the new invention. "If I were to say," writes
its correspondent, "that Professor Montelius,
sitting by my side in the darkened garden of a
laboratory near Stockholm, saw on a screen
before us a moving picture of himself as he had
appeared delivering a scientific lecture three days
before, the interest would be slight. If I were to
say that, while the screen was displaying the
moving picture, certain sounds were assailing
the ear purporting to be reproductions of the
words of his lecture, nobody would be surprised.
But when I say that, w'hile the picture film was
passing, we listened to his words, full-voiced,
distinct in every difficult utterance, . that these
words were synchronized infallibly with posture,
with gesture — interest will be awakened. Wliat we
saw was Mr. Montelius in his capacity as Royal
Antiquarian and Director of the National Mu-
seum, at his lecture desk or moving freely about
the platform, without thought of a camera or a
receiver, and what we heard were his words in a
reproduction so perfect that it was almost im-
possible to believe that Montelius was sitting,
with silent lips, at my side.

"The achievement which we witnessed was no
mere refinement of technique, no mere improve-
ment of methods already invoked by other in-
ventors. It accomplished itself through the em-
ployment of a novel instrument by an invasion
of the regions wherein sights and sounds strive

to reach the senses of man. It was a pencil of
light that had pictured the sounds, and a needle
of light that gave them back. Or, rather, to
write with accuracy, there was no needle about
it — what we heard was, literally, a photograph
of Montelius' lecture. Until now we have only
seen photographs; in the future we may hear
them. The new invention simultaneously films
scenes and sounds. It transforms the vibrations
of the voice into light waves, these into elec-
trical impulses, which, controlled and utilized
with great skill, return to the ear the original
sounds in every shading."

The film photophone operator sets up in the
neighborhood of his actors a double camera. Its
two reels revolve on a common shaft. The
record of one camera is the ordinary screened
picture: The eye of the second camera, how-
ever, is not directed towards the actor, but gazes
into a ray of light — a ray agitated by the actor's
voice. How is the ray agitated? Across the end
of a little horn, like a telephone receiver (which,
in fact, it is) stretches a delicate diaphragm of
rock crystal. Upon the silvery back of this dia-
phragm falls a slender shaft of light from an
electric bulb. The shaft of light impinges on the
diaphragm at an angle. It is reflected into the
camera, which it enters through a narrow up-
right slit. So long as the reflector is at rest the
ray of light will be reflected at a single constant
angle, corresponding to the angle of its inci-
dence. But if the reflector be agitated the ray
will be reflected at constantly changing angles.
Tust as a boy, with a bit of looking-glass in his
hand, writes words on the wall with the re-
flected sunlight, so the diaphragm, as it vibrates
to the voice, writes with the light ray which it
reflects, writes on the celluloid film as it moves
through the camera, writes curves correspond-

ing to the sound waves which are agitating it.
Were the diaphragm at rest the reflected ray
would photograph itself as a straight band of
white along the bottom of the moving film.
But as the reflector vibrates the straight band
becomes a silhouette of waves, of varied contour.
This is the photograph of the spoken words.

"But how reconvert at will this phono-photo-
graph into sound? How retransmogrify these
pictured vibrations into resonant vibrations?
There is a substance, an element known as
selenium, which possesses the curious property
o; resisting the passage of electricity in propor-
tion to the degree of light in which it is bathed.
The photophone invokes the aid of this mineral.
In an amalgam with other substances, which
make possible practical utilization of its curious
property, selenium is made the controlling fea-
ture of a device, in the nature of a lig'ht-electric-
cell, which augments or diminishes its own re-
sistance to an electric current in accurate re-
sponse to the strength of the light that falls
upon it. It is upon this selenium cell, not upon
a screen, that the film of the voice is projected.
The cell is incorporated in an electric current,
leading (eventually, not quite yet) to a telephone
transmitter. As the current passes through it
this cell controls and modifies its strength to an
exquisite degree, as there falls upon it the flicker
of the lights and shadows of the sound film.
The electric current, as it emerges from the sele-
nium cell, is vibrating in precise correspondence
with the vibrations of the light waves, and with
the sound waves of which they are the reproduc-
tion.

"But this current is weak; it would not operate
the speaking diaphragm of a telephone. It will
be fortified by 'audiones' — high-vacuum ampli-
fiers. Thus amplified, if desired, up to several
thousand times its original strength, the current
— now freighted with the enriched vibrations of
the voice — is conducted to the horn of a loud-
speaking telephone, and delivered — a reproduc-
tion, instantly recognized, of the utterance of

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Magnedos offer substantial profit to Jobber and
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Retails at 10c. a box
Dealer's price $5.50 carton of 100 boxes

MANUFACTURED
BY

SUPERTONE NEEDLE WORKS

18 WEST 20th STREET
NEW YORK

November 15, 1921

THE TALKING MACHINE WORLD

111

Senate Votes to Free All Musical
Instruments From Excise Taxation

Agrees to Proposal of Senator Frelinghuysen of New Jersey to Strike Out Section
of Revenue Bill Providing for Excise Taxes on Musical Instruments

Washixgton, D. C, November 4. — Musical in-
struments of all kinds, as well as rolls and rec-
ords, will be entirely free from excise taxes in
the new Revenue bill, as drafted by the Senate,
according to the action taken by that body Mon-
day, when by a viva voce vote it agreed to
the proposal of Senator Frelinghuysen, of New
Jersey, to strike out that part of Section 900 of
the pending Revenue Revision bill dealing with
musical instruments. There were only about
three dissenting voices to be heard as the presid-
ing officer called for the yeas and nays, one
being that of the Senator from North Dakota,
Mr. McCumber, who had previously announced
that the repeal of the tax would cause a loss
to the Government of approximately $12,000,000.

The Republicans were roundly scored by
Senator James Reed, Democrat, of Missouri, for
their action in lowering taxes on sporting goods,
chewing gum and similar commodities — non-
essentials— and seeking to retain the levies on
musical instruments, auto trucks and works of
art.

Just previous to taking action looking to hav-
ing the tax repealed Senator Frelinghuysen as-
sured the Washington correspondent of The
World that the Senate would agree to his pro-
posal. This is one of the few amendments in
which the Republicans and Democrats joined
hands, showing that all of the Senators were in
sympathy with this move to relieve the industry
of the tax burden.

This is borne out by the fact that while the
clerk of the Senate was preparing to read the
amendment offered by Senator Frelinghuysen,
Senator George Moses, of New Hampshire, was
on his feet endeavoring to offer an amendment
verbally which had the same action in view, and
there were others on both sides of the Senate
Chamber seeking recognition, ostensibly with a
similar object in view. As stated, there were
no remarks expressed against the repeal.

The Frelinghuysen amendment, on which ac-
tion was taken, read: "Strike out paragraph 4,
page 197, lines 8, 9, 10, 11 and 12." The para-
graph so stricken out reads: "4. Pianos, organs
(other than pipe organs), piano players, player-
pianos, graphophones, phonographs, talking ma-
chines, music boxes, and records used in con-
nection with any musical instrument, piano
player, player-piano, graphophone, phonograph,
or talking machine, 5 per centum."

The 5 per cent tax on sporting goods was
ordered repealed by a vote of 31 to 30, show-
ing the difference in feeling toward that para-
graph as compared with the provisions affecting
musical instruments.

Following the evident failure of the Smoot
proposal for a manufacturers' sales tax, followed
by the rejection of the Calder amendment by

THE FILM PHOTOPHONE THE LATEST

(Continued from page 110)
the original speaker. Delivered, too, in absolute
synchronism with the simultaneous picture. The
synchronism is perfect, because it is automatic;
the picture fiim and the sound film were made
on, and are projected from, reels turning on the
same shaft and on celluloid controlled by identi-
cal perforations.

"If the film photophone has any inventor, he
is Sven Alson Bergland. But the processes
necessary for the achievement have involved so
much of mechanical and electrical as well as
chemical knowledge and skill that Mr. Bergland,
for all his twelve years of industrious applica-
tion, -can only be regarded as the leader of a
band of inventors. Nor would this band have
been successful in their pursuit of the secret of
synchronized sight and sound without the sup-
port of the old Swedish family of Frestadius."

the Senate, there was a bill introduced by Sena-
tor Frelinghuysen, who comes from the State
that produces the bulk of talking machines of
the country, to reduce excise taxes on talking
machine records from 5 to 3 per cent.

Later on Senator Frelinghuysen introduced
the present amendment, which had the endorse-
ment of Senator Edge, also of New Jersey, free-
ing all musical instruments from excise taxes.
The adoption of that amendment by the Senate
is to be regarded with great satisfaction by
members of the music industry who have taken
such an active interest in the efforts being made
to lift the excise tax burden.

Although the direct action of the Senate was
on the amendment introduced by Senator Fre-

linghuysen, the fact that the amendment to elimi-
nate the excise taxes on musical instruments
was adopted without a roll call, that it had the
direct support of the great majority of the
Senators and was opposed by only three or four
is accepted as proof of the widespread effect of
the strenuous work carried on by the members
of the music industry throughout the country to
secure relief from such taxes, and particularly to
the influence of the great music advancement
work that has been carried on in all sections for
several years past. That the trade is apprecia-
tive of this fact is indicated by the number of
congratulatory messages received at the offices
of the Music Industries Chamber of Commerce.

There were sixty-five Senators present when
the vote was taken, a rather unusual attend-
ance, and that there was practically no opposi-
tion is significant, for when it came to voting on
the lifting of excise taxes from sporting goods
a roll call vote was demanded and only thirty-
one voted in favor of eliminating the tax.

The Frelinghuysen amendment is to be credited
in a large measure to prominent talking machine
interests.

To Prepare
for the Victor
Christmas

Ifegii^^HlS Christmas will be another
^St]^™ Victor Christmas. Ere the holi-
m^jlStH days are over, thousands of Vic-
trolas will be placed in many new homes
throughout the country.

We have always, as jobbers, tried to
anticipate the needs of our dealers, and
have always helped them towards secur-
ing their share of this Christmas business.

Our record in the past is a guarantee of
our desire to serve you more adequately
than ever during the coming holiday
season.

CURTIS N. ANDREWS

Victor Wholesaler
BUFFALO, NEW YORK

112

THE TALKING MACHINE WORLD

November 15, 1921

IMPROVING TRADE CONDITIONS EVIDENT IN NORTHWEST

Brunswick Officials Optimistic — Many New Dealers Listed — S. D. Andrews' Pertinent Review —
Beckwith-O'Neill Co. Tells of Victor Demand — Edison Trade Active — Other News

St. Paul and Minneapolis, Minn., November 7.
— It is impossible to convince the Northwestern
wing of the Brunswick-Balke-Collender Co. that
the talking machine business is dull, for the en-
tire stai¥ is busier than ever and the results are
better than ever. George M. Nye, manager of
the phonograph end, states that 1921 will show
up better than 1920 in every way and the dealers
are satisfied with their returns. The Jenson Fur-
niture Co., in St. Paul, a new venture, will take
on the Brunswick line. A number of Twin City
merchants have applied for permission to handle
the Brunswick phonographs, but, for obvious rea-
sons, it is not advisable to have too many dealers
in the field. Brunswick records are given con-
tinuous and ef¥ective advertising by Roy Swan-
son, manager of the exclusive shop in St. Paul.
He has a big record disc, over six feet in diame-
ter, out in front and this disc has an illuminated
center, from which the name of the record is

flashed in the faces of the pedestrians, the name
being changed constantly.

If the banks, that is, the rural banks, were in
position to finance the local music dealers it
would be possible to get some very nice trade,
says Sewell D. Andrews, of the Minneapolis
Drug Co., distributor of Sonora machines and
Okeh records. Under the present conditions the
rural dealers are obliged to sell on extended
terms, or they cannot sell at all, but the local
bankers are in no position to extend any help to
such transactions. The result is that jobbers
are often obliged to refuse orders because the
accounts must be carried too long for sound
business practice. Mr. Andrews notes an in-
creased demand for period models.

W. L. Sprague, Northwestern manager for the
Columbia Graphophone Co., is on the road again,
this time traveling with his roadmen in North
Dakota. This is his way of putting his hand on

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HOLLY
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Wliy pay $1.00 ea.rh
year for Holly
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Holly Wreaths No,
35861 for «1.00 last
you ten to twenty
years at cost of $.05
to $.10 per yearl

My XMAS CATA-
LOGUE No. 35

with Illustrations in colors of Artificial Flowers, Plants.
Trees, Hanging Baskets, etc, mailed FBEE FOB THE
ASKING.

FRANK NETSCHERT

No. 61 BARCLAY ST.,

NEW YORK. N. Y.

the pulse of the trade and he finds it very effec-
tive in stimulating the interests of the dealers
and his road salesmen. The Columbias are go-
ing out very rapidly in all parts of the territory.

Victrolas continue to be in popular demand,
according to E. F. O'Neill, of Beckwith-O'Neill
Co. There has been marked improvement in or-
ders in the past sixty days and the company's
reserve stocks are much lower than they were
ninety days ago. Two of the bright stars of the
Educational Department of the Victor Co. have
been shining in the Northwest recently. These
luminaries are Miss Fannie R. Buchanan and
Miss Donzella Cross. Miss Buchanan has been
talking to teachers' institutes and conventions in
South Dakota and is now on tour in Minnesota.
Miss Cross was one of the most entertaining
speakers at the annual meeting of the Minnesota
Educational Association, at Minneapolis, Novem-
ber 3-5, and has dates with the North Dakota
Educational Association at Fargo, November
21-23.

Milton Lowy, manager of the Minnesota
Phonograph Co., still maintains that 1921 will be
a bigger year for Edison phonographs in Minne-
apolis than was 1920. The work is a little harder,
he confesses, but persistency counts in the music
trade as well as in other lines of endeavor. The
wholesale demand for Edisons continues gener-
ally satisfactory in view of the various economic
handicaps.

NICHOLS & FROST'S NEW HOME

Fitchburg Dealers Occupy Spacious Quarters on
Main Street — Handle Victor and Columbia

Fitchburg, AIass., November 2. — Nichols & Frost,
which is a widely known establishment in this
city, is now in a new location, having lately
taken over the old B. L. Rich music store on Main
street. The firm is specializing in the talking
machine line and with the Brunswick and the
Victor, which latter machine it has lately taken
over, the house is doing a rapidly increasing busi-
ness. G. Herbert White, who is a conspicuous
factor in the business of the establishment, was
one of those attending the New England Music
Trade Association banquet in Boston a week or
so ago. Fred Warren, the manager of the store,
which also handles sheet music, is one of those
keen business men who is constantly on the
lookout for new ideas that will help to legiti-
mately attract business.

The firm of A. J. Freiman. Ltd., Ottawa, Can-
ada, retail talking machine dealer, was recently
incorporated with a capital stock of $1,500,000.

WE MANUFACTURE

Diamond needles for Edison
Sapphire needles for Edison
Sapphire needles for Pathe

in ttock rmady for delivery
MERMOD & Ca, 874 Broadw*;, N.

November 15, 1921

THE TALKING MACHINE WORLD

113

114

THE TALKING MACHINE WORLD

November 15, 1921

f View

Western Division of The World, Chicago, III., Nov. 10, 1921.
Traveling men, from North, South, East and West, are united in
proclaiming that the talking machine business is decidedly on the
mend. Of course, it may as well be admitted
that the talking machine business never did know
the extreme straits of depression, the Slough of
Despond, to which some other industries found
themselves reduced during the Spring of this year. But the con-
ditions at times looked bad enough, and now that the clouds are
really so plainly lifting that all can see the sun for themselves we
naturally feel very much better about everything. From all sides
come reports of improvement, reports which, allowing for any ex-
aggeration, are nevertheless far too definite to admit of any mis-
understanding as to their substantial accuracy. And among all the
other possibilities of this state of al¥airs, which we perceive with
so much pleasure, there is one which, in our opinion, stands up
above all others. It is that the manufacturing, jobbing and retailing
concerns which have come through the storm in safety — and this
means the very great majority of them all — were principally the
old-established houses, composed of men who know the business,
have been in it for years and neither hope to get rich quick nor
think of putting forth a product without merit. These houses
are stronger to-day than they have ever been, and their present con-
dition is a complete demonstration of the truth that the talking
machine industry is neither temporary nor unstable, but rests upon
the firm basis of natural and normal human desire for the most com-
pact and comprehensive of all means to music. The talking machine
industry has triumphantly demonstrated its right to survive.

The

Four

Corners

Sometimes one can give point to an argument by a single illustra-
tion better than by oceans of talk. When an}X)ne wants an illus-
tration of the power and prestige of the piano in-
dustry in the Middle West it is customary to refer
to the Four Piano Corners of our city, to the four
great buildings which guard the angles of the
Jackson-Wabash crossing. The Cable Company, the W. W. Kim-
ball Co., Lyon & Healy and the Steger & Sons Piano Mfg. Co., each
housed in its own splendid temple, dominate this particular part
of Chicago's Loop in a manner inescapably complete and impart to
.the music industry of the whole city a dignity which otherwise could
never belong to it. And when we say '"music industry" we wish
to distinguish from merely the piano industry. For the great insti-
tutions which bear such witness to the commercial importance of
music in Chicago and the mid-West owe no little of their power
to the influence of the talking machine. The Victor business done
in the retail stores of Lyon & Healy and the Cable Company alone
would in itself be enough to satisfy the legitimate aspirations of
many a jobber looking for a retail connection settled in repute and
steadily growing in turnover. And the other two great houses
we have mentioned, which face each other on the opposite side of
Wabash avenue from Lyon & Healy and the Cable Company, they
too have carved out a place for themselves in the talking machine
industry, a place equally admirable. Each of them has gone forward
and worked out an original product, bringing to bear upon the task
the accumulated experiences of years of piano making, and each
has made a talking macliine which reflects the highest credit upon
the art of sound reproduction. Now all these houses are increasing
the amount and intensity of their interest in the talking machine
business, which tells of its stability in the mid-West.

To these remarks may be added the further and equally pertinent
remark that we have reached the end of the underfinanced phase
of our industry. Those who undertake to-day to
come into the manufacturing field must be equipped
with ample capital resources and with ample expe-
rience. They must know the industry from every

Welcome:
To the
Fit Only

On the contrary, they are always welcome, but they should know
the nature of the game they propose to play. We want to see new
manufacturing corporations devoting themselves to talking machines,
records and accessories, but we do not want to see groups of men
coming into the industry beaten before they start.

It is a curious and very suggestive fact that when an industry has
been going through a period of disturbance it is sure to blossom out
with a whole crop of new ideas, new inventions,
suggested improvements and novel styles. The
reason is, of course, not far to seek. When times
are very easy, when sales are coming in faster than
they can be cared for, there is neither time nor inclination for changes
in factory methods. The one great need is to get out the goods as
fast as possible, leaving changes for some time later, when they
can be attended to in a proper way. The later time usually comes
in due course and then we see a totally different state of afifairs.
The task of selling ceases to be play and becomes hard work. The
old game no longer attracts and something must be done to bring
the people in. It is then the ingenious ones get to work. New sales
methods are devised and new publicity methods thought up by sales
managers. Just as powerfully, also, the brains of the inventors
find themselves stimulated and we have a crop of new technical and
mechanical, musical and constructional ideas, some of which always
are found to possess elements of permanence. To a large extent
the principle here set forth is in operation to-day. We find that
the amount of real fundamental brain work being done throughout
the industry vastly overshadows anything thought of a short time
ago. Not only are new ideas being put forth in salesmanship and
merchandising, but there is everywhere an evidence that factory
methods are being quickened and new notions canvassed with a
pertinacity worthy of the highest praise. We hear constantly of
better ways of making this or that thing, of better material put
into a tone arm or a tone chamber, of more careful assembling, of
closer attention being paid to accuracy in workmanship, of finer re-
production effects attained by some record process recendy devised.
It is all to the good. It all shows that the industry is proving itself
worthy of the faith of those who have believed in it. We for our
part believe in it now more confidently than ever.

The general opinion of those record men who watch most carefully
the sigms of the times seems to be that the sentimental ballad is com-
ing back and that the day of the inane words can-
not much longer be carried to success through the
sole agency of a catchy jazz tune. Of course, the
catchy tunes are as much wanted as ever they were,
which naturally leads to the thought that it would be a good idea
to put less emphasis on the words and more on the music in most
of these cases. So very often it happens that a tune is quite ideal
for one of the popular dances and would be used in large quanti-
ties for this purpose if the tune itself were the prominent element
in the reproduction. Now, most people like to buy a popular record
for both the words and the music. They may laugh at the inane
words because — well, because they like inane words, one supposes—
but they want still more the tune. Now, when the accompaniment is
killed to emphasize the words the record loses in value, and hence
in popularity. Cannot some way be found of adjusting the balance?

aspect. The time has gone past when amateurs could succeed. But
this does not mean to say that newcomers are not to be welcomed.

Final note for November: There is every possibility of a definite
shortage of machines and records before Christmas is many weeks
nearer. Retail men may do worse than take note
of this fact and act accordingly. They will oblige
the manufacturers now and the manufacturers

will then be able to oblige them later on. Which

will make it mutual. This is a timely and important admonition
which dealers should take to heart. If they fail to keep in touch
with their jobbers, and through them with the manufacturers as to
their needs, there is danger of their suffering later on.

November 15, 1921

THE TALKING MACHINE WORLD

115

oitt-r H I rflEADQUARTEB^

^# III V^l REPUBLIC BLDG., 205) SOUTH STATE ST TELEPHONE WABASH 524

EDWARD VAN HARLINGEN

WILLIAM BRAID WHITE

EUGENE F. CAREY

ARTHUR E. NEALY

A. SNYDER

Chicago, III., November 8. — In making our
rounds throughout the trade in Chicago during
the past two months we have been told by many-
dealers, and have seen the proof of it ourselves,
that business is on the up-grade. Possibly, it is
nothing yet to get excited over. Nevertheless, the
improvement is there. Toward the latter part
of October and the first part of November more
activity than heretofore was noticeable. The
dealers are almost universal in their assertions
that they are getting rid of more goods and that
their collections are easing up considerably.
These dealers claim that the cool weather has
been the means of ushering in this activity be-
cause it makes people stick closer to home. This
has always been true in the past and is simply a
case of history repeating itself.

With the wholesaler the story runs the same.
They are putting on more help, especially in the
traveling forces, and the travelers are doing good
work, as may be judged from the orders they
are sending back to headquarters. There is every
reason to believe that there will be more or
less of a shortage of many of the well-known
makes of talking machines' this year and this will
he brought about by reason of the forced idleness
of manufacturers for months past. In the other
years, when business slowed up during the Sum-
mer months, the manufacturers went on building
machines and prepared for any demand that
might arise in the trade during the Fall and Win-
ttr months. But this year things were different.
It was necessary for the manufacturers to cur-
tail expenses in every way; then, again the mar-
ket for raw materials was so unsettled and prices
were so topsy-turvy that the manufacturers were
forced to sit back and wait. Hence, the posi-

tive possibility of a machine shortage this Fall.

For the above-stated reasons it would be well
for the dealer to prepare for any emergency dur-
ing the coming holidays by anticipating his wants
early. In turn, the encouragement exhibited by
the dealers at present should stimulate the manu-
facturer, who, in turn, must increase his output.

It seems that the better qualities of goods
are selling here nowadays. The price question
seems to be waning, insofar as the public is con-
cerned, as there are very few purchasers who
question whether there is a possibility or not of
prices being lowered. The public seems to have
taken it for granted that the bottom has been
reached, and this is particularly true, with the
exception of such items as certain foodstuffs, not
forgetting rents. Clothing and furniture have
found their levels. Buyers are satisfied and will,
therefore, not wrangle over prices as they did
at the beginning of the year.

The greatest demand has been for console types
and portable machines, but the cabinet styles
seem to be coming back. For a while there was
practically no demand for cabinet styles.

In the record business the center of the stage
is held by dance and popular song music, and
this is also true with regard to sheet music and
player-piano rolls which many of the dealers are
now handling. The accessory business is still
f-olding its own and, lately, more or less activ-
ity was added to the trade by the introduction
of various mechanical novelties which are oper-
ated by being placed upon the record while the
machine is played.

The Futility of Statistics

A young man came into The World office the
other day in search of information regardin.s

talking machines — about the numbers produced,
the relation of cost to selling price, the charac-
ter of distribution, the number of instruments
made and sold, and all that. He was a very fine
chap. He took a real interest in his work.
He knew what he wanted and The World office
was only too glad to aid him. Now, there is
seldom a vacancy in the Chicago World office.
It is a matter of actual demonstration that it is
hard to kill us off, but if any one of us should
be suddenly transported to the blue some day
this young chap, provided he is not engaged at
the time, can get a job here.

But the very pleasant time we spent with him
brought to our minds the futility of statistics.
They represent so little. For instance, we have
one very high-grade machine in mind whose in-
fluence in the trade cannot be gauged in any
way by its actual sales. Lots of people have
bought other machines because of the presence
of this one machine in the market. They would
prefer it, but cannot buy it because of its price,
yet they have been educated to a desire for
a talking machine by this very high-grade musi-
cal instrument. On the other hand, the re-
verse is also true. There have been any num-
ber of old-established machines sold because of
the presence of new machines on the market.
Before the business debacle came twenty sales-
men, representing different retail concerns and
different machines, would visit the people in a
comparatively small city to talk machines, where
formerly there were only three or four to do
that. Consequently, people became educated to
the talking machine proposition, but when they
got ready to buy many of them would revert to
(Continued on page 117)

AT LAST-A PERFECT
RECORD REPEATER

Now Ready for Delivery

Retail
Price

Patented in U. S.
Foreign Patents Pending

Some Remarkable
Sales Records

Cnstomer Buyg Ten Repeaters

When tlie first Geer Record Repeatei s
were offered for sale a well-lsnown Chi-
cagoan purchased one for trial. A few
weeks later this same man came to our
factory and placed an order for ten
more repeaters, saying he "wished them
for his friends."

Sold Out in Five Days

The Fenton Music Company of Chi-
cago, one of the first stores to handle
the Geer Repeater, sold 24 repeaters,
their first order, within five days.

At Pageant of Progress

At our booth at the Chicago Pageant
of Progress small cards were handed
out to visitors. Hundreds of orders
were placed at that time and card
orders are still drifting in from all
parts of the country. This proves the
very ready demand for Geer Repeaters.

Read this letter from the Wade Talking
Machine Co., Chicago, III.

Wa.ll)crt Mfg. Co.,
925 Wrightwood Ave..
Chit^ago.

"We are pleased to advise you that
after maldiig a test of eight hours a
day for two weeks, we derided to use
your record repeater in our show win-
dows as an attraction, with the result
that it has kept large crowds before
our windows continuously, resulting in
sales of fifteen to twenty-five repeaters
a day, and a very material Increase in
our sales of dance and Instrumental
records."

Very truly yours,
W. H. WADE. Pres.,
Wade Talking Machine Co.

The Wonderful New Geer Record Repeater

THIS repeater fits every type of phonograph with a free swinging tone arm. It re-
peats instantly and as often as desired. It protects the record, the needle and the
instrument, and is as simple to use as a record.

It is proving a remarkable seller owing to the enthusiastic praise given it by pur-
chasers to their friends. It is also stimulating sales of records and phonographs.

Write for our package of three repeaters {Price $4.75, post-
paid) for demonstration purposes, giving name of your jobber.

WALBERT MFG. CO.

925 Wrightwood Avenue

Chicago, III.

116

THE TALKING MACHINE WORLD

Record Cases

At New, Low Prices

specifications

Strong but light in weight; nickel-plated corner
protectors, lock and catches; covered with black
leatherette cloth; equipped with card filing system
and index; easily carried; handsome appearing.

We advertised these cases in one of the trade papers, and within two weeks
every case was sold.

Because of this great volume of business, we have been able to secure a lower
price on our new supply. We are passing this reduction on to the trade.

A Big Help to Merchants

Every talking machine dealer needs these cases to carry on his own business.
The up-to-the-minute dealer no longer waits for customers to come to the
store; he goes out to their homes — with his latest records. Carry them in
one of these strong, light-weight cases. Get one for each of your outside sales-
men; it prevents breakage of records. It is easy to carry, and it impresses the
customer as business-like, because it is efficient.

Sell Them, Too

A great number of people must have the Record Carrying
Case. Sell them to every owner of a portable talking
machine. Just the thing for motorists, campers and
picnickers. It is excellent, too, for school and recital work.

Two Sizes

Record Carrying Case No. Record Carrying Case No.

25 is a very handy size. It 50 — A larger case, with

holds twenty-five records, room for fifty records. Best

the average number released for concerts and recital

each month. work.

Suggested list price .... $ 2.50 Suggested list price . . . . $ 4.00

Merchant's price . . 1.50 Merchant's price . . 2.40

LYON & HEALY

V i c t r 0 I a Distributors

No. 50

CHICAGO

November 15, 1921

THE TALKING MACHINE WORLD

117

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 115)

the old machines, whose names had become
household words.

There is in all trade a moral factor which
must be accounted for, but it cannot be gauged
by statistics. The same thing is true of costs.
One man with the same overhead may sell many
more machines than another, but the first is
perhaps only selling machines, while the other
may be building up a prestige which will be
an actual asset for many, many years. We are
not disparaging the man who only sells ma-
chines, but he who puts money and effort into
name and quality gets something that the other
man does not get. It all comes back to the fact
that there is no such thing as an average.
That is, an average that means anything. The
writer loves to recall a story once told to him
by a distinguished Government official. The man
told him of a friend of his in an Eastern city
who had two sons. One was knock-kneed and
the other bow-legged. One day a man condoled
the parent of these twisted twins because of his
affliction and that of his sons. The man sim-
ply straightened up and said: "Well, I guess my
boys will average up as straight as any kid
in town." And there you are.

Thank Heaven!

At last there seems to be a ray of light
athwart the jazz gloom with which we have
been covered. It looks as though we were go-
ing to have a return to the fine old topical songs
of the years of yore, the songs with very popu-
lar, very humorous, but very musical tunes, with
lyrics very popular, very humorous and really
clever. These lyrics were often of a kindly
satirical nature, like the classics with which the
operettas of Gilbert and Sullivan were full.
For example, "The Old Town Hall" and the
"Old Swimmin' Hole" may not exemplify any
high degree of refinement of lyric or technical
accuracy of musical composition, but they mark
the emergence from the jizz-jazz-juzzy flood of
the past few years.

It is time something happened. They have
been jazzing "Lead, Kindly Light." They did
not call it that, they simply "marimba-ed" it.
It may possibly be that somebody is able
to get nearer to his God via the jazz route than
via the old-time way. Maybe people have come
to appreciate "Lead, Kindly Light" through a
ting-ting-elized version when they would not
have become familiar with it through the un-
adorned stately music to which it was originally
written. It is very true that many people be-
came familiar with "The Spring Song" and
"Melody in F" through hearing them jazzed, but
they probably gained the idea that Mendelssohn
and Rubinstein were a firm of second-hand
clothiers down on South Clark street. At the
same time we believe that it would be better for
us hereafter to have both our religion and
our fun straight — not mixed. No one is say-
ing anything against syncopation. It is a legiti-
mate musical form. To its merry wiggle the
world goes around, but let us have a time and
a place for everything. Let us enjoy syncopa-
tion in its use — not its abuse. Let us enjoy
our religious epics in their use— not their abuse.

Unquestionably the ballad is coming back.
Furthermore, the abolition of the saloon has had
a powerful influence on music. Many sugges-
tive titles and vile lyrics would never have been
perpetrated if it had not been that they were
written primarily for the saloon and only leaked
out into the street. Whatever may be our in-
dividual opinion on the total elimination of the
cup that cheers and causes fears of snakes and
pink-eyed lizards we certainly have nothing to
lose, but everthing to gain, when prohibition
doth reign.

South Shore Shop Remodeled

The South Shore Music Shop, at 6853 Stony
Island avenue, of this city, has just been com-
pletely remodeled. Alterations have been car-
ried out throughout and three new demonstra-
tion booths Have been built. This shop was
started about a year ago by H. D. Buchanan,
and in the short time it has been in existence
has managed to build up an extensive clientele.

The location of this store is in that part of the
South Shore district which a few years ago was
nothing but prairie. To-day it has grown into
one of the most thriving little business sections
in the outskirts of Chicago. The South Shore
Music Shop handles the Brunswick line ex-
clusively.

Deckert Succeeds Williams

The Cable Piano Co. made the announcement
this week that C. E. Williams, who has had
charge of its Aurora, 111., branch, has resigned.
This position will be temporarily filled by H. K.
Deckert, who goes to Aurora from the Chicago
headquarters.

New Incorporation

A new concern which will manufacture and
deal in talking machines and pianos in this city
has just been incorporated. The news was

given out by Peter Tapper, who with his sons,
E. F. R. and H. C, conducts a retail establish-
ment at 2164 Lincoln avenue. According to Mr.
Tapper, Sr., the new concern will make talking
machines and pianos under his personal supervi-
sion. The amount stated in the incorporation
papers was for $50,000. Mr. Tapper, Sr., is well
known in the piano world. For years he held a
responsible factory executive position with one of
the largest concerns in the West.

Enlarge and Decorate Store
Messrs. Nathan & Tobia, who conduct the
University Brunswick Shop at 1203 East Fifty-
fifth street, have recently enlarged their store
and redecorated it throughout. They have in-
stalled six new sound-proof demonstration
booths, which are treated in imitation ivory, and
(Continued on page 118)

[BCKE

QUALITY FIRST

Jusi Say

Send Samples On Approval

. .SF.ND

SEND FOR

Copy of the "Oro Tone"
Complete Oro-Ton

the "Oro Tone" Illustrating the
Complete Oro-Tone Una

1000 to 1010 OEOBOE STREET
CHICAGO. WLA.

118

THE TALKING MACHINE WORLD

November 15, 1921

FROM OUR CHICAGO HEADQUARTERS

(Continued from page 117)

are comfortably fitted up with furniture sugges-
tive of home life. The lighting effects are so
arranged that the customers may listen to rec-
ords either by subdued indirect or bright direct
lights, as they desire.

Wilson Broadway Music Shop Moves

The Wilson Broadway Music Shop recently
moved from 1140 to 1142 Wilson avenue. This
is one of the oldest concerns on the North Side
of Chicago, and is located at the Wilson ave-
nue terminal branch of the elevated railroad.
The location is an extremely busy one, both
night and day. The change of location gives
this com.pany about 66 2-3 per cent additional
space and permits an increase in the number of
demonstration booths. This concern handles
various lines of talking machines and records in
both a wholesale and retail way.

Business Increases

The retail business of the Central Music Co.,
at 608 West Chicago avenue, has grown to such
an extent that, according to J. Fagerson, the pro-
prietor, it has become necessary for him to take
on more space. He accordingly set about to
increase the effective size of his establishment
and has added six new booths, each of which
measures eight by nine feet. He has also redeco-
rated the interior throughout. The color scheme
is carried out in cream and old rose, with French
paneling on the walls.

Mr. Fagerson has been conducting a talking
machine business for the past four years and
also conducts a retail shop at Forest Park, III.,
which is known as the Forest Park Brunswick
Shop. Roth are exclusively Brunswick.

Joins the Brunswick Sales Force

Arthur L. Fram, formerly connected with the
talking machine department of Marshall Field &
Co., is now associated with the general sales de-
partment at the Brunswick-Balke-CoUender
headquarters in Chicago.

Artistic Victor Calendar

The Reincke-EHis Co. has just announced a
1922 calendar for Victor dealers that is meet-
ing with considerable favor. In this calendar
the picture (which may be chosen from several
illustrations) is a home scene showing Victor
products in use and combining human interest
with intensive publicity value. The picture is
reproduced by a new rotogravure process, giv-
ing an artistic sepia effect that makes the 1922
calendar especially attractive.

Attend House Warming

The Victor wholesale sales force of Lyon &
Healy recently attended a housewarming, given
in honor of Mr. and Mrs. L. C. Wiswell. Mr.
Wiswell, who is manager of Lyon & Healy's
Victor department, was recently married and the
housewarming was a surprise by the sales staff.
New Brunswick Shop

The McKinley Park Music Shop is the name
of the new exclusive Brunswick shop that was
recently opened at 1956 West Thirty-fifth street,
this city. A. O. Schaller, the proprietor, be-

Cherington Pressed Steel Turn-Table

No matter how excellent the sound repro-
duction of a phonograph may be, or how
smoothly the motor may run, or how artis-
tically the cabinet may be finished, the ma-
chine is not perfect unless the turn-table runs
true. A wabbly turn-table not only detracts
from the appearance of a phonograph, but
also appreciably affects the music and causes
uneven wear of records.

Cherington Turn-Tables run absolutely
true. They are made from cold rolled, dead
soft steel, stamped out on a 200-ton double-
acting press, which insures accurate shaping.

Manufacturers can add the final perfection
touch to their machines by buying motors
without turn-tables, and equipping them with
Cherington Pressed Steel Turn-Tables. Fur-
nished with any covering desired and fin-
ished either in gold or nickel plating. Quo-
tations on request.

Features of Cherington
Turn-Table

1. Separate ring to hold covering. Prevents
frayed edges, keeps cohering Irom loosen-
ing and makes replacing easy.

•J. E.vtra beading of ring stiffens turn-table.

3. Covering iield in place snugly. Cannot
come loose, can be easily replaced with any
covering desired.

4. Hub is welded to turn-table.

3. Liberal beading of fac» of turn-table — 3
parallel circular corrugations and 6 cross
beads — stiffens table and absorbs contrac-
tion or expansion due to var.ving tem-
peratures.

CHERINGTON MFG. COMPANY

WAUKEGAN, ILLINOIS

Manufacturers of famous Cherington Enclosed Phonograph Motors

lieves in preparedness and when laying out his
shop made provisions for future enlargements.
The new shop has six demonstration booths,
which are handsomely fitted and decorated.
Business and Pleasure
Manager John McKenna, together with his
staff of Columbia territory representatives, held
a monthly sales conference, in which business

was combined with
pleasure, on October
15, at Antioch, 111. Re-
garding the business
part of the conference
we have no authentic
information relating to
its exact nature, other
than it had to do with
the disposing of more
Grafonolas than rec-
ords for the ensuing
month, but the pictures
we represent herewith tell their own story. Dis-
ciples of Izaak Walton will note, with outbursts
of guffaws, the manner in which Manager Mc-
Kenna grasps that particular implement known
as a fishing pole, and will deduct therefrom that
this gentleman is better versed in the art of
selling Grafonolas than in the role of a fisher-
man. But Mr. McKenna is not alone in being
inexpert in the fishing art. We understand that
Messrs. Blimke and Reilly also went fishing in
the early morning hours, but returned in the

Manager John McKenna

middle of the day with a tale that there were no
fish in the lake, after they had ridden through

Columbia Out-of-tovm Travelers

Standing, Reading from Left to Right — Messrs. Merrin,
from Michigan; Tucker, from Southern Illinois; Binger,
from Indiana, and Walley, from Milwaukee. Seated,
Reading from Left to Right — Messrs. Leon, from Middle
Illinois; McKenna, Mueller, from Iowa, and Wichthorst,
from Northern Wisconsin

three lakes and exhausted all the supplies they
took with them.

Allow the Travelers to Become Members
Originating in the West — vi'hence most good
things come — is the move for enlarging the Na-
tional Association of Piano Travelers to include
everybody in the allied industries, including trav-
elers for talking machine and record concerns,
(Continued on page 120)

I TRANSFER NAME-PLATES I

^ We make the Transfer Name - Plates and Trade-Marks for |S

m the largest talking machine manufacturers in this country and

m for dealers in every state. r

gji YOUR NAME, Mr, Dealer, on every machine brings the owner ^ p

1 back to you or records and his friends to you for a machine. h

:;j Samples, Suggestions and Sketches Furnished Free ^zi

I THE MEYERCORD COMPANY, CHICAGO i

?!; Largest Manulaclurers of J) J]diA.IjCO]^^.A. \^I.A. Transfer Name-Plates |

uHS^MSSji: iTiii^MJi ui iiSi ^ij'i riS'uYi \ui a'ff \\u iiii \ui liTi '\uf\u£\iiL^'i{t^ ^Cmi^ \i2i X{H'\ui'X{il ^ 1? \{u STi iiu 'fil \Ul Tiu Sil iiji ivjI \u1 vSl^ih TiSfivTiS \dl'&i'X\ii \{ii'^\ u 2 iT'^-J

November 15, 1921

THE TALKING MACHINE WORLD

119

Let'

and get the business; we have waited long enough — that's a new slogan adopted
by a few progressive manufacturers and dealers.

Cy Kology tells us — get a person interested and you have made a sale.
99% of the people who see a

REPEAT-O-STOP or REPEAT-O-GRAPH

are sold — There's large profit in it for you. Why not save your repair man's
salary by selling one of these repeating devices? Put one in your window on a
phonograph or in a conspicuous place on your show room floor and watch results.

THE NEW PRICES OF THE INSTRUMENTS

Repeat-O-Stop, nickel $6.00; gold $8.50
Repeat-O-Graph, " 5.00;

7.50

ALWAYS STATE NAME OF MACHINE YOU ARE USING

We will furnish literature, advertising matter and guarantee to show you how these
can be sold in a big way and make you some money between now and Christmas.

Do not delay — send your order today

REPEATING DEVICES CORPORATION

CHICAGO
408-10 Sullivan Street

Phone: 8010 Diversey

PHILADELPHIA, PA.
422 Lafayette BIdg.

Phones- ^ ^°'"''<"'<^ 2555

( Keystone —Main 3627

NEW YORK
Van Alst and 14th Sts., Long Island City, N. Y. C.

Phone: Hunters Pt. 6000

BOSTON, MASS.
200 Devonshire Street

Phone: Main 5122

PITTSBURGH, PA.
609 Chamber of Commerce Bldg.

Phone: Grant 8741

DETROIT, MICH., 1604 David Whitney Bldg.

Phone: Cadillac 6651

120

THE TALKING MACHINE WORLD

November 15, 1921

SHARP REDUCTIONS

Federal Consoles

No. 16

style — Adam.

Wood — Selected figured mahogany. All solid
maiogany hand carvings.

Dimensions— Height, 36 inches. Width, 39"4

inches. Depth, 23^4 inches.

Finish — Eed, brown and satin.

Trimmings and Equipment — Best quality gold

plated.

Here is the big drop you have been
looking for. Our special trade prices
for all machines illustrated.

1 to 5 Machines, $80.00 each
5 to 10 Machines, $75.00 each

These are the same
high-quality consoles
that sold last year at
100^ greater prices.

No. 18

style — Sheraton inlaid on doors and legs.

Wood — Selected figured mahogany.

Dimensions— Height, 36 inches. Width SSyi

inches. Depth, 235^^ inches.

Finish — Red, brown and satin.

Trimmings and Equipment — Best quality gold

plated.

FEDERAL PHONOGRAPH CORPORATION

1458-1464 W. Kinzie Street

CHICAGO, ILL.

No. 20

style — Queen Anne.

Wood — Selected figured mahogany.

Dimensions— Height, 36 inches. Width, 39K

inches. Depth, 23K Inches.

Finish — Red, brown and satin.

Trimmings and Equipment — Best quality gold

plated.

FROM OUR CHICAGO HEADQUARTERS — (Continued from page 118)

small goods people, supply goods men, etc. The
men behind this move are Gordon Laughead,
M. J. Kennedy and Kenneth Curtis, all of Chi-
cago. If the idea goes through there might be
2,000 members in the N. A. P. T. instead of
300. In an organization of this kind a lot of
things could be done. The move for a 5,000-
mile, 25/2-cents-per-mile mileage ticket could be
pushed. The impertinent or exorbitant hotel
proprietor could be shov/n exactly where he gets
ofif. All sorts of things could be done for the
interest of the trade, and a spirit of camaraderie
and co-operation built up which would be potent
in case of emergencies. There will unquestion-
ably be a motion to amend the by-laws in this
sense at the next meeting of the N. A. P. T.
This could be done and new members accepted
at their meeting. The annual convention will
take place in New York in June of next year.
Anyone interested in seeing this thing go
through might write to M. J. Kennedy or Gor-
don Laughead, both of whom are at 532 Repub-
lic Building, Chicago, or Kenneth Curtis, whose
address is 25 East Jackson boulevard.

The Uptown Exhibit
The business men of the North Side have come
together for the purpose of boosting that part
of Chicago. During the first week of November
they held what they called the "Uptown E.xhibit"

at the Broadway Armory, 5875 Broadway. This
exhibit was composed of many interesting booths
and practically every business on the North Side
had a demonstration of some sort. The exhibit
of Lyon & Healy attracted much attention at
their booth, where they showed about everything
known in the music line. Other Victor sections
attracted many people by reason of the constant
pla)'ing of popular Victor records, as well as
several well-known artists who were on the bill.
Small pocket mirrors were given away.

Change of Managers

A. T. Boland, of the Lyon & Healy wholesale
Victor sales force, has been made manager of
Lyon & Healy's Sheridan road branch. Mr.
Boland succeeds Tom Chadwick, who looked
after this branch for many months.

Congratulations !

The happiest kind of a smile now adorns the
face of V. K. Tremblett, of the sales force of the
Chicago Talking Machine Co., and he has every
reason to smile. He was recently married to
Miss Irene Esch, daughter of the Hon. J. J.
Esch, a member of the Interstate Commerce
Commission. The wedding took place at the
Esch residence at LaCrosse, Wis.

Good Repeater Window

For the past week there has been a verj' clever
little window display over at the Wade Talking

THE $1.00 CUTTER— HERE IT IS

Relail Price The ALTO

$1.00

A better Fibre
Needle Cutter
for less money

Made Entirely
of High-Grade
Steel

ALTO MFG. CO. - 1801-1803 Cornelia Avenue, Chicago, Illinois

Machine Shop, which has been the means of at-
tracting scores of people. The little exhibit is
none other than a method of showing or demon-
strating how the Geer record repeater works.
This repeater is manufactured by the Walbert
Mfg. Co., of this city. There is, in the fore-
ground of the window, a large vase of trans-
parent glass, and on it is an electric motor, on
which rests a turntable and tone arm and sound
box. The motor sits down in the vase and the
turntable and tone arm support are of the regu-
lar Columbia graphophone type. There is a
record on the turntable, which is kept going con-
tinuously, and the music of the record is picked
up from the sound box by means of two very
thin and cleverly concealed wires, which, in turn,
lead to a Magnavox, situated under the window.
The record is repeated continuously by the Geer
repeater. The simplicity of the contrivance
causes the people to wonder how they can hear
the music through only the tone arm. They, of
course, are not aware of the concealment of the
Magnavox. The repeater works in the following
manner: The adjusting arm is set for the size-
of the record and is held in place by the needle,
which traverses the grooves in the record. When
the needle travels out to the end of the adjusting
arm of the repeater it slips from under the needle
and the entire repeating device makes one-half
revolution, scoops up the needle and, by means
of a trough-like arrangement in the repeater,
causes the sound box holding the needle to travel
back to the starting point. The simplicit}' of the
whole arrangement has proved exceptionally at-
tractive to the passers-by, and this little stunt
has been the means of bringing about a great
number of sales of the Geer repeater in the
Wade establishment. >
Death of Joseph J. Walsh
The sales force of the Chicago Talking Ma-
chine Co. was recently stunned by the sad death
of one of their members, Joseph J. Walsh. Mr.
Walsh for eight months had been in charge of
the city desk at the headquarters of the Chicago:

November IS, 1921

THE TALKING MACHINE WORLD

121

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 120)

Talking Machine Co. He had stayed downtown
one evening with a friend and on his return home
was waylaid and slugged by some unknown
thugs. He was picked up unconscious in a sec-
tion of the city far removed from his home and
was removed to the Cook County Hospital, where
he died without regaining consciousness. Mr.
Walsh is survived by a widow and boy four years
old, who, with many friends, mourn his passing.
Piano Club Entertains Geo. P. Bent

On the evening of November 7, at the Drake
Hotel, the Piano Club of Chicago put on an
exceedingly elaborate testimonial in honor of
George P. Bent, father of Chas. Bent, of the
Bent Music Shop. Mr. Bent has just returned
from a trip around the world, which lasted many
months. It proved to be one of the biggest
turnouts in the history of the local trade.
Western Condition

C. C. Slack, of the Melody National Sales Co.,
has just returned from a trip throughout the
Central West and reports that the dealers in that
section are very optimistic and encouraged by
the present trend of the trade. "One of the things
that is noticeable is that many of these dealers
are now getting closer to their trade by means
of daily conferences which they are hold-
ing with their salespeople," he remarked. "The
owners and managers of these places are paying
more attention to trade conditions than ever be-
fore. They are making a keener study of con-
ditions and at these conferences they tell their
salespeople exactly what they have found out
pertaining to business in general. For the past
few years it was necessary to do much salesman-
ship. A clever salesperson was not appreciated.
All that was necessary was an order taker, but
order takers are now fast disappearing and the
real salesman is again being appreciated."
Wins Vocalion Prize
Manager H. B. Levy, of the Chicago division
of the Aeolian Co., has just made the announce-
ment that Carl Staufenbeil, an Aeolian dealer at

The Artistic Vocalion Window
Dubuque, la., has won first prize in the tri-State
contest recently put on by the Aeolian Co. in
Iowa, Illinois and Wisconsin for the best-
dressed show window in which the Aeolian-
Vocalion was featured. The prize was $50. The
idea for the window was originated by two
Staufenbeil employes, the Misses Aurelia Scott
and Martha Wagner, who themselves superin-
tended the work of carrying out the window
display.

New Fullerton Avenue Columbia Store

A new and exclusive Columbia shop has just
been opened at 3732 Fullerton avenue, and is
being conducted by H. M. Hendricksen, who for
several years has had a drug store in the same

Edison Diamond
Amberolas--Plus Service

You know the quality of Edi-
son instruments. Until you
have placed a trial order with
us, you are unfamiliar with

SERVICE.

A TRIAL CONVINCES

Our Service Covers the Country

William H. Lyons

Formerly Jaa. /. Lyons
17 W. Lake St. Chicago

Repair Parts

For All and Every Motor
That Was Ever Manufactured

Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.

Expert repairing on all makes of phonographs
and motors.

INCORPORATED UNDER THE
LAWS OF ILLINOIS

SUCCESSORS -ro\.,-
Standard Talking Machine Co.
t'nittd Talking Machine Co.
Harmony Talking Machine C^
O'Neill-JameM Ce.
Aretino Co.

^-.1^ Higk Grade Taltind MacKincs, Disc Records.
TalkiiigMachmfi Supplies, Ete

227-229 W. WASHINGTON ST.. CHICAGO, ILL.
Branch : 2957 Gratiot Ave., Detroit, Mich.

TRADe MARK

•CONSOLA."

building. Although a newcomer in the talking
machine business, Mr. Hendricksen gives every
evidence of becoming a live wire. His new shop
has only been open for a little more than a week,
but he has already organized a canvassing force,
which is out after all the business in that sec-
tion. Mr. Hendricksen himself devotes his time
in the morning towards the personal supervi-
sion of his canvassers, who have already suc-
ceeded in closing quite a number of new ac-
counts.

Prepare for Concert

The Chicago retail Victor dealers met at a
luncheon October 19 at the Illinois Athletic Club,
and formulated plans for the coming concert
of the Eight Famous Victor Artists. This con-
cert will be given at Orchestra Hall, on Novem-
ber 28 and 29.

Welcome Back, Old Top

G. P. Ellis, secretary of the Chicago Talking

Machine Co., has again returned from a visit to
the University Hospital at Philadelphia, Pa.,
where he has been receiving treatment for a
frontal nerve aiTection. Mr. Ellis is looking in
the prime of health and it is understood that the
skill of the doctors who are treating him is fast
clearing up his trouble.

Bristol Tells of Rockford's Pageant

One of the recent visitors to the Chicago trade
was E. S. Bristol, proprietor of Bristol's Bruns-
wick Shop at Rockford, 111. He said that dur-
ing October the tradesmen of Rockford got to-
gether and had a Pageant of Progress which
lasted for several days. The whole town was
rigged up in gala attire and the event brought
more visitors to Rockford during the three days
than anj'thing that ever happened there before.

"Chicago gave the idea of a Pageant of Prog-
ress to the world," said Mr. Bristol, "and I hear
{Continued on page 122)

Price Reductions on Enclosed Motors

We have recently made sharp reduc-
tions in the prices of enclosed, self-
lubricated motors — due to decreased
costs in labor and material and a larger
output.

This will put the Enclosed Motor with-
in the reach of those manufacturers
whose desire has been to use this motor,
but whose lines have not been high
enough in price to do so.

The same quality and high degree of
inspection will be maintained.

REMEMBER

You don't have to tune this motor. It
comes to you silent and smooth run-
ning. It reaches your customers in the
same condition.

Ask about various models and prices.

United Manufacturing and Distributing Company

536 Lake Shore Drive CHICAGO

122

THE TALKING MACHINE WORLD

November 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 121)

from trade friends of mine throughout the coun-
try that towns and cities everywhere now have
the idea and have either pulled off a pageant or
are contemplating one. I know that in our town
the merchants profited greatly. In my own
particular case the business the pageant brought
me was phenomenal and the publicity I derived
through it has brought me hosts of new cus-
tomers. Every merchant had his stunt to at-
tract the people.

"My attraction was Bert Ibberson, who is
known throughout the country as 'the man who
never smiles.' He proved himself a good draw-
ing card and I made the announcement that he
would be at my store at 8 o'clock every evening
and that I would give a record to any one who
made him smile. The crowd in and about my
store at the specified time was tremendous and
when one young lady finally made him smile by
pulling his face down and kissing him I imme-
diately gave her the prize — one Brunswick 'Ma'
record. The young lady on receiving her prize
gave the audience the benefit by playing it on a
talking machine. After the record had been
played I made the announcement that it was
now on sale and my clerks were then in for a
busy time until three hundred Brunswick rec-
ords were disposed of." Mr. Bristol was for-
merly Illinois wholesale traveler for the Bruns-
wick-Balke-Collender Co.

Dr. Lund's Tribute to the Steger Phonograph
Dr. Anthony C. Lund, conductor of the great
Tabernacle Choir in Salt Lake City, is a great
admirer of the Steger phonograph, made by the
Steger & Sons Piano Mfg. Co., of this city.
In a recent statement regarding this phono-
graph he says, among other things:

"Careful study and investigation have con-
vinced me that the Steger is unquestionably the
finest reproducing phonograph. In selecting it
for my home I have been guided by the highest
artistic and musical ideals. There are many
reasons why the Steger ranks supreme, but I
consider the following of greatest importance;

"1. Perfect reproduction. When you hear the
voice of a singer or the music of an instru-
ment reproduced by the Steger it is so natural
and lifelike that you actually forget the pres-

Steger Phonograph and Tabernacle at Salt Lake

ence of the phonograph and imagine that the
artist is present in person. This distinctive fidel-
ity of reproduction gives you the music in all
its purit)' and beauty.

"2. All artists, all music, like the magic carpet
of the Arabian nights, the Steger phonograph
unfolds a world of beauty by bringing to the
home all the best music as played and sung by
the world's foremost artists. The Steger phono-
graph plays all makes of records correctly.

"3. The balanced tone arm. Every make of
record requires a different pressure of the tone
arm to insure perfect tone reproduction. The
Steger plays all records correctly, because it is
equipped with an adjustable tone arm, a fea-
ture I have seen on no other phonograph.

"4. The all-wood sound chamber produces a
great volume of music without metallic sounds.
5. Beauty of design. 6. Excellence of con-
struction. 7. Convenience of operation. 8.

Two New Models

Available for the
CHRISTMAS TRADE

MODEL No. 500

Here are two live, snappy, new models in our line made
of the finest materials and moderately priced.

MODEL No. 52

You can't go wrong on these!

Wire or write for samples and prices.

The Wolf Manufacturing Industries

Manufacturers of High Grade Phonographs
QUINCY ILLINOIS

November 15, 1921

THE TALKING MACHINE WORLD

123

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 122)

The name 'Steger' is the strongest guarantee
of this superb phonograph's excellence. It is
a name known to thousands and thousands of
musicians and music lovers the world over as
the symbol of musical worth.

"In appreciation of the many pleasant hours
when I have enjoyed my Steger phonograph

Dr. Anthony C. Lund

and in recognition of its superb qualities, I am
delighted to add my endorsement to the long
list of those who have acclaimed the Steger's
musical excellence."

Hinged Cover Support & Balance Co. Meeting

In connection with the affairs of the Chicago
Hinged Cover Support & Balance Co., adjudged
bankrupt by the United States District Court,
Sydney C. Eastman, referee in bankruptcy, has
scheduled a meeting of the creditors on the 15th
of this month, for the purpose of appointing a
trustee and hearing the claims presented.
Fire at Baird & Roberts

Damage estimated at $20,000 was suffered by
the Baird & Roberts Phonograph Mfg. Co., of
21 South Hoyne avenue, by a fire which started
on the top floor of the four-story structure oc-
cupied by the company. Firemen had a diffi-
cult time in checking the flames from spreading
to surrounding buildings and additional fire ap-
paratus had to be called before the flames were
finally extinguished.

Fibre Needles and Bamboo

The story of bamboo as it enters into the
making of fibre needles is decidedly interesting.
In Science and Invention of some months back
there appears on the front cover a colored re-
production of a fibre needle in the groove of a
talking machine record, magnified many times.
The picture strikingly illustrates the action of the
forces which work ultimately to destroy any
needle, whether of steel or fibre. It explains
graphically why it is so necessary to use great
care in the selection of proper bamboo for the
fibre needle.

In an interview with F. D. Hall, president of
the Hall Mfg. Co., some interesting side lights
on this matter were brought out. In this gen-
tleman's office is a gigantic piece of bamboo,
part of the trunk of a perfect specimen, which

Quality vs. Business

Jobbers realize more than ever the
value of a Quality Phonograph.

Hiawatha business in the past year
has demonstrated that Quality will prevail.

Cabinet Construction guaranteed.

Piano Finish.

Equipment the very best Quality.

Hiawatha Tone a perfect repro-
duction.

Jobbers and Dealers can verify
Hiawatha Quality.

Seven Models to select from.

HIAWATHA PHONOGRAPH CO.

Chicago, III.

209 South State Street

Mr. Hall brought back with him from Japan
solely for exhibition purposes. Says Mr. Hall:
''The ideal bamboo for making fibre needles is
called ivory bamboo. Its surface resembles ivory
in its smoothness. There are no ridges or im-
perfect streaks running through the wood which
might make a soft point if the needle were
cut along them. This particular kind of bamboo
is very difficult to obtain." Mr. Hall went on
to explain that the purpose of his recent trip to
Japan was to make arrangements whereby the
Chicago factory should be assured of steady
shipments of the best bamboo obtainable. He
brought back with him one of the finest works
of Japanese art that it has ever been the priv-
ilege of the writer to view. It is a picture em-
broidered in silk showing a bamboo forest which
Mr. Hall himself has seen in real life. It por-
trays some of the perfect bamboo of which we
have spoken. Never did a painting in oil show
more faithfully or vividly the lighting efTects
of an Oriental scene.

Rodeheaver Record Co. Activities
The Rodeheaver Record Co. has moved its
Chicago headquarters from 440 South Dearborn
street to the sixth floor of the McClurg Build-
ing at 218 South Wabash avenue. The new loca-
tion gives the company practically the entire
sixth floor of this well-known building, which
has been fitted with new offices, stock rooms and
one large reciting and recording room, which

measures about fifty by seventy-five feet. The
manager of this branch is E. H. Forkel.

This concern was the scene of much activity
for the past two weeks, during which time Thos.
P. Ratcliff, general manager of the company,
was here supervising the recording of several
numbers by Homer Rodeheaver. Mr. Ratcliff,
as is well known, is a song leader for Billy
Sunday, the famous baseball evangelist, who is
now touring the Central West. Mr. Rodeheaver
recorded fifty new numbers, which will be placed
on the m_arket by the first of the year, besides
the recording that was done for Mr. Rodeheaver.
Mr. Ratcliff supervised the recording of fifty-six
numbers for private individuals who wanted
these records for Christmas gift purposes. Many
of the friends of the Rodeheaver Co. were given
a recital managed by Mr. Ratcliff. The recital
consisted of some vocal numbers by Mr. Rode-
heaver and a lecture by Mr. Ratcliff on the
making of records. He showed the audience
how a number was recorded and then let them
hear the reproduction from the original wax
record. He also illustrated the various processes
of record making from start to finish.

One recording of vast importance which was
supervised by Mr. Ratcliffe while he was here
was a number of marches played by the Chicago
Daily Newsboy's Band. This band is perhaps
the oldest of Chicago's industrial bands. It was
{Continued on page 124)

48 HOUR SERVICE

Write for our big. new Christmas bulletin. Just off the press. No
matter what your needs are — either in the phonograph line or the
small goods line — we can furnish your needs on any quantity and
guarantee immediate delivery at lowest market prices.

COLE & DUNAS MUSIC COMPANY

560-5 WEST LAKE STREET

CHICAGO, ILL.

124

THE TALKING MACHINE WORLD

November 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 123)

originally started in this city many years ago
and is composed of newsboj's only. The band to
date is made up of sixty pieces. In the old days
the Chicago Daily News organized this band for
the purpose of encouraging music. Its organiza-
tion stimulated music throughout the industrial
field here and many of the old-timers in Chi-
cago concede that this band was really the
nucleus of industrial music here.

In commenting upon the music and its possi-
bilities in Chicago Mr. Ratcliff stated that the
musicians as a whole that he ran across during
his short stay in Chicago showed a spirit of
co-operation greater than he had ever seen in
any other city. For example, he pointed out
that in other cities there were some mighty
clever musicians, but he had never found, in
getting up a temporary orchestra for accompani-
ment purposes, any group of musicians, stran-
gers to each other, that could co-operate in such
short order.

A Live Secretary

It looks as if the new secretary of the Chicago

Piano Oub were a highly charged live wire. We
suspected this when we elected John McKenna
to the position. Now that we have received two
or three weekly notices from his pen we are
convinced of the fact. Let it be understood by
those who do not know that talking machine
men in the Chicago Piano Club make up one of
its livest elements, and John McKenna is their
leader.

New North Side Manager

A. T. Boland has been appointed to succeed
H. Chadwick as manager of the North Side
branch store of Lyon & Healy. Mr. Boland
brings to his new position a wide experience in
musical instrument selling and plans to develop
thoroughly the North Side territory. He ex-
pects to build up an even more profitable busi-
ness than this store has yet enjoyed.

NEW "JEWEL" EXECUTIVES ELECTED

T. E. Davidson Elected President and A. B. Cor-
nell Treasurer of Jewel Phono Parts Co. —
Well Known in Trade and Familiar With In-
dustry— Business Is Increasing Rapidly

Chicago, III., November 7. — The Jewel Phono
Parts Co., of this city, manufacturer of Jewel
tone-arms and Jewel attachments, has made im-
portant promotions in its executive personnel
v;hich reflect the signal success of this com-
pany and emphasize its progressiveness. At a

Here Is the Difference

Only the Trained Expert Can Identify a
Criminal by His Finger Print

ANYBODY Can Identify

THE AMBASSADOR PHONOGRAPH

By Its Superior Tone Quality

Not Just a Machine — a Musical Instrument

THAT'S THE AMBASSADOR

Mr. Dealer

Order otie
machine.
Prove our
claim. You'll
end by han-
dling our line.
So why delay?

Mr. Jobber

Maybe your
territory is
still open —
find out — you
can't afford
to pass this
up.

Where Discriminating Purchasers
Appreciate Value, Quality and Tone
Perfection, You ALWAYS Find
THE AMBASSADOR

AMBASSADOR PHONOGRAPH CO.

EXECUTIVE OFFICES:

Suite 201
312 SO. CLARK STREET

PHONE WABASH 6827

CHICAGO
ILL.

SALES OFFICE:

Suite 300
19 W. JACKSON BLVD.

PHONE HARRISON 9530

recent meeting of the stockholders and direc-
torate, T. E. Davidson was elected president
and production manager, Fred Schroeder was
re-elected vice-president and A. B. Cornell was
elected treasurer and sales director. Judge A.
A. Rolf, who is the company's counsel, was
elected secretary of the company. Practically
all of the holdings controlled by the smaller
stockholders were bought out, and the stock is
now controlled by Messrs. Davidson, Schroeder
and Cornell, who, with Judge Rolf, constitute the
directorate of the company.

This important move was made so that the
executive personnel of the Jewel Phono Parts
Co., which has been instrumental and responsi-
ble for this company's success, will be in direct
charge of the business in the future. On Janu-
arj'- 1 of this year Messrs. Davidson and Cornell
took active hold of the Jewel business, and dur-
ing this year they spent considerable time in
developing new merchandise and perfecting the
various products that comprise the Jewel line.
The results of their efforts have been recognized
by their recent election as officers of the com-
pany. Mr. Schroeder is a retired capitalist who
gives the greater part of his time to various busi-
ness interests, leaving the Jewel activities to his
associate executives.

Mr. Davidson is a practical mechanical engi-
neer who has held important executive posts in
some of the country's greatest industrial con-
cerns, and who has been identified with the talk-
ing machine industr}^ for many j'ears in execu-
tive and advisory capacities. During the war Mr.
Davidson was the inventor and general engineer
in charge of an altitude and speed machine of
the most complex construction that is now used
as a standard in the United States Government
airplane service.

Mr. Cornell has been connected with the talk-
ing machine industry for a great many years in
various capacities. He is thoroughly familiar
{Continued on page 126)

High-Class Cutter

Sharpens the Fibre Needle without re-
moving it from the Tonearm.

THE

LIDSEEN Fibre
Needle Cutter

CONVENIENT

MECHANICALLY RIGHT

Jobbers — Line up on this live one and
get ready for the season.

LIDSEEN

832-840 So. Central Ave.,

CHICAGO

IS, 1921

THE TALKING MACHINE WORLD

125

Insist on the
ORIGINAL

Trade Mark

HALL

NEEDLES

i«y U.S. PATENT

Trade Mark Registered

Insist on the
ORIGINAL

Trade Mark

Prestige

Just as the far-sighted talking machine
merchant selects his lines of phonographs
and records with an eye to the sort of quality
and reputation best calculated to maintain
prestige in his locality —

So does the fore-sighted talking machine
merchant select the HALL FIBRE
NEEDLE as the one best calculated to
attract a quality trade to his store.

HALL MANUFACTURING CO.

Successor to the B & H Fibre Needle Co.

33-35 W. Kinzie St., Chicago, IlL

126

THE TALKING MACHINE WORLD

NoVEMBEH 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 124)

with every phase of the trade, and as sales direc-
tor of the Jewel Phono Parts Co. has won the
esteem and friendship of the jobbers and dealers
throughout the country. In addition to his sales
experience, Mr. Cornell has devoted considerable
time to the technical and experimental phases of
the industry, and his knowledge has proven in-
valuable in the development of Jewel products.

It is interesting to note that in spite of the
general business depression during the past year,
the Jewel Phono Parts Co. has shown a profit
month after month. For the past two months
its sales have been at high-water mark, with
every indication that its activities will increase
steadily during 1922.

Three New Windsor Models

The Windsor Furniture Co., through its presi-
dent, J. AV. Lyons, makes the announcement to

No. 31, Windsor Phonograph

the trade this month that it has placed on
the market three new models of the artistic con-
sole type, which are known as the No. 28, Queen
Anne, No. 31, Italian Renaissance, and No. 32

WiWi ■ mm

No. 32, Windsor Phonograph

Chippendale. These instruments are furnished
in solid mahogany with finishes ranging from
old ivory to ebon}^ as well as a variety of poly-
chrome enamels. The solid oak machines put

LAKESIDE

PHONOGRAPH
RODUGTS

Send for a
sample electric
motor

Complete S 50

Number your records and you
have a non-set stop.

The best electric phono-
graph motor on the mar-
ket. Made for
use on voltages
from 32 to 250.

Send for our parts
catalogue

The best
automatic stop on
the market.

Sample

LAKESIDE
SUPPLY CO.

416 S. Dearborn St.
CHICAGO, ILL.

Telephone Harrison SSiO

out hy this company range from silver gray to
fumed and cathedral. The figure work and
festooning on Nos. 31 and 32 are in solid
mahogany and hand-carved, and there is abso-
lutely no compo on any part of these ma-
chines. The sizes of these instruments are as
follows: The No. 28' is thirty-four inches wide,
thirty-six inches high and 21 inches in depth.
The Nos. 31 and 32 approximate forty inches
high, thirty-two inches wide and twenty-one
inches deep.

The Windsor Furniture Co. is now showing
these new models in both its new downtown
salesroom., at 1411 South Michigan avenue, Chi-
cago, and in the warerooms of its Eastern dis-
tributors, Hyman Bros. & Co., 47 West Thirty-
fourth street, New York City. These new in-
struments, together with the balance of its
new line, will be on exhibit during the January
and July furniture expositions in the Blodgett
Building, Grand Rapids, Alich.

A Splendid Record

The Hiawatha Phonograph Co., with factory
at Geneva, 111., and offices in the Republic Build-
ing, this city, has run continuously since 1916,
closing down its plant only a week to ten days
each year for the purpose of taking inventory.
During the most trying period of this year the
Hiawatha business proceeded along its usual
way, and General Manager Moynihan says
that it has been clearly demonstrated that a
quality article will overcome the most adverse

conditions. Right now Hiawatha business is in-
creasing and Mr. Moynihan and his associates
feel that at the close of the present year they will
be able to point to a great record of achievement.

Productive Mailing Lists

Compiled by the Man Who Knows Howl

You want your trade mailing list to be
the best it can be — of course. A poor list —
incomplete, inaccurate and badly arranged
— means constant trouble, loss of business
and heavy expense.

It has been my observation, after years
of experience and exhaustive study, that
a large majority of mailing lists in use are
less than 60 per cent efficient — which means
enormous waste.

I HAVE NOTHING "CANNED" OR
"READY M.A.DE" TO SELL, BUT I
SPECIALIZE IN COMPILING AND AR-
RANGING TRADE MAILING LISTS
AS NEARLY 100 PER CENT EF-
FICIENT AS SUCH LISTS CAN BE
MADE.

Let me know what territory you wish
to cover and I will build you a real busi-
ness-getting, time-saving, waste-preventing
list adapted to your particular business that
will add an invaluable asset to your selling
equipment.

Get my proposition before making another
mailing — it will surprise you.

DORCHESTER MAPES

10314 So. Hamilton Avenue, Chicago

Melody Portable Phonograph

Equipped With
Double Spring Motor
Blood Tone Arm and Reproducer
Removable Tone Arm and Winding Key

Durably Constructed. Mahogany Water-
proof Finish. Brass Trimmings. Carries
10 Records. \\'onderful Tone — equal to
that of a $200 machine. Plays all records —
soft, medium or loud as
desired. Portable —
Weighs only 18 pounds.

PROMPT DELIVERY

Here's a Winner for
You!

Write for Sample and
Terms Today.

Take It With You Anywhere .'

HaveMusicWhereYouWantlt!

In Your Home — In the Nursery
— At the House Party — Camping
Out — At the Summer Home —
Boating or Canoeing —

Size 8x13x15

Weighs
8 Pounds

MELODY NATIONAL SALES CO. 190 N. State Street, Chicago, DL

No. 28, Windsor Phonograph

November 15, 1921

THE TALKING MACHINE WORLD

127

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 126)

BENSON ORCHESTRA PLAYING AT MARIGOLD GARDENS

Famous Chicago Organization Winning Success at Popular Resort — What Edgar A. Benson Has
Accomplished in Orchestra Work During a Quarter of a Century

Chicago, III., November 9. — The Benson Orches-
tra, which is recording exclusively for the Victor
record library, has been achieving phenomenal
success at Chicago's popular amusement place,
"Marigold Gardens." This orchestra is recog-
nized as one of the foremost musical organiza-
tions of its kind in the countrj-, and Victor deal-

niand, it is not difficult to understand why the
Benson Orchestra of Chicago, which is selected
from the many Benson dance orchestras, is
pleasing not only the people of Chicago but the
music and dance lovers of the whole country
through the medium of Victor records.

The recording orchestra was formed some time

The Famous Benson Orchestra of Chicago

ers everywhere, particularly in the Middle West,
are featuring to excellent advantage the fact that
Benson's Orchestra records for the Victor library
exclusively.

Twenty-five years ago Edgar A. Benson began
organizing orchestras and other musical com-
binations for the entertainment of Chicagoans.
Now, with hundreds of musicians at his com-

ago from members of various Benson musical
organizations, among them being nine organized
brass bands, five symphony orchestras, thirty or-
ganized dance orchestras, six jazz bands and ten
novelty orchestras. Each man is the best Mr.
Benson could procure — a man of originality, in-
dividuality and exceptional ability.

In selecting Roy Bargy, pianist, as director.

Mr. Benson has injected the touch of real talent
which makes the orchestra perfectly balanced.

Among the members of this orchestra are
found such experienced musicians as Arthur Lay-
field, drums, who has been with the Symphony
Orchestra of the Chicago Grand Opera Co. for
the past four seasons; Rick Adkins, cornet, and
Guy Cary, trombone, for many years in the
highest class vaudeville; Albert Walthall, violin,
who wrote the music of the "Sultan of Sulu," to
which Cjeorge Ade wrote the lyrics; Mathew
Amaturo, saxophone, for many years one of
Chicago's most brilliant saxophone players and
for two years with the Six Brown Brothers; and
Joseph Baun, violin, Marvin Thatther, saxo-
phone, Joe Mueller, banjo,- and William Foeste,
bass and bass saxophone, who have been with
various Benson entertainers for from five to
fifteen j'ears.

Benson dance orchestras are playing regularly
at the following Chicago hotels: Drake, Sher-
man, Sisson, Chicago Beach, Edgewater Beach,
Blackstone, Morrison, Del Prado, Sheridan Plaza,
Sovereign, La Salle, Auditorium, Cooper Carl-
ton, Randolph, Great Northern, Congress, Am-
bassador, Stratford, Hyde Park and Virginia.

Clubs: Chicago Athletic Club, South Shore
Country Club, Evanston Golf Club, Lake Shore
Club, Illinois Athletic Club, Standard Club, Mid-
lothian Country Club, Chicago Club, Union
League Club, Saddle & Cycle Club, Ravisloe
Country Club, University Club, Casino Club,
Ontwensia Country Club, Glenview Country
Club and Chicago Lincoln Club.

Miscellaneous: Senate Theatre, Rainbo Gar-
dens, Marigold Gardens, Stevens Restaurant,
LaSalle Hotel Roof Garden, boats of the Good-
rich Steamship Co., Detroit Athletic Club, De-
troit, Mich.; Qeveland Yacht Club and Carlton
Terrace, Cleveland, O., and Brandeis Cafe,
Omaha, Neb.

The Melodia Phonograph Co., of Chicago, has
increased its capital stock from $20,000 to $40,000.

Just as the Proof of the Pudding Is
in the Eating so the Proof of the
Sterhng Is in the Playing

STERLING

Reproducer with Edison Attachment
PLAYS ALL RECORDS

Write for New Prices
on Sterling Tone Arms
and Reproducers.

Sterling Devices Co.

Manufapturers of the No. 11 Sterling Non-Infringing Tone Arm.
the Sterling No. 31 Tone Arm with Non-Set Automatic Stop, the
Sterling No. 41 Ball-bearing Tone Arm, and the Sterling Bepro-
ducer fitted with Edison, Victor. or Columbia attachments.

The Sterling plays all records.

It is operated and entirely controlled by the
lever same as the Edison.

The Sterling looks as though it were a part
of the machine and not an attachment.

The Sterling Reproducer never needs be
touched except to change the needle or to ad-
just from lateral to hill and dale and vice
versa.

The Edison machine automatically moves
the reproducer ISO threads to the inch and
sufficient free motion is allowed by the Ster-
ling for the difference between 150 and 80
threads. Upon the completion of the record,
when the lever is operated to release the re-
producer from the record, the reproducer
automatically returns to its original or start-
ing position.

The Sterling is the only reproducer that
absolutely synchronizes when playing both
hill and dale and lateral records.

534 Lake Shore Drive

Chicago, Illinois.

128

THE TALKING MACHINE WORLD

November 15, 1921

BUSINESS IN MILWAUKEE SHOWS INCREASING ACTIVITY

Demand for Machines and Records Steadily Expanding — Dealers Placing Larger Orders and Ten-
dency Now Is for a Shortage of Machines Around the Holidays — The Situation Reviewed

Milwaukee, Wis., November 5. — Business in
musical instruments generally, and talking ma-
chines particularly, has made such good progress
since the middle of October that earlier hopes
for an active and profitable holiday season are
now more substantially grounded than a month
ago. In November, so far, the call for instru-
ments has been especially good, compared with
the last six or eight months, while the demand
for records is exceeding expectations. Record
trade has been good right along so its present
active state is no surprise, but the manner in
which machines have been selling in the last few
weeks is notable. Ordinarily this is not the most
active season for instrument merchandising, so
the surprise is even greater.

The wholesale and manufacturing trade here
finds a good deal of satisfaction in the attitude
of the retail trade throughout Wisconsin and

upper Michigan, which usually is the territorial
unit under their jurisdiction. Merchants have
begun to anticipate their holiday needs in a
broader way than a year ago and a fair move-
ment of stocks from jobbers' floors is already
under way. Dealers apparently have been wait-
ing for signs of holiday activity before commit-
ting themselves and, now that it seems pretty
well established that November and December
trade is going to be active, they are coming into
the market.

Dealers Stopping Hand-to-mouth Policy
Harry A. Goldsmith, secretary of the Badger
Talking Machine Co., Victor jobber, said that,
while Victor dealers in the State and upper
peninsular territory have been placing some good
orders for the last three or four months, it is
only in recent weeks that the real demand for the
holida}' trade has opened up actively. The de-

mand is much better than a year ago aind prom-
ises to be well sustained until early January.
Stocks in the hands of retailers are unusually
light, but the trade is rapidly getting away from
the hand-to-mouth buying policy of the past and
is more inclined to order ahead because dealers
see good business ahead and do not want to get
caught short when the holiday call becomes
lively.

"Business in Brunswick records has kept up
so well and is increasing so rapidly that we no
longer regard this as a feature," said Thomas I.
Kidd, manager of the Milwaukee branch of the
Brunswick-Balke-Collender Co. "It is the way
Brunswick phonographs are selling that makes
us feel better every day. The console, as well as
cabinet, styles are moving well and we are ac-
cumulating holiday orders faster than we can
make deliveries. I am inclined to believe that
we are going to have the best holiday season
since the Brunswick line first was placed on the
market in this territory."

Reports Excellent Edison Business

The Phonograph Co., Edison distributor, re-

Two New Period Models Added to Player-Tone Line

Five Wonders of the Age

1 St. Unusually low retail selling price !

2nd. Big profits to the dealer !

3rd. Perfect cabinet work and finish!

4th. Exclusive design of latest type !

5th. Perfect tone and volume unsurpassed!

HEIGHT, SVA"
WIDTH, 24"
. DEPTH, 25"

SEVEN UPRIGHT MODELS IN ALL FINISHES
BACK TO PRICES BEFORE THE WAR.

We also sell cabinets only. Write us for price on large and small quantity.

Write us today for Booklet and Discount to Dealers. We have got something good for you.

PLAYER-TONE TALKING MACHINE CO

967 LIBERTY AVENUE, PITTSBURGH, PA.

NoraMBER 15, 1921

THE TALKING MACHINE WORLD

129

ports an excellent business on an early holiday
season basis and looks for one of the best De-
cember sales months in its history.

Increase Dalion Production

The Milwaukee Talking Machine Mfg. Co.,
manufacturing the Dalion, has made further en-
largement of its production program for the last
quarter in order to meet the demands from its
trade in all sections of the country. The Auto-
File, a distinct feature of the Dalion, has come
to be appreciated to such an extent by owners
that a great many sales are attributable to word-
of-mouth commendation, due to the unusual con-
venience of this method of keeping records in
good shape and at hand.

Displays at Local Exposition

The Yahr & Lange Drug Co., exclusive dis-
tributor of the Sonora, earned much favorable
comment in the dealer trade, as well as among
the people, for its vigorous promotion work at
the third annual Food, Household and Electrical
Exposition at the Milwaukee Auditorium, Octo-
ber 25 to 31. Co-operating with local dealers,
the Yahr Co. staged numerous exhibits of great
beauty and charm. It also co-operated with the
General Phonograph Corp., of New York, in
pushing the Okeh record, for which the Yahr-
Lange musical merchandise division is the ter-
ritorial distributor.

Larger Bradford Business

The J. B. Bradford Piano Co. is meeting with
excellent success in merchandising the Aeolian-
Vocalion instruments and Vocalion records. It
also handles the Sonora and Victor lines and both
stores have exceeded all past records for volume
in the talking machine departments in recent
months.

Pushing the Kimball and Okeh Lines

The Lyric Music Co., 88 Wisconsin street, is
pushing the Kimball phonograph and the Okeh
record and its unusual window displays, featur-
ing the two lines, continue to arouse a great deal
of interest and are building up a sales volume of
surprising proportions.

Install New Demonstrating Booths

Charles J. Orth, Inc., 504 Grand avenue, has
recently installed several new demonstrating
booths, in order to take care of its growing pat-
ronage. The Orth house is now featuring the
Brunswick in a retail way locally. In selling
Brunswick records Orth's has gained an enviable
reputation. Every record comes to the customer
in a sealed package with the legend that this
insures its never having been played, and this
feature is making a distinct "hit" in the consumer
trade. An unusually artistic showing of Bruns-
wick console styles was made recently at the
Hotel Astor during the annual Fall Fashion
Show.

Handling the Pathe in Green Bay

The Green Bay Hardware Co., Green Bay,
Wis., has recently been appointed district repre-
sentative of the Pathe line and announced the
new connection in large advertisements which
featured its well-known slogan, "We can't sell
all lines, so we handle only the best." The
Actuelle feature of the Pathe is being stressed
in all literature.

Wind Up Affairs of J. H. Ellis

The affairs of J. H. Ellis, formerly manufac-
turing the Ellis reproducer in this city, were
wound up recently. Mr. Ellis filed a voluntary
petition in July, scheduling liabilities at $19,936.63
and claiming assets of $231.85, with exemptions
of $110. Most of the creditors are noteholders.
Oscar Schwemer, trustee, in his final report.

Superior Universal Reproducer on the Edison

^UhtJ Ideal All-Record Reproducer for the Edison Disc
Phonograph

Superior Reproducer witK 21 -E Connection for Edison — Sample Prepaid

to Dealer, $4.75 Niclcel— $6.25 Gold Superior Specialties for PhonoBraplis

Retail Prices, $7.50 Nickel-$10.00 Gold BARNH ART BROTHERS & SPINDLER

Quantity Prices on CApplication Monroe and Throop Streets CHICAGO

©©©©©®©®®©©©@®©©@©®©©©@®©©®©©®@©©l

showed receipts of $111.47, all of which was dis-
bursed in expenses, attorney's fees and other
costs, so that creditors receive nothing from the
proceeds of the sale.

Columbia Activities

Columbia records continue to make new high-
water marks for volume of business, according
to Robert H. Walley, representing the Chicago
branch of the Columbia in Milwaukee and east-
ern Wisconsin. The Grafonola, likewise, is mak-
ing excellent headway, due to the good work
which has been done in educating the retail sales
organization in this territory and the stimulation
given the dealers.

Branch Factory for Lampagraph

The American National Mfg. Co., of St. Louis,
a large .maker of combination parlor lamps and
phonographs, has recently purchased the foundry
and machine shops of Slater & Tuck, at Beloit,
Wis., for $60,000 and will use it for a branch
plant. The "Lampagraph" will be featured in
a bigger and broader campaign than heretofore
since a much greater production has thus been
effected. Martin Wiegand is manager of the
new Beloit plant.

After Fake Sales and Advertising

The Better Business Bureau of the Milwaukee
Association of Commerce, which is under the
vigorous direction of Oscar H. Morris, member
of the State Senate of Wisconsin, reported, in a
special bulletin, a few days ago: "Strenuous ef-
forts are being made to prohibit . 'fake' talking
machine advertisements. Stores and manufac-
turers are complaining that 'gyp' artists are using
private homes and downtown offices to get rid of
instruments, some of which are misrepresented
in the advertising. The police and the newspa-
pers are co-operating with this Bureau to prevent
such practices."

Helping to Boost Mitchell Street

Mitchell street," the "Grand avenue" of Mil-
waukee's south side district, is to be given a new
and higher dignity and its business houses pro-
jected prominently into view through a campaign
inaugurated by the Mitchell Street Business
Men's Association, which includes a great many
dealers in talking machines and other musical
instruments. Among others are the J. B. Brad-
ford Piano Co., Kunzelman-Esser Co., Edward
Schuster & Co.'s south side department store,

)©©©©©©©©©©©©©©©©@©©©©©©©©©©©©©®©@@
Peter F. Piasecki & Co., and numerous others.
Joseph T. Esser is president. One of the plans
under way is to adorn all highways leading into
the south side with signboards boosting Mitchell
street as a trade center.

^0F' Free— Individual advertising **helps" con-
stitute but a part of the "Badger Service*'

Badger Talking Machine Go.

Victor Distributors for
Wisconsin and Upper Michigan

135 — 2nd Street Milwaukee, Wis.

NEW CABINET COMPANY CHARTERED

United Cabinet Co., Chicago, to Make and Deal
in Pianos, Talking Machines and Cabinets

Chicago, III., Novembers. — The United Ca)binet
Co. has been incorporated here with capital stock
of $50,000, to engage in manufacturing and deal-
ing in pianos, talking machines and cabinets.
The incorporators are Nicholas Keaslering, John
Lay and Carl Knittle. The factory of the com-
pany will be at 780 Milwaukee avenue. Carl
Knittle, one of the incorporators, is a high-
grade cabinet man and woodworker, and was for
years with the Knittle Co. in Quincy. The others
are also skilled mechanics prominent in this city.

CABINETS

WITH OR WITHOUT EQUIPMENT

These High Grade Cabinets, made
in Mahogany, Walnut and Oak,
built up to the standard for which
our product is noted.

For Descriptive Matter Address

FUEHR & STEMMER PIANO CO.
2701 So. Wells St., Chicago

130

THE TALKING MACHINE WORLD

November 15, 1921

The Last Word
in Electric
Phonograph Motors

Make this your
leading line for
the coming
s e a s o n

The Electromophone

Absolutely Silent

Adjustable to any voltage. Tone arm equipped
with electrical stopping device, which operates
in conjunction with the Electromophone
— Record stops automatically on last note —
Never fails ! !

The Sole Selling Rights of This Unique Mechanism Are in the Hands of

THE STERNO MANUFACTURING CO.

19 CITY ROAD

LONDON, E. C, ENGLAND

November IS, 1921

THE TALKING MACHINE WORLD

131

The bluest blues Marion Harris ever put over are
"The Memphis Blues" and "Beale Street Blues." Your
customers will play them iast and frequent — and
their Iriends vi^on't rest till they get the record, too.
A-3474.

Columbia Graphophone Co.

NEW. YORK

JOBBERS' ASSOCIATION COMMITTEES

President Buehn Announces Personnel of Com-
mittees to Act During Current Year

Louis Buehn, president of the National Asso-
ciation of Talking Machine Jobbers, has just an-
nounced his appointments of committees to serve
that organization during the coming year, the
appointments being as follows:

Arrangement committee: Thomas F. Green,
chairman: Floyd Spencer, Fred P. Oliver, Albert
VVeymann and Victor Moody.
-Legislative committee: T. N. Blackman, chair-
man; L. C. Wiswell and E. H. Droop.

Thos. F. Green, Chairman, Arrangement Com.

Membership committee: W. F. Davisson, chair-
man; John Elliott Clark and E. W. Rewbridge.

Press Committee: Dan Creed, chairman; Fred
P. Oliver and T. W. Barnhill.

Resolution and referendum committee: French
Nestor, chairman; W. P. Dierks and Fred Put-
nam.

Traffic committee: E. C. Rauth, chairman;
W. H. Reynalds and Charles North.

Golf committee: J. C. Roush, chairman.

CHAMBERLAIN BOOKS MANY ORDERS

Boston, Mass., November 7.— A. W. Chamberlain,
factory representative for New? England, with
headquarters at 26 Broad street, is finding an in-
creasing call for his line of specialties, which in-
clude record albums as manufactured by the New
York Album & Card Co., delivery record envel-
opes as made by the Record Envelope Factory of
Rumford, Me.; also record cabinets as made by
Schloss Bros., of New York. Mr. Chamberlain
is spending considerable time in the New Eng-
land territory just now and orders for a good
Fall business are accumulating fast, he says.

VICTORITES HONOR WHITEMAN

Nearly 200 New York Wholesalers and Dealers
Make Up Theatre Party at the Palace as
Tribute to Paul Whiteman and His Orchestra

Nearly 200 Victor wholesalers and dealers of
New York and vicinity, with members of their
staffs, attended the performance at the Palace
Theatre on Friday evening, October 27, in honor
of Paul Whiteman and his Palais Royal Orches-
tra, who are just completing their fourth consecu-
tive week at that leading vaudeville playhouse.

Through the efforts of Hugh C. Ernst, sales
manager of the New York Talking Machine Co.,
several of the boxes and a number of front or-
chestra chairs were filled with Victor enthusiasts,
who thoroughly enjoyed the preliminary show,
ljut saved a big welcome and applause for White-
man and his men when they appeared, at about
10:30.

The orchestra rendered its regular program,
typically Whiteman, and after an encore or so
the curtain was dropped. The audience would
not accept the finish, however, and finally forced
the raising of the curtain and still another encore
from the orchestra. As a last desperate effort,
lo ei:able the show to proceed, Whiteman him-
self stepped out before the drop and thanked his
friends, and particularly the "Victor people," for
the verj' enthusiastic reception. He called it a
.-■p jcch and thus made good on a promise he had
niiulc to Mr. Ernst early in the week. White-
man also took occasion to announce that he had
been booked for the following week, making the
fifth week of his engagement at the Palace — a
most unusual record.

After the show a goodly number of the talking
machine men and their ladies, who still hungered
for the Whiteman melodies, adjourned to the
Palais Royal and spent several hours in enjoy-
ment of the entertainment provided at that Broad-
v;ay resort. It was a big night from every point
of view.

CARDINAL PHONOGRAPH CO. MOVES

General Sales Headquarters Moved From Zanes-
ville to Cincinnati — F. F. Dawson, of the Sterl-
ing Roll & Record Co., in Charge

Cincinnati, O., November 3.— The Cardinal
Phonograph Co., of Newark and Zanesville, O.,
has transferred its general sales headquarters
from Zanesville, O., to this city, where offices
have been opened at 137 West Fourth street.
These offices are under the excellent supervision
of F. F. Dawson, president of the Sterling Roll
& Record Co., who was formerly branch man-
ager of the Columbia Graphophone Co. It is
announced that Mr. Dawson will continue his
direction of the Sterling Roll & Record Co., of
this city and Pittsburgh. Mr. Dawson is well
known and liked throughout the trade in his ter-
ritory. The arrangements were concluded be-
tween F. F. Dawson and George Hayden, presi-
dent, and George Hayden, Jr., secretary and
treasurer, of the Cardinal Phonograph Co.

We Challenge
Comparison

Exclusive Patented Features,
Attractive Library Table and
Phonograph Combined.

The exquisite tone of this new patented
Clayola Phonograph distinguishes it from all
other phonographs.

The foundation of artistic worth in a phono-
graph is mechanical excellence. Painstaking
care to secure perfection in every detail of
construction. The most artistic, the most use-
ful of all phonographs. We have added to the
cost of this table money which might have
been added to our profits.

My idea of introducing the new style Clayola
is not to malje the most profit but to make the
best phonograph.

We are more than sure of your approval of
the exclusive patented features of major impor-
tance, features other phonographs do not have.

We can furnish these library table machines
in the William and Mary period if you de-
sire.

Attractive prices to dealers forwarded on
application.

THE PHONOMOTOR

The standard electric phonograph motor for
seven years. Universal motor, A. C. or D. C.
current, 110 volts, with current consumption of
less than a twenty watt lamp. Automatic stop.

Always true to pitch. Silent, durable and
dependable. Write for our new prices.

GEO. CLAY COX

.; Manufacturer

Offices : 73 State St.
ROCHESTER, N. Y.

132

THE TALKING MACHINE WORLD

November 15, 1921

BIG HOLIDAY TRADE EXPECTED BY DEALERS IN BUFFALO

Every Indication Points to This Conclusion — Talking Machine Men Attend Festival at Sharon
— Association Banquet November 16 — New Stores and Changes — Trade Situation Analyzed

Buffalo, N. Y., November 9. — A good holiday
business is anticipated by Buffalo talking machine
men. All signs point toward it, they say. The
way trade has picked up recently fills them with
optimism over the future. Throughout the Fall
business conditions in Buffalo have been steadily
improving. The volume of sales has constantly
been on the up-grade. The employment situa-
tion here is very much improved, and the chances
are that it will be still better as Christmastime
draws near. Big plants are increasing their
forces in large numbers. Dealers report that
collections are better and that the demand for
records has picked up. C. N. Andrews reported
large advance orders for Victor records of vari-
ous popular numbers, including "Ma," "Wabash
Blues," "My Sunny Tennessee," "Tuck Me to
Sleep in My Old 'Tucky Home" and "Second-
hand Rose." The Columbia branch here tells of

big sales of "Sunny Tennessee," "Ma," "Say It
With Music" and "All by Myself," Ted Lewis'
rendering of the last-named making an especial
hit. The Brunswick dealers state that there is
a strong demand for "Wabash Blues" and "Ma."

Victor dealers here report a big demand for
the new "30O" type of machine. They state
that they are not able to supply this style fast
enough, so strong is this demand.

The manager of the local Brunswick branch
informs The World that the three new console
types are proving very popular in Buffalo.

An interesting music festival was held the week
of November 7 at the store of W. C. De Foreest
& Sons, Sharon, Pa. This is the third festival of
this kind, an annual affair, which has been held
at the store. There were special days for various
nearby cities in which the concern has stores —
Warren, Sharon and Greenville, Pa., and Niles,

O. Managers of the stores in these towns brought
large delegations to the festival on these days.
Some splendid Victrola concerts were among the
features of the week. Mr. and Mrs. C. N. An-
drews and C. M. Logan, traveling representative
of the Victor Co., were visitors at this festival.

The Kurtzmann music store, now located at
Main and Goodell streets, will be moved into the
Pierce Building as soon as that structure, now
being erected, is completed. The new store will
be a spacious one and much attention will be
devoted to making it one of the finest talking ma-
chine departments in the city. This move gives
the store a location further downtown. The
Pierce Building is located in Main street, near
Chippewa street, in a rapidly developing section.

The Buffalo Talking Machine Dealers' Asso-
ciation will hold a banquet November 16 at the
Ellicott Club. Final preparations are being made
to have the dinner a monumental success and a
large attendance is expected. At this dinner the
name of the organization will be changed to the
Victor Talking Machine Dealers' Association of
Western New York.

Another of the Landau music stores has been
opened at Pittston, Pa. This is one of the finest
stores in that section of the country. It is an
exclusive Victor store. There are a large num-
ber of record booths.

Charles Heinike, manager of the Victrola de-
partment of Denton, Cottier & Daniels, has been
passing out cigars and receiving congratulations
from his many friends. He is the proud father
of a fine young son, his second.

George F. Crossmire, of the Kane Furniture
Co., of Kane, Pa., well known also as a talking
machine dealer, died recently. He had been ill
for about two years. He had many friends in the
trade.

The Stramburg Music House, at Jamestown,
is being remodeled and enlarged. Elwin Glantz,
formerly of Danielson's Music House, at James-
town, will have charge of the Victrola depart-
ment.

Robert Porter, field sales manager of the Co-
lumbia Graphophone Co., was the principal
speaker at an interesting sales conference, which
was held at the Columbia branch in this city on
November 1.

When Mary Garden and Geraldine Farrar vis-
ited Buffalo recently many of the dealers found
new business by featuring their records. A Co-
lumbia artist, Cyrena Van Gordon, was among
those ■ here during the week of the American
Music Festival, which was held October 3-8.
Fritz Zimmerman, Swiss yodler, another Colum-
bia artist, has been giving a number of concerts
in the Buffalo territory recently.

With the assistance of one of the company's
educational representatives and Assistant Man-
ager Peace, a Buffalo Columbia dealer was suc-
cessful in securing a contract to place a good-
sized number of Pushmobiles and Grafonolas in
the Buffalo public schools for educational pur-
poses.

William Spalding & Co., Columbia dealers at
Syracuse, have just completed the remodeling
of their store, which includes a complete and up-
to-the-minute Van Veen installation of hearing
rooms and equipment.

AT AMERICAN LEGION CONVENTION

Philadelphia, Pa., November 3. — L. Hammond
Crabtree, assistant sales manager of the dia-
phragm department of the International Mica
Co., of this city, attended the convention of the
.'\merican Legion at Kansas City, Mo., held dur-
ing the early part of this month. At the close of
the convention Mr. Crabtree went to Chicago and
worked his way back to headquarters in this city,
calling upon the Middle Western talking machine
manufacturers, and others, en route. Mr. Crab-
tree is taking up with the various manufacturers
their requirements for 1922, in order that his com-
pany may know exactly how to approximate next
year's possibilities in advance on account of-
importation from India.

If your nose is on the grindstone of your own
business it isn't in other folks', anyhow.

It's not too late

Last minute orders on Bubble
Books get express service!

Dealers whose stocks have
run low — dealers who haven't a
Bubble Book in the house — can
order now and have a complete
selling display for the buying
weeks.

Bubble Booics

"that Sing

nationally advertised — well made
— a new low price. 3 big features,
colored pictures, fairy stories and
3 phonograph records which sing
the songs in the books.

Your order today means a big
Christmas sale that will continue
throughout the year.

"When You Sell One You
Sell A Habit."

Order now.

HARPER & BROTHERS

Bubble Book Division
130 West 42nd Street New York

November iS, 1921

THE TALKING MACHINE WORLD

133

TRADE OFTLHISTIC IN CANTON, 0.

Opening of Steel Plants Helps Sales Campaign
— Rhines Edison Shop Opens — Need of As-
sociation Activity — Some Interesting Reports

Caxtox, O., November 4. — With the steel indus-
try decidedly on the up grade, there is a better
tone in business and more confidence among
music dealers of this and nearby towns. Steel
plants in the Canton-Massillon district, with
but few exceptions, are humming again and hun-
dreds of the unemployed are being absorbed.
Money is becoming freer and merchants in
downtown Canton say business as a whole looks
brighter. Music dealers, Hke merchants of other
lines, believe normalcy is near and that the de-
pression is gone for good.

Right at this time few dealers can definitely
say just how they will be fixed for Spring, but
the majority of the leading stores are planning
to purchase more liberally than a year ago,
claiming that the business is in sight and that
they were perfectly willing now to tie up capital,
since there is a change to realize from it.

Invasion of the Cleveland avenue Northwest
retailing center this week by the Rhines Edison
Shop is one of the most important developments
in the music industry locally. This shop, while
small, is one of the most attractive in the city.
It is the first in Qeveland avenue, but according
to information available at this writing there will
be others soon, as the North Market street
rentals, where several of the old stores are lo-
cated, are not being lowered as store proprietors
have requested, and several are contemplating
moving to Cleveland avenue as soon as store
quarters are available.

C. M. Alford, head of the Alford-Fryar Piano
Co., which firm sells perhaps more talking ma-
chines than any other piano shop in the city,
reports that he is unable to get a sufficient num-
ber of Cheney talking machines. His books
show at least a score of sales that have been
made, but the machines to date have not been

forthcoming. Mr. Alford says the talking ma-
chine business is spirited and that record sales
are holding up well. Collections are slow in
many instances, but with industrial conditions
gradually improving he looks for betterment in
this respect in months to come.

The revival of the Canton Music Trades As-
sociation is looked for in the near future. S. S.
\ anFossen, of the VanFossen-Smiley Piano Co.,
says that there has never been a time when the
co-operation of the music dealer was more needed
than at present. He says if some of the other
dealers do not soon start something he will
take the initiative in reorganizing the association
of music men in Canton. Mr. VanFossen was
prominently identified with the Akron Music
Trade Association prior to his coming to Canton
from .A.kron. "It is the only way to keep in
touch with the music trade situation locally, and
the exchange of ideas and the good fellow-ship
obtained from the meetings will do more toward
making the music trades fraternity progressive
than any other one thing of which I know," said
Mr. \'anFossen.

The D. W. Lerch Piano Co. is now featuring
Brunswick records, a line which formerly was
carried by the Canton Phonograph Shop, in Mar-
ket avenue South, which w-as owned by George
C. Wille. The Lerch Co., which also specializes
in Columbia and Vocalion records, reports sales
very good for October and that indications point
to better sales in this department in November,
as there are more real hits among November
record lists.

"The dealer who does a satisfactory talking
machine business at this season of the year must
have a hustling sales organization," says George
C. Wille, head of the George C. Wille Co.
"What business is available must be gotten
tlirough the efforts of the salesmen and this
means that a live organization is essential if the
house is to benefit." Collections are better this
month, Mr. Wille says, and, while he believes
there will be a decided change in the trend of
business later in the Winter he feels that Novem-

A RECORD RACK

Particularly for ;

DEALERS IN WARM CLIMATES

Vertical racks
cause warped
records.

Warped records
are a dead loss.

This handsome
horizontal rack
holds 400 twelve
inch, and 800 ten
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addition to
drawer space,
occupies an area
^^-^ only 1 foot by 3

feet, 8 feet high, solid dustproof
back, enamel or mahogany
finish; ready for shipment; write
for price.

VAN VEEN & COMPANY

Hearing Rooms^ Record Racks
and Counters

47 West 34th Street, New York City
1711 Chestnut St., Philadelphia, Pa.

ber will be a better month. He reports business
with his Massillon, O., store continues to be very
satisfactory.

A great many salesmen seem to be quite vol-
uble in the way of ideas, but, strange to say,
they do not always put them in practice in the
stores -^vhere they are employed. We w-onder
whv!

A Quality Record — Made for Quick Sales

SOME OF THE NEW
RELEASES

"Song of Love"

"Salomay"

"Wabash Blues"

"Everybody Step"

"I Want My Mammy"

"Birds of a Feather"

"I Got the Red, White

and Blues"
"April Flowers"
"That's How I Believe
in You"

• Popular hits mean sales — continued sales where
the record is one of quality. Clarion gives you the
latest songs at once — you cash in regularly with
every release because it is a record giving your
customers satisfaction.

Build up a steady record trade by arranging now
for a Clarion agency. We will be pleased to show
you how.

Clarion Offers Immediate Deliveries.
Jobbers and Dealers, Write.

CLARION RECORD COMPANY

56 BLEECKER STREET

NEW YORK CITY

134

THE TALKING MACHINE WORLD

No\^MBER 15, 1921

BE PREPARED for the HOLIDAY RUSH

A good, serviceable table machine at a moderate price is the greatest value on the
market today.

Our "Fulton" Model 35 Phonograph is just what you have been looking for.

Lower Than Prc-War Prices

Samples now $13.50, Three or more $12.50

Highest grade domestic
steel needles at 30c per
M. Discount in large
quantities.

Phonograph records,
accessories and repair
parts for all makes at
lowest prices. Ask for
catalog on our Floor
Cabinet machines.

Mahogany. 16x16x10. Double Spring, Universal T. A. Back Casting and Metal Horn

SEND in your order today and make sure of immediate deliveries before the big
Christmas rush starts.

Terms: Cash or deposit with order, balance C. O. D.

FULTON TALKING MACHINE CO.

253 Third Avenue,

New Yorlc

COLUMBIA ADVERTISING CONTEST

Columbia Graphophone Co. Announces Unique
Contest for Columbia Dealers — Prizes Will Be
Awarded for Most Effective Advertisements

The Columbia Graphophone Co. has just an-
nounced a dealers' advertising contest that is one
of the most unique and interesting contests in-
troduced in the talking machine trade for some
time past. The contest, which started on
November 1 and will run until December 1, is
open to every Columbia dealer in the United
States. The provisions of the plan state that
all advertisements entered in the contest must be
exclusively Columbia and must carry the Colum-
bia trademark. In order to enter this advertis-
ing contest a dealer must place in his local paper
at least four advertisements during the month of
November 1 to December 1.

Every advertisement of any size which any
Columbia dealer places in any paper in the
United States as part of such a four-or-more
advertising campaigns between November 1 and
December 1 is eligible for one of the prizes. In
order to enter his advertising in this contest a
dealer must tear out the complete pages con-
taining each advertisement in the month's cam-
paign and mail them all to the advertising con-
test committee of the Columbia Graphophone
Co. at the Gotham National Bank Building, New
York.

These advertisements must be received on or
before Wednesday, December 7, and the adver-
tisements should not be torn or clipped from the
newspaper page, as only complete pages showing
the advertisements will be accepted as entries.
The advertisements entered in the contest will
be judged by one point only and that is "selling
punch." The judges of the contest will be Frank
E. Fehlman, president of the Advertising Club
of New York; James O'Shaughnessy, executive
secretary of the American Association of Adver-
tising Agencies, and V. Burnett, associate editor
of Advertising and Selling.

The prizes to be awarded in this contest are

as follows: First prize, free advertising space in
the winning Columbia dealers' local newspapers
totaling six times the space of the winning ad-
vertisement. This space must be used between
December 14 and December 25, 1921. Second
prize; free advertising space totaling five times
the space of the winning advertisement; third
prize: free advertising space totaling four times
the space of the winning advertisement; fourth
prize: free advertising space totaling three
times the space of the winning advertisement;
fifth prize: free advertising space totaling twice
the space of the winning advertisement; sixth
prize: free advertising space totaling the same
size as the winning advertisement.

The names of the winning dealers and the
newspapers in which the winning advertisements
appeared will be announced on Friday, Decem-
ber 9. Notification will immediately be sent to
all prize-winners so as to give them ample op-
portunity to use the free advertising space they
have won between December 14 and December
25.

The Columbia Graphophone reserves the right
to use the prize-winning advertisement, with
proper credit to the winners, in its monthly port-
folio of advertising for Columbia dealers and its
house organ, Columbia Record.

REORGANIZE EBERHARDT=HAYS CO.

Frank D. Hays Retires From Old Wichita Music
House — Three Former Employes Buy Interest
and Assume Executive Positions

Wichita, Kan., November 1. — The interest of
Frank D. Hays, of the Eberhardt-Hays Music
Co., 132 North Main street, this city, the oldest
concern in this vicinitj-, will be taken over in the
near future by Carl Miltner, W. A. Forgey and
W. W. Cunningham, all of whom have been with
the company for a number of years.

Mr. Hays, who has been in the music business
here for the past eighteen years as a member of
the Eberhardt-Hays Music Co., is forced to give
up the business on account of ill health, which
makes it necessary for him to enter some enter-
prise where the greater part of his time will be
spent outdoors.

Immediately following the retirement of Mr.
Hays the business will be entirely reorganized.
The name of the company wrll remain unchanged.
Under the reorganization plan Mr. Eberhardt will,
continue as general manager. Mr. Cunningham,
who is now in charge of the company's store in
Winfield, Kan., will act in the capacity of assist-
ant manager; Mr. Forgey will assume manage-
ment of the Winfield store and Mr. Miltner will
have charge of the sales and tuning and repair
departments.

E. C. HOWARD IN OAKLAND

Oakland, Cal., November 10. — E. C. Howard,
formerly with the Granby Phonograph Corp., of
Norfolk, Va., arrived in this city to-day, where
he plans to sojourn for a period with 'Mrs. How-
ard and daughter, Janet. Mr. Howard's future
plans are as yet unsettled, but, after a brief rest
in his native State, it is expected Mr. Howard
will again place his remarkable organizing ability
at the disposal of the industry.

Your mailing list is worthless until you sow
the seeds of sales and cultivate' foHcnv-upsV

W A R N I N G

Wall Kane Needles Are
Being Imitated

WALL KANE NEEDLES
are the standard, trade-
marked needles of the
phonograph industry. They
are guaranteed to play ten
records without injuring
the grooves, the last record
playing as clear as the first.

Beware of Imitatious

Inquire for our new
jobbing proposition

The Greater New York Novelty Co.

3922 14th Avenue . Brooklyn, N. Y.

NOV-EMBER 15, 1921

THE TALKING MACHINE WORLD

135

LE\NINGSfeWOKl[yMySI

DISTRIBUTORS' SERVICE FOR TALKING MACHINE DEALERS

Simplified Plans Arranged to Aid Talking Machine Dealers Operating or Intending to Operate
Sheet Music Departments — Kronberg Offers Numerous Suggestions of Distinct Value

Various sheet music distributors in the coun-
try have recently arranged plans to give par-
ticular service to talking machine dealers operat-
ing or intending to operate sheet music depart-
ments. These are simplified plans which help
to induce dealers to stock such goods which
prove. most inviting.

Several- hundred dealers in the New York dis-
trict, within the last eighteen months have
equipped their stores with music racks for the
display. and sale of sheet music and in practically
every instance they have found such goods a
profitable adjunct to their business. ' •' ' ■ ' .'

At the October meeting of the Talking _Ma-
chine Men, Inc., the well-known organization of
talking machine dealers of^the rnetropolitan dis-
trict, Sol Kronberg, of the Plaza Music Co., out-
lined a plan for opening such departments in a
most simplified form and involving an invest-
ment of as low as $100.

-----In hi-s address Mr. Kronberg ofl:ered many
reasons to show that the average talking ma-
chine store was the logical place for the sale of
sheet music, which in no wise detracted from the
exclusiveness of the establishment.

He made it very clear that with the present
wholesale and retail prices there is a 25 to 30
per cent net profit on such goods — averaging 50
per cent on cost. This is, indeed, a substantial
revenue When it is considered that such depart-
ments in -no wise interfere with the sale of

other goods — require little or no attention — and
with up-to-date music racks practically act as
silent salesmen.

Among other things, he impressed the dealers
with the advertising value which accrues to the
store operating such racks, his argument being
that sheet music is, after all, a magnet and,
irrespective of the profits, which are quite sub-
stantial, has value to the dealer that can not
' be lightly overlooked. Mr. Kronberg further
pointed out that the dealers conducting popular
music departments in talking machine stores
were doing so without increasing their overhead;
for the music makes for larger business, requires
little or no space and, being a cash business and
a rapid turnover proposition with hits released
at frequent periods, creates activity in any store.

One point of particular interest brought out in
the discussion was the advisability of dealers
who are located near theatres watching the cur-
rent programs at the playhouses. This enables
the dealer to arrange window displays of records
and sheet music of selections that are being fea-
tured at the theatre each week, and thus en-
courage direct sales to members of the audience.
By this method, too, it is possible frequently to
move records and music that might otherwise
remain on the shelves indefinitely.

There is some question regarding just how
much the orchestras and vaudeville people con-
tribute to the popularity and salability of rec-

ords, but it is the general opinion that the ex-
ploitation of the sheet music itself has a strong
effect on record sales. Thus it seems logical
for the talking machine dealer to turn to sheet
music in his efforts to increase business.

Practically all dealers and distributors of sheet
music, in encouraging talking machine dealers
to open popular sheet music departments, make
it a point to suggest the purchasing of such
goods through a central source. Thus purchases
from some thirty music publishers can be made
by a single order and depleted stocks can be
replenished, generally over night.

Among the leading music jobbers are: Plaza
Music Co., New York; Crown Music Co., New
York; F. J. A. Forster, Chicago; McKinley Mu-
sic Co., Chicago; J. W. Jenkins' Sons Music Co.,
Kansas City, Mo.; Sherman, Clay & Co., San
Francisco, Cal.

SONO HITS IN "UP IN THE CLOUDS"

New Musical Comedy Soon to Complete Tour
and Make Broadway Debut

"Up in the Clouds" is the title of a new musical
comedy produced by the Shuberts, which has
played successful engagements in Chicago, Cin-
cinnati, Indianapolis and Detroit. It is also to
play engagements in Cleveland and Pittsburgh,
shortly after which it will have its Broadway
premiere. The leading songs of the show are
"Up in the Clouds," "Happiness" and "I See
Your Face in Every Nook and Corner." The
Crown Music Co. is the sole selling agent for the
music.

136 (World of Music) THE TALKING MACHINE WORLD

November IS, 1921

FOUR HITS from the GREATEST MUSICAL SHOW EVER PRODUCED

IRVING BERLIN'S "MUSIC BOX REVUE"

SAY IT WITH MUSIC"

"THEY CALL IT DANCING

"EVERYBODY STEP"

THE SCHOOLHOUSE BLUES

FOUR HITS FROM THIS SEASON'S MOST ACTIVE CATALOG

"BIRDS OF A FEATHER"

"SWEET COOKIE'

"TUCK ME TO SLEEP IN MY OLD TUCKY HOME '

"WHEN THE SUN GOES DOWN"

IRVING BERLIN, Inc., 1607 Broadway, New York

TRUST FUND FROM RECORD SALES

Ethel Lee Buxton, Soprano, Evolves New and
Clever Method for Raising Money for Benefit
of the Veterans of the World War

ORCHESTRA WINS CONTEST

Charles de Hart Orchestra Wins Atlantic City
Contest, Using "Frankie"

Kansas City, Mo., November 4. — A trust fund of
$100,000 for the benefit of disabled soldiers and
the survivors of those who have died has been
created by Ethel Lee Buxton, well-known so-
prano of this city. The fund, it is said, will be
made up of the proceeds of the sale of Columbia
phonograph records made in New York recently
by Miss Buxton, the selections being "Leave It
With Him," "Let's Have a Moment's Silence for
the Boys Who Died for You" and "Can't You
Hear Me Calling, Caroline?"

Miss Buxton sang and assisted in hospitals in
France for over eighteen months and is said to
have been the first woman to sing "The Star
Spangled Banner" on the Rhine. She is a mem-
ber of the William T. Fitzsimons Post of the
American Legion, which has been made trustee
of the fund, with Hugh F. Reilly, a local attor-
ney, as chairman of the trustee committee. The
records are to be sold for $2, of which $1.50 goes
to the fund.

Herewith is reproduced a photograph of the
Charles de Hart orchestra which won this sca-

the successful fox-trot "Frankie," published by
the Jack Snyder Music Co., New York City.

The Charles de Hart orchestra is composed of
nine young men who have not as yet gained a
national reputation, but with the success the or-
ganization has met with during the past season
it bids fair to become quite prominent.

Paul Althouse, who is considered by some to
be the foremost American tenor, is singing with
success the Sam Fox Publishing Co.'s song, "I
Love You More," the work of Dorothy Lee,
composer of "One Fleeting Hour," and other
ballads of the better class.

"SHIP 0' DREAMS"

Concert Artists Using New
Song From the Sam Fox
Catalog With Success

"Ship o' Dreams," from
the catalog of the Sam
Fox Publishing Co., New
York and Cleveland, O.,
has been received so well
by concert artists every-
where that the publisher,
in addition to the publicity
already issued in behalf of
the song, will inaugurate a
special campaign during
the coming months. This
number, which appeared in
the November releases of
the Victor Talking Ma-
The Charles de Hart Orchestra chine Co., a record by

son's contest held at Strickland's Million Dollar Merle Alcock, seems to be most favorable ma-
Pier, Atlantic City, N. J., in competition with tcrial for the better class artists.

a large number of orchestras. The prize cup

shown in the photograph was won by playing People buy where they get courteous service.

THE COUNTRY'S QUICKEST "BLUES" HIT

EVERYWHERE IS HEARD THE

Already obtainable Jorplayer-piano Publishers J. W. JENKINS SONS MUSIC CO., Kansas City, Mo.

and any talking machine

Also Publishers of "12th Street Rag," "Sweet Love," "Colleen O'Mine"

No\"EMBES IS, 1921

THE TALKING MACHINE WORLD

(World of Music) 137

TON RECORD SALE PROVES SUCCESS

Columbia Dealer in Florida Features "Nobody's
Baby" to Advantage — Window Display Pro-
duces Results — A Successful Campaign

gree, as in one part of the window a beautiful
doll was seated on a large chair with a card
announcing that she was "Nobody's Baby." At
the right of the window was a baby carriage,

'THE ROSE GIRL" OPENS IN BOSTON

Musical Numbers Published by M. Witmark &
Sons Prove Popular With Audiences

Jacksoxville, Fla., November 7. — The Forsythe
Graphophone Hall, of this city, a successful
retail establishment handling Columbia prod-
ucts, recently introduced a ton record sale, fea-
turing "Nobody's Baby," which was a tremen-

How Public Was Interested

with another doll gazing at the public, and a
large tag identified this doll as "Nobody's Baby."

The owners of the Forsythe Graphophone
Hall were highly pleased with the results of the
sale and heartily endorsed the idea as an adver-
tising plan and effective business producer.

"The Rose Girl," the musical play which was
quite a success at the Ambassador Theatre, New
York, last season, recently had its first opening
of the second season at the Wilbur Theatre, Bos-
ton, Mass., where it is scheduled for an extended
run. This is the work of William Gary Duncan
and Anselm Goetzl and has some musical num-
bers that are making a marked impression.
These include "There Comes a Some Day,"
"Dear Little Rose Girl," "Down Where the
Mortgages Grow" and "In the Heart of My
Crimson Rose." This latter is from the pen of
Shep Camp. The music of "The Rose Girl" is
published by M. Witmark & Sons.

WRITES A NEW IRISH SONG

AD FEATURES "DANGEROUS BLUES"

Forsythe's Special Window

dous success. Through a fortunate coincidence
a representative of Leo Feist, Inc., the well-
known music publisher, was in Jacksonville dur-
ing the sale, co-operating with Manager Fiske,
of the Forsythe Hall, in making the sale a suc-
cess. A piano player hired by the publisher's
representative played the song day and night and
a Magnavox placed on top of the piano added to
ihe volume of the playing.
The window display was appropriate to a de-

The T. W. Jenkins' Sons Music Co., Kansas
City, Mo., inserted early this month an adver-
tisement in the New York Times, the copy of
which featured the song and instrumental suc-
cess, "Dangerous Blues." The Victor record of
this song, made by the original Dixieland Jazz
Band, was given special prominence and the
Brunswick, Columbia, Okeh and Arto records,
with descriptive material, were mentioned.

When in doubt, let the other fellow talk,
may tell the truth, y' know!

"Kitty O'Hare" is the title of a new Irish
melody by Werner Janssen set to a characteristic
lyric by Francis DeWitt. Mr. Janssen is very
much in the limelight at the present time through
his tuneful music in "Love Dreams," a Morosco
production now running at the Apollo Theatre,
New York. "Kitty O'Hare" is described as a
musical Irish gem by Tom Burke, one of the
foremost Irish singers, who is to program the
number at his next Hippodrome concert. He
has also recorded it for the Columbia Grapho-
phone Co., which, it is understood, is going to
release it as a special record. It is published by
the Edward B. Marks Music Co., of New York.

THE YEAR'5 CALENDER

A'^NEW HOUSE <"= HITS

Every
Number
Released
by Leading
Record and

Roll
Companies

or in
Preparation

138 (World of Muiic)

THE TALKING MACHINE WORLD

November 15, 1921

FEIST PRODUCTION NUMBERS

Leo Feist, Inc., Publishing the Scores of Many
of the Season's Theatrical Successes

AMERICAN MUSIC IN CHINA

Earl Curren's Orchestra Meeting With Great
Success in Shanghai, China

Among the musical shows of which Leo Feist,
Inc., pubhshes the music, and which would seem
to demonstrate that that firm is becoming one of
the most active publishers of music for such
shows, are: "Tangerine," now playing an in-
definite engagement in New York, the principal
songs of which are "Sweet Lady," "Isle of Tan-
gerine," "Listen to Me" and "In Our Mountain
Bower"; the "Broadway Whirl," which is now
on the road, of which "Oh, Dearie!" "Caring"
and "Black-eyed Susans" are published by Feist;
"Love Dreams," which recently opened up at the
Times Square Theatre, New York, the song
numbers of which are "Love Dreams," "Lone-
some Boy" and "The World Owes You This";
"Blossom Time," now playing a New York en-
gagement,' the feature numbers of which are
"Song of Love," "Serenade" and "Only One
Love Ever Fills the Heart"; "Lily Dale," which
will shortly play a New York engagement, the
principal songs being "Mother's Wedding
Dress," "The Little White House" and "Saw
Mill River Road." Feist also publishes the songs
"Snow Flake," "When Dreams Come True"
and "Three o'Clock in the Morning," from this
season's "Greenwich Village Follies," as well as
the songs "Why Don't You?" "I Want Love" and
"Julie," from "Afgar," now on the road, and, of
course, the music for the four road shows of
"Irene," the songs of which include "Alice Blue
Gown," "Irene" and "Castle of Dreams."

It isn't generally known that American popu-
lar publications are -played persistently and re-

these music missionaries, showing Earl Curren
at the piano, and we are informed that they are
rendering, or about to render, the Feist song
sixcess "Wabash Blues," having received one of
the original manuscripts. Of course, they play
other popular American publications and it
would seem timelj' for those publishers who

MARKS NUMBER WINS SONG CONTEST

i The Edward B. Marks Music Co.'s new num-
ber, "Down at the Old Swimming Hole," recently
won a song test in competition with songs from
the catalogs of a number of publishing houses.
The contest was held at the Prospect Theatre,
Brooklyn, N. Y.

Earl Curren's Famous D
ceive wide publicity in China. Ofthand one
would labor under the impression that American
publications had little or no place in that coun-
try. The playing of a typical American song
on a typical Chinese instrument would hardly be
successful, but The World frequently receives
programs showing that, despite all thoughts to
the contrary, American publications are being
played in China regularly.

This situation comes about by the fact that
Shanghai, China, is, in" many respects, quite Occi-
dental, and it remains for the Astor House Hotel,
of that Chinese city, to care for the musical taste
of such people.

At the present time Earl Curren, 'who was for-
merly a piano player in the San Francisco house
of Leo Feist, Inc., is the director of Earl Cur-
ren's Famous Dance Orchestra in the above
hotel. We herewith reproduce a photograph of

ance Orchestra in Action
have not already comrtuinicated with Mr. Cur-
ren to do so at once. .

LOPEZ AT PENNSYLVANIA HOTEL

Vincent Lopez, v/eU known as a director of
orchestras and whose organization appeared
throughout the Summer at the Ross-Fenton
Farm, Asbury Park, N. J., recently signed a con-
tract with the Pennsylvania Hotel, New York-,-
whereby his' enlarged -orchestra"'w4H'--play- there
this season. The orchestra will be known as "Vin-
cent Lopez and His Pennsylvania Orchestra."

Burns & Moreland have opened an attractive
music establishment at Cameron, Mo. A com-
plete line of Starr phonographs, records and
pianos are handled. The store presents an at-
tractive, appearance.

ETHEL WATERS'

Latest Record
Is Now On Sale

It's Truly Great

2021

THERE'LL BE SOME CHANCES
ONE MAN NAN

MADE

Full off Pep

THE Black Swan Troubadours, with Ethel Waters and her Jazz Masters, are now on tour through
the East, South and Middle West. Her personal appearance in all the cities means an increased sale

of Black Swan Records for the Dealer who is prepared to meet this demand.
Ethel Waters will sing the above songs as well as Number 2010 — Down Home
Blues, the only hit of the season.

Place Your Order NOW and anticipate the demand. Immediate Delivery Assured.

PACE PHONOGRAPH CORPORATION

2289 Seventh Avenue New York, N. Y.

November 15, 1921

THE TALKING MACHINE WORLD (World of Music) 139

"SAY IT WITH MUSIC" BIGGEST HIT OF MANY YEARS

New Irving Berlin Number From the "Music Box Revue" to Be Released Simultaneously by
Every Player Roll and Talking Machine Record Concern in the Coimtry — Big Campaign Planned

The fact that every talking machine record
and pla)-er roll manufacturing company has
made mechanical reproductions of Irving Ber-
lin's song, "Say It With Music," from the
"Music Box Revue," and made a simul-
taneous release of this number on November 1,
probabl}- marks the first time in the history of
the music business when a song was so uni-
versally released at a precise period.

Of course, at the same time the sales and
band and orchestra departments of the pub-
lisher will also make a campaign on the num-
ber and the unusual publicity that it will re-
ceive in a short space of time will, without
doubt, make it one of the most successful num-
bers of many seasons. The bands and orches-
tras are already assuring the publishers of their
support.

In order to give the trade its best co-operation

Irving Berlin, Inc., has issued much advertising
material in the way of show cards, hangers,
pamphlets and a thirty-six-by-twelve window
strip, a reproduction of which appears herewith.

"Say It With Music" is already, recognized as
one of the most active sellers of the present sea-
son and under the present plans and arrange-
ments this most meritorious number, with the
slogan of exceptional value to the music trade in
general, will long continue in popularity.

The sales drive in behalf of the number will
cover all the usual channels of publicity and
in addition " there have been inaugurated sorhe
unique sales methods which will add to the
song's popularity. The trade is giving most
unusual co-operation and well it should, as "Say
It With Music" carries a message which will
benefit the trade in ways other than the mere
sale of the goods.

NEW SHERMAN, CLAY OFFICES

"TAKE HOME A RECORD"

Richard Powers in Charge of New Headquarters
in New York City

Chicago Music Publisher Hooks Up That Slogan
With Publicity Matter for the Talking Ma-
chine Dealers — Value of Direct Appeal

Sherman, Clay & Co. have just acquired a
suite of studio rooms on the seventh floor of
56 West Forty-fifth street. New York, which,
after some elaborate alterations, were opened
as the New York offices of the company on No-
vember first.

Richard Powers, the Eastern representative of
the above organization, will manage the new quar-
ters and w-ill have on his staff several assistants.

Sherman, Clay & Co. for several months have
been trying to locate Eastern offices, but the
high-class space which they desired, seemingly,
was not available. The closing by Mr. Powers
of a long lease at the above address marks the
permanent entry of the organization into the New
York field in both a professional and sales way.

The company is at present carrying on a cam-
paign on the song "Have You Forgotten?" which
is fast becoming a national hit. In addition, the
number "Smilin'," as well as "Tio San" and
"Tomorrow Land," is showing up actively.

With a view to co-operating with talking ma-
chine dealers and stimulating the demand for
records of various numbers, the Frances Clifford
Music Co., Chicago, has introduced the slogan
in its publicity matter, "Take Home a Record."
The company has issued a number of slips
for window display purposes upon which the
slogan is prominently featured over the titles
of the various numbers.

The new idea has met v/ith favor from talking-
machine record dealers who have come in touch
with it. The idea of featurmg the descriptive
matter issued by the publisher in talking machine
stores to promote record sales is not new in
any sense, but the idea of connecting with such
matter the direct appeal to "take home a record"
has an element of originality that should make
it effective.

Maurice Rosen, who for a number of years
was manager of the Pittsburgh office of Jerome
H. Remick & Co., is now Eastern sales man-
ager of the concern and is also in charge of the
mechanical reproduction department.

The Belwin, Inc., number, "I Want My
Mammy," has been frequently used as the musi-
cal theme in the showing of the motion picture,
"The Old Nest." The number is particularly
adapted for the music to accompany the picture
and, as in many cases it has been sung in con-
junction with the sTiowing, this has given the
song some unusual publicity.

Business Is Good

There must be a special significance in the fact that throughout the Summer and
Fall, and today, the lithograph plant of Einson Litho. has been running to capacity,
with space and working force almost doubled over last year.
Why?

The reasons undoubtedly are many, but we find that in these times of intensive
selling efifort the manufacturer considering window display and dealer helps insists
on Ideas that will sell his goods.

Dignity, prestige, good-will are for days of an easier time. Today it is the Ideas
that sell that make good.

So they come to the organization that has through years of experience learnt to
catch the vital point about a piece of merchandise and embody it in a display or
other dealer help that has a selling idea.

Call us in for ideas on your dis-
play material and dealer helps.

EIH/g|UTHO

Executive Offices, Art Studios and Manufacturing Plant
327 East 29th Street . _ New York City -

C/3

140 (World of Music)

THE TALKING MACHINE WORLD

November IS, 1921

ronounced bt^
critics tobe
9AttAOST
BEAUTIFUL

IMJZ

WRITTEN!

c^ubhshtci btf THE HOUSE OF MASTER COMPOSITIONS

1658 B ROAD WAV, NSW VOaiC.

VICTOR HERBERT POPULAR

Composer Appearing at Leading Picture Houses
— Uses Witmark Selections

Victor Herbert, the well-known composer, is
appearing in a novel role this season — that of
"Guest Conductor" at some of the leading motion

picture houses. He is generally scheduled for a
week's appearance and his programs are, of
course, selected from his own repertoire of oper-
atic and orchestral successes. He is proving a
tremendous drawing card, which is substantiated
by his recent appearance in Washington, which
was the signal for a record-breaking attendance.
Recently he appeared at the Strand Theatre,

New York. Among his selections are some
from "Mile. Modiste," "Eileen," "Babes in Toy-
land," "The Red MUl" and other Herbert light
opera successes, the beautiful songs "Kiss Me
Again," "Gypsy Love Song," etc., also such typi-
cal bits of Herbert melody and scoring as are to
be found in "Panamericana," "Al Fresco," "Whis-
pering Willows," etc., of which M. Witmark &
Sons are the publishers.

GETS GOOD PUBLICITY

New Richmond Hit Featured Through Collabo-
ration With Newspaper

Harry Engel, Chicago manager of Maurice
Richmond, Inc.. recently made a trip to Mil-
waukee, Wis., where, in collaboration with "Mr.
X," of the Milwaukee Journal, he was successful
in getting some unusual publicity for the firm's
song, "Yoo Hoo." Prevously "Mr. X," who is
also connected with the Chicago Evening Post,
through the assistance of Harry Singer, who is
Chicago manager of the Orpheum Circuit, car-
ried out a publicity stunt in favor of the same
song, with the aid and assistance of a number
of acts playing at the State Lake Theatre. A
series of photographs and a large-size story on
the unusual "stunt" appeared in both papers."

"STOP! REST AWHILE!"

Novel Publicity Being Used by L. Wolfe Gilbert
Corp. to Feature This Number

From indications it would seem that "Stop!
Rest Awhile!" described as a blues novelty fox-
trot song, and published by the L. Wolfe Gilbert
Music Corp., will be among the biggest suc-
cesses of that type of number before many
months. The professional and sales departments
of this publishing house think so well of its
value that they have made a special advertising
appropriation in order to exploit it.

Some particularly novel and attractive material
has been issued in order to give the number pub-
licity. This includes the reproduction of a
"traffic cop" with appropriate copy which most
readily carries the message of "Stop! Rest
Awhile!" This special idea is being used in
many forms.. Among these is a life-sized cut-
out, in wood, which has been placed in the front
of the publisher's offices.

From the present plans this particular "traffic
cop" promises to become well known in the
musical world.

SECURES NOTED ENGLISH BALLAD

Chappell-Harms, Inc., has secured the Ameri-
can rights of the successful English ballad,
"There's Silver in Your Hair." The lyric of the
number is by Warton David and the music is by
Lawrence Wright and was originally published
by the Lawrence Wright Music Co., of London.
The American publishers will exploit the num-
ber in a large \\2.y.

A SOLID, SMASHING, SURE-FIRE HIT !

TOP!

ues

EST

Novelty

WHILE

Fox-Trot-Song

L. WOLFE GILBERT MUSIC CORP., 165 West 47th st.,N.Y.

November 15, 1921

THE TALKING MACHINE WORLD

141

"Birds of a Feather"

There is an old and true saying that "Birds of a feather flock together." Have
you ever applied this, Mr. Victor Dealer, to the Talking Machine Business? If not,
you should do so. It can and should be applied profitably in business.

The Victor Talking Machine Company, with courage of forethought and
persistency in practice, reached a standard commonly referred to as "Victor
Supremacy." Victor Supremacy, however, could not have been accomplished with-
out high-class wholesalers and retailers.

The World War has upset pre-war standards, broken up business organiza-
tions, disrupted policies, shaken loyalty and even created disloyalty. During the
present reconstruction period, however, it is inevitable that "Birds of a feather
flock together."

We believe that we represent to-day the best manufacturer of talking machines,
and we are striving to be the best Victor distributor. Likewise, we seek the busi-
ness and support of the best Victor dealers. The Victor PoHcy and Blackman
Policy were established to stand the test of time and conserve "good-will."

We are refusing thousands of dollars' worth of business because it would not
square with the "Blackman Policy." We have refused many accounts who wanted
to become Victor dealers and who were later on established by others. The same
applies to our refusal to do business with some Victor dealers already established.

It is not the Blackman Policy to take all the business we can get, and we do
not say that our Policy is perfect or the only one that should be supported. We
want to know frankly, Mr. Victor Dealer, what you think of the Blackman Policy.
If you do not know it, let's get acquainted. If it is wrong, we want to change it —
if right, we want the support of many m.ore Victor dealers of the better type, for
"Birds of a feather flock together."

There is going to be nothing reasonable left imdone to take care of the require-
ments of Blackman-Victor dealers for the coming holiday season, but we will be
obliged to give support in proportion to our obligations through support received.

Think it over, Mr. Victor Dealer, and let us hear from you.

J. NEWCOMB BLACKMAN.

Talking Machine Co.
28-30 W. 2322 SI New York N.Y

VICTOR WHOLESALE DISTRIBUTORS

lllllliltllllllllllllllllllllliHH^I»

142

THE TALKING MACHINE WORLD

November 15, 1921

NEW OKEH RECORD ARTISTS

Virginia Female Jubilee Singers Added to Okeh
Library — Sing Negro Spirituals in True Spirit

A permanent demand for these Okeh spirituals
is anticipated, and considerable care and atten-
tion were devoted to the recordings.

The General Phonograph Corp. has just an-
nounced a series of Okeh records by a new com-
bination o£ singers known as the Virginia Female
Jubilee Singers. For months the company's rep-
resentatives had been touring the South in

INAUGURATES SELLING CAMPAIGN

Jones-Motrola, Inc., Expands Line of Distribu-
tors and Representation for Well-known
Motrola — Latest Product Wins Praise

Virginia Female Jubilee Singers

search of artists who were capable of interpret-
ing realistically the old-fashioned negro spirituals
and -they recently discovered this quartet of
singers in the country regions of Virginia and
engaged them for the Okeh library. These four
young girls are so filled w'th the true religious
spirit that they have an extensive knowledge of
all the spir'tuals. which have attained any de-
gree of popularity, and which have been handed
down in folk-song fashion from one generation
to another. They sing without any accompani-
ment and their first Okeh records have been
praised enthusiastically.

The company is releasing these records as
standard numbers, and not as novelty selections.

Jones-Motrola, Inc., New York City, manufac-
turer of the "Motrola," an electric phonograph
winding device, has put an extensive selling cam-
paign behind the "New Motora" with Universal
n.'Otor. The sales organization of the company
has been materially expanded within the last few
months and a representative list of prominent
distributors has been secured for this well-
known device throughout the country. The
price of the new Motrola, $19.50, in comparison
with the former price, has proved very popular,
and at the present time the factory of the com-
pany is working at full capacity to take care of
the large volume of orders being received. This
considerable reduction in price has been made
possible through the lower cost of production
and the reduction in price of raw materials. Also
the estimated increased volume of business at the
lower price was taken into consideration.

The "New Motrola" has a universal motor op-
erating on electric currents from 105 to 125 volts,
and special types are produced for the 32-volt
farm lighting currents and localities where 200
to 250 volts are used. All the distributors who
have taken on the Jones-Motrola line are enthu-
siastic over the product and are featuring it in
tlieir respective territories in an energetic way.

IHE RESURRECTONE

— lateral

Patented
Jan. 21. 1919

Patents Pending June 22. 1915

FREE OF BLAST
CLEAR AND SMOOTH SOUND

Order a sample now. Subject to return if not satisfactory.
"Tuned ITp Like a Piano" Write for Quantity Prices

HOFFAY PHONOGRAPH CO. 59 Fourth Ave., New York City

ilakers of the "Air-tiglit" Tone Arm and HoiTay Phoho^aph

GRIFFIN'S RECORDS POPULAR

Gerald GrifHn's Okeh Records Well Received-
Artist Is Well Known Here and Abroad

TONE=MODIFYING DEVICE POPULAR

A. P. Frang'pane, of the Mutual Phono Parts
Co., New York City, reports that the new tone-
m.odifying device, which was announced to the
trade last month, has proved popular and that
orders are being received in a satisfactory volume
for this newest phonopart produced by the com-
pany.

The Okeh records recently made by Gerald
'Griffin, well known to the musical world as one
of Ireland's sweetest tenors,
have met with a cordial re-
ception from Okeh dealers
everywhere. Mr. Griffin is
gifted with an. exceptionally
pure tenor voice, and the
selections he s'ngs for Okeh
records are all of Irish char-
Gerald Griffin acter.
Gerald Griffin is not onl\- a sircger of note but
is also a producer of Irish plays with a large
following here and abroad. He has_yis:ted. prac-
tically every country in the world,"- and his rol-
licking Irish wit has helped to cheer thousands
of soldiers and sailors throughout the world.
He is an active member of every prominent Irish
organization in this cou^tr3^ and popular in the
circles of the Knights of Columbus.

A fire which recently broke out in the plant of
the Labella Phonograph Mfg. Co.. at 387" South
First street. Brooklyn, N. Y., was extinguished
before much damage was done. The prompt ar-
rival of the firemen prevented the company from
suffer'ng ser'ous damage. ' "

THE MUTUAL TONE MODIFIER %

Does not muffle but decreases the sound, leaving all the original shading.

By the simple process of controlling this new device upon the sound-box will shade the tone pro-
duced to any desired degree.

Manufacturers, Jobbers, Dealers, write for our proposition TODAY

The Mutual Phono Parts Mfg. Co.

Manufacturers of Mutual Tone Arms and Reproducers
149-151 Lafayette Street NEW YORK

November 15, 1921

THE TALKING MACHINE WORLD

143

EMANUEL BLOUT'S WINDOW DISPLAY OF VICTOR RELEASES THE BRUNSWICK RECORD DIGEST

"Shuffle Along," the lively musical show, with the Victor dance releases from "Shuffle Along,"

a cast made up- entirsly of colored people, con- namely, "Bandanna Days," introducing "Wild

tinues to draw capacity audiences at the Sixty- About Harry," and "Baltimore Buzz," introduc-

third Street Theatre, New York, from the fact ing "In Hone\-suckle Time." The score of the

Attractive Little Booklet Issued Monthly for
Distribution to the Public . .

For distribution among prospects and owners
of Brunswick phonographs the Brunswick-Balke-
Collender Co. is issuing a timely little monthly
illustrated booklet containing general musical
news of interest and value, together with perti-
nent comments regarding new Brunswick rec-
ords, particularly the growing list of noted
artists who are making them. The Record
Digest is of medium size and is sufficiently in-
teresting to make the recipient stop and read it.

NEW VICTOR STORE IN LAFAYETTE

Lafayette, Ind., November 7. — A deal has just
been consummated between the Claypool &
jVliller Music Co., of this city, and the wholesale
Victor division of Lyon & Healy, whereby the
former company becomes an exclusive Victor
representative. The Claypool & Miller Music
Co., which is one of the oldest music establish-
ments in Lafayette, for many years has been
representing several well-known piano manufac-
turing houses.

How the Hits From "Shuffle Along" Were Presented in Blout's Window

fhat it is distinctly different from the average run
of Broadway musical shows and is full of the sort
of melodies that appeal.

The talking machine records of the various
numbers in "Shuffle Along" have been in great
demand and have been strongly featured by
dealers. The accompanying illustration shows
one of the show windows in the store of Emanuel
Blout, Victor wholesaler and dealer on upper
Broadway, New York. The window was deco-
rated by H. Gold, and was devoted entirely to

piece is published by M. Witmark & Sons, the
prominent New York publishers.

BURNS & MORELAND OPEN STORE

Cameron, Mo., November 4. — Burns & Moreland,
well-known music dealers of Kansas City, have
opened a fine music business on South Chest-
nut street, this city. A full line of pianos, musi-
cal instruments, supplies, talking machines and
records is handled.

REGISTERED IN NEW YORK STATE

The Olympic Disc Record Corp., New York
City, which is a Maryland corporation, was re-
cently registered to do business in New York
State. The designation gave 2.500 shares of pre-
ferred stock at $100 each and 250 shares of com-
mon stock at no par value.

ESCAPED WITH SMALL FIRE DAMAGE

In attempting to extinguish a fire in the base-
ment beneath the establishment of the Columbia
Music Shop, Amsterdam, N. Y., the stock of
talking machines and records was damaged by
water to the extent of $600.

Order NOW for Xmas Trade

The Lundstrom Converto Cabinet is ideally adapted
to conditions existing today. The fact that a person
can have — by purchasing a small Victrola or Columbia
and a Converto Cabinet — a reliable cabinet or console

tvpe machine AT A
LOW PRICE will make
sales possible for many
dealers this Xmas that
they would otherwise lose.

PATENTED DEC. 11.1917

Converts a small Victrola into a beautiful Cabinet
type all inclosed. Protects machine and records.

Talking Machine CABINET

Be sure you have enough stock. Push its sale this
season and you attract trade that otherwise wouldn't come.

Run some local advertising for the combination and
mention price, as many large stores are doing.

We'll send cuts and circulars free to any Converto
dealer.

Order cabinets from your regular distributor.
THE C. J. LUNDSTROM MFG. CO.

LITTLE FALLS, N. Y.

Lundstrom "Converto" Cabinets are broadly covered by
patents. Infringements will be prompthj prosecuted.

144

THE TALKING MACHINE WORLD

November 15, 1921

A store zvliosc equipment is cheerf ully inviting I The Kranse Furniture Co., Chicago, III.

Where Would You Buy?

JVith product mid price the same, you would unquestion-
ably select the attractive store — so would your customers.

Why not follow the profitable example set by leading dealers throughout the world
and have attractive Unico Equipment increase your profits?

There is a definite trend upward in the talking machine industry.
Now is the time to take full advantage of Unico Service.

A rush order today will still give you Unico Equipment in time for "peak" business.

Speed Does Not Interfere With Unico Quality.

Our factory has been steadily at work preparing equipment to meet the demand
of business revival. You get the benefit of increased quality and lowered costs
possible only through standardization of product and the unit principle.

CUSTOM BUILT EQUIPMENT and STANDARDIZED QUALITY— that is
the unique accomplishment of the Unico System.

Mr. Krause is proud of his Unico Equipment — a glance at the
illustration will show why. He says, 'T want to thank you for
giving me what I believe to be the finest Victor store in Chicago."

You, too, can have a distinctive Unico-equipped store. Complete
departments, room, racks and counter from $450.00 upwards.
Terms if desired.

We'd like to demonstrate what Unico Equip-
ment can do for your store. A rough floor
plan with dimensions is all we need.

UNIT CONSTRUCTION COMPANY

NEW YORK
299 Madison Ave.
Corner 41st St.

Rayburn Clark Smith, President
58th Street and Grays Avenue
PHILADELPHIA

CHICAGO
30 N. Michigan
Boulevard

November IS, 1921

THE TALKING MACHINE WORLD

14S

Three New Opportunities

Portable Cabinet Stand for
Victrola SO

Unico Sale Stimulator

The Four-Six Stand for
Victrolas 4 and 6

Have You Profited
by This Opportunity?

Retail Price, $15-00
Dealers- Price, $9-00

Solid Mahogany and
Quartered Oak

Dealers who secured even a
sample of the first production
know it is a business getter.

Their customers appreciate the
cabinet stand because of its ob-
vious quality — such a fitting
companion for the portable Vic-
trola with which it is used.

Quality counts — your trade, too,
will appreciate Unico excellence
of quality and you will benefit
by the profit and good will of
your customers.

Speed Up Each Sale
Make More of Them

The Unico Sales Stimulator accom-
plishes that mission — it is an invaluable
aid to your salesman in record selling.

A Few of Its Important
Points

Placed on wall of demonstrating room;
does not occupy floor space needed for
table; affords convenient shelf for rec-
ords to be demonstrated.

Displays two records in each demon-
strating room.

Space under each record for descriptive
card.

Two labeled pockets (see illustration)
urge the customer to select upon hear-
ing each record.

Order today — it will increase holiday
record sales.

Dealers' Price $12.00.

You Will Need

This Stand

Retail Price, $8-00
Dealers' Price, $4-^^

Just the right thing for the Vic-
trola 4 and 6 because it has been
especially designed to meet the
need of a moderate-priced prod-
uct of real dependability.
Sectional construction, 6 parts,
assembled in five minutes.
Accommodates, with perfect fit,
Victrola 4 or 6; harmonizes with
them in desigfn and exactly
matches in finish.
Constructed of selected oak or
birch.

Same high quality as Unico No.
50 Cabinet Stand. At its mod-
erate price the four-six stand
promises to be the big seller of
the year.

Order thru your jobber.

THESE DISTRIBUTORS CAN SUPPLY YOU

Order from distributor or direct from us- We will tupply you and bill thru your distributor.

Atlanta, Ga Blj-fa Talking Ma/-hine Co.

Baltimore. Md Cohen & Hughes

E. P. Droop & Sons Co.

H. K. Eisenbrandt Sons, Inr.
Birmingham, Ala. . .Talking Machine Co.
Boston. Mass Oliver Ditson Co.

Eastern Talking Machine Co.

The M. Stelnert & Sons Co.

Brooklyn, N. Y G. T. WilUams Co., Inc.

Buffalo, N. Y Buffalo Talking Machine Co., In<i,

Chicago, III Chicago Talking Machine Co.

Rudolph Wurlitzer Co.
Cleveland, 0 The Cleveland Talking Mach. Co.

The Eclipse Musical Co.

Dallas, Tex Sanger Bros.

Des Moines, la Mlckel Bros. Co.

Detroit, Mich Grinnell Bros.

Elmira, N. Y Elmira Arms Co.

Honolulu, T. H Bergstrom Music Co., Ltd.

Indianapolis, I nd ... .Stewart Talking Machine Co.
Kansas City, Mo. ...The Sihmelzer Co.

Milwaukee, Wis Badger Talking Machine Co.

Mobile, Ala Wm. H, Reynalds

Minneapolis, Minn. .Beckwith O'Neill Co.

New York, N. Y...Blackman Talking Mach. Co.

Emanuel Blout

C. Bruno & Son, Inc.
.Charles H. Ditson & Co.

Knickerbocker Talking Machine
Co., Inc.

Musical Instrument Sales Co.

New York Talking Machine Co.

Ormes, Inc.

Sllaa E. Pearsall Co.

Newark, N. J Colllngs & Co.

New Haven, Conn... The Horton-Gallo-Cream«r Co.
New Orleans. La.... Philip Werlein. Ltd.
Philadelphia, Pa.... Louis Buehn Co.. Inc.

C. J. Heppe & Son

Penn Phonograph Co.. Inc.

The Talking Machine Co.

H. A. Weymann & Son, Inc.
Pittsburgh, Pa W. P. Frederick Piano Co.

C. C. Mellor Co.

Standard Talking Mlchlno Co.

Portland, Me Cressey & Allen

Salt Lake City, Utah The John Elliott Clark Co.

St. Paul, Minn W. 3. Dyer & Bro.

Toledo. 0 The Toledo Talking Machine Co.

Washington, D. C... Cohen & Hughes. Inc.

E. F. Droop ft Sons Co.

New distributors are being added daily. If yoart is not littec

to us. Do not miss this opportunity.

tend your order direct

UNIT CONSTRUCTION COMPANY

NEW YORK
299 Madison Ave.
Cor. 41st St.

Rayburn Clark Smith, President
58th Street and Grays Avenue
PHILADELPHIA

CHICAGO
30 N. Michigan
Boulevard

146 THE TALKING MACHINE WORLD November 15, 1921

CANADIAN MANUFACTURERS HOLD MEETING IN TORONTO

Discuss Accommodation for Phonograph Exhibitors at Canadian National Exhibition — Other Sub-
jects Discussed — Death of Samuel J. Cox, General Manager of the Brunswick Interests in Canada

Toronto, Ont., November 8. — At a luncheon
meeting of phonograph manufacturers held at
the Ontario Club recently ^ committee was ap-
pointed to confer with the Canadian National
Exhibition re accorrimodation for the phono-
graph exhibitors at the fair. A large number
were present at this gathering, including Messrs.
W. B. Puckett, president Canadian Phonograph
Association, Musical Mdse. Sales Co., Brunswick
distributor; A. E. Landon, manager Columbia
Graphophone Co.; S. J. Cook, McLagan Phono-
graph Corp.; I. Montagues and Gordon Bender,
of I. Montagnes & Co., Sonora and Magnavox
representatives; R. H. Murray, Berliner Gramo-
phone Co., Ltd.; F. A. Trestrail, Musical Mer-
chandise Sales Co.; E. C. Scythes, Scythes-
VocaHon Co., Ltd.; J. D. Ford and John Fuller-
ton, acting secretary in the absence of Mr. Mer-
rick. The chair was occupied by President W. B.
Puckett, who asked the secretary to read the
minutes of the last meeting of the Association.
Before proceeding with the business of the meet-
ing Mr. Trestrail referred to the finances of the
Canadian Bureau for the Advancement of Music.
The list of subscriptions he considered a reflec-
tion on the phonograph division of the music
industries and that in comparison with the piano
division it had not nearly done its part. He urged
a more generous support of the valuable work
of the Bureau. A discussion anent the projected
"Music Temple" at the Canadian National Ex-
hibition resulted in a resolution that the phono-
graph trade go on record as being favorable to
its erection.

Montreal, Can., November 3. — All dealers in
this city report increased sales of Caruso rec-
ordSi "The sadness of his taking off when still
a young man, and his great popularity, turned
people's thoughts to him," is the way one dealer
accounted for the increase. "The impetus comes
because people know that the records will be
very valuable in years to come, and people
should care for them," said another local dealer.

Alany stationers are beginning to discover the
profit possibilities inherent in a good stock of
phonographs and records. Especially is this true
where the dealer is situated in a residential dis-
trict.

Previous to the appearance in this city of the
Scotti Opera Co., Solomon's, "His Master's Voice"
de:alers in a recent advertisement drew attention
to and recommended the purchase of certain
selections from the various operas to be pro-
duced b}- this operatic company.

During McGill University Centenary week,
Layton Bros, had one of their show windows ap-
propriatelj'- decorated in University colors (red
and white) together with trophies won by Mc-
Gill. In the center of the same conspicuously
arranged was an Edison machine. The window
attracted considerable attention and the publicity
gained was not lost on the Edison phonograph
so prominently displayed. This concern, by the
v^ay, is advertising that it will pay the fare of all
Eastern Townships customers to Montreal who
purchase from them a new phonograph, either
Edistjn, Brunswick or Columbia Grafonola.

The home of Gilbert Layton, of Layton Bros.,
was favored the past week by a visit from the
sferk, who left a miniature edition of the head
of^tfee house. "A sure enough phonograph man,"
irgfeed" 'Gilbert xiir~bein'g" introduced to his son,

Harry Bolton, long connected with the Nord-
heimer Piano & Music Co., Ltd., Hamilton, Ont.,
as phonograph expert, has left that firm's em-
ploy to go into the auto export business in that
city. ■ -

H. G. Stanton, vice-president and general man-
ager of R. S. Williams & Sons Co., Ltd., Toronto,
Edison jobbers, has been appointed to act as
chairman of the Organization Committee, which
will have charge of raising funds in the big Fed-
eration Community Service Drive now under
way in this city.

The Nordheimer Piano & Music Co.'s store in
Hamilton, Ont., recently took on "His Master's
\'oice" agency.

Samuel J. Cox, general manager of the Bruns-
wick-Balke-Collender Co., of Canada, passed
away recently at his residence in Toronto. He
was in his sixty-seventh year and was born in
Brownsville, Pa. lie had been in the service of
the company for the past thirty-five years, hav-
ing been in Chicago, BuflFalo, Syracuse, Albany
and New York, before coming to Toronto fifteen
years ago as manager of the company's Cana-
dian business.

The late appearance of Eddie Johnson, the
Canadian Victor artist, in his native town of
Guelph, Ont., proved a big stimulus to the sale of
his records.

J. Russell Croden, of the Starr Co. of Canada,
London, Ont., was recently married to Miss
Agnes Barron, daughter of Caven Barron, for-
merly head of the London Conservatory of
Alusic.

but he thought the young man's voice sufficient
in itself for some time to come without the
necessity of undergoing re-creation. *

H. Yates & Co., Cornwall, Ont., have added
additional demonstration booths to take care of
increased business in "His Master's Voice" prod-
ucts.

The parlor coach of a Canadian National Rail-
way train has been equipped with a New Edison
phonograph by R. S. Williams & Sons Co., Ltd.,
Toronto.

The Starr Co. of Canada, London, Ont., an-
nounces the reduction of the price of Starr (Gen-
nett) ten-inch records from $1 to 65 cents retail.

During Music Week in Montreal various "His
Master's Voice" dealers united in using a full
page in the leading local English and French
dailies featuring "His Master's Voice" records
and machines.

The Columbia Graphophone Co. used large-
sized copy in cities where the Scotti Opera Co.

Rothier, both members of this operatic organi-
zation, are exclusive Columbia artists." A full
list of their recordings followed, together with
the names of the various dealers handling Co-
lumbia records and machines.

Phinney's, Ltd., Hahfax, N. S., is bringing to
that city Edison tone-test recital artists, including
Miss Leola Lucy, Adrien Freiche and Raymond
Barry. It has always been the custom of this
firm to issue invitations for these annual events,
but this year they are doing away with this and
are inviting the public through the press, all that
is necessary being to apply at their store for
tickets.

TRADE HAPPENINGS IN WINNIPEG

Talking Machine Dealers Active in Promoting
Business Throughout Manitoba

Winnipeg, Man., November 4. — In Robinson's de-
partment store the showrooms have been placed
near the dining room, and open partitions be-
tween the two departments allow diners to hear
all the latest music as they dine. The manage-
ment reports a large increase in sales since Mr.
Moore has taken charge.

Alex Sanderson, for the past three years Edi-
son record salesman at the Winnipeg Piano Co.,
has resigned to take up his permanent residence
in Los Angeles. Before leaving, the staff of the
Winnipeg Piano Co. gave him a farewell party
and presented him with a beautiful tie pin.

M. Frankland, manager of the phonograph de-
partment of the V/innipeg Piano Co., is back at
work after an illness that confined him to the
house for .<;ome time.

The recent death of the great Victor artist
Caruso has augmented the demand for his rec-
ords very considerably. Edward Johnson, the
Canadian tenor, also a Victor artist, is likewise a
great favorite with buyers. Florence Macbeth,
Clara Butt, Kathleen Parlow and Percy Grainger
are all booked for Winnipeg this Fall and Win-
ter and should swell the record receipts of the
local dealers.

The talking machine department of James
Ramsey's department store has been enlarged.
Mrs. Vance is in charge and is satisfied that the
added demonstrating rooms will insure an in-
creased volume of record sales.

The Edison dealers and salesmen of the Prov-
ince of Manitoba recently held a conference in
the Royal Alexander Hotel, this city. Mr. Wag-
ner, of Toronto, James Arthur, George Paul and
Air. Burns, of Winnipeg, gave a series of talks
on selling and general points for increasing busi-
ness.

The past week, at the Third Avenue Methodist
Church, in Saskatoon, Sask., before a large au-
dience, the New Edison scored a convincing
triumph. Helen Newitt, soprano, sang in direct
comparison with the re-creation of her voice.
\'irginia Powell made the same test of compari-
son with the re-creations of her readings and as a
result Collard & Collard, local representatives,
stated that this re-creation recital will result in

is appearing, announcing that "Stracciari and many sales during the next few weeks.

TALKING MACHINE SUPPLIES AND REPAIR PARTS

The superiority of RENE MADE SPRINGS and PARTS
is not accidental but is the result of years of painstaking de-
votion, to the highest standards of machine shop craft.

NONE BETTER IN QUALITY NONE LOWER IN PRICE

THE RENE MANUFACTURING CO. MonWale, New Jersey

See page (?6

INCREASING DEMAND FOR CARUSO RECORDS IN TORONTO

Dealers State It Is Difficult to Supply the Demand for Great Artist's Recordings — Layton Bros.'
Attractive Windows— Scotti Grand Opera Co. Helps Sales of High-class Records — Other Items

XO^'EMBER 15, 1921

THE TALKING MACHINE WORLD

147

•

In the design of a phonograph motor,
there must be strength where strength
is necessary; and a proper co-ordination
of all moving parts. For unnecessary
strength makes awkward design, and
lack of co-ordination,
unnecessary wear.
^The one piece cast-
ing of the Stephen- One
son Movement* is
rugged and strong

S TEPH.

o I V I

r> F. c \ ^1 p c

and of compact design; and the moving
parts— the interchangeable spring-
drums, the triple thread worm, the
turn-table shaft and the intermediate
gears— are designed with proper rela-
tion one to another
ENS ON - and to their proper

SLOAN INC. place in the casting.

can' Pemiingtoa Street ^The Stephenson
hu^.Je^^e^' Movement*is sturdy

and Precision-Made.

-Trode Mnrh

0 n fi n riTfl n n n

148

THE TALKING MACHINE WORLD

November 15, 1921

CHANGES IN CARDINAL EXECUTIVES

F. F. Dawson, General Sales Manager; I. F.
Manning in Charge in New York, With R. E.
Kubie, Office Manager; Robt. Clifford Man-
ager of Recording and Production

Following a visit of George Hayden, Jr., gen-
eral manager, secretary and treasurer of the Car-
dinal Phonograph Co., of Newark and Zanes-
ville, O., to the New York offices of the com-
pany, a reorganization of the policies in several
of the executive offices of the company was
announced.

F. F. Dawson has been appointed general sales
manager of the company and the sales offices
have been moved to Cincinnati, O., under his
jurisdiction.

Ira F. Manning, vice-president of the company,
has been placed in charge of the New York of-
fices and Robert E. Kubie has been made office
manager of these same offices.

Robert Clifford has been appointed manager
of recording and production. The record depart-
ment of the Cardinal Phonograph Co., although
only one year old, has had rapid growth. It was
recently announced that the Cardinal Phono-
graph Co. had made new recording and pressing
arrangements which are now visualized in the
quality of the Cardinal record. Mr. Clifford
has given much of his attention to this particu-
lar phase of the work and even larger growth
is expected as he devotes his entire time to the
recording and production of records. It is his
plan to build up a catalog of wide variety and
each succeeding month will contain a list of re-
leases that will show material progress toward
this end.

Two new distributing agencies have been ap-
pointed. In Cleveland, O., the Tiffany Phono-
graph Sales Co. will distribute Cardinal records
in northern Ohio, and the Sterling Roll & Rec-
ord Co. in Cincinnati will distribute Cardinal
machines in that same State.

George Hayden, Jr., general manager of the
company, reports that the new line of Cardinal
machines is now ready for delivery. The new
line includes many improvements and refine-
ments and the samples which have been shown
within the last few months have developed
many orders from dealers.

The Quaker Main
Spring Chart is
the most complete
chart ever com-
piled.

THE QUAKER
MAIN SPRING

Deserves a Fitting Cover

You'll say so the moment you
lay your eyes on this clean-cut,
well-finished spring.

Of carbon steel specially heat
treated, highly tempered and
with a glass hardened surface,
the Quaker is really different
from other springs.

A Convenient Package

numbered so you can pick out the
desired size in a jiffy, saves you
time and temper. And it protects
this extra fine spring from dust
and rust.

Write for it

EVERYBODY'S
Talking Machine Company

38 N. 8th Street Philadelphia

JOBBERS: WRITE FOR OUR EXCLUSIVE PROPOSITION

OKEH FAIR EXHIBIT A SUCCESS

Progressive Okeh Dealer Maintains Attractive
Exhibit at Suffolk County Fair— Closes Profit-
able Record and Machine Business

At the Suffolk County Fair held recent!)^ at
Riverhead, L. I., Okeh records were exhibited
by Sylvester L. Cavanaro, a progressive Okeh

STEADMAN OPENS BRANCH STORE

The Steadman Music House, Warburton ave-
nue, Yonkers, N. Y., has opened a branch store
in the southern section of that city, at 440 South
Broadway, for the convenience of purchasers in
that section of the city. The new establishment
will carry a complete stock of Edison phono-
graphs and Re-creations.

to Okeh records attentively, examined the vari-
ous phonograph lines handled by Mr. Cavanaro
and took away books, catalogs, circulars, etc.
Out of this number of visitors this live-wire
dealer secured some excellent prospects which
were immediately followed up by canvassers.
Mr. Cavanaro has a canvassing truck and as
a result of his energy twelve phonographs, with
good-sized libraries of Okeh records, were sold
to visitors to the fair before the exhibit closed.

It has been generally believed by retailers that
an exhibit at a county fair should be charged off
to publicity, with no possible chance of making
expenses. Mr. Cavanaro, however, not only made
lip all his expenses incidental to the exhibit, but
showed a handsome profit, and in addition se-
cured a great many new prospects for Okeh
records and phonographs that he handles.

VISITORS AT PEARSALL OFFICES

INCORPORATED

A charter of incorporation was recently
granted to the Recording Mechanism Corp., un-
der the laws of the State of Delaware, with a
capital of $300,000.

Cavanaro's Exhibit at Suffolk Coimty Fair

dealer of Riverhead. The exhibit was a signal
success, as the average daily attendance at the
fair was in the neighborhood of 1S,000 people,
Mr. Cavanaro states that the Okeh exhibit at-
tracted considerable attention and that his booth
was visited by more than 15,000. They listened

Among the recent visitors at the offices of the
Silas E. Pearsall Co., 10 East Thirtieth street.
New York, Victor wholesaler, were Wm. F. Lar-
kin, manager of the music department of Forbes
& Wallace, Springfield, Mass., and Max Lichtner,
of the Loomis Temple of Music, New Haven,
Conn. Both of these visitors were optimistic
and predicted a healthy and active holiday trade.

The Fenton Mfg. Co., of Detroit, Mich., has
been granted a charter of incorporation, under
the laws of that State, with a capital of $10,000.

Are You Sure You're Getting All the Business
Possible in Your Neighborhood?

If You Don't Sell

Records

You Are Not

EVERHART & BROWN

1705 E. Broad St., Richmond, Va.

November IS, 1921

THE TALKING MACHINE WORLD

149

CINCINNATI DEALERS WAGE CAMPAIGNS THAT EDUCATE

Public Realizes That Talking Machine Is a Necessity — Trade Growing in Volume — F. F. Dawson
Plana Cardinal Sales Campaign — Sales Force Being Educated — Chubb-Steinberg Publicity Stunt

Cincinnati, O., November 9. — Recent campaigns
waged in the city by the music shops have not
only been effective but they have instilled in the
minds of the public that the talking machine is
as much a necessity to each and every home as
a stove or table. In anticipation of a record
holiday trade, the various shops throughout the
city are beginning to stock up to their utmost
capacity. Spirits of the dealers have risen sky-
high with the closing of a very satisfactory
month and the promising outlook of a banner
holiday trade.

Dealers have watched with much satisfaction
the increasing return of the office trade, com-
monly called the "white collar" brigade. This
trade, which includes bank clerks, office help and
moderate salaried men, is, during normal times,
considered the very backbone of the purchas-
ing public. Due to the comparatively small in-
crease in their salaries as compared with the high
prices of the past few years they have been unable
to purchase anything but necessities. The gap was
readily filled by the laborer and mechanic for a
time, but since the laborers have been unem-
ployed and have ceased to have money the ab-
sence of the office trade has been felt more
keenly. Their return to the trade is an assur-
ance that normal times are in sight, according

A New Oro-Tone Product

3-D Arm. 0-3 Reproducer

The arm is adjustable in length
from 7^ to 9 inches.

Made to meet the demand for a
dependable Arm and Reproducer
at a low price.

SEND FOR SAMPLE

THE ORO-TONE CO.

1000 to 1010 George St.

Chicago, III.

to men in the music world, and has had an im-
mediate effect, for they are the cash customers.
F. F. Dawson in Charge
F. F. Dawson, general sales manager of the
Cardinal Phonograph Co., is planning an exten-
sive sales campaign which he is rapidly whipping
into shape. Mr. Dawson, who is president of the
Sterling Roll & Record Co., recently assumed
the responsibilities of his new venture. George
Schultz, formerly with the Columbia Co. at In-
dianapolis, has been placed in charge of the
Pittsburgh office of the Sterling Co. Fred Reid,
of the Pittsburgh office, is now city sales man-
ager. A new addition to the local Sterling office
is Miss Virginia Kirkpatrick, who has been made
secretary to Mr. Dawson.

School for Sales Force
E. M. Abbott, proprietor of three stores in
Cincinnati, opened a school under his personal
direction for his sales force. Each morning be-
fore they begin their regular work they assemble
in the office of Mr. Abbott and talk over the
prospective sales for the day. Ideas are ex-
changed and experiences are related. Sugges-
tions are offered and each man outlines his
plans for the day. The meeting covers one hour
and closes with a talk on "pep" by Mr. Abbott.
As a result each salesman starts the day fresh.
In the evening the men are again assembled and
they discuss their success and failures. In this
way each salesman gets the benefit of the other's
mistakes. The results have been astonishing,
according to Mr. Abbott. He has ten outside
men and expects to take on five more shortly.
"Business is plentiful, but it is twice as hard to
get as it was a few years ago," he says. "Our
men are following an entirely new course. We
try to educate people to the necessity of music
first and then we take a chance on giving them
the best proposition." Mr. Abbott added the
Brunswick line to his stock last month.

Iowa Columbia Sales Force
Widener's Columbia Shop has added Harry
Folger and Henry Brookbank to its sales force.
Business for the past month has been good, re-
ports Morris Fantle, manager. Robert C. Clark,
who handles the Granby line, continues to meet
with success.

The Alms & Doepke Co. has adopted a catchy
slogan in connection with its phonograph de-
partment, which reads: "Give a dance at our ex-
pense. If you are planning a dance we will loan
you a Pathe phonograph and the assortment of
records entirely without charge or obligation.
When the dance is over we call for the phono-
graph and the records." The company is now
the sole distributor in the State of Ohio for
Pathe and Actuelle lines.

Bubble Book Party
The "Bubble Book Party," being arranged by
F. X. Donovan, manager of the Victrola depart-
ment of the John Shillito Co. for November 23,
promises to be a great success. The party is to
be staged in the large music department of the
store and an especially arranged children's play-
let is to be staged with a number of story-book
characters, all played to the strains of appro-
priate music from children's records. Business
for the past month has been fair, reports Mr.
Donovan, with the prospects getting brighter
each week.

Great Publicity Stunt

The Chubb-Steinberg Music Shop put over one
of the neatest publicity stunts of the season
during the recent Health Exposition at Music
Hall, during which it carried on a competition,
the winner of which was given a talking ma-
chine. On the last night of the performance it
arranged with the directors of the show to hold
a drawing for the machine on the stage in Music
Hall. Therefore, following the regular show and
entertainment and before the audience, which
numbered over 5,000 persons, had time to leave
the auditorium, Chubb-Steinberg workers with a
(^Continued on page 150)

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MIRRORLIKE POLISH
CONVERTO CABINETS
BRILLIANTONE STEEL NEEDLES
MAGNEDO MULTI-PLAYING NEEDLES
SUPERTONE STEEL NEEDLES
SHEET MUSIC
RECORDS
MUSIC ROLLS
RECORD CLEANERS
PHONOGRAPH DELIVERY COVERS
BUBBLE BOOKS
FIBRE NEEDLES
FIBRE NEEDLlE CUTTERS
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REF'LEXO NEEDLES
DANCING "SHIMAJSDY"
DANCING RASTUS

PLAYER-PIAJVO VACUUM CLEANER
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SAPPHIRE BALL NEEDLES
SAPPHIRE POINT NEEDLES
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UNIVERSAL DISPLAY RACKS
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STEEL NEEDLES IN ENVELOPES
WITH SPECIAL IMPRINT

PLAZA .MUSIC Co.

. 18 WEST- 20 ly STREET
NEW ^ORK

THE TALKING MACHINE WORLD

NoraMBER IS, 1921

%lJ[|.wJt^ ^fTH AHY FEIST SONO"

cesm Me

INSTANTLY POPULAR IN VAUDEVILLE and for DANCING

GOOD WORK OF CINCINNATI DEALERS

(Continued from page 149)

flourish of trumpets and headed b.y a man carry-
ing a large Victor dog paraded down the center
aisle and marched up on the stage, where was
spread a streamer announcing what the Chubb-
Steinberg people planned. Other firms with
booths at the exposition who had given thou-
sands of dollars' worth of goods looked on and
gasped, but it was too late to follow suit, for it
was the last night and the show was over. Mr.
Chubb stated that 23,000 coupons were given out
during the contest. Business could not be bet-
ter, he says.

Columbia Gives Music Course

A five-day course in "Music Appreciation" and
"Measures of Musical Talent" was recently con-
ducted by Nell I. Sharpe, educational representa-
tive of the Columbia Graphophone Co., in the
Cincinnati Conservatory of Music. The course
was intended primarily for public school teach-
ers, but dealers, salesmen and. representatives of
the local Columbia branch attended most of the
sessions. The course is expected to be of value
in promoting the sale of Grafonolas.

Gives Credit to the Talking Machine

Nothing else but the talking machine is ac-
countable for the raipid growth of appreciation
of good music in this country, according to
Mme. Doree, directress of her miniature opera
troupe at Keith's.

"The advent of the phonograph placed in
thousands of .American homes records by good

singers. This has developed and advanced
America's musical taste by leaps and bounds,"
she says. "A few years back it would have
been folly to attempt to present in vaudeville an
operatic act. To-day opera in vaudeville not
only is appreciated but is genuinely liked. In
short, Americans have discovered that there is
nothing in opera to terrify them and that opera
is good music and enjoyable."

Oelman Pleased With Outlook
P. H. Oelman, manager of the New Edison
Co., reports a good month. The settlement of
the railroad strike opened up the West Virginia
and Columbus territory which had been quiet
for some time, he said. Joe McKee, Charleston,
W. Va., is leading in the sweepstakes contest
being carried on by the Edison Co. among its
salesmen. Other contestants are close on his
heels, says Mr. Oelman. The contest has
worked wonders among the force. Winners in
the contest are to be given special courses in
schools to be opened in the future by the Edison
laboratories.

NEW EDISON CHRISTMAS WINDOW

DUPIES TO OPEN NEW STORE

Fond Du Lac, Wis., November 1. — Roy Dupies,
well known in local business circles, is planning
to open a music store in the Koepnick Building
on Harrison street, this city. The store, which
is being remodeled to house the new business,
will soon be opened to the public with a com-
plete line of pianos, musical instruments, acces-
sories, Victrolas and records.

The

SHELTON MOTOR

ELECTRIFIES

Victor, Edison or Columbia in one minute

There are 20,000 Satisfied Owners of
Shelton Motors in the United States

Write for Descriptive Literature and Dealer's Prices

The Shelton Sales Company

EDW. C. BOYKIN, General Manager

Eastern Distributors

299 Madison Avenue

See Advertisement on page 78,

New York City

Display Arranged for Use of Edison Dealers
Most Elaborate in Every Particular

The window display set going out this Christ-
mas to Edison dealers is the most elaborate dis-
play ever issued hy the Dealer Service depart-
ment of Thomas A. Edison, Inc.

The display illustrates a charming home scene
on Christmas morn with the kiddies dancing for
joy at the Christmas gift of a New Edison deliv-

Attractively Arranged Edison Window

ered by Santa Claus, seen looking in at the win-
dow. The display consists of seven units, the
centerpiece of which is an elaborate two-plane
display, all done in the ten-color photo litho-
graphic process, and makes a blaze of refined
color such as is seldom seen in a talking machine
shop window. The display is being shipped to
Edison dealers in ample time for advance holi-
dav showing.

MUSIC STORE REMODELED

Sterling Music House Much Improved by Alter-
ations— Carries Complete Line of Talkers

Paterson, N. J., November 7. — The Sterling
Music House, 133 Ellison street, this city, has
completely remodeled its establishment, greatly
enhancing its attractiveness and adding many
comforts and conveniences for patrons. The
store, which is operated by Thomas J. Corkrey,
now contains five demonstration booths and in
addition to a complete line of James & Holm-
strom, Jacob Bros, and other well-known makes
of pianos, music rolls, sheet music, talking ma-
chines arid records are handled.

NEW POST FOR RICHARD H. LEE

Richard H. Lee, for five years the outstanding
figure in the truth-in-advertising movement of
the Associated Advertising Clubs of the World,
will, on December 1, become chairman of the
National Vigilance Committee of the Associa-
tion, retiring from the active direction of the
movement to become vice-president of the Lord
& Thomas advertising agency. In his new con-
nection with the truth movement he will, of
course, continue to supervise the activities of
the committee.

November 15, 1921

THE TALKING MACHINE WORLD

151

COOLER WEATHER BOOSTS SALES IN DETROIT TERRITORY

Trade Helped by Concerted Advertising Campaign Looking to Christmas Orders — Music Week
Benefits Evident — Jewett Prosperity — Dupraw Music Store in New Quarters — Other Removals, Etc.

Detroit, Mich., November 9. — The combination
of outside solicitations, from door to door, and
a concerted advertising campaign, with more dis-
play space and novelties than ever before, are
being used by Detroit talking machine and rec-
ord dealers as the two chief means of get-
ting business during the Fall months.

The coming of cooler weather has materially
boosted sales in both talking machines and rec-
ords, but it is a case of hustle at all times, and
no dealer can afford to sit down and wait foi
the trade to come in. In practically every in-
stance salesmen are being organized to call per-
sonally at each house in certain districts to
solicit business and demonstrate machines and
records. A good many of the dealers find that
this has been an excellent method, in the face of
the backward times, to keep business somewhere
near normal for them. Special Christmas cam-
paigns are already being talked of by most of
the dealers and efforts are being made in every
direction to have the year 1921 go down as a
real "talking machine and record Christmas."
Columbia Dealers Reduce Stocks

Big Columbia advertisements announcing re-
duced prices have stimulated sales in great
shape, according to reports. Most Columbia
dealers report that in the last few months they
have materially reduced their stocks in both
machines and records. The dealers are very
hopeful of a good Fall and holiday trade and,
like other dealers in these wares, are preparing
to go out and hustle for this business by per-
sonal solicitations.

Goldberg Opens Branch

The opening of a new branch talking machine
agency at 2813 Hastings street is announced by
the Goldberg Phonograph Store, 331 Gratiot
avenue. It will carry a full line of Victrolas and
Victor records. In the Hastings street branch it
is planned to carry a full line of Jewish records
that are familiar and dear to all lovers of Jew-
ish music. A full line of Cantor Rosenblatt's
records has been added.

New Victor Agents

There are several new Victor dealers in De-
troit, the first time in more than five years that
a new Victor agency has been granted in the
automobile city. Among the new agencies for
Victor machines and records are the Noble Piano
Co. and the Sidney J. Guest Music Co.
Music Week Echoes

Music Week echoes are still being heard in
and about Detroit and wherever dealers gather
nowadays the success of the week and the pros-
pects for another one soon seem to be the main
topics of discussion. There is no question in the
minds of everyone connected with the industry
in this section that the week will eventually
prove to be the greatest thing of its kind ever
attempted.

"It may take months and it may take years
and years," said one dealer in discussing the
benefits of the week, "but the benefits of Music
Week are assured. We may not be able to put
our fingers on just how much business it will
bring into the stores, but for the general good
of everyone concerned nothing better could
have been attempted. It will act as a general
stimulant, with no one line of musical equip-
ment getting a better share of the new business
than the next.

High-class Records Favored

Detroit dealers say they are enjoying an ex-
cellent sale of high-class records by famous ar-
tists, which is an indication, they say, of the peo-
ple taking a greater interest in the higher class
of music. Detroit is experiencing the finest
season of recitals in the history of the city,
with many of the most noted artists in the coun-
try scheduled for recitals. Farrar and Galli-
Curci, who have already been here, have played
to capacity audiences and their records are in
great demand at practically every store.
Detroit Piano Co. to Remove

The Detroit Piano Co., in seeking better quar-

ters, will move from its present location to
one block further north on Woodward avenue.
The move will be made on November 15. The
new quarters will furnish better facilities for
display and sales.

New Quarters for Dupraw Music Store

The Dupraw Music Store, 1448 Broadway, will
move November 15 to 1510 Broadway, where
new quarters have been provided which will
add to room and display purposes. Rou Du-
praw is planning to go after business in special
campaigns from the new store. The Dupraws
handle the Manaphone, manufactured by Qough
and Warren at Adrian, Mich. Rou Dupraw has
been connected with the piano and talking ma-
chine business for fifteen years.
Prosperous Times With Jewett Phonograph Co.

A. A. Fair, sales manager of the Jewett Phono-
graph Co., reports the addition of many new

to day. The factory at the present time is over-
sold on product, but increasing facilities for
more production are expected to take care of
tiie orders within a few months. Mr. Fair and
the entire organization are delighted with the
reception accorded the Jewett all over the
United States and the number of reorders that
have been coming in from the dealers. It is
quite evident from the demand that the Jewett
v.'ill be a big favorite during the holidays.

GENNETT RECORD PRICES REDUCED

A reduction in the price of Gennett records,
manufactured by the Starr Piano Co., has been
announced by R. C. Mayer, manager of the re-
cording laboratories of that concern on East
Thirty-seventh street. New York City. Popular
and dance records which formerly were priced
at 85 cents have been reduced to 75 cents; stand-
ard selections have been reduced from $1.00 to
90 cents, and recordings of classics have been
reduced from $1.25 to $1.15.

dealers throughout the United States from day Mere lung power is not selling ability.

Don't Let the
Christmas Demand
for Victrolas and
Records Find You
Unprepared

Write for list of rec-
ords selected by our
committee as the best
sellers for the coming
month. To allow us
to furnish this will not
obligate you in the
least — and it will aid
you in making up your
order.

— No reason why it should. You've
but to avail yourself of our stock;
our service; our transportation facil-
ities NOW — and you will be ready
to profit to the utmost through the
big Christmas business we can abso-
lutely depend upon this year. It is
already commencing.

Ample stock of Victrolas and
Records, at this season particularly,
will go far toward greatly increasing
your year's business. Be prepared!

We make it a rule to fill all orders
same day received.

Grinnell Bros.

Wholesale Distributors
of Victrolas and Records

First and State Streets, Detroit

152

THE TALKING MACHINE WORLD

November 15, 1921

JAS. A. HEARN TO HANDLE TALKERS

Van Veen & Co., Inc., Equip Handsome Talking
Machine Department in That Establishment —
Some Other Concerns Recently Furnished

Jas. A. Hearn & Son, Inc., large New York
department store, will shortly open a new and
entirely complete talking machine department
situated in the new building now being con-
structed as an addition to the large group now
being used. It is predicted that the new depart-
ment will contain the newest developments in
equipment and will consist of nine hearing
rooms, a sheet music and a record department.
The department is being designed and con-
structed by Van Veen & Co., Inc., of New York
City.

This same company also installed the equip-
ment in the handsome new headquarters of
Ormes, Inc., Victor wholesaler of New York
City.

Considerable work outside of the metropolis
has also been contracted for and completed. In

Philadelphia a complete interior with rooms was
installed in the headquarters of Starr & Moss.
Arthur L. Van Veen, president of the company,
received a highly commendatory letter from
Starr & Moss regarding the work. Another
letter of which Mr. Van Veen is very proud
was received from Frank Steadman, prominent
talking machine dealer of Yonkers, N. Y., who
stated in glowing terms that the installation was
finished to his entire satisfaction.

NEW PORTABLE IS POPULAR

Outing Portable Meeting With Success — Cabi-
net and Accessories Co. Appointed Jobbers

The Outing Talking Machine Co., Mt. Kisco,
N. Y., manufacturer of the Outing portable talk-
ing machine, is meeting with considerable suc-
cess in the introduction of this new portable.
This machine is now being handled by a large
number of dealers in different sections, and the
Cabinet & Accessories Co., New York, were re-
cently appointed Outing jobbers.

=Jiiiiiiiiii[]ii[iiiiiiiiiiiii]iriiiiinimmmiiiiiiiiiiiMiiiiiiiin]ini[]iiiiiiim]ininiiiiiiiiiiiiiiniimiiiiiniiininiiniiiiii]iiiinn[in

"Be Sure Your Walnut is ALL Walnut."

"The Cabinet-wood Superlative."

Walnut "Selling Talk."

NATURAL COLOR which requires no superficial stains.

Will not warp, shrink, nor swell and resists shock.

Can be carved with ease— with the delicacy of ivory. Can be
worked to 1/1000 of an inch.

Strong. Substantial. The first choice of the skilled cabinet-maker.

Deep rich tones which harmonize with all color schemes.

Finishes beautifully with high polish varnish, wax or oil.

The world's greatest Cabinet- wood throughout history.

Manufacturers and alert retailers will think of plenty more good talking points
about American Walnut. The public is learning fast. And we are telling them :

"BE SURE YOUR WALNUT IS ALL WALNUT."

Valuable data for manufacturers. Valuable data for dealers. ALSO the Walnut "brochure
de luxe." Write to the responsible producers of American Walnut Lumber and Veneers, the

American Walnut Manufacturers' Association

Room 1022, 616 South Michigan Boulevard Chicago, U. S. A.

The Outing portable has a number of distinc-
tive features which have met with the hearty
approval of the trade, and among these features
are a twelve-pocket album, a twelve-inch turn-
table, a Universal tone arm and a double-spring
motor. The company is endeavoring to co-
operate with its dealers in every possible way,
and the Cabinet & Accessories Co. report an
active demand for this instrument.

NEU IN CHARGE OF EMERSON SALES

Manager of Emerson City Department Now in
Charge of General Sales — Well Qualified for
New Post, Which Is an Important One

Harry G. Neu, who some time ago was ap-
pointed manager of the city department of the
Emerson Phonograph Co., New York, has also
been placed in charge of the company's general
sales, taking over the work formerly handled by
Harvey Morrison. Mr. Neu, who is well known
in the wholesale trade, is formulating important
plans which will undoubtedly interest Emerson
jobbers and dealers.

In a chat with The World, Mr. Neu stated that
Emerson jobbers generally were most optimistic
in their comments regarding business conditions.
The new Emerson Hsts are meeting with a hearty
reception from the dealers, and every possible
form of co-operation is being utilized to advan-
tage.

FOUR SPECIAL BRUNSWICK RECORDS

Eight Popular Dance Hits Included in Special
Brunswick Releases for November

The Brunswick-Balke-Collender Co. has just
announced four interesting special releases of
dance records for November made up of the
recognized hits of the day. The first record is
of "Yoo-Hoo" and "Second Hand Rose," both
fox-trots played by Carl Fenton's Orchestra.
Then comes "Ho" and "Sweet Man o' Mine,"
also fox-trots, by the Windsor Orchestra; "Say
It With Music" and "South Sea Isles," by Wie-
doeft's CaHfornians, and "Sweet Lady" and
"Bimini Bay," by Carl Fenton's Orchestra. It
i.s stated that the announcement of the special
releases has been received with enthusiasm by
Brunswick dealers.

AN AGGRESSIVE MANAGERESS

Miss Ethel Walthour Largely Responsible for
Up-to-date Establishment of Drake & Monin-
ger Co. in Alhance, O.

Alliance, O., November 7. — The aggressiveness
and initiative of Miss Ethel Walthour, head of
the talking machine department of the store
of Drake & Moninger Co., is responsible for this
concern having the best operated and equipped
talking machine section in the city of Alliance.

Since the company moved into its new store
in East Main street this department has been
given much consideration and now occupies a
brge space to the rear of the main floor. The
record files are handy and within easy access of
the salesmen. She has a system for the record
rack which makes it possible to find numbers
without any delay. The store is now an exclu-
sive Victor shop.

It is also announced that the Weaver hne of
pianos has been added and this department will
be maintained to a high standard. Another new
acquisition to the big store is the Q R S line of
player rolls, which was added two weeks ago.

Miss Walthour for the past two weeks has
been in charge of the company's new Victor
store which was opened recently in Sebring, O.

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NEW MUSIC STORE FOR ALTON, ILL.

Alton, III., November 4. — An attractive new
music store was formally opened on East
Broadway, this city, recently by Berg W.
Plummer. Musical instruments and accessories
of all kinds are handled. Mr. Plummer intends
to make a specialty of repair work of all kinds.

November 15, 1921

THE TALKING MACHINE WORLD

153

ealer s

Sal

of Walter Camp's
Health Building Records

in Only 6 Days !

Reports from all over the country indicate the enor-
mous popularity of Walter Camp's famous daily
dozen exercises for keeping fit, set to music on phono-
graph records. One of New York's leading dealers
ordered 100 sets and 1,000 miniature sample records
on October 22nd. Just six days later we received the
following letter which speaks for itself as regards
his quick turnover:

«r " Paradise

rricEis

js'EvrYoRK-

Oc to tier

831 BFio
Stuvvesant

29 ,19 21

itew Yori City.

fio'bert_lj

VTheel^

„„+inn please
l,one =°'^,f.tfiomi complete

^^'.ts o? waiter camp I ,,enty

Gentlemen ••-

Confir™i^'
five cents samyj-^

^ease loan ^ t.e'^ls/to

Yours truly,
S.B.Davega t-o.

treasurer

El/HSDavega

own vivid style. Every command is given in
a clear voice and is absolutely true to time.
The exercises used have all been developed by
Mr. Camp during his long, successful career
with Yale University and were adopted by the
United States Army and Navy during the war.

Quick Profits Assured —
Exclusive Territory

You can make big and easy profits, as others
are doing, through this new "Health Builder"
system and the big boost it is being given by
nation-wide advertising. One of our ads
brought over 2,500 inquiries and $5,000 direct
sales in New York City alone. Mail the cou-
pon today for sample 10-inch record with
literature describing the profitable connection
offered as "Health Builder" dealer for your
locality. We will co-operate with you to the
limit in building business by giving you the
full benefit of strong sales propaganda.

Sample Outfit on Request

Cash In On This Popular Movement

Walter Camp's famous Daily Dozen Exercises, set
to music on phonograph records, are making sensa-
tional sales everywhere. National advertising has
created a phenomenal demand in all sections for these
"Health Builder" records which keep one fit to
music. Each set contains five 10-inch double disc
records, 12 charts containing 60 real photographs,
and a booklet of instructions written in Mr. Camp's

HEALTH BUILDERS

Dept. F.

334 Fifth Ave., New York

Please send me, prepaid, one 10-inch double-disc "Health
Builder" record, carrying four of Walter Camp's "Daily
Dozen," with four charts — and your special proposition to
dealers. I have privilege of returning this outfit.

Name

Address

154

THE TALKING MACHINE WORLD

November 15, 1921

POSSIBILITIES

MALKINgKACHINI

TEditoe's Note: — ^This is the thirteenth of a new series
of articles by William Braid White, devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talkmg machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]

THE SECRET OF DETAIL

Life consists of the details of life, and to live
successfully is to know how the details should
be looked after, and then to look after them.

Business success is like the art of living, for
it is based on knowing the details and then suc-
cessfully looking after them.

In the talking machine business, at least in its
retail aspect, success consists in taking the great-
est care of the small details. The man was wise
who once said, "Give me the luxuries of life and
I will let the necessities take care of themselves."
A retail merchant in the talking machine busi-
ness may rightly counter by saying: "Show me
how to take care of the little, often unnoticed,
things and I will show you the secret of suc-
cess." For they are one and the same.

The talking machine is a musical instrument.
On that we are all agreed. Like all works of
mortal man the talking machine has its own de-
fects and inconveniences. It is not entirely per-
fect. But the practical difference between prac-
tical perfection — that is to say, perfection to all
intents and purposes — and complete imperfection
is a difference extremely small and extremely
easily bridged. Yet, it is a difference often not
bridged at all.

In a word, the success, at retail, of the talking
machine rests ultimately upon its ability to trans-
mit in practical perfection to the ears of the
hearer all kinds of fine music. There is, of

course, along with the fine in music, much that
is not fine at all, but this does not matter for
our purposes. It does not matter, that is to say,
whether we do or do not take care of the little
details when we are dealing with music of the
frankly lowest type. But the sale of machines
based on such music does not constitute the back-
bone of any retail business, nor does the sale of
this type of records. In other words, one could
do without the very cheapest and yet get along
very nicely; but one cannot do without the high
class, whether one may happen to like it per-
sonally or not.

Now, it is precisely in respect of all high-class
selling, whether of machines or of records, that
the attention to details, of which I speak, pro-
duces the desired results. .

Mental Conditions and Detail

Last month a good deal was said about the
influence of color in the decoration of demon-
stration rooms and in respect of its influence
upon the attention and the general mental state
of prospective purchasers who are listening to
music. It is now time to talk about another
item in the same department of thought. Let
us consider, just for a moment, the influence of
detail upon the mental state of the prospective
buyer of machines or records.

The man or woman who goes into a talking
machine store for the purpose of looking at a
machine — that is to say, who is not an old cus-
tomer calling to buy records, but a new cus-
tomer just entering the talking machine game,
as it were — is sure to have certain more or less
incorrect preliminary ideas of the whole matter.
The usual condition of the talking machines in
use in the home of his friends is not sufficiently
good, as a general thing, to enable anyone to

gain a true idea of what the machine will do.
In the home the records become dusty, the mo-
tor squeaks and the sound box is perhaps loose
in its bearing. Needles are used more than once,
records are scratched by careless handling and a
multitude of little annoyances are constantly be-
ing translated into inferior sound. Consequently,
the very first consideration in a successful retail
talking machine business should be regular in-
spection and maintenance of each and every dem-
onstration machine.

What Reg^tilar Inspection Does
That means just what it says. Regular inspec-
tion means that each demonstrating machine
should be looked over every morning. The motor
should be tested for speed and oiled, if necessary,
or otherwise adjusted. The sound box and tone
arm should be inspected and adjusted. The old
needles should be taken away and a supply of
new needles put in, of all tone strengths. Dust
should be wiped off the parts and the whole
machine put into perfect condition. The job will
take but a few minutes and the expense is neg-
ligible. Yet the result will be noticeable from
the start. Let this thought be impressed upon
every person who works in a retail talking ma-
chine store:

"Each machine and each record used
for demonstration or sale in this institu-
tion must at all times be in perfect con-
dition. It is a crime against the business
of this institution to use, or permit the
use of, equipment which is not in per-
fect condition."

On Record Maintenance
What has been said about machines in detail
is also true as regards the stock of records. We
have often been impressed with the diflficulty of

RAINBOW
SACRED
RECORDS

Double Disc 85c.

* e s

"'■''4 Z

RAINBOW RECORDS

RAINBOW
SACRED
RECORDS

DISTRIBUTORS

ELITE PHONOGRAPH
CO.

1626 Chestnut St.
Philadelphia, Pa.

HOMER RODEHEAVER, supreme in sacred song,
records exclusively for Rainbow Records. His new
songs can only be found on Rainbow Records.

Every dealer should stock the Rainbow Sacred Record Line for his
Christmas trade. Write to your nearest distributor. Anticipate your
Holiday needs immediately.

Rainbow Records have no season. They sell from January to Decem-
ber, year after year. No heavy stock. No old stock.

STERLING ROLL &
RECORD CO.
137 W. 4th St.
Cincinnati, O.

RODEHEAVER CO.
218 So. Wabash Ave.
Chicago, 111.

J. K. POLK FURN. CO.
288 Decatur St.
Atlanta, Ga.

STERLING ROLL &
RECORD CO.

434 4th Ave.
Pittsburgh, Pa.

RODEHEAVER CO.
814 Walnut St.
Philadelphia, Pa.

RODEHEAVER RECORD CO.

150 East 41st Street

New York

November 15, 1921

THE TALKING MACHINE WORLD

155

maintaining a large stock of records in perfect
condition, nor is anyone likely to minimize that
difficulty who has had practical acquaintance with
the conditions of most retail stores. Yet it is
essential that all records, at all times, should be
in perfect condition, unscratched and clean, ready
to do their work of reproduction perfectly at any
moment without notice. This means that the
stock of records needs to be handled with great
care by persons who understand the importance
of care. It also means that special precautions
must be taken against damage in handling. Now,
the best experience of the best stores shows
plainly that if each record is kept always in its
envelope and is never allowed outside that envel-
ope, save when it is actually being demonstrated,
the chances of its being damaged will be very
small indeed.

Records used for demonstration purposes
should be handled only by the salesman who is
demonstrating, and there should be in each and
every demonstration booth a soft feather brush,
wherewith each record may be dusted off care-
fully before and after it is used. Personally, we
believe that the little record brush is a very
useful accessory to every talking machine.

This consideration leads us to remember that,
in the usual way of arranging demonstration
booths, the record racks are arranged in a pas-
sageway which runs the length of the line of
booths, each of which has a door opening into
the passage. With this arrangement the sales-
man can at once procure from those who are
attending to the record stock any record needed,
and can give good and rapid service to the cus-
tomer.

Eliminating Noise
Another little detail that is often neglected, but
which is very important, is the detail of noise
behind the demonstrating rooms. It does not
cost much to lay a thick carpet along the pas-
sageway on which abut the record shelves. It
does not cost much, but the detail is often neg-
lected. Yet, to neglect that detail is to make a
very serious mistake. Noise must be eliminated
to the very utmost of practical possibility. For
this very same reason doors leading into demon-
stration booths ought not to be loose, banging
affairs as, unfortunately, they often become.
What is the use of spending all kinds of money
on nice furnishings, appropriate color schemes,
thick carpets, etc., etc., if the doors will either
not stay shut or else are constantly banging and
squeaking whenever they are moved? Again, let
it be noted that noiseless operation is the essen-

tial of successful retail merchandising of talking
machines and records.

Now, all these details have a definite relation
to the musical possibilities of the talking ma-
chine, which form the text or subject matter of
these articles. The essence of good retailing
of talking machines is found in the knowledge
that it is music which we are selling and not
machinery. When we realize this, when we think
always of the music first and of the machinery
only later, when we think always of what the
machinery and the material are doing, instead of
how they are made and what they cost, then we —
from the salesman's point of view — are doing the
right thing in salesmanship. That is why we
need to be so very fussy over the little details
of service. The selling of music is in every es-
sential the selling of a very delicate service
to a very delicate art. It cannot be trifled
with. If it is handled roughly it dies. The
musical possibilities of the talking machine
are infinite, but they cannot be exploited by
careless, indifferent or ignorant methods.

Care for details is the secret of success in
music selling. Talking machine selling and rec-
ord selling constitute one of the most important
branches of music selling. Wherefore this article.

MAQNAVOX SOLD TO NAVY YARD

Will Be Used to Assist in Moving Vessels in
Drydock — N. Z. Bishop Joins Magnavox Sales
Staff — Located in New York Office

Among the recent sales made by the New
York office of the Magnavox Co. was one to the
Navy Yard at Brooklyn. E. A. Davis, Eastern
sales manager for the Magnavox, installed the
equipment, which will be used by Navy officials
in the mooring of vessels in drydock. By the
use of the Magnavox an officer placed at some
vantage point away from the vessel will be able,
to direct the work of docking at a great saving
of time, and also much more easily and effi-
ciently.

N. Z. Bishop, who has been connected with
the radio and wireless branch of the Naval Avia-
tion Service for the past three years, recently
joined the sales force of the Magnavox. Mr.
Bishop will be located in the New York office
and will center his activities in metropolitan New
York and New Jersey, calling on the trade in
the interests of the various Magnavox amplifiers.
,A.s Mr. Bishop's work in the Navy was particu-
larly pertinent to the Magnavox, his experience
will assist him materially in his new position.

7Ae

CHENEY FOR JAPANESE PRINCE

Makes Selection of Style 110 During Visit to
New York Last Week

A Cheney phonograph will shortly grace one
of the palaces of Japan. G. D. Shewell, presi-
dent of the Cheney Sales Corp., of New York
and Philadelphia, told how the New York of-
fices of the company were recently honored by a
visit from Prince Asaakira of the Japanese bat-
tleship "Izumo." This battleship, together with a
sister ship, was anchored in the Hudson River for
a week or so during the early part of the month.
Prince Asaakira had heard the Cheney phono-
graph in Japan and upon his arrival in New York
visited the offices of the Cheney Sales Corp., dis-
tributor of the Cheney phonograph, attended by
a suite of fifteen officers. The prince was enthu-
siastic over the tone of the Cheney and pur-
chased Style 110, one of the handsomest models
in the line. Style 110 is a console model and
is an excellent piece of cabinet work. The ma-
chine was immediately delivered to the flagship
"Izumo" and carried thence to Japan.

soss

Soss Invisible Hinges

are essential to preserve the beauty of design, particularly
when it is desired to disguise the talking machine cabinet.
In many of the better cabinets of today Soss Hinges are
used. They are mechanically accurate and
can be installed quickly and easily.

Write for Catalogue

SOSS MANUFACTURING COMPANY

778 Bergen Street,

Brooklyn, N. Y.

''Stands for Quality,

The appealing lines of the Tiffany
phonograph, together with its wonderful
tonal qualities and cabinet construction,
are the reasons for the noticeable
increase in Tiffany Dealers.

Write for our attractive proposition.
Distributors for Jones-Motrolas and
•Cardinal Records.

Tiffany Phonograpli Sales Co.

Executive and Sales Offices
1404 East Ninth St. Cleveland. Ohio

156

THE TALKING MACHINE WORLD

November 15, 1921

TRADE ASSOCIATION OF LOS ANGELES ELECTS OFFICERS

J. W. Boothe Elected President — Appreciation of Work of Evening Express — Noted Orchestra
Heard — Victrola for the Movies — Talking Machine Men Go After Fish — and the Results

Los Angeles, Cal., November 3. — The annual
meeting of the Music Trades Association of
Southern California for the election of officers
took place last month with the following re-
sult: J. W. Boothe, general manager of the
music department of Barker Bros., was elected
president; George H. Barnes, president of the
Barnes Music Co., first vice-president; Alfred C.
Danz, of the Crescent Music House, second vice-
president; Harold Jackson, treasurer, and A. G.
Farquharson as secretary. A rising vote of
thanks was given to E. A. Geissler, retiring presi-
dent. A number of important matters were dis-
cussed during the evening by the members, who
attended in large force.

Letter of Thanks Sent to Newspaper

The daily talking machine record concerts
which are being given by the Los Angeles Eve-
ning Express, which consist of the playing of ten

records of one make at each concert — eight
makes being represented and given on separate
days so that eight concerts of each make of
record are given, a total of sixty-four concerts
are progressing with marked success. At the
annual meeting of the Music Trades Association
of Southern California a vote of thanks to the
Los Angeles Evening Express was tendered and
the following letter addressed to Frederick W.
Kellogg, manager and owner of the Express:
'The members of the Music Trades Association
of Southern California wish to express their ap-
preciation of the plan put forward by the Los
Angeles Evening Express for the advancement
of music through the phonograph record, and by
means of sixty-four concerts being held at the
Express Auditorium.

"They appreciate the wonderful value to music
which is being given through editorial and news

publicity by the Los Angeles Evening Express
and recognize the generosity shown in the giv-
ing of cash prizes for encouragement to those
of the public who interest themselves in these
concerts.

"At the same time they wish to pledge their
unanimous support and co-operation in this ex-
cellent and altogether novel idea."

Irving C. Franklin Gives Interesting Talk

Irving C. Franklin, general sales manager of
the Burnham Phonograph Corp. gave a very in-
teresting talk to the members of the Music
Trades Association of Southern California at its
annual meeting. He gave a brief history of the
Burnham Co. and outlined the policies adopted,
which were in strict accordance with the rules
of the Association.

Portable Victrola for Movies

The adaptability of the new portable Victrola
has been quickly recognized by the motion pic-
ture people and Cecil B. de Mille, famous pro-
ducer, purchased one of these little instruments
from Richardson's, Inc., last week. Motion pic-
ture actors and actresses, particularly the latter,
find that music, as an inspiration, is a necessity,
and music is seldom missing during the "shoot-
ing" of a scene for a picture; therefore, when
on "location" — away from the studio or lot —
what could be more convenient than the port-
able?

Max Fisher Plays at Alexandria

Max Fisher and his orchestra, direct from
the Ziegfeld "Midnight Follies" and Ritz Carl-
ton, New York, are playing regularly at the
Hotel Alexandria. They have recorded several
dance selections for Vocalion records and Vo-
calion dealers have been quick to take advan-
tage of this local publicity. The Max Fisher
Orchestra, recording nationally known records,
constitutes the third orchestra of this kind to
make its home in Los Angeles; the Art Hick-
man Orchestra, known everywhere through Co-
lumbia records, has taken permanent quarters at
the Ambassador Hotel, Los Angeles, while the
Rudy Wiedoeft Orchestra, of Brunswick record
fame, is heard daily at the Cinderella Roof Gar-
den.

Ralph Paulin in Los Angeles

Ralph Paulin, president and general manager
of the Paulin Music Co., Santa Barbara, was in
Los Angeles last week for a couple of days.
He reports good business conditions in Santa
Barbara. The old adobe house immediately ad-
jacent to the Paulin store, which is one of the
oldest buildings in Santa Barbara, and has solid
walls of three feet in thickness, is wonderfully
attractive as a recital hall and period models —
Victrolas and Brunswicks — can be demonstrated
under ideal conditions.

Music by Radio

Hamburger's wireless on the roof of their
great eight-story building is being utilized to
transmit Brunswick records far and wide.
Every day at 3 p. m. and 8 p. m. anyone within
two thousand miles of Los Angeles can "listen
in" and hear the six latest Brunswick records.
Three Fishers Went

Irving C. Andrews, of the Andrews Talking
Machine Co., and Harold Jackson, manager of
the phonograph department of the Wiley B. Allen
Co., hungered for a last frying pan or two of
trout before the close of the season. Conditions
looked good — two days before the thermometer
had registered somewhere around 90 degrees in
Los Angeles shade; pine trees and cool trout
pools a mile or so above seemed tempting. How-
ever, a possibility of bad weather existed and it
was desirable to take along a mascot, and so
they selected the secretary of the Music Trades
Association of Southern California. They
waxed eloquent and with fishy word pictures
easily secured the mascot and the dawn of a
Sunday saw the three spinning over the road
toward San Bernardino and the rim of the world
beyond. There was a fine rain descending, de-
scribed as fog by the two optimists. Five hours
later they pitched camp at Camp Alison, 6,150
feet up: an ancient Irishman in charge predicted
snow — "and if it sh-tarts ye had better be mov-
ing while ye can." Nothing daunted, lunch was

Business Will Be Better for
the Holidays If You Have
a Complete Line of

KIMBALL
PHONOGRAPHS

Send your order at once that you
may not be disappointed

Kimball Phonographs are made in
distinctive designs and are of su-
perior construction. They repro-
duce the natural tone recorded in
the record. Kimball prestige has
established a ready market for this
product.

Write for Agency Proposition

W. W. KIMBALL CO.

Established 1867

306 S. Wabash Ave., Kimball Bldg.
CHICAGO

Manufacturers of Phonographs, Pianos, Player-Pianos,
Pipe Organs, Distributors of Okeh Records

November 15, 1921

THE TALKING MACHINE WORLD

157

THREE HANDSOME NEW VICTROLAS IN PERIOD DESIGNS

Victor Talking Machine Co. Announces New Upright Victrolas in Jacobean, William and Mary and
Chippendale — All Period Designs Which Should Make a Wide Appeal to Dealers and Public

The Victor Talking Machine Co. has an-
nounced three new Victrola models in period

the first period styles in such machines to be
marketed by the company.

The new period Victrolas will be known as the

and are listed at $575, $600 and $700 respectively.
All three models have the regular Victor four-
spring motor and standard reproducing equip-
ment. The Chippendale is in mahogany, the
Jacobean in fumed oak and the William and
Mary in American walnut.

It is stated that a limited number of the new

Period Victrola — Jacobean, No. 2

designs, the announcement being of unusual in-
terest in that all three models are uprights and

Period Victrola — William and Mary, No. 0

Chippendale No. 2 upright, the Jacobean No. 2
upright and the William and Mary No. 0 upright.

Period Victrola — Chippendale, No. 2

models will be ready for shipment to the trade at
an early date.

TRADE NEWS FROM LOS ANGELES

(Continued from page 156)

eaten amid the strain of McCormack's "Foggy
Dew," and then a start was made on the trail
to Deep Creek, two and a half miles away down-
hill. It commenced to rain soon afterwards and
by the time Deep Creek was reached it was
pouring. Ten minutes' fishing under these con-
ditions was so dampening that the last spark
of enthusiasm was extinguished and the long
climb back to camp was made, the rain turning

Mr. Dealer

Please let us ex-
plain why we sold
six hundred Robi-
nola Talking Ma-
chines from our
office at retail with-
in a short time. Let
us send you a list
of the purchasers.
We will send you
a sample at a price
that will startle
you. Then, after
you test the Robi-
nola, you will say
that it is the first
talking machine
you ever heard absolutely free from needle
scratch and metallic sound. Write now before
you forget it.

ROBINOLA
TALKING
MACHINE
CO., Inc.

119 East 5th Street
CINCINNATI, OHIO

to snow as the top was reached. Mindful of the
old Irishman's warning, camp was soon broken
and a sodden load of tent and fishermen drove
down the tortuous steep grade to San Bernar-
dino and then home. The fish was fried in the
Jackson kitchen next morning — it was remark-
able for its size, poor little thing.

PROTEST "NO PARKING" ORDINANCE

Washington Music Merchants Declare Rule
Would Drive Away Much of Their Trade

Washington, D. C, November 4. — Local music
dealers are much wrought up over the proposed
order of the Commissioners of the District of
Columbia to prohibit the parking of automobiles
in the business section.

Music dealers point out that the proposed order
would drive away the out-of-town trade that the
business men of Washington have tried so hard
to persuade to come to the city and would mate-
rially hamper them in building up trade in resi-
dential sections, where there are neighborhood
music stores. It is pointed out that if a person
is compelled to park a half mile or more from
the downtown stores the neighborhood establish-
ments are likely to profit materially from the
fact that customers can drive right up to their
doors and park for an indefinite period.

Protests against the proposed regulations are
descending upon the Commissioners in a flood
and it is probable that the action actually taken
will be considerably less severe than was origi-
nally suggested.

CREMONA PHONOGRAPH CO. AFFAIRS

Portland, Ore., November 4. — The total amount
of debts of the Cremona Phonograph Co., which
recently vifent into bankruptcy, was $107,782.01,
while the assets amounted to only $31,666.39,
according to the account filed in the Federal
Court by the secretary of the company, H. E.
Witham. The secured claims amounted to $62,-
075.37 and $40,640.25 were unsecured claims.
The real estate was listed at $6,050 and bills,
notes, etc., were to the amount of $23,845.08.

Charles Feldman, manager of the United Talk-
ing Machine Co., of Brockton, Mass., was mar-
ried last week to Miss Cecil Terr, of Dorchester,
Mass. The couple are spending their honey-
moon in Bermuda.

Main-Springs

For any Phonograph Motor
Best Tempered Steel

% inrh

3/16"

Each

X 10 feet for all small motors $ .40

X 10 " " Pathe, Columbia, Heineman... .45

X 10 " " Columbia 50

X 11 '* " Columbia with hooks 55

X 13 " " Virtor, old style 50

X 15 " " Victor, new style 55

X 18 " " Vintor. new or old style 75

X 12 " " Heineman and Patlie 55

X 10 " " Saal, Silvertone. Krasberg 55

X 13 " " Saal, Silvertone. Brunswick 65

X 16 " " Sonora, Brunswick, Saal 75

X 18 " " Heineman and Pathe 1.00

X 25 " " Edison Disc 1.80

SAPPHIRES— GENUINE

Pathe, very loud tone, each 15c, 100 lots $11.00.
Edison Loud-tone, each 15c; in 100 lots, $11.50.

TONE-ARMS

The very best, loud and clear, throw-back $5.00

With large reproducer, very loud. Universal 4.50

With smaller reproducer, but loud and clear 3.00

PHONOGRAPH NEEDLES

We can give you best price on Brilliantone. Magnedo, Wall-
Kane, Tonofone, Nupoint, Gilt Edge, Incas and Velvetone

Needles,

ORDER RIGHT FROM THIS AD

Send for price list of other repair parts and motors.
Terms — F. O. B. St. Louis. Mo. Send enough to cover
postage or goods will be shipped by express.

The Val*s Accessory House

1000-1002 Pine St.

St. Louis, Mo.

158

THE TALKING MACHINE WORLD

November 15, 1921

ST. LOUIS TRADE LOOKS FOR ACTIVE HOLIDAY BUSINESS

With Railroad Strike Removed Dealers Are Ordering Heavily and Distributors Are Optimistic
Regarding Outlook — Annoimcements of New Dealers and Departments — Activities in Sales Fields

St. Louis, Mo., November 5. — The talking ma-
chine business, depressed during October by the
threatened railroad strike, rebounded promptly
when that menace was removed. The beneficial
effect was particularly noticeable in the whole-
sale end of the business. Dealers were wary of
ordering while the strike cloud was hovering.
Immediately after the announcement that there
was to be no strike, orders that had been with-
held began coming into the wholesale depart-
ments of all the distributors. With no industrial
disturbance in prospect distributors and dealers
anticipate very good business from now until the
holidays. In St. Louis the highest grade ma-
chines are holding their own pretty well against
the rising demand for the medium grades, but in
the smaller places the call is mostly for cheaper
machines. This is reflected in the orders from
dealers in the country. Distributors are accom-
modating themselves to this development, look-
ing upon it as a healthy tendency toward a bet-
ter balanced movement. The Silverstone Music
Co., Edison distributor, has not only been adapt-
ing itself to the development, but has been en-
couraging it by a campaign in favor of the
Heppelwhite Model, which sells for $167.50. The
dealers have been taking kindly to it and the
indications are that outside of St. Louis the
Heppelwhite will be the leader in Edison sales
for Christmas delivery.

Tone-Test Attracts Crowds

The tone-test given by the Silverstone Co. at
Moolah Temple on Saturday, October 30, was
one of the most successful ever given in St.
Louis. The auditorium was crowded, the at-
tendance being estimated at 2,800. Miss Amy
Ellerman, contralto, and Miss Vera Barstow,
violinist, assisted by Calvin Coxe, tenor, were
the artists.

November is the anniversary month of the
Scruggs, Vandervoort & Barney store, and all

departments make special efforts. The talking
machine department is offering unusual induce-
ments.

Take on the Brunswick Line

The Lehman Piano Co., which recently moved
to the northwest comer of Eleventh and Olive
streets, has added the Brunswick to its lineup
of talking machines. The contract was closed
late in October and a full line of machines was
delivered. C. F. Shaw, city salesman, handled
the deal. The Lehman Co. has been handling
the Vocalion and the Columbia.

Miss Dorothy Jardon, Brunswick artist, was
at the Orpheum the first week in November.
Brunswick dealers rose to the occasion by mak-
ing special window exhibits and by co-operative
advertising.

C. F. Shaw, city salesman of the Brunswick
Co., was called to Jackson, Tenn., early in No-
vember by the critical illness of a relative. ■
Has New Victrola Department

Hellrung & Grimm, Ninth street and Wash-
ington avenue, have a new Victrola department
on the main floor. There are a number of
sound-proof rooms, restful in garb of old ivory,
enlivened with touches of cretonne. There is a
convenient record counter.

Col. F. B. T. Hollenberg, president of the
Hollenberg Music Co., Little Rock, Ark., was in
St. Louis recently.

Mrs. L. E. Gholson is continuing the business
at Sessor, 111., of her husband, who died re-
cently, and will continue to handle the Bruns-
wick machines.
New Home of Wellston Talking Machine Co.

The police had to be called to keep out the
crowd whose pressure at one time threatened
the glass of the beautiful show windows at the
new home of the Wellston Talking Machine Co.
F. Coleman has been a dealer solely in \"ictrolas
and Victor records for many years, and recently

opened a handsome new store. The booths and
woodwork are finished in ivory and old ivory
with silver lighting fixtures. Three thousand
Penn dogs were given as souvenirs. Mr. Cole-
man's neighboring dealers showed the high
esteem in which he is held by filling the house
with flowers. This shop has the unique distinc-
tion of employing no outsider, the work being
carried on by Mr. and Mrs. Coleman, with their
daughter and son-in-law, Mr. and Mrs. C. A.
Dieke.

Changes in Selling Staffs

Many changes in the selling staffs of various
St. Louis Victor houses are taking place. At Stix,
Baer & Fuller, the new ones are Miss Lacey
McGhee, Aliss Katherine Walsh, Mrs. Billie
Ladd and Miss Evelyn Nagel. At Field-Lipp-
man's are Miss Laura Hagge and Mrs. K. Hol-
land, formerly with Sanger Bros., Dallas, Tex.
At Glaser's Music Shop is Miss Betty Zlotnik.
Latest Brunswick Dealers

The following Brunswick franchises have been
placed recently: King Jewelry Co., Coulterville,
111.; Harrisburg Music Co., Harrisburg, 111.; H.
C. McClure, Versailles, Mo.; Vassel & Voss,
Centralia, 111.; Arthur A. Schultz, Washington,
Mo.; A. J. Hampton, Herrin, 111. The Harris-
burg Music Co. is a new company, composed of
J. F. Wilson and J. E. Smith.

Briefs of Interest

Miss Grace Haddick, formerly with the Koer-
ber-Brenner Co., has taken a position with the
Zerweck Music Co., Brunswick dealer at East
St. Louis, 111.

D. A. Robnett, of the Parker Furniture Co.,
Edison dealer at Columbia, Mo., died recently.

The Edison slogan, "The Thing Beyond the
Thing Beyond," was recently made the subject
of a sermon by the Rev. W. H. Whitlock at the
First M. E. Church, Belleville, 111., after it had
been brought to his attention at a demonstration
there.

D. G. Garrison, of the G.-W.-B. Music Co.,
Marion, 111., v^^as a recent visitor to St. Louis.
Silverstone Makes Complaint

The Globe-Democrat is giving away "Phon-
Olas" for subscriptions. There is no objection
to that, but talking machine dealers are protest-
ing against the impression given in the advertis-
ing that the "Phon-Ola" is a regular talking
machine. Mark Silverstone, president of the
Silverstone Music Co., has made a complaint in
the name of the Music Merchants' Association
of St. Louis. Letters of protest are said to have
been sent in by several. It is desired to have
the dimensions of the machine published, so that
the public will know what it is and not be mis-
led into the presumption that it is grown up.
Completes Salesmanship Class

The Koerber-Brenner Co. has just completed
a salesmanship class which, in spite of the late-
ness of the season, had nine people enrolled. In
addition to the usual work covered, E. C. Rauth,
who has just returned from a week's stay at the
Victor factorj', gave two very instructive lec-
tures. M. de C. Freeman also talked to the
class. On Monday the Eight Victor Artists
were in evidence, and the class occupied a box
at their concert that night.

Increases Capacity of Victor Department

The Cline-Vick Drug Co., of Marion, 111., has
tripled the capacity of its Victor department re-
cently, adding sound-proof hearing rooms, built-
in record racks of the latest design and a hand-
some service counter.

Red Seal "Derby"

Stix, Baer & Fuller, St. Louis, are conducting
a Red Seal "Derby" in their Victrola depart-
ment. To the winner each month is given a pair
of tickets to any show or concert in the city.
The question in the department at the end of
the day now is, "How many Red Seals have j"OU
sold?" not as formerly, "What is your sum-
mary?" Miss Mae Kennedy was the winner for
September and is leading the race for October.

The Silverstone Music Co. took advantage of
the recent celebration of the 100th anniversary
of Missouri's statehood by preparing a specially
arranged window calling attention to some of the
things that were not enjoyed 100 j-ears ago.
Gen. Lafayette, in animated figure, was pressed

"PERFECTO"

Unexcelled
in

Tone and Beauty

BEING experts in this line
for years, formerly con-
nected with the largest
phonograph manufacturing
concerns in the world, we are
now manufacturing a High
Grade Phonograph Unexcelled
in Beauty and Tone, with the
newest improvements of any
other kind on the market,
possessing the best in ma-
terial and workmanship.

Save the middleman's prof-
it and deal direct with the
manufacturer. We invite
the trade to our factory.

Size of this Model
23" wide. 24" deep. 50" high

in Genuine Mahogany
and American Walnut

Perfection Phonograph Co.

Factory and Showroom:

203 LEWIS ST., Cor. 6th St.
NEW YORK

Telephone Dry Dock~;4835

XOVEMBEE IS, 1921

THE TALKING MACHINE WORLD

159

iuto service to remind the public, by means of
placards held in his moving hands, that 100
years ago there was no talking machine, no tele-
phone and no electric light — and no Thomas A.
Edison.

Columbia Happenings

H. L. Tuers, manager of the Dealer Service
department of the Columbia Graphophone Co.,
made a flying trip from New York to put over
some new ideas for aiding the dealers during the
coming rush season.

Robert Porter, field sales manager of the Co-
lumbia Co., spent a day here last week tuning up
the sales force to further efficiency and suggest-
ing further ways of a closer co-operation be-
tween the dealers and the salesmen.

E. M. Morgan, branch manager of the Colum-
bia Co., has just returned from a brief trip
through the Illinois territory and reports that
the dealers in that section are decidedly optimis-
tic with regard to the coming holiday season and
are already showing unusual activity in sales.
Mr. Morgan left for Pittsburgh, Pa., on a several
days' business trip.

The St. Louis branch of the Columbia Co. an-
nounces with regret the resignation of R. N.
Johnson, Dealer Service supervisor, after an im-
peccable record of four years' service with the
company. George T. Harris is his successor.

Miss Florence Hazlett, representative of the
educational department of the Columbia Co.,
visited the St. Louis office and reports record-
breaking business in the department.

INTRODUCE TWO NEW SALES HELPS

New Table for Victrolas 4 and 6 Designed by
the Unit Construction Co. Now Ready

Philadelphi.\, Pa., November 7. — The Unit Con-
struction Co., of this city, manufacturer of
"Unico" equipment for talking machine ware-
rooms, has placed on the market two new sales
helps particularly designed for the talking ma-
chine dealer and one which may be resold by the
dealer. The "Unico" Sales Stimulator is a sell-
ing aid to be placed on the wall of the demon-
strating room. Two records are displayed with
space beneath each for a descriptive card. Two
labeled pockets are provided, one for records
selected and the other for those not desired.
The other number produced is known as the
"Unico" stand No. 46, and consists of units which
may be assembled rapidly, and is somewhat simi-
lar to the table announced last month for the
portable, except that this new table is designed
particularly for Victrolas 4 and 6.

Robert L. Foord has opened the Talking Ma-
chine Shop at 416 Market street, Wilmington,
Del. Victrolas and Victor records are handled
exclusively.

U. S. Player
Rolls

At Your Own Price

We are confining our
business strictly to
Talking Machine
Accessories and have
several thousand rolls
to sell at auction by
mail. Will gladly send
you a list of numbers
on hand. Mal^e your
bid.

WALTER S. GRAY CO.

942 Market Street, San Francisco

RECORD MUSIC SPANS CONTINENT

Records Played in San Francisco in Armistice
Day Test Heard by Crowds in Arlington
Cemetery, Where Unknown Soldier Will Lie

Washington, D. C, November 4. — The call of
a bugle, the chime of bells and the voice of a
man sounded across the continent from San
Francisco yesterday to be magnified over a wide
area about the Arlington National Cemetery,
with every note, every tone of the bells and every
spoken syllable as distinct as though produced a
hundred feet from the listeners' ears.

The speaker stood on the roof of the great
Civic Auditorium in San Francisco and the
music came from talking machine records played
ill the building on which he stood. It was the
formal rehearsal of the mechanism by which
President Harding's voice, as he speaks the
Nation's homage on Armistice Day over the
coffin of America's unknown dead from France,
will be carried to an audience waiting before the
amplifiers in New York and to another gather-
ing in San Francisco to share in America's great
day of tribute.

There was a long reading of speeches from the
stage of the amphitheatre here to be carried
over the wires to San Francisco. Then the voice
announced that the next words to be heard
would be spoken in San Francisco. The faint
whir of the mechanism rose to a higher hum
and a new, deeper-toned voice announced that
chimes, played on a talking machine record in
San Francisco, would come next. As clearly
as if it were not a dozen feet away there came
the click as the needle dropped on the face of the
whirling record disc 3,000 miles away; the
familiar introductory scrape began, then the bells
boomed out, waking echoes in the cemetery and
pealing over the thousands of graves.

The deep voice took up the task again, read-
ing the words of President Harding's inaugural
address. Then it announced the bugle record,
and the clear note of a trumpet in stirring army
calls sounded over the field, more distinctly
heard than the notes of the bugles at Fort Myer
across the road, where the garrison was at re-
treat parade.

OPENING OF DALES' NEW TEMPLE

Enjoyable Musical Program Entertains Crowds
Who Visit New Establishment Opened by
Geo. S. Dales in Akron

Akron, O., November 8. — Dales' New Temple of
Business, which sobriquet has been given the
new basement talking machine parlors just com-
pleted, at a cost of approximately $5,000, by G. S.
Dales, was opened to the public Thursday eve-
ning. The temple is something entirely new to
the talking machine store life of Akron and the
innovation made a decided hit with several hun-
dred of the trade who accepted the invitation of
Mr. Dales to inspect the new department and
enjoy the concert and dancing.

For those who are musically inclined the store
arranged a pleasing concert, ofifering Mrs.
Chandler and John Stein in vocal numbers and
an opera lecture by Prof. Hantleman. On the
main Victrola floor dancing was the entertain-
ing feature during the evening. There was no
admission charge and, according to Mr. Dales,
the store will continue these Thursday night
concerts throughout the Winter.

"Business in the talking machine trade, as I
view it, is about 15 per cent better than it has
been," said George S. Dales in an interview with
a representative of The World. "I have much
confidence in the future and predict a satisfac-
tory volume of business for the two months to
come, with a decided improvement along about
December 1. The holiday trade should be a
big improvement over last year." Mr. Dales
says his record business has been very satis-
factory the past several weeks.

Dealers should not overlook the vakie of local
advertising in calling attention to the line of
holiday products which they are handling.

ARTo
RECORDS

ARTo Record Releases for the Month

of DECEfUBER. 1921

DANCE RECORDS

9106 Weep No More, My Mammy (L. Pullack), Fux-trot.

Louis Cohen and His Orchestra
Crooning (W. F. Caest-i-B. Ptrkins). Introdu-ing
"Love Me All of the Time." Medley Fox-trot.

Merry Melody Men

9107 Birds of a Feather (J. McGowan-E. Moran). Fox-

trot Louis Cohen and His Orchestra

Glow, Little Lantern of Love (F. Fisher). Fox-trot,

Louis Cohen and His Orchestra

9 1 08 Everybody Step (I. Berlin) . From "Mmic Box

Revue." Fox-tr^it ARTo Dance Orchestra

Song of Love (S. Romberg). From "Blossom Time."
Waltz ARTo Dance Orchestra

POPULAR VOCAL RECORDS

9104 When Francis Dances With Me (li. Ryan-Violinsky).

Baritone Solo. Orch. Act'omiJ Arthur Fields

Ten Little Fingers and Ten Little Toes Down in
Tennessee (Fease-Schuster-Nelson). Tenor Solo,
Orch. Acromp Artliur Hall

9 109 That's How I Believe in You (Dubin-Cunnijigham-

Kule). Duet. Tenors. . .Charles Harrison-Everett Clark
Feather- Bed Lane (Bryan-Paley-Gumble). Tenor
So lo. Orch. Accorap Sam Ash

9110 I Ain't Gonna Be Nobody's Fool (F. Davls-G. Ben-

nett). Contralto Solo, Orch. Accomp Dorothy Dodd

I've Got the Blues, But I'm Just Too Mean to Cry
(Parish-YounE-Squi:-es). Contralto Solo, Orch.
Accorap Dorothy Dodd

COLORED VOCAL "BLUES" RECORD

9105 Mississippi Blues (Spencer Williams). "Vocal Blues.

Contralto Solo, Orch. Accomp. by Jimmie John-
son's Jazz Boys.. Alice Leslie Carter

Wabash Blues (D. Ringle-F. Meinken). Vocal Blues.

Contralto Solo, Orch. Accomp Lucille Hegamin

9112 Decatur Street Blues (Clarence Williams). Vocal
Blues. Contralto Solo, Accomp. by Jimmie John-
son's Jazz Boys Alice Ijeslie Carter

Got to Have My Daddy Blues (E, Erdraan-C- Jones).
Vocal Blues. Contralto Solo, Orch. Accomp .

Alice Leslie Carter

HAWAIIAN RECORD

9111 Susquehanna Shore (H. D. Squires). Waltz Duet.

Hawaiian Guitars Ferera-Francbinl

When Sweethearts Waltz (C. De VoU-L. Breau).
Waltz Duet, Hawaiian Guitars Ferera-Franchini

CHRISTMAS NOVELTY RECORD
3089 Santa Claus Arrives (G. Gerard). Descriptive Spe-
cialty Gilbert Gerard

Santa Claus Builds His Toys (G. Gerard). Descrip-
tive Specialty Gilbert Gerard

STANDARD VOCAL RECORD

3084 Silent Night, Holy Night (F. Gruber). Contralto

Solo, Orch. Accomp Nevada Vanderveer

0 Holy Night (A. Adam). Contralto Solo. Orch.
Accomp Nevada Vanderveer

OPERATIC ARIAS (Sung in Italian)

3085 RIgoletto. "La Donna Mobile" (G. Verdi). Tenor

Solo, Orcli. Acnumi' Antonio Rocca

Rigoletto. "Cortigiani Vil Razza Dannata" (G.

Verdi). Baritone Solo, Orch. Accomp. .Carlo Ferretti

3086 Cavalleria Rusticana. "Brindisi" (P. Mascagni).

Tenor Solo, Orch. Accomp Antonio Rocca

.11 Flauto Magico. "Aria Delia Regina" (W. A Mo-
zart) . Soprano Sulo, Orch. Accomp Eva Leoni

3087 Zaza. "Piccola Zingara" (R. Leoncavallo). Baritone

Solo. Orch, Accomp Carlo Ferretti

Cavalleria Rusticana. "Voi Lo Sapate" (P. Mas-
cagni). Soprano Solo. Orch. Accomp. ,

Mme. Genie Fonariova

3088 Faust. "Dio Possente" (C. Gounod). Baritone Solo.

Orch. Accomp Milo Picco

La Tosca. "Vissi d'Arto E d'Amor" (G. Puccini).
Soprano Solo, Orch. Accomp. .. .Mme. Genie Fonariova

LIST OF ARTo DISTRIBUTORS

CROWN MUSIC CO.. New York City.

ARTo DISTRIBUTING CO.. New York City.

THE MORRIS MUSIC PUB. CO.. Philadelphia, Pa.

CONSOLIDATED TALKING MACH. CO., Chicago. III.

SCOVILLE JOBBING CO., Atlanta, Ga.

We want more Distributors for un-appointed terri-
tories, therefore invite established firms to apply to :

THE ARTo CO.

165S Broadway, New York City

160

THE TALKING MACHINE WORLD

November 15, 1921

The Columbians, our newest dance organization,
play "Say It Witli Music" Irom Irving Berlin's
Music Box Revue and "Just Like a Rainbow,"
both novel and full of color, both sure-fire hits.
A-3472.

Columbia Graphopbone Co.

NEW YORK

WASHINGTON DEALERS ARE ACTIVE

Several New Establishments Opened and Others
Enlarged to Handle the Business

Washington, D. C, November 7.— The talking
machine trade in the National Capital during the
next few months will be the largest in the his-
tory of the trade, according to even the most
conservative of dealers.

The Fall season has been marked by the open-
ing of a new exclusively Victor retail house, a
new Victor wholesale house, an extensive en-
largement of the talking- machine departments
of two establishments, and the announcement of
the opening of a new music store by the United
Phonograph Stores, Inc. The new chain music
store will be located in the beautiful new build-
ing being erected by the City Club on G street
between Thirteenth and Fourteenth streets
Northwest.

During the month the three-story Victor
wholesale house erected by Rogers & Fischer, at
1219 I street Northwest, was completed and
opened for business.

Louis & Co. completed the interior of their
large new Victor retail house at Seventh and G
streets Northwest, and have closed an unex-
pectedly successful month.

The Columbia and Brunswick department of
J. Edgar Robinson was greatly enlarged, two
additional booths and almost double the amount
of shelf space being installed. In addition a
large room is being prepared on the second floor

of the building for the exhibiting of talking ma-
chines. This room will be furnished as closely
as possible like the average home parlor so that
customers may secure an accurate estimation of
the effect of the instrument in their own homes.
Comfortable chairs and sofas, curtained win-
dows and an open fireplace are some of the at-
tractive features of the demonstration room.

The Gibson Co. during the month opened for
business an enlarged phonograph shop at 917-
919 G street Northwest. The New Edison and
Brunswick phonographs and records are handled
here.

Hugo Worch, handling the Victor and Colum-
bia lines, reports a good market for instruments,
though the usual seasonal increase in demand for
records is a bit tardy.

The Sonora and Silvertone instruments are
selling well at the Arthur Jordan Piano Co.,
Homer L. Kitt, secretary-treasurer, reports.

OPENS AN EXCLUSIVE VICTOR SHOP

Philadelphia, Pa., November 7. — On Saturday
last Morris C. Rath opened an exclusive Vic-
tor machine and record shop at 6928 Market
street, Upper Darby, in a rapidly growing sec-
tion of the city. He has installed a number of
hearing booths and will no doubt do a very
good business in his line, as there are no com-
petitors in the immediate vicinity.

In business the greatest and rarest quality is
plain horse-sense.

The General Phonograph Mfg. Go.

Model "E" Table Phonograph

The Greatest Value on the Market

IMMEDIATE DELIVERIES IN ANY QUANTITY

Plays All Makes of Records Superior Tone Quality

Write for our Proposition

The General Phonograph Mfg. Co., Elyria, Ohio]

MAKING "SAX=0=PHONEV BLUES"

Mamie Smith Visits Okeh Laboratory to Make
Popular "Blues" Record— Number Being Used
on Her Concert Tour — A Big Favorite

The accompanying photograph was taken re-
cently at the Okeh laboratory in New York when
Mamie Smith, the famous "Blues" singer and
exclusive Okeh record artist, visited the labora-
tory for the purpose of making a record of

Taken in the Okeh Laboratory

"Sax-O-Phoney Blues." This new number by
Milo Rega is creating a sensation, and Miss
Smith is using it at every concert on her present
tour.

Miss Smith is keenly enthusiastic regarding
"Sax-O-Phoney Blues," as she states that it is a
perfect example of the type of "Blues" song that
embodies melody and syncopation. Whenever
Aliss Smith sings this song at any of her con-
certs it is accorded an ovation that is responsible
for many encores.

DEPARTMENT TO BE ENLARGED

Piano and Talking Machine Department of
Spring Holzwarth Co., Alliance, O., to Be
Moved to New Building Now Being Erected

Alliance, O., November 5. — Enlargement of the
talking machine and piano department of the
Spring Holzwarth Co.'s store to twice its pres-
ent size is announced by J. S. Spring, head of
the big department store. A fine line of instru-
ments will be installed.

This concern is now in the midst of a huge
building campaign, which embraces the erection
of a two-story building to the rear of its present
store, which will be devoted to the activities of
the store and which will be opened to the public
early next Summer.

According to Mr. Spring this department,
which now is located on the fourth floor, will
be moved into the new building, where better
facilities will be available. Additional lines will
be taken on. This store handles the Vocalion
machine and records, together with a varied line
of pianos.

No^'EMBER IS, 1921

THE TALKING MACHINE WORLD

161

Xonepen

TRADEMARK

Dealers! Here Is the
New, Quick - Selling
Guaranteed Tonepen

LOUD

The TONEPEN does what no other
needle can.

The TONEPEN, unlike ordinary needles,
is scientifically constructed. It is tubular,
like most band instruments, because tubular
instruments alone are resonant.

The TONEPEN plays all records. Be-
cause it is tubular and light, it quickly
responds to sound vibration and does not wear
away the record. The TONEPEN gives
loud, soft and medium effects. Simply turn
the TONEPEN so as to bring more or less

SOFT

of the point to bear — that is all. No other
needle can do these things.

The TONEPEN reduces scratching to
practically nothing. Therefore, it brings out
of the record all the quality that is in it.

The TONEPEN is good for 80 to 100
records. No other needle lasts so long.

TONEPENS greatly prolong the life of
the record.

TONEPENS sell at sight— 15 cents for
three is the retail price.

Money-Back Guarantee

TONEPENS are guaranteed. This means that we will refund
the purchase price of a set of TONEPENS if actual use fails to
prove our claims.

Write today for our special dealer offer.

Liberal discounts are made to reputable dealers. Stock up now
for the Christmas trade.

Send for Free Sample

TONEPEN COMPANY

219 Center Street New York City

162

THE TALKING MACHINE WORLD

NoVEMBEE IS, 1921

A LIVE COLUMBIA DEALER

Columbia Representative in Montreal Has Built
Up a Splendid Business From a Small Be-
ginning by Progressive Sales Methods

MoNtEEAL, Can., November 8. — V. Sgroi, one of
the most progressive Columbia dealers in Can-
ada, started liis business about ten years ago
with a capital of $50 and to-day is carrying
stock worth practically $25,000. He is an exclu-
sive Columbia dealer and, besides handling his
main line,' Columbia Grafonolas and records, he
keeps pianos and all musical instruments.

The one outstanding feature of this sensa-
tional rise has been due to good credit arrange-

VELVET COVERED TURNTABLES

ADD TO THE QUALITY OF MACHINES

A.W.B.

VELVETS

THE BEST TALKING MACHINES ARE EQUIPPED WITH

A. W. B. BOULEVARD VELVETS

GRAND PRIZE-GOLD MEDAL, ST. LOUIS EXHIBITION

WRITE FOR SAMPLES AND PRICES

A. WIMPFHEIMER & BRO., Inc.
450-460 Fourth Avenue, New York

ESTABLISHED 1845

laboratory and this visit was instrumental in
giving Mr. Sgroi a detper insight into his rec-
ord business.

Headquarters of V. Sgroi, Montreal, Canada

ment. Mr. Sgroi claims that he has never had
any bad credits, owing to his system of refus-
ing small payment customers. Annually, thou-
sands of dollars are spent in advertising in news-
papers, theatre programs, motion picture screens
and theatre curtains.

On a square near his store there is a public
meeting once or twice a week, during which
moving pictures are shown. Being progressive,
he takes advantage of this opportunity and dis-
tributes Columbia faub and, in addition, has his
advertisement thrown on the screen during the
performance.

Assisting Mr. Sgroi is Mr. Leboeuf, who takes
care of all foreign records. While on his honey-
moon last June Mr. Sgroi visited the Columbia

AKRON DEALERS LAUNCH CAMPAIGN

Going After Holiday Business in Vigorous Way
— Good Reports From Entire Trade

Akron, O., November 8. — With the opening of
Winter Akron music dealers have launched an
intensive campaign for the revival of business,
the majority of the trade here feeling that the
time has come for marked activity in the sales
of talking machines and records, after the last
two months, which have been a most backward
season as far as actual sales are concerned.

An optimistic tone is given to the conditions
in the talking machine market here, due to the
general activity that has been apparent since
the closing week of October. This is reflected in
trade reports at the various rubber factories and

The KENT MASTER ADAPTER

plays ALL RECORDS at their best
on the

EDISON DISC PHONOGRAPH

Write for particulars concerning this, the best
known and largest seller of its kind in the market.
Attractive prices and terms will be quoted you.

F. C. KENT CO. :: Specialty Manufacturers

IRVINGTON, N. J.

whose phonograph accessories "win their way by their play"

Factory
Representative ;

LomS A. SCHWARZ. IMC.

1265 Broadway
New York City

at the Chamber of Commerce, which show that
the "turn'" has finally come in the business world
and that prospects are bright for the Winter.

Miss Helen Baer, head of the talking ma-
chine department at the store of the M. O'Neil
Co., says that since the removal of the Victrola
department to the third floor the record booth
arrangements make it possible for the customer
tu purchase records without any delay. She
says there is a better tone in business and is
planning an extensive advertising campaign to
urge the trade to buy talking machines for
Christmas presents on the easy-payment plan.

Business with the Kratz Piano Co., 29 South
Howard street, is looking up, according to the
proprietor of the store, this week. He says that
talking machines have been moving well and
records made a gain during October.

Using' liberal newspaper space the A. B. Smith
Piano Co. the past two weeks has been making
every effort to stimulate its talking machine busi-
ness, and, according to Advertising Manager C.
R. Miller, the firm is doing a better business with
the Sonora, as well as in records.

Earl B. Poling, whose new Victor store at Mill
and Howard streets is one of the most attrac-
tive in the city, reports a decided improvement
in business, with a call for higher-priced talk-
ing machines. "Say It With Music," from Irv-
ing Berlin's "Music Box Revue," a late Victor
record, was made a leader for November by the
initiative of Mr. Poling, who devoted one entire
window to a display exploiting its sale.

LOUIS BUEHN CO.'S MODEL SHOP

Philadelphia, Pa., November 7. — The Louis
Buehn Co. has established a miniature Model
Shop of its own at the rear of the first floor of
its warerooms, where everything Victor is dis-
played to good advantage. Dealers are shown
how to keep their racks, their counters and deco-
rate their stores. The Buehn Co. has enjoyed a
good business all through October and the senior
member of the firm believes that the biggest part
of the business slump is over. The Buehn Co. is
carrying a big stock of records and a large
supply of machines, although it is still short on
certain of the popular styles. Among the re-
cent visitors was M. F. Elliot, representing the
Kline-Eppeheimer Co., of Reading, Pa.

Karl William Pandorf has opened a new
music shop at 3949 Spring Grove avenue, Cin-
cinnati, O., and has installed a very substantial
stock of all kinds of musical eoods.

THE TALKING MACHINE WORLD

163

® Scotford Model I Reproducer on Victor and Columbia

Plays Only Hill-and-Dale Records, hut Plays Them at Their Best
Scotford Model I Reproducer 1 -V for Victor — Sample Prepaid to Dealer
$3.85 Nickel; $4.75 Gold — Retails $6.00 and $7.50
Scotford Model I Reproducer with 1-C Columbia Connection — Prepaid
to Dealer, Nickel $4.25; Gold $5.50 — Retails $6.75 and $8.75

Quantity Prices on CApplication

^©©©©®@©
©
©
©

Superior Specialties for Phonographs

BARNHART BROTHERS & SPINDLER

Monroe and Throop Streets CHICAGO
i©®©©®©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©©@©©©©©©©©©©©©©©©©©©©©©©©©

November 15, 1921

EDISON SALESMANSHIP SCHOOL

Two Thousand Members of Edison Distributing
System to Take Course Which Starts January
— Many Invitations for Wm. Maxwell

According to present reports, not less than
two thousand members of the Edison distribut-
ing system will take the School of Salesmanship
course which is to be conducted by Thomas A.
Edison, Inc., in some twenty of the largest cities
throughout the United States and Canada.

The school is scheduled to start the latter part
of January and in the meantime is provoking
much interest from other fields. Inquiries are
coming now almost daily to the Edison Co. and
its officials for data, advice and suggestions re-
garding how a similar School of Salesmanship
can be introduced into other fields. William
Maxwell, first vice-president of Thos. A. Edison,
Inc., who is looked upon as the founder of the
School of Salesmanship idea, as well as a na-
tional leader in the art of salesmanship, is being
virtually besieged with invitations to speak on
the subject of salesmanship before universities,
industrial gatherings, chambers of commerce,
business men's clubs, advertising clubs, manu-
facturers" associations, etc.

DEATH OF RICHARD PARR

Former Head of Parr Mfg. Corp. Passes
Away in New Jersey

Richard Parr, formerly head of the Parr Mfg.
Corp., manufacturer of the "magnetic sound
box," died late last week at the home of his
brother in New York City. Mr. Parr, besides
his late activities in the talking machine in-
dustry, was well known in Government circles.
For many years he was a member of the staff
of the Custom House, New York City, and his
activities in behalf of the Treasury Department
in unearthing frauds achieved national promi-
nence, particularly in 1907, when he was re-
sponsible for the exposure of the sugar trust
frauds.

AN EFFECT1VE_PIJBLICITY STUNT

Wireless Concerts in Crowell-Gifford Store Re-
sult in Sales and Free Publicity

Port Arthur, Tex., November 3.— Several clever
business-getting schemes which have been put in
effect by G. S. Moody, manager of the Victrola
department of the Crowell-Gifford store, have
resulted in a great deal of free publicity as well
as a substantial increase in business. One plan
consisted of locating a wireless apparatus and
aerial about four blocks from the store and a
receiving apparatus in the establishment. A con-
cert was staged every evening in the store, the
records, of course, being played where the send-
ing apparatus was located. The store was filled
to capacity at each of these concerts and news-
papers in surrounding towns within a radius of
200 miles commented on the event.

CUSHMAN WITH REGAL RECORD CO.

Arthur H. Cushman, who is one of the best
known record sales executives in the country,
has joined the sales division of the Regal Rec-
ord Co., New York, and is doing splendid work
in his new position.

MUSIC TRADE LISTS

19,183 Piano, Phonograph and Music Merchandise
Dealers. List shows Piano Dealers, exclusive
Phonograph Dealers and Furniture Stores that han-
dle Musical Goods.

285 Piano and Player-piano Manufacturers.
422 Phonograph Manufacturers.
197 Phonograph Cabinet Manufacturers.
446 Phonographs, Parts and Supplies (Wholesale
and Jobbers.)

1,051 Sheet Music Dealers (Wholesale and Retail),
large firms only.

Write for prices. R. L. Polk & Co., Room 990,
540 South Clark St., Chicago, 111.

TAX RELIEF PLEASES PITTSBURGH

Standard Talking Machine Co. Praised for Ef-
forts— Geo. Schuetz Appointed Manager of
Sterling Roll & Record Co.

Pittsburgh, Pa., November 7. — Keen satisfaction
v/as expressed by Pittsburgh talking machine
dealers over the action of the United States Sen-
ate in repealing the tax of 5 per cent on talking
machines and other musical instruments. The
Standard Talking Machine Co. did effective work
in arousing tiie Pittsburgh dealers as well as the
other clients of the Standard Co. in having them
write to their Senators asking them to vote in
favor of the tax repeal.

George Schuetz has been assigned to the man-
agership of the Pittsburgh offices of the Sterling
Roll & Record Co. by F. F. Dawson, president
of the company, in a circular issued to the trade.
Mr. Schuetz, who is well known in talking ma-
chine circles, having been connected with the
Indianapolis office of the Columbia Graphophone
Co., takes the place here of Ben L. Brown, who
is now local manager at the Cincinnati offices of
the Sterling Co. The company handles the Okeh
records and Cardinal phonographs.

A. A. Buehn, treasurer of the Buehn Phono-
graph Co., Edison distributor, attended an Edi-
son tone test recital at Washington, Pa., under

the auspices of the G. W. P. Jones Music Co.
I'he Fleming Sisters and Hardy Williamson were
the performers and did effective work, and came
in for a generous share of the applause from the
large and interested audience.

Mr. Buehn stated that all indications pointed
to a very satisfactory Fall and Winter season
in the Edison line. In the sales contest that is
being promoted by the company, which will
close on December 31, D. D. Lynn, a salesman
in the Edison Shop of W. F. Rossman at Frank-
lin, Pa., is in the lead at present. The winners
in each of the districts will be awarded a free
scholarship with all expenses paid at the Edison
School of Salesmanship.

• NEW JERSEY RETAILERS ELECT

S. Semels Elected to Head Victor Dealers' As-
sociation for the Year

The Victor Retailers of New Jersey, an organ-
ization which has been quite active in recent
months, announces that, owing to the resigna-
tion of R. H. Veale, its president, and F. M.
Palmatier, its treasurer, the following new of-
ficers were elected at the last meeting: S. Semels,
president; James McGarry, treasurer; Albert
Galuchie, vice-president; Clark M. Price, finan-
cial secretary; H. A. Glasser, secretary.

And Here's AnotherBook
You Ought to Hare

Our catalog isn't complete,
though, without another
book — our Confidential
Trade Price List. There
you will find the wholesale
cost to you of the mer-
chandise listed in the cata-
log. And quoting, as It
does, the new, low, 1921
Pall prices, it's a mighty
Interesting book for every
retailer of Musical Mer-
chandise. Even if you don't
buy from us, you should
have this book, if only as
a guide in your buying.

If You Sell Musical Instruments
You Need This Book

And more than that, it will sell goods for you!

Leave it on the counter for your customers to look over.
Perfectly safe ! There isn't a wholesale price in the book —
retail prices only. And with your name and address in the
shield on the cover, it's YOUR catalog and YOUR mer-
chandise that the customer sees.

Write today on your own letter head for these two books. We are
glad to send them (.FREE, of course) to any Music Dealer

THE FRED GRETSCH MFG. CO.

Musical Instrument Makers Since 1883
60 BROADWAY BROOKLYN, N. Y.

164

THE TALKING MACHINE WORLD

November 15, 1921

DEALERS PUSH "DAILY DOZEN'

New York and Brooklyn Talking Machine Deal-
ers Feature "Health Builder" Records — Noted
Dealers Making Extensive Campaigns

Talking machine dealers in New York and
Brooklyn are featuring WaUer Camp's "Health
Builder" records, prepared and distributed by the
Health Builders, with headquarters at 334 Fifth
avenue, New York. Mr. Camp's exercises,
known as the "Daily Dozen," which have been
set to specially selected music on five large dou-
ble-disc records, are finding favor with dealers
and the public alike. The records are contained

Davega's Health Builders Window

in an album, together with twelve charts, show-
ing the movement to make at each command.
The charts contain more than sixty photographs,
illustrating each movement, and a booklet of
instruction.

Robert B. Wheelan, president of the company,
announces that in the metropolitan district alone
some of the best-known retailers are finding this
course very popular with their customers, among
them being the five stores operated by the S. B.
Davega Co., Wanamaker's and Bamberger's of
Newark, N. J.

In Wanamaker's the various employes of the
talking machine department have gone through
the exercises described in the course each morn-
ing before the opening of the store and it has

REPAIRS

We have a specially equipped repair shop and efficient mechanics to make all kinds
of repairs on talking machines of every type. When sending repair work parcel
post it is most important that a label be attached, with full instructions concerning
same, and, unless special work is required, it will be returned within 48 hours after
receipt of same.

"WE GUARANTEE SATISFACTION."
Send us your repair work by parcel post or express and get results.

Yours for service, THE PERIOD PHONOGRAPH SHOP

303 WEST 127th STREET
NEW YORK CITY

P.S. — We also have on hand Parts and Supplies for All Makes of Machines.

been found that practically the entire department
is there promptly at 8.45 in order to secure for
themselves the benefits and pleasures derived
from these exercises.

A similar condition was experienced recently
in the large department store of Lord & Taylor,
where a representative of Health Builders, Inc.,
presented the exercises to 500 employes of that
large organization. The exercises were given to
classes of 100 at a time.

All five stores of the S. B. Davega Co. have
featured the Health Builders' course in an ad-
mirable way. Advertising space in the metro-
politan dailies has been devoted to this subject
and window displays and store demonstrations
have done much to bring the course to the at-
tention of the large number of people served by
these stores. In the various window displays,
one of which is depicted herewith, large cut-
outs of men going through the exercises have
been used which are almost lifelike. The S. B.
Davega Co. has also sent out, through the mail-
ing list, thousands of circulars on the subject
and has offered free sample records.

W. H. Bishop, manager of the talking ma-
chine department of Frederick Loeser & Co.'s
store in Brooklyn, is enthusiastic over the "Daily
Dozen" and is preparing to institute a campaign
of advertising and circularizing to bring them to
the attention of Loeser customers.

R. B. Wheelan reports that this course is now
being sold in every part of the country and also
that large numbers of school teachers have
bought this course not only for their personal
use, but for use in the classroom as well.

MME. QALLI=CURCI SCORES

Mme. Galli-Curci, the well-known prima
donna, who is a member of both the Chicago
and Metropolitan Opera Co., and who makes
records exclusively for the Victor Talking Ma-
chine Co., made her first appearance of the
present concert season at Chicago on Sunday
afternoon, October 23, at the Auditorium. This
event is of special interest when one recalls
that it was on this same stage, five years ago,
that GaUi-Curci made her famous debut, receiv-
ing one of the most spontaneous, sensational
ovations of musical history.

The great diva has since made from twelve
to fifteen appearances in Chicago each year, to
houses sold out in advance. This year, like in
previous years, the advance sale consumed the
entire tickets on sale and packed the house to
such a capacity that even the huge, stage was
entirely occupied, six hundred people being
seated on it. Mme. Galli-Curci's concert appear-
ances are under the management of Evans &
Salter, Fifth avenue. New York City.

These German Records in Greatest Demand!

Extensively Advertised in Leading German Newspapers

Dealers—Supply This Demand!

Grasp this opportunity NOW — for
greater Prof its — Certain exclusive
territories still available.

These records 'comprise the' Catalogs _of ^Germany's
leading phonograph factories — also°complete catalogs
of Turk, Greek,^Arab,5_Syrian and^Spanish records.

■OS US

November 15, 1921

THE TALKING MACHINE WORLD

165

ELECTRIC DISPLAY
r.^ SERVICE

Victor Records

THIS SERVICE WAS STARTED SEPTEMBER FIRST WITH
THE CO-OPERATION OF THE WHOLESALE
VICTOR DISTRIBUTORS

A LARGE NUMBER OF DEALERS HAVE ALREADY PROFITED BY ITS USE IN
AN INCREASED SALE OF RECORDS. THE REASON IT SELLS RECORDS IS
SIMPLE AND LOGICAL: — There is a wave of colored light passing over the face of the
display. The MOTION ATTRACTS the EYE. The appeal of the novel, artistic front is
sufficient to register on the mind the suggestion to purchase, and it does this at the opportune time
when the records are immediately available, for the display is intended for use in the daytime and
attracts just as much attention during business hours as at night. Many records are purchased on
the impulse of the moment; for this reason you make DIRECT SALES that you would not
otherwise obtain.

The display is only 13j4xl9j4, but attracts more attention than an ordinary sign twice its size. It does not occupy any
window space, as its proper place is in the rear of the window on a pedestal above the goods on display. It can be
kept in constant use, as there are four new fronts each month. It does not grow monotonous; on the contrary, your
customers get in the habit of glancing at it to find out WHAT'S NEW IN RECORDS.

WE FURNISH YOU THE ELECTRIC DISPLAY WITHOUT CHARGE

THE SERVICE CONSISTS OF FOUR ARTISTIC, HAND-COLORED PANELS EACH MONTH AT THE
VERY LOW PRICE OF $6.00 FOR THE SET. THE TOTAL COST FOR BOTH THE SERVICE AND
ELECTRICITY (using the display 12 hours a day) IS 30 CENTS OR LESS THAN THE PROFIT ON ONE 85-
CENT RECORD.

THE DISPLAY MUST BE SEEN TO BE APPRECIATED, AND WE SUGGEST THAT YOU ORDER NOW
FOR SERVICE STARTING DECEMBER FIRST AND HAVE THE DISPLAY FOR USE DURING THE
HOLIDAY SEASON.

SEND YOUR ORDER THROUGH YOUR VICTOR JOBBER AND WE WILL FORWARD THE OUTFIT
AT ONCE, AND IF IT IS NOT ENTIRELY UP TO YOUR EXPECTATIONS YOU CAN RETURN BY
EXPRESS AT OUR EXPENSE.

"DA-LITE" ELECTRIC DISPLAY COMPANY

114 NORTH ERIE STREET TOLEDO, OHIO

166

THE TALKING MACHINE WORLD

No\'EMBER IS, 1921

TONEPEN NEEDLES FOR RADIO WORK

Tonepen Co. Pleased With Reception Accorded
This Product — Arranges Attractive Window
and Counter Display Cards, — Output Is In-
creasing and Company Is Enthusiastic

The Tonepen Co., New York manufacturer
of the new Tonepen needle, which has now been
distributed to the trade for some time, reports
that talking machine dealers are meeting with
much success in retailing this needle and that
phonograph owners are much pleased with the
results obtained.

The officials of the company are very much
pleased with the reception the needle has been
accorded so far from dealers everywhere. Re-
cently the company received a very flattering
letter from the American Radio League, Inc.,
which, after experiments, states that "the Tone-
pen needle produced a clearer and better tone than
many others which were tried out." As the send-
ing of phonograph music by radio requires a
very clear and more intensive tone, the officials

SPECIAL !

Mother Goose Book

A beautifully illustrated book with two
unbreakable six-inch records which the
kiddies will love and cannot destroy.
Every child will want to play them over
and over again.

Santa ClauB Book

LIST PRICE 50c

SPECIAL DEALER'S DISCOUNT

Let us help you make your accessories
business build up big profits for you
this Fall.

Write for our new 100 page catalogue

THE CABINET and
ACCESSORIES COMPANY

Otto Goldsmith, Pres.

14C E. 34th St. NEW YORK

of the Tonepen Co. are very much pleased at the
results the Tonepen has achieved in these experi-
ments. The Radio League is enthusiastic to the
extent that it is recommending the use of the
Tonepen to its several thousand members in all
parts of the country.

Dealers who handle the Tonepen needles are
being furnished with very attractive counter and
window display cards by the company that make
a very striking sales appeal to the talking ma-
chine owner. One of these is in the form of a
counter display stand done in black and red,
showing a cut of the needle in playing position
on the record with an original and specially
constructed compartment where a stock of
needles can be kept. This compartment is so
made that it can be opened and closed by the
sales person and still be out of reach and sight
of the customer.

Sales of Tonepen needles are every day show-
ing a gratifying increase and officials of the com-
pany are very enthusiastic about its future, as
all indications point to a country-wide distribu-
tion.

In last month's World it was incorrectly stated
that the Tonepen needle was originally invented
by William Dubilier instead of one of his asso-
ciates, William S. Mountford, who holds the
patents for same. Mr. Mountford conducted his
experiments at the Center street factory and Mr.
Dubilier became interested through the fact
that this new needle was the product of engineer-
ing and scientific principles of sound-producing
and high frequency oscillations and vibrations,
and, with Mr. Mountford, perfected the needle to
its present form.

FRED GRETSCH GOES TO EUROPE

Will Visit Musical Instrument Centers on the
Continent During Six Weeks' Stay

Fred Gretsch, president of the Fred Gretsch
.ilfg. Co., manufacturers and wholesalers of
musical merchandise, 90 Broadway, Brooklyn,
Y., sailed last month on the S. S. "Aquitania"
for London. He will be gone six weeks and
expects to visit the principal musical instrument
centers of Europe in the interests of his firm.
Mr. Gretsch, who is also president of the Na-
tional Musical Alerchandise Association, will
make a careful study of the European situation,
especially in its bearing to the proposed Ameri-
can Valuation Clause of the tariff bill now be-
fore Congress.

EDISON SLOGAN CONTESTANTS

Orange, N. J., November 9. — It has been impos-
sible as yet to announce the prize-winners of the
national contest which has been carried on by
Thomas A. Edison, Inc., for a slogan for the
New Edison. In all, about three-quarters of a
million suggestions were entered in this contest,
and this number is so large that in order to do
justice to each individual entry it has been neces-
sary to take a longer time than was expected
before the slogan can be selected.

ANALYZING THE RETAIL FIELD

Ernst & Ernst, the well-known specialists in
organization and systematization work, are now
sending out a large number of detailed ques-
tionnaires to retailers in various fields, and upon
the results of these questionnaires this company
will base a report upon the expenses of con-
ducting a retail store along such lines as the
correct number of sales people to employ,
proper salaries for selling and non-selling mem-
bers of the organization, the ratio between the
number of selling employes and non-selling em-
ployes, the percentage of costs, the credit de-
partment, and the volumes of departments as
compared with the whole volume.

Story & Clark have purchased the Victor stock
of the Musical Record Co., of Los Angeles, Cal.,
and are now Victor dealers in their new build-
ing on Broadwa}^ between Eighth and Ninth
streets.

SONG AND GIFT SHOP OPENS

Jerome H. Remick & Co. Open Fine New Music
Establishment in Chicago — Handle Columbia
Machines and Records Exclusively

Chicago, III., November 7. — The Song and Gift
Shop, 240 South State street, this city, is the
name of the latest addition to local Grafonola
shops here. The establishment, which was
opened by Jerome H. Remick & Co., music pub-
lishers, is splendidly decorated and is the equal
in appearance of any store in that section of
the city.

A large crowd, including representatives from
talking machine concerns, music publishers and
music houses, enjoyed an excellent program by
Columbia artists. Carl West, formerly in charge
of the company's store in Toronto, Canada, has
been placed in charge of the local establish-
ment.

Why not get the business of the thousands
before the millions are approached.

Merchandise For Your

HOLIDAY TRADE

DURRO

The Choice of Artists Everywhere

Phonograph Dealers: —

^Make your place the center for all
musical merchandise sold in ryQur
neighborhood.

Extend your lines to include

DURRO VIOLINS. BOWS, STRINGS. ETC.

LESTER & SALANTI accordeons.

ABBOTT BAND INSTRUMENTS.

ABBOTT SAXOPHONES.

DUSS BAND HARMONICAS.

(•BANJOS

S. S. STEWART S^'JlIIIs

(maNDOUNS, ETC.

And our popular lines of acces-
sories.

^They are most celebrated brand.
' 'They are quick sellers and yield
liberal profits.

They mean no addition to over-
head.

They make fine displays and draw
repeating customers to your store.
Give your trade what they want.

WHY WAIT
And let business go by your place?

Write to-day for complete No. 112 catalog

Buegeleisen & Jacobson

Ills 5-7-9 Union Square
New York

November 15, 1921

THE TALKING MACHINE WORLD

167

' poSTMAST£ff:ff£TU///fPOSrACfeMffMr£FO - AFTf/l SBjiyS g£rUM TO

These Trade Marks are YOUR PROTECTION.

We do not Copy or Infringe,
but Invent and Originate.

Always YOUR GUARANTEE OF QUALITY,
PRICE AND SATISFACTION.

OGDEN'S ORIGINAL "STANDS"

Announcing New Model No. 50 K. D,

For New Model Victrola No. 50 Portable which
makes this "Vacation" Model an All-Year-Round
Proposition and a Big Holiday Seller.

Dealer's Price $6.50
Retail Price . 10.00

Finishes
Mahogany
Quar. Oak

(3 Finishes)

TO MATCH

The No. 50 Victrola

STAND KO
' MADE PORTABLE
UN SMINUTES-AUD
JiltAA RECORD CARRlEfL

No. 50 **Set Up" and "Knock Down"

Wire or write for Samples
today and list of Jobbers
who had Stock shipments
Nov. 5th.

Ships K. D.— Weight, 12 lbs. each in-
dividual Carton. Delivered Freight
Paid in 1-Dozen Lots.

Ogden's You-Nit Stands Display the
No. 50 so it "Sells" and makes a Home
Outfit for Victrola and Records. It is
also a K. D. Portable Stand and Record
Carrier for the Camp. Correctly De-
signed in Harmony with, and matches,
the High Quality Victrola in Material
and Finish. Genuine Select Mahogany
and Quar. Oak and is Unconditionally
Guaranteed to each Purchaser.

Service Tables and Display Stands

SERVICE TABLES

Every Booth needs
a Table as a Service
Convenience for the
Sale and Selection
of Records and Dis-
playing Catalogues,
etc., etc.

Display Stands Sell
with the Small Ma-
chine at a profit to
the Dealer and
Satisfaction to the
Customer. They
"Boost" your Rec-
ord Sales because
they create new cus-
tomers.

Packed 2 in a Mailins
Case (Knock Down), de-
livered by frt., ex. or P.P.
at • isniali cost. Order
samples direct and we
will charge to your
Jobber.

KnocK DowN
Display Stands

Are Patented

Enamels, Oak & Mahogany Finishes $4.75

DISPLAY STANDS

Retails $5.00 or $6.00
Retails $6.00 or $7.00
Retails $7.00 or $8.00

Solid Quar. Oak Net $3.60
Mahogany Finish Net $3.85
Solid Mahogany Net $4.25
Utility Detachable Top .90

Mail them back the minute you see them if you are
not pleased and the postage will be refunded. This
is our GUARANTEE. Low price— High quality.

Victrola and Stand ready for business

Prices Reduced

To Pre-war Basis
(Effective November 20)

Patented Record Cabinets designed for
Efficiency and Service are Guaranteed
to fit your requirements.

AVISIBLE METHOD
OF INDEXING RECORDS

VISIBLE TAB INDEXES extend in
front of the Record with all numbers
Visible and is an immediate Reference
to every Record in Stock. They are
adapted to Reference Labels or hand
lettering.

10" and 12" Sizes, $14.00 per M.

Ogden Sectional Cabinet Co.

INCORPORATED

LYNCHBURG, VA.

168

THE TALKING MACHINE WORLD

November 15, 1921

Frank Crumit, now playing in Tangerine, simply
stops the show" when he sings "Sweet Lady," which
he wrote. It's this exclusive Columbia star's newest
hit. "You're Just the Type for a Bungalow" is the
other sure-selling song on A-3475.

Columbia Graphophone Co

NEW YORK

THE BUSINESS PENDULUM SWINGS UPWARD IN PORTLAND

Dealers Ordering Their Requirements Confident of a Good Volume of Holiday Business — Trade
as a Whole in Optimistic Mood — Review of the Situation Shows Much Activity

Portland, Ore., November 4. — There is no doubt
that general financial conditions are improving
and a better feeling prevails that the business
pendulum has now started to swing upward and
Portland music dealers feel that they are defi-
nitely headed toward a healthy revival of busi-
ness.

With this better feeling prevailing merchants
are ordering their actual requirements with more
confidence and the hand-to-mouth system of
buying has ceased.

"Five Days of Free Music," as advertised ex-
tensively in the Portland newspapers by the Co-
lumbia Graphophone Co., is a huge success and
all the dealers co-operating with the com-
pany report a big increase in their sales since
the beginning of the extensive advertising cam-
paign. Wm. H. Lawton, Northwest general
manager, spent some time in Portland working
up the interest of the various Columbia dealers,
and Robert Porter, assistant sales manager, of
New York, spent a week with him. Mr. Porter
says all dealers in Oregon, Washington, Idaho,
Montana and California that he visited were
most enthusiastic over the drive and dealers
all over the country are reporting increased
sales.

E. B. Hyatt, of the Hyatt Machine Co., re-
ports business exceptionally good for October,

with all of the fifteen demonstration rooms kept
busy most of the time.

Mr. Hyatt entertained his whole force at the
recent dinner given by the Oregon Music Deal-
ers' Association. A shipment of thirty-four Vic-
trolas of the cabinet type has just been received
by the company and these machines are being
sold almost as fast as they can be unpacked.

W. A. Bartlett, of the Hyatt Co., says he sold
two Edison Chippendales the day after the Edi-
son tone-test concert, which was under the
auspices of the Reed-French Piano Co.

The monthly meeting of the Oregon Music
Dealers' Association was held October 18 at the
Hotel Imperial. Fifty-eight members were pres-
ent and after dinner a most interesting and in-
structive talk was given on "Sales and Serv-
ice" by George Wessells. Mr. Wessells is wide-
ly known for his practical talks along trade lines
and was for several years instructor in the sales
department of the Los Angeles public schools.

Clyde Freeman, manager of the Remick Song
and Gift Shop, which is also exclusive Columbia
dealer, reports the sale of more machines dur-
ing October than for the past four previous
months combined.

Paul B. Norris, manager of the Wiley B. Allen
talking machine department, reports business
belter the past month than for many previous

An American Walnut art cabinet. Equipped with automatic
stop and all other Cheney ieatures. Plays all records, d; "7 C
An exceptional purchase at ip^JvJ

We offer the maximum
of service to Cheney deal-
ers in the following terri-
tory—

— Connecticut

(Western)

— New York

(Metropolitan District)

— New Jersey
— Pennsylvania

(Eastern)

— Delaweu'e
— Mciryland

(Eastern)

— Dist. of Columbia

We have an interesting proposition. Write for details to-day

CHENEY SALES CORPORATION

G. DUNBAR SHEWELL, President

Philadelphia Office

1105 Chestnut Street

New York Office

1107 Broadway

months. A Victrola was purchased out of the
nurses' fund by the sisters of the Vancouver
Hospital, and a big order of records accompanied
the mstruments to the hospital. The sisters de-
clare music tlie very best remedy for both pa-
tients and nurses and told Mr. Norris that the
Victrola will fill a long-felt want.

Elmer Hunt, wholesale manager of Sherman,
Llay & Co., reports a big increase of business all
over his district. At the present time he is
busily engaged arranging his stock in his com-
modious new quarters on Glisen street

The Foley-Maegly Music Co. is retiring from
business and is having a removal sale, reducing
all goods with the exception of Victrolas and
Victor records. Mr. Foley has been in busi-
ness since 1918. An extension of the lease of
the building occupied by the Foley-Maegly Co
was refused, as the building is to be wrecked'
Suitable locations are hard to find, so Mr. Foley
decided to retire and will go into the wholesale
piano business with M. C. Koester, Western
representative of the Smith, Barnes & Strohber
Piano Co.

Carl Jones, of the Columbia Co., reports the
installing of three new agencies— the Sabin Drug
Co., of Grants Pass, Ore.; the East Side Phar-
macy, of Ashland, Ore., and the Washougal
Pharmacy, of Washougal, Wash.

The appearance of Theo Karle, American
tenor, in concert at the public auditorium in Oc-
tober occasioned a great deal of advertising by
Brunswick record dealers, for which Mr. Karle
sings exclusively. Mr. Davis, of the wholesale
department of the Brunswick-Balke-Collender
Co., called with Mr. Karie on several of the
dealers during the latter's stay in Portland. "Ah!
Moon of My Delight" was delightfully sung by
Mr. Karie at the concert and many calls for
this and other records have been requested by
admirers of Mr. Karle's voice.

Cyrena Van Gordon, exclusive Columbia
artist, who appeared in a concert at the Munici-
pal Auditorium October 24, proved very popular
and the large audience which heard her de-
manded many encores. All Columbia record
shops report a good demand for her records
since her appearance.

A. M. Wrayton, sales manager of the phono-
graph department of the Bush & Lane Piano
Co., welcomed with open arms the carload of
Bush & Lane phonographs which arrived the
first of the month.

Increased business in the Columbia Grafonola
department of the McDougall Music Co.'s store
has necessitated additional help and Miss Vivian
Dunkle has been added to the staff to assist
C. H. Williams, the manager.

Victrolas for ocean voyages are gaining in
favor and no ship that leaves the port of Port-
land considers itself complete without a Vic-
trola and all the latest records. F. D. Addis,
manager of the Victrola department of the Sher-
man, Clay & Co. store, installed a Victrola IX
on the Dutch steamer "Tjikembang," with Vic-
tor records ranging from Red Seal to the jazziest
of jazz. C. L. Neilson, who recently joined
force with Sherman, Clay & Co., has installed

November 15, 1921

THE TALKING MACHINE WORLD

169

the same model on the ship "Portsaid Maru,"
bound for Japan.

The Jennings furniture store is closing out
its general stock of phonographs and will be
an exclusive Columbia dealer.

Soules Bros., of Tenth street, who carry the
Brunswick, Actuelle, Starr, Valuphone and Burn-
ham phonographs, report a large increase in
sales of machines over previous months and ex-
pect a lively Winter trade.

C. A. Alphonse, of the Hyatt Talking Machine
Co., is a hard worker and is always being picked
to serve on committees. During the past week
he was appointed to serve on the band com-
mittee in connection with Portland's Music
Week and has been named chairman of the en-
tertainment committee of the Oregon Music
Dealers' Association.

Jack Dundore, son of J. H. Dundore, of Sher-
man, Clay & Co., who was in the Victrola de-
partment of the local store, has been transferred
to the Tacoma store, to take the management
of the Victrola department.

C. L. Neilson, formerly of the John Elliott
Clarke Music Co., of Salt Lake City, is a new-
addition to the Victrola department of the Sher-
man, Clay store.

The Red Seal record that is proving most
popular at the present time is "Finlandia,"
played by the Philadelphia Symphony Orches-
tra, says Leita Hayes, manager of the G. F.
Johnson Piano Co.'s record department. Two
songs that have also taken well are "The Want
of You," by Edward Johnson, and the "Mother
Goose Songs," by Mme. Homer.

Between three and four thousand people
attended the three performances of the Tippy
Toe Babble Book party, given at the auditorium
of the Meier & Frank store, October 22. The
Mother Goose pantomime and games were given
in costume by seventeen Portland tots, with Miss
.^ary Mahoney as Mother Goose, and the pro-
duction was put on by Beulah H. Grace, of New
York City, who is traveling over the entire coun-
try in the interest of the Bubble Book for the
H. C. Sherwin Co. Miss Grace has been on the
road since last February and has met with won-
derful success everywhere. The performance
was most artistic, the records, "Jennia Jones,"
"Farmer in the Dell," "Lazy Mary," "Mulberry
Bush," "Oats, Peas, Beans" and "London
Bridge" being played on a phonograph and sung
and acted out by the children. The Meier &
Frank Co. has booked only two performances,
but the production proved so popular that an
hour before the afternoon performance was
scheduled to start the auditorium and all avail-
able space was so crowded that they decided to
start early and give two shows.

Miss Helen Clarke, contralto; Joseph Phil-
lips, baritone, and Thomas George, pianist, ap-
peared in an Edison tone-test concert in the
auditorium of the White Temple Tuesday eve-
ning, October 25, under the auspices of the
Pveed-French Piano Co. Music lovers of Port-
land turned out en masse to hear these artists.

J. J. Collins, of the Reed-French Piano Co.,
reports a marked increase of interest in the Edi-

TWO IMPORTANT APPOINTMENTS

Orange, N. J., November 5. — John Stapleton, a
man with considerable experience in the retail
end of the phonograph industry, has recently
been made manager of the Edison Shop in Fifth
avenue, New York City.

Samuel Halsey, who has had an extensive ex-
perience in various divisions of the Edison in-
dustry, has been placed in charge of the whole-
sale business conducted by the Phonograph Cor-
poration of Manhattan. The latter is at present
making his headquarters in Orange, N. J.

MAX WILLINGER IN CHICAGO

Max Willinger, president of the New York
Album & Card Co., New York City and Chi-
cago, manufacturers of "Nyacco" record al-
bums, left for a six weeks' stay at the Chicago
offices of the company. Both the Chicago and
New York offices are vying with each other in
the volume of orders they are securing and it is
keeping Mr. Willinger busy dividing his time
between the two offices.

ORCHESTRAS RECORD FOR EDISON

Two of the dance orchestras to recently re-
cord for Thos. A. Edison, Inc., are the Club de
Vingt Orchestra and Conrad's Orchestra. The
former is well known to New Yorkers and has
won great popularity both with those who at-
tend the Club de Vingt and the Hotel Vander-
bilt. Conrad's Orchestra enjoys a similar popu-
larity with the fashionable Newport set at the
Casino in that city. Several new records have
recently been released by both of these or-
chestras.

CHANGES AT THE AEOLIAN PLANT

Hugh L. Thompson, who has been in charge
of the Aeolian Co.'s record plant at Meriden,
Conn., has been promoted to the position of
research expert in connection with records. Ed-
win W. Carruth, superintendent of the local
factory, will also supervise the record plant.

Persistence and the gift of gab may sell some
goods, but courtesy makes steady customers.

son machine since the recital.

WE DO RECORDING

iVhy not record and sell under
your own label ? We engage
talent and make records for
regular releases for commercial
purposes, musicians, corre-
spondence schools, orchestras,
clubs, or private individuals.
Recording for any purpose.
Send for rates.

Phonograph Recording Co.

260 West 42nd Street
New York City

Phone: Bryant 6389

The new and better Phonograph

List Price - - - - $125
Costs the Dealer - - - Ask us !

This is Model 8 — ^the first of the Strand line to be announced. It is the
product of the third largest phonograph cabinet plant in the United States,
with twelve years of high-grade phonograph designing and building behind
it. Let us send you photographs and an outline of just what we offer the
dealer in quality of product, low list, fat discount, and trouble-proof

packing and shipping.

"IT'S THE DEALER'S TURN NOW."

The man who does the selling is entitled ^ ''Better merchandise, lower list^ and

to a real profit. fatter discounts.'*

MANUFACTURERS PHONOGRAPH COMPANY, Inc.
95 MADISON AVE., N. Y. GEORGE W. LYLE, PRESIDENT

170

THE TALKING MACHINE WORLD

November 15, 1921

A^New Song Gem m the Famous "SAM FOX LIBRARY EDITION"
On the recital and concert programs of many well-known artists.
Recorded on

VICTOR RECORD No. 45254

Just Released

Sung by

MERLE ALCOCK

.Go.

EXCELLENT NEW BOOK ON SELLING

"The Science and Art of Selling," by James S.
Knox, Analyzes the Basic Principles of Sales-
manship in a Manner That Is Practical and
Interesting — A Worth-while Treatise

One of the best books published this year on
salesmanship is "The Science and Art of Sell-
ing," by James Samuel Knox, A.M., LL.D. It
is published by the Knox Business Book Co.,
Cleveland, O.

This book, in a most conscientious manner,
covers most completely the subject of its title.
Divided into five parts, it discusses: (1) Funda-
mental Factors in Business; (2) The Basic Prin-
ciples of Salesmanship; (3) Retail Salesmanship;

(4) Efficient and Inefficient Selling Methods, and

(5) Specialty Salesmanship.

In the preface the author touches the keynote
of his most estimable work. Quoting from the
introduction, "Every bit of unnecessary waste
must be eliminated from the handling of goods.
This cannot be done through ignorance, which
means waste and expense that must be paid by
the customer. It must be accomplished by a
careful technical training of every individual who
has anything to do with the handling of the
merchandise — traveling salesmen, clerks and mer-
chants alike. Every untrained salesman, mer-
chant or clerk adds to the high cost of living,
which must be paid by the public."

Through the volume the author explains, with
extreme simplicity, the science of selling, and
thereby points the way to eliminating unneces-
sary waste in the handling of merchandise and
thereby reducing the cost to the ultimate con-
sumer.

In the first part, called "The Fundamental Fac-
tors in Business," the economics of distribution,
trade channels, store management, bookkeeping,
psychology of business, human instinct and the
senses are discussed.

The second division, "Basic Principles of
Salesmanship," to which the greater part of the
book is devoted, covers every angle of the sales-
man's individual problem from the approach to
the closing of a deal.

The third part, dealing with retail salesman-
ship, gives valuable information and suggestions
to salespeople, cites several model selling talks,
and discusses retail selling methods, store train-
ing and managerial problems.

Then comes a discussion on efficient and inefK-
cient selling methods, which is carried out in a
most illuminating way and which proves its

points with several well-known examples and
finally a treatise on the specialty salesman.

Throughout the work there appear a great
number of charts and illustrations which help
the reader to more quickly and accurately visu-
alize the procedure of development, which the
author explains.

The book throughout is arranged most con-
veniently. Divided into parts, as it is, and then
into chapters, and with bold-faced captions used
throughout the pages, the work is admirably
suited for a reference book on selling. The pleas-
ing style of writing which the author employs,
together with the many interesting examples
which he cites, takes the work out of the cut-and-
dried text-book class and makes it both instruc-
tive and entertaining to read.

The volume should be most valuable to sales
managers and salesmen in the music industry, as
its contents pertain so closely to the problems of
the sales force of the music store.

RHINES SHOP OPENS IN CANTON

Canton, O., November 3. — A branch store of the
Massillon, O., Rhines Shop, exclusive Edison
dealer, was opened here last week at Third
street and Cleveland avenue. The new estab-
lishment contains five sound-proof demonstra-
tion booths. H. M. Rutledge. formerly of the
Massillon store, has been made manager of the
local branch. A complete line of Edison phono-
graphs and records is handled and an Edison turn-
table has been installed.

OKEH DISPLAY FOR DECEMBER

The Okeh window display for December pre-
pared by the dealer service division of the Gen-
eral Phonograph Corporation is artistic to a
degree and typifies the Christmas spirit. Dur-
ing the past few weeks quite a number of Okeh
jobbers and dealers have visited the company's
headquarters in New York, and they have

Interesting Window Display for Holiday Month

evinced the keenest interest in the December dis-
play, stating that it will undoubtedly act as a
marked stimulant to the sale of Okeh records
during the Christmas season.

A. H. CURRY CONVALESCING

Orange, N. J., November 10. — A. H. Curry, re-
cently elected vice-president of Thomas A. Edi-
son, Inc., and in charge of phonograph merchan-
dising, returned to Dallas a few weeks ago for
the purpose of looking over his Edison whole-
sale and retail interests in Texas. While there
he contracted appendicitis and was operated on
in Dallas. The operation proved very suc-
cessful and, although Mr. Curry's condition was
very serious at one time, he is rapidly regaining
his old-time strength and vigor. He is expected
back in Orange by the first of December.

A BUSY GRANBY FACTORY

JOBBERS— ATTENTION !

Announcing to the trade that we are now making
arrangements to allot exclusive territories in all
sections of the country to responsible houses for an
internationally known foreign record, for which
there already exists a great demand in this country.

The catalog is a complete one and comprises all
languages, including German, Polish, Bohemian,
Yiddish, Hebrew, Scandinavian, Irish, French and
many others.

Concerns interested in the handling of the leading
foreign records are invited to communicate with
us immediately for further particulars.

Hegeman- Stewart Corporation

338 Washington Street New York, N. Y.

Newport News, Va.. November 7. — The Newport
News Press in a recent article refers to the Granby
factory in this city as being the only factory in
the locality which has been running continuously
full time and overtime during the last few years.
There follows a detailed description of the addi-
tion to the Granby factory which will shortly
be constructed and which was announced some
months ago. This new addition, besides being
an excellent example of a modern factory, will
add considerably to the already large plant in
this city.

EMERY'S MUSIC STORE OPENS

Emery's Music Store is the name of a new
Victor establishment which was formally opened
at Gardner, Mass., recently. A complete line of
Victor products is handled in addition to pianos
and sheet music. Sound-proof demonstration
booths and other conveniences have been con-
structed for the comfort of patrons.

November 15, 1921

THE TALKING MACHINE WORLD

171

OGDEN KNOCK=DOWN STANDS ABRAM DA VEGA ELECTED PRESIDENT JOINS WURLITZER SALES FORCE

Demand for These Specialties Growing Steadily
Throughout the Country

Lynchburg, Va., November 9. — The Ogden Sec-
tional Cabinet Co., of this city, reports that its
line of knock-down stands which was originally
offered to the trade during the Summer months
is meeting with much approval and demand. In
addition' to their use as a suitable stand for table
models of talking machines, they are serving an
excellent purpose as service tables and display
stands for the talking machine wareroora and
booth, for the sale and selection of records and
displaying catalogs, etc. They are equipped, if
desired, with a utility detachable top and come
in a variety of finishes, enameled, oak and ma-
hogany.

The Ogden Sectional Cabinet Co. has a large
woodworking plant in this city and has built up

New Model No. 50 K. D.

an excellent business on the sectional construc-
tion idea. The Ogden sectional record cabinet
for the dealer's use is known from coast to coast
and the service tables and display stands which
it is now producing in addition to its regular
lines are made in the same large plant.

J. B. Ogden, president of the company, reports
that business has improved greatly and that,
judging from the large demand for its products,
1922 will see a continuance of these good condi-
tions.

EXPRESSION VS. IMPRESSION

Expression must equal impression. If you
study you must also create, write, teach, give
out. Otherwise you will become a plaster-of-
Paris cat or a brass monkey. If great joy has
come to you, pass it along, and thus do you
double it. You are the steward of any gift the
gods have given you, and you answer for its
use with your life. Do not obstruct the divine
current. Use your knowledge and use it quickly,
or it will disintegrate and putrefy. — Elbert Hub-
bard.

New Officers of the Knickerbocker Talking Ma-
chine Co. Elected — Joseph Schwetz Becomes
Vice-president of Company — Other Officers

A meeting of the board of directors of the
Knickerbocker Talking Machine Co., Victor
wholesaler. New York City, was held at the
headquarters of the company on October 31.
At this meeting officers were elected for the en-
suing year. Abram Davega, who conducted this
business for many years as vice-president, was
elected president, filling the office made vacant
by the death of his beloved father. Joseph
Schwetz was elected vice-president and Louise
Davega, widow of the deceased former presi-
dent, secretary and treasurer. The directors are
Abram Davega, Louise Davega and Henry
Moses.

Joseph Schwetz, who was made a member of the
firm and elected vice-president, has earned this
honor through many years of conscientious work
and exceptional ability. Mr. Schwetz joined the
organization some nineteen years ago, which was
then operated under the name of I. Davega, Jr.,
Inc., and for many years has been right-hand
man to Mr. Davega in the conduct of the
business. Although a young man, Mr. Schwetz's
experience in the talking machine field even
antedates his connection with the Davega firm.
He has seen it grow from its infancy and reach
its present large proportions. It was fitting and
just that his allegiance and faithfulness be thus
recognized.

INTRODUCE NEW CONSOLE MODEL

Cole & Bunas Introduce "The Olympian" in
Three Styles — Small Goods Activity Grows

Chicago, III., November 10. — The firm of Cole
& Dunas has just brought out a new console
model, which will be known to the trade as the
"Olympian" apartment model. This new instru-
ment conies only in mahogany and ■ retails at
$85. In size it is 33^ inches long, 36 inches high
and 21 inches deep. It is of the period model
type in three styles — Hepplewhite, Italian Ren-
aissance and Queen Anne. In the past few weeks
the small goods business of this house has grown
to a considerable extent. This concern was one
of the first to introduce a complete line of jazz
instruments and drums to the talking machine
dealer. The retail dealer was quick to see the
possibilities of these instruments and other small
goods as quick turnovers. In many instances
tliis proved the salvation of numerous dealers
throughout the country, when the buying public
let up on the purchase of talking machines. The
shipping department of Cole & Dunas for the
past three weeks has been working overtime until
one o'clock on Monday, Wednesday and Satur-
day nights in order to catch up with the shipping
demands of dealers who are putting in complete
lines of jazz stringed instruments.

BOSTON FIRM OBTAINS CHARTER

Boston, Mass., November 9. — A new corporation
formed lately is that of the Federal Talking Ma-
chine Co., to handle talking machines, with a
capital of $25,000. The incorporators are Ralph
Silverman, of Winthrop; David H. Bloom, of
Boston, and George Rosen, of Maiden. Messrs.
Silverman and Rosen are both well known in the
talking machine business and have been asso-
ciated under the name of the Phonograph Sup-
ply Co. of New England.

BUSINESS CHANGE IN BROOKLYN EARL MURDOCK OPENS VICTOR SHOP

M. Scharfstein has retired from the firm of
Sheiman & Scharfstein, talking machine dealers
of 1135 Flatbush avenue, Brooklyn, N. Y., and
the business is now being carried on by Mr.
Sheiman.

John G. Clark, of Holyoke, Mass., has acquired
a part interest in the Victrola and piano business
conducted by J. G. Heidner in that city.

Ironton, O., November 7. — A formal reception

marked the opening here of one of the finest
Victrola establishments in this section of the
vState by Earl Murdock. The store, which is
located at 205 South Third street, is beauti-
fully decorated and a complete line of Victrolas
and Victor records has been installed. Sound-
proof booths and other conveniences make the
establishment complete in every detail.

Herbert A. Brennan, manager of the Victrola
department of the R. Wurlitzer Co. store on
Forty-second street. New York, has just re-
cently added to his staff Terence F. Moran, who
comes in the capacity of assistant. His expe-
rience covers a period of more than twelve years,
all of which were spent in the Victor field. He
was at one time manager of Landay's Forty-
second street store, and later was employed by
the Gram-o-phone Co. of Canada as manager of
its retail store.

GUS NUNNSTIEHL HAS NEW POST

Louisville, Ky., November 7. — Gus Nunnstiehl,
formerly manager of the Columbia and Bruns-
wick departments of Herman Straus & Sons Co.,
of this city, is now associated with the talking
machine sales staff of the Stewart Dry Goods
Co. Mr. Nunnstiehl is an experienced salesman,
having been connected at various times with the
Wurlitzer Co., the L'Harmonie Co. and others
and he comes to his new connection well equip-
ped to make a success of his new enterprise.

CROFT

Bee

Delivery Envelopes

Art Series
New Designs

Now that many of the good old records
are coming, the 60-day service wiU be
more appreciated than ever.

NEW LIST OF RECORDS

Write for Revised Prices

Every 60 Days

A Selected List of Victor Records

We Will Be Pleased lo

Play Any of Them for You

Very attractive proposition
to Jobbers

Order Now for the Holidays

CLEMENT BEECROFT

5546 North 5th Street
PHILADELPHIA

172

THE TALKING MACHINE WORLD

November 15, 1921

'DA=LITE" SERVICE PROVES POPUUR A VISITOR FROM NEW ZEALAND MANDEL PHONOPARTS CO. FORMED

New Display Service for Victor Dealers Meets
With Success — Has Many Distinctive Features

The Da-Lite Electric Display Co., of Toledo,
O., is making rapid headway in establishing
distributing arrangements with Victor whole-
salers throughout the country. This company
manufactures a display service for Victor dealers
that is proving one of the most successful and
popular dealer helps that has been introduced to
the trade in recent years.

A large number of Victor dealers throughout
the country have already arranged to use the
service and all of them state that it is proving
a material factor in stimulating record sales.
The display is unique in many respects, having
a wave of colored light flashed over its face
v.'hich invariabl)' attracts the attention of the
passers-by. It measures only ISyi by 9yi inches,
occupjnng no more space than the average dis-
play sign.

The service consists of four artistic highly col-
ored panels each month, and, according to the
company's figures, the total cost for this service
and electricity is only 30 cents per day. The
Da-Lite Electric Display Co. is leasing its serv-
ice to Victor wholesalers exclusively and the
value of the service is making an effective appeal
to Victor wholesalers generally who are co-
operating with the company in the introduction
of this display service to Victor dealers.

SOUTHERN PACIFIC CUTS RATES

The Southern Pacific Co. has made a drastic
cut in freight rates on many articles, which will
become efi'ective as soon as approved by the
Interstate Commerce Commission, according to
a report emanating from the headquarters of
the company. In some cases the rates have been
cut in half, but the average cut is 20 per cent
in its specific territory.

CABINETS

MODERATE PRICES
IMMEDIATE DELIVERY

Send for circular of our line

Everett Hunter Mfg. Co.

McHENRY, ILL.

E. J. Hyams, of Wellington, Visits a Number of
Prominent Centers in the United States and
Canada — Places Orders for Musical Instru-
ments and Other American Products

Among the prominent visitors to the United
States during the past six weeks was E. J.
ilyams, of E. J. Hyams, Ltd., of Wellington,
New Zealand. Mr. Hyams is the wholesale
representative of the Gramophone Co., Ltd.,
London, and distributes "His Master's Voice"
products to about eighty dealers in that thriving
section of the British Empire. He also han-
dles American player-pianos, which are very
popular in his country, and during his visit he
placed a number of orders for these instruments
to be shipped to a large number of dealers in
New Zealand.

During his stay in the metropolis Mr. Hyams
was a caller at The World office and discussed
conditions in New Zealand most interestingly
and informatively. In addition to talking ma-
chines and pianos Mr. Hyams represents a great
number of other lines — in fact, he has divided his
trading allegiance practically on a fiftj'-fifty basis
between the United States and Great Britain.
From New York Mr. Hyams went to Chicago
and Canada, and on his return to this city he
left for London, England, from which point he
will journey homeward.

Mr. Hyams is a splendid type of business man
— progressive, alert to every new idea. He has
the happy knack of being able to analyze condi-
tions quickly and correctly and to derive con-
clusions that are beneficial to his business and
to those with whom he has intercourse in a com-
mercial way.

Previous to his leaving for London Mr. Hyams
was interviewed by a reporter of the New York
World. This is what he said:

"While you New Yorkers are figuring out your
Winter coal supply. New Zealand is getting
ready for Spring. The first Tuesday in Novem-
ber is celebrated by the great Melbourne Cup
race, which will be attended by about 150,000
people. At Christchurch, New Zealand, the New
Zealand Cup will be run on the same date be-
fore 50,000 racing enthusiasts. It has been said
that Australasia should be named 'Horsetralia'
because of the love of the inhabitants for the
races.

"It is a great part of the world to live in," Mr.
Hyams went on. "The most expensive hotels,
which compare favorably with the best anywhere,
make a rate of $6 a day for a good room with
n;eals, and everything else included, and living
conditions are equally reasonable."

REVNALDS CHRISTMAS CLUB SALES

Pian Stimulates Immediate Sales and Adds Live
Prospects to List — E. W. Guttenberger, Man-
ager, Joins the Artophone Corp.

Mobile, Ala., November 8. — The Reynalds Music
House, \'ictor distributor for this territory, is
conducting a successful campaign for sales dur-
ing the Christmas season through the medium
of Christmas Clubs. The plan, though not new,
is proving extremely successful and possesses a
twofold value. In the first place, customers who
have actually made up their minds to purchase
a Victrola as a Christmas gift are eagerly taking
advantage of the opportunitj^ and, secondly,
m.any inquiries concerning these machines are
being received by the company, which is thus
enabled to add real live prospects to its list for
future consideration. E. W. Guttenberger, for
the past six years manager of the company, has
resigned and is now connected with another con-
cern.

NEW STORE OPENED IN NEW YORK

The Morningside Music Shop opened very at-
tractive quarters this week at the corner of
Eighth avenue and 120th street, New York. It
announces that Victor, Columbia, Sonora and
Brunswick machines and records will be handled.

Has Succeeded the Mandel Mfg. Co. and the
Chicago Ferrotype Co. in the Manufacture of
Talking Machine Hardware and Specialties

Chicago, III., November 9.— The Mandel Phono-
parts Co., headed by H. Mandel, has succeeded
the Alandel Mfg. Co. and the Chicago Ferrotype
Co. in the manufacture of motors, tone arms,
reproducers, automatic stops and talking ma-
chine hardware generall}'. The plant of the com-
pany has been moved to commodious quarters
at 1329 West Lake street, where considerable
new equipment has been installed and where
facilities will be available for the manufacture of
various talking machine specialties on a thor-
oughly efficient basis.

NEW LONDON MUSIC SHOP OPENS

New Londox, Wis., November 9. — The Music
Shop, an exclusive Edison shop, which opened
here on North Water street last week, is one
of the finest music establishments in this vicin-
ity. The building which houses the new busi-
ness was completely remodeled and redecorated,
sound-proof demonstration booths were installed,
and many other features were added for the con-
venience of patrons.

VICTOR ARTIST FLIES TO CHICAGO

Reinald W^errenrath, well-known Victor artist
and baritone of the Metropolitan Opera Co.,
traveled from New York to Chicago by airplane
on Friday of this week, to appear at a recital in
that city. The first landing was made in Cleve-
land, where Mr. Werrenrath remained for the
night. The journey was completed Saturday
afternoon. A Curtis plane, piloted by the assist-
ant chief pilot of the Curtis Co., was used for
the trip.

The A. Gressett Music House and the Meri-
dian Chair & Furniture Co., talking machine
dealer of Meridian, Miss., had attractive exhibits
at the recent fair held in Meridian.

STATEMENT OF THE OWNERSHIP, MANAGEMENT,
CIRCULATION. ETC, REQUIRED BY THE
ACT OF CONGRESS OF AUGUST 24 1912,
Of The Talking Machine World, published monthly at New
York, N. Y., for October 1, 1921.
State of New York,
County of New York, ss. :

Before me, a Notary Public, in and for the State and
county aforesaid, personally appeared J. B. Spillane, who,
having been duly sworn according to law, deposes and says
that he is the Editor of The Talking Machine World, and that
tlie following is, to the best of his knowledge and belief, a
true statement of the ownership, management (and if a daily
paper, the circulation), etc., of the aforesaid publication for
the date sho\vn in the above caption, required by the Act
of August 24, 1912, embodied in section 443, Postal Laws
and Regulations, printed on the reverse of this form, to wit:

1. That the names and addresses of the publisher, editor,
managing editor, and business managers are:

Publisher — Edward Lyman Bill, Inc., 373 Fourth avenue,

New York City.
Editor — J. B. Spillane, 373 Fourth avenue. New York City.
Managing Editor — J. B. Spillane, 373 Fourth Avenue, New

York City.
Business Manager — None.

2. That the owners are: (Give names and addresses of
individual owners, or, if a corporation, give its name and
the names and addresses of stockholders owning or holding
1 per cent or more of the total amount of stock) : Edward
Lyman I3ill, Inc., 373 Fourth avenue. New York City;
Caroline L. Bill, New Rochelle, N. Y.; J. B. Spillane, 373
Fourth avenue, New York City; J. Raymond Bill, 373
Fourth avenue. New York City; B. B. Wilson, 373 Fourth
avenue, New York City; Carleton Chace, 373 Fourth avenue.
New York City; E. P. Van Harlingen, 209 South State
street, Chicago, 111.

3. That the known bondholders, mortgagees, and other
security holders owning or holding 1 per cent or more of
total amount of bonds, mortgages, or other securities are:
(If there are none, so state.) None.

4. That the two paragraphs next above, giving the names
of the owners, stockholders, and security holders, if any,
contain not only the list of stockholders and security holders
as they appear upon the books of the company but also, in
cases where the stockholder or security holder appears upon
the books of the company as trustee or in any other fiduciary
relation, the name of the person or corporation for whom
such trustee is acting, is given; also that the said two
paragraphs contain statements embracing affiant's full knowl-
edee and belief as to the circumstances and conditions under
which stockholders and security holders who do not appear
upon the books of the company as trustees, hold stock and
securities in a capacity other than that of a bona fide owner;
and this affiant has no reason to believe that any other
person, association, or corporation has any interest direct
or indirect in the said stock, bonds, or other securities than
as so stated by him. , , .

5. That the average number of copies of each issue of
this publication sold or distributed, through the mails or
otherwise, to paid subscribers during the six months pre-
ceding the date shown above is (This

information is required from dailv publications only.)

J. B. SPILLANE. Editor.
Sworn to and subscribed before me this 30th day of Sep-
tember, 1921. (Seal) EUGENE R. FALCK.

Notary Public No. 6.
(My commission expires March 30, 1922.)

NoraMBER 15, 1921

THE TALKING MACHINE WORLD

173

"PROCRASTINATING OPTIMISM" IS AN UNWISE POLICY F. K. PENNINGTON'S NEW POST

Some Pertinent Deductions Based Upon Observations on Conditions as a Result of a Recent Tour
of Western Territory — A Time for Action and Not Theorizing

On a recent trip through the West the writer
came upon a phrase that most aptly describes
the frame of mind of a great many business men
of the country, including some of those in the
talking machine industry, regarding the present
trade situation and the outlook. In referring to
a number of retailers, a wholesaler remarked
that too many of them were suffering from what
he termed "procrastinating optimism," and were
losing valuable time waiting for their optimistic
prophecies to be fulfilled rather than making
efforts right now to fill them.

"I have been in close contact with a great
number of dealers," said this wholesaler, "and
have found that the pessimistic, down-in-the-
mouth type is a rather rare bird. Business is
poorer in some sections than in others, but the
average merchant believes that it is only a tem-
porary condition and is of the opinion that the
early Winter months will certainly see a re-
awakening of the buying spirit and a gradual but
general return of good business.

"The trouble, however, is that too many mer-
chants feel rather content to move along ac-
cording to normal impulses, and to wait for the
turn of the tide, rather than to do their share
individually to stimulate sales by increased ef-
fort. They are at heart optimistic, but are sim-
ply procrastinating and waiting for the expected
good business to drop out of the sky, as it were.

"The old adage to the effect that the Lord
helps those who help themselves is to be ap-
plied most successfully to the business situation
to-day. The fellow who is simply an optimist
and waits for good times to come is bound to
lose ground. What we want is the optimist who
has enough faith in the future to get out and
hustle now so that he can have a first-class run-
ning start when the break in business comes."

The wholesaler happened to be in a line con-
nected in some respects with the music business,

and his sermon might be taken to heart by a
number of members of the music industry in all
its branches. It is a self-evident fact that the
methods that brought business a year or two
ago are not producing results now, nor can it
be expected of them. The change in the indus-
trial situation has made it necessary to look out
for, and cater to^ new classes of buyers. The
"white collar" man, for instance, is again coming
into his own slowly but surely, and will soon be
worthy of consideration as a prospect for musi-
cal instrument purchases. Then, again, new sell-
ing methods must be given consideration — selling
methods that are not only calculated to appeal
to the new buying classes, but which may be
expected to have a proper efifect upon the
public as a whole.

Just simply waiting for the break to come,
whining and complaining a little, perhaps, but
doing practically nothing outside of the regular
routine to stimulate sales, is not going to get
the average merchant anywhere. If he gives the
matter any real consideration he must realize
that the competitor who is increasing and
gingering up his sales staff, spending more
money for advertising and using more energetic
methods right along the line, is not only captur-
ing all the business that might be expected to
come to his store in the ordinary course of
events, but is also getting business that might
properly be expected to go to the other fellow —
in this instance the neighboring merchant who
is marking time.

It is all very well to make plans for the bright
future that is to come, for it is good generalship
to make plans, but it is the immediate carrying
out of those same plans before the opposition
takes similar steps that wins battles, whether it
be in war or in business.

The time is now ripe for action and not for
mere conversation.

Popular Talking Machine Man Now General
Sales Manager of A. B. Dick Co. — Well Known
and Esteemed in Merchandising Circles

Frank K. Pennington, formerly assistant gen-
eral sales manager of the Columbia Grapho-
phone Co., has been appointed general sales
manager of the A. B. Dick Co., Chicago, manu-
facturer of the Edison-Dick mimeograph. Mr.
Pennington will make his headquarters at the

Frank K. Pennington

company's executive offices, 740 West Jackson
Boulevard, Chicago.

Although he was connected with the talking
machine industry only four years, F. K. Penning-
ton won the esteem of talking machine dealers
from one end of the country to the other.
Thoroughly conversant with every phase of mer-
chandising and possessing a most pleasing per-
sonality, he was accorded an enthusiastic recep-
tion wherever he visited, and his many friends
in the trade will be delighted to learn that he
has become associated with one of the greatest
industrial concerns in the country. His success
is assured judging from his notable achievements
in the past.

Receiver's Sale

The

Cirola

Phonograph Corp. Plant

At 393 High Street, Newark, N. J.

Modern four-story brick building containing over 20,000 square feet
of floor space — Complete wood-working shop capable of turning
out (150) one himdred and fifty CIROLA cabinets a day —
Varnish room with latest type Air-brush equipment — Complete
machine shop for machining all metal parts — 2,000 CIROLAS
in various stages of completion — Hardware — Supplies — Dies —
Patterns — Jigs — Special tools — Good-will, Patents, Patents pend-

ing, Registered Trade-mark "CIROLA"— Motor Truck— Office
Equipment — Etc.

The CIROLA has been sold all over the WORLD— This plant kept
together and operated should be developed into a wonderful
business.

To be sold according to the order of The Chancery Court. Terms
and conditions of sale and detail description of plant and equip-
ment furnished on application

Sale 10 o'clock, Friday, December 9th, 1921

at 393 High Street, Newark, New Jersey

MERRITT LANE, Attorney for Receiver

No. 196 Market Street, NEWARK, N. J.

HARRY A. AUGENBLICK, Receiver
No. 810 Broad Street, NEWARK, N. J.

174

THE TALKING MACHINE WORLD

November 15, 1921

ANNOUNCING—

THE OPENING OF OUR NEW EASTERN FACTORY FOR THE

Manufacture of Record Envelopes

Eleven years' experience — Specializing in such manufacture. For many years
supplying record envelopes to all the largest manufacturers.

SEND FOR SAMPLES and QUOTATIONS on oar latest style envelope — with
highest grade printing. Immediate deliveries

Western Envelope Corporation

55-67 Hope Street Brooklyn, N ew York

SENATE PASSES NEW TAX BILL

Measure Now Goes Before Conference Commit-
tee of House and Senate for Final Adjustment
— Expected to Be Ready in December

Washington, D. C, November 9. — The Senate
on Monday night finally passed the revised Reve-
nue Bill, which now goes to the Conference Com-
mittee representing the Senate and the House
for adjustment with the House Bill which was
passed on August 20. It is probable that the dif-
ferences between the Senate and House bills will
cause some sharp contests, and it is not expected
that the final draft of the measure will be adopted
until December.

The Senate Bill as finally passed not only
eliminates the excise taxes on musical instru-
ments as a result of the special amendment in-
troduced bj'^ Senator Frelinghuysen, but repeals
the excess profits tax, all transportation taxes,
and grants relief in other directions.

As soon as the Senate had acted to eliminate
excise taxes on musical instruments of all kinds
the Music Industries Chamber of Commerce im-
mediately started a campaign among members of
the trade and others in all States represented by
Senators or Representatives in the Conference
Committee of the Senate and House which will
finally iron out the differences between the Sen-
ate and House bills and prepare the final draft of
the tax measure. The Chamber urged that those
interested write immediately to the members of
the Conference Committee to prevent any at-
tempt that may be made to replace the taxes on
musical instruments in the final bill.

SAMUEL BUEGELEISEN IN EUROPE

Samuel Buegeleisen, head of Buegeleisen &
Jacobson, importers and wholesalers of musical
merchandise. New York City, is at present in
Europe visiting the x'arious musical merchandise
markets in that continent in search of additional
merchandise for this house.

INSTALLS "TALKER" DEPARTMENT

The Tepper Bros, department store, of Fort
Wayne, Ind., recently installed a talking machine
department, with Arthur G. Fedewa and C.
Sauers in charge. Mr. Tepper was formerly as-
sociated with Wolf & Dessauer as manager of
the talking machine department of that well-
known institution. The new department is mod-
ernly equipped throughout and a complete stock
of machines and records has been installed.

AN ARTISTIC TALKER DEPARTMENT

The City Furniture Co., of Chicago, Arranges
Very Complete Talking Machine Department

Chicago, III., November 10.— The Citj- Furniture
Co., of this city, one of the largest furniture
stores on the South Side, has just taken on a
large store next to its main headquarters at
Sixty-second and Halsted streets, and has placed
it entirely at the disposal of musical instruments.
The new music department is one of the most
sumptuous in Chicago, and the largest part of
this new addition is devoted exclusively to Bruns-
wick talking machines. The demonstration
booths, eight in number, are all nine by twelve
feet, and the walls are of triple plate glass.
These glass walls are erected in two layers with
a vacuum space between each. This method of
construction causes the walls to be positively
sound-proof. Each booth is handsomely deco-
rated with the costliest kind of furniture, and an
idea of the expense that was gone to may be
arrived at when the cost of the carpeting alone
is considered This carpet is of a dark blue
color and is made in one piece, and the walls of
the demonstration booths are laid upon it. The
cost of this carpet alone directly from the mills
at wholesale price was a little over $1,200. Be-
sides Brunswick talking machines and records
this company is also handling the well-known
line of Kimball pianos and pla3'ers and Q R S
music rolls.

WM. PHILIPS TELLS OF ACTIVITY

William Philips, president of the William
Philips Phono Parts Co., New York Cit)', reports
that the demand for tone arms and reproducers
is continuing in the good volume reached last
month and further expects that this good condi-
tion will prevail throughout the coming year.

UNICO TABLES FOR VICTROLAS

Unit Construction Co. Announces Addition to
Line of Tables of the Unit Type

Philadelphia, Pa., November 12. — The newest
development in the line of Unico tables for Vic-
trolas produced by the Unit Construction Co.,
of this city, is the Unico Four-Six A. Last
month the Unico table No. 50 for the Victrola
portable was placed on the market. Following
that the Unico table Four-Six for Victrolas 4 and
6 was announced. Unico Four-Six A diflfers
from the Four-Six in that it is equipped with a
special shelf above the record shelf. This allows
the convenience of using this shelf for records

Unico Table Four-Six A

that have been picked out to be played. The
Unico table No. 1 is similar to the Four-Six A in
construction, except that the top is perfectly flat
and although a machine can be placed upon it
its primary use is for table purposes. The top,
however, is removable, which converts it instan-
taneously into a regular Four-Six cabinet stand.
All these tables are of the Unit t3'pe and are
easilj- dissembled or assembled. Delivery on the
Four-Six tables is expected about November 15.

MODERNOLA SALES INCREASING

George Seififert, president of the Modernola
Sales Co., New York City, has the entire line
of Modernola phonographs, made by the Mod-
ernola Co., Johnstown, Pa., on display at his
headquarters. Mr. Seiffert, who is the Eastern
distributor for these machines, reports that
orders are coming in in excellent volume and
are now being received for future deliver}-.

D. R. Doctorow, talking machine manufac-
turers' agent at East Fortj^-second street. New
York, reports an increasing demand for the
various talking machine parts and supplies which
he handles.

Children Rule Your Holiday Trade

And you can delight
them with a BABY

PHONOGRAPH and

a set of BOBOLINK

BOOKS.

Wire or Write for Dealers' Proposition

SYMPHONY MUSIC COMPANY

1020 Wilson Avenue Chicago, Illinois

November IS, 1921

THE TALKING MACHINE WORLD

175

iiiiii III! iiiiiiiiii iiiiiiiiiiiiiiiiiii mill iiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM^^

qiLBERJ

The Most Unusual Dollar Value in the World Today

A unique and extremely beautiful assortment of outfits designed par-
ticularly for children. Each set contains a book on which no ex-
pense has been spared in our efforts to produce the most beautiful
and practical child books on the market. Cover and inside illustra-
tions, which are reproduced in full colors on special inserts, were
made by the foremost child artists of the country. Willy Pogany
illustrating the song books, Maud
and Miska Petersham the reading
books. There are with each set
also, two 7-inch, double-faced
records that can be played on the
standard makes of phonographs.
They are records prepared espe-
cially for children with child songs
and sayings, so clearly enunciated
that children do not have the
usual difficulty in understanding
them.

Retails for $L00 Each

The entire outfit, which is packed in a
folding cardboard container, beautifully
printed in four colors with space for name
and address can be mailed without further
wrapping — retails at $1.00.

Once you see this wonderful value you
will absorb some of our enthusiasm for it.

Send for Catalogs and Price List

The A. C. Gilbert Company

460 Blatchley Ave. New Haven, Conn.

General Sales Office

200 FIFTH AVENUE, NEW YORK CITY
Saa Francisco Chicago Toronto London

There are four Bobolink Books — 2
song books with piano scores and
records, 2 reading books with rec-
ords. Each book is 18x11 inches and
opens flat.

ftlLBERJ

Bobolink Books are packed in fold-
ing mailing wrapper with 2 double-
faced, 7-inch records.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ mill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii IIIIIIIIIIIIIIIIIII iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiii MwnMii

176

THE TALKING MACHINE WORLD

Xo\-EMBER 15, 1921

OperTJUTnE

OperW^hE

The reasons why —

the phonograph owner
buys the QPEFtKfONE

Improves the tone-quality.
Produces the desired full rich
tone.

Brings out hidden values from

your records.
Gives reahsm to vocal selections.
Eliminates the sharpness of the
needle.

Increases the volume — virith bet-
ter effect.
Uses the power from both sides

of diaphragm.
Improves with age — unaffected

by weather.
Gives the true timbre to each

instrument.
Clearly reproduces all overtones.
Has the real pep and snap of

dance numbers.
Superbly renders Grand Opera

selections.
Constantly adds to your pleas-
ure and jo}-.
And, at a co'st of only $12.50,
adds $100.00 to your enjoy-
ment from your present in-
strument.

A splendid Gift

There are hundreds of idle machines
right in your district — they only need
something novel and different to again
become active buyers of records

Canvass your entire territory — with records, and the

OPEWinfNE

a novel duplex-type of sound-box with its
wood fibre diaphragm and unique amplifier

One dealer in each territory can dominate all others by selling the

OpEHSToNE- Every owner is a potential buyer, regardless of the make of machine. Hun-
dreds of idle phonographs are being restored to a renewed activity and record buying.

You know in advance many lovers of good music who will appre-
ciate the wonderful tone-quality, the increased volume and definition. You can sell these
people without delay — they will spread the good news.

You take no risk — because the Oper^ne is. guaranteed "to improve

tone-quality and volume of your instrument to your satisfaction or return in 10 days for
Money Back."

Our distributors are well equipt and aggressive in pushing the sales

and advertising campaign — in real cooperation with their dealers. The}' are making money
for themselves and for their connections and increasing the sale of records and supplies.
Every detail of practical cooperation is at your command.

The situation at a glance: — Dealers make $60.00 per dozen profit — plus record sales!

From the Grafonola Company of New England, 174 Tremont St., Boston, Mass.

You are doing business 100% and I certainly like the spirit and cooperative interest you ha^-e shown
so far. It is the one thing that makes a concern want to work successfully as a distributor of your merchan-
dise. This cooperation and your thoughtfulness look awfully good to Erisman and for your information,
let me advise that we will need a couple more gross of those Operatones and we will need them just as fast
as you can get them here. . . . c^^^^T^^^^
From the Cabinet and Accessories Co., Inc., 145 E. 34th St., New York.

Just a word to let you know how pleased we are with the good word we hear from everyone about the
OPERATONE. We certainly appreciate the cooperation you give our customers in advertising. Many of
our dealers have reached customers whom they have not heard from in months and have sold quantities of
records through this medium. . . .

Delays bring neither customers nor profits, without which business is poor. Get busy with the Oper^TonE as a
means to an end — your record sales will jump, new customers will come in — and — you will find that IT PAYS!

Order a trial dozen now, and sell them at once. You surely know those
who would wish the first ones to reach your district — schedule those
deliveries as a personal favor. This is being done by others.

Retail price, $12.50 — sold to dealers at $90.00 the dozen, with quantity credits.
Each dozen earns $60.00 or more, and sells two more dozen by personal
recommendation — and many extra records. It paj-s !

Our production will permit
of a few more connections

The N^TU RE LLE
REPRODUCTIONS

coRPOK/qTior/^

5 West 39th Street, New York
Tel. Longacre 6957

November 15, 1921

THE TALKING MACHINE WORLD

177

ALL READY FOR THE BIG BALL

Grand Ball of Talking Machine Men, Inc., at
Hotel Pennsylvania Promises to Be Great Suc-
cess— Several Orchestras to Provide Music

As The World goes to press all preparations
have been completed for the grand ball of the
Talking Machine Men, Inc., to be held at the
Hotel Pennsylvania, New York, on Thursday
evening, November 17. Not only have the prepa-
rations been completed, but there have already
been a sufficient number of tickets sold to insure
the entire success of the venture. The general
public has responded most satisfactorily to the
opportunity for dancing to the music of close to
a half-score of the prominent orchestras whose
music has become familiar through the medium
of talking machine records of various makes.

Plans have been made for a continuous flow
of music from 8.30 p. m., at which time the ball
starts, until the wee sma' hours of the following
morning. There will be an official orchestra and,
in addition, such organizations as the All Star
Trio, The Happy Six, Columbia artists; the
Pennsylvania Hotel Orchestra, which has made
a number of Victor records; the Paul Beise
Trio, Columbia; Ted Lewis and his Jazz Band;
Prince's Orchestra, and very probably Isham
Jones and his noted orchestra, Brunswick, who
are in New York to do some recording. Paul
Whiteman and his Palais Royal Orchestra,
whose Victor records have proven a sensation, is
also expected to be present and offer some en-
trancing melodies for the active feet, and there
will be several others. In short, it promises to
be a real musical evening.

The profits that accrue from the affair will
be devoted by the Talking Machine Men, Inc.,
to the financing of various trade betterments, in-
cluding joint advertising campaigns and other
movements of like character calculated to benefit
the local retail trade as a whole.

A. H. MAYERS MOVES

A. H. Mayers, for several years engaged in
the talking machine business on Broadway, be-
tween Sixty-eighth and Sixty-ninth streets, New
York, has vacated this establishment and moved
into a more spacious store at 1995 Broadway.
Mr. Mayers will occupy both the first and sec-
ond floors at his new location. The establish-
ment is being thoroughly remodeled. Columbia
and Victor machines are handled by Mr. Mayers.

NEW VICTOR GERMAN CATALOG

The Victor Talking Machine Co., of Camden,
N. J., announces that the new German catalog,
containing twenty-seven records, is expected to
be ready for distribution during the latter part
of this month. Twelve new records in German
have been added; three are new combinations
of old popular numbers and twelve have been
restored from the 1920 cut-out list. These will
also appear in the 1922 general record catalog
of the Victor Co.

BANKRUPTCY PETITION FILED

Chicago, III., November 9. — A petition in bank-
ruptcy was filed to-day against the Phonograph
Motors Corp., of this city, by the Etching Co. of
America and Bowen D. Chace. This company
formerly manufactured the Johnson electric
motor.

HONOR BRUNSWICK ARTIST

Hollywood, Cal., November 7. — -The Reed &
Dady exclusive Brunswick shop, 6611 Hollywood
boulevard, recently honored Hollywood's whis-
tler, Margaret McKee, in celebration of her first
Brunswick records, which were recently placed
on sale. In their display window was a beauti-
ful woodland scene artistically done, centered
around Miss McKee's photograph.

It was in the bird songs that Miss McKee
first won her place among America's foremost
whistlers.

ISAAC DAVEGA'S WILL IS FILED

Will of the Former President of the Knicker-
bocker Talking Machine Co. Places Bulk of
Estate in Trust — Business to Continue

I have been accustomed to maintain in such cor-
poration so that it may not be disturbed" be
continued.

According to the will of the late Isaac
Davega, formerly president of the Knicker-
bocker Talking Machine Co., Victor wholesaler.
New York City, the bulk of the estate is placed
in trust. Mrs. Louise Davega, widow, receives
the income from one of the trust funds, while
Abram Davega, son, and Mrs. Byron R. Forster,
daughter, are recipients of the income from other
trust funds established. It is directed in the will
that the directors continue the business of the
Knickerbocker Talking Machine Co. as hereto-
fore and it is stipulated that "the surplus which

MAKING IRJSH RECORDS

The Gaelic Phonograph Record Co., which is
making a specialty of Irish records at its head-
quarters, at 637 Madison avenue, New York,
is under the personal supervision of Hugh P.
Fay. At the present time records in Gaelic by
Nora Powers are being featured with no small
measure of success.

A new Victor establishment has been opened
in Cedar Rapids, la., by E. C. Mitvalsky. Mickel
Eros. Co., Victor distributor, supplied the
stock.

FAVORITE MAIN SPRINGS

OF HIGHEST QUALITY

and Phonograph Repair Parts, Motors, Tone Arms
Sound Boxes, Cabinet Hardware and Accessories

Main Springs Tone Arms

TEMPER AND LENGTH GCAR.\NTEED

2 in. X 0.22 x IG ft., Meisselbach No. 18.. Each $1.23

1% in., for Edlsou Disc 1.35

1% in. X 0.22 X 17 ft., reg. Victor Eacti O.fiO

1% in. X 0.22 X 17 ft.. Victor new style. . .Eacli 0.60

1 3/16 in. X 0.25 x 16 ft., Heinennin No. 44 0.60

1 in. X 16 ft., oblong liole, for Meisselbacli

Nos. 16-19 Bach 0.50

1 in.xie ft., oval hole, for Crescent. . .Each 0.50

1 in. X 0.25 X 12 ft., Heineman No, 33 & 77. . 0.40

1 in. X 0.28 X 10 ft., for Columbia Each 0.40

1 in. X 0.20 X 13 ft., Victor Each 0.40

1 in. X 0.20 X 13 ft., Victor new style... Bach 0.40

% in. X 0.23 X 10 ft., for Blick motor Each 0.28

% in. X 0.2o X 10 ft., oval hole Bach 0.28

%in. x0.22x 8 ft., for Swiss motor Each 0.22

% in. X 0.25 X 11 ft., for Edison Bach 0.22

MICA DIAPHRAGMS

123/32 in. Victor Ex. Box, first grade.. Each 0.15

1% in., new Victor No. 2 very best Each 0.18

131/32 in., for Sonora Each 0.20

2 3/16 in., for Columbia No. 6 Each 0.25

2 9/16 in., for PathiS or Brunswick Each 0.45

SAPPHIRES

Path6, very best loud tone, genuine. .. .Each 0.12

Path6, soft tone Bach 0.15

Edison, very best, medium tone Each 0.18

Edison, very best, loud tone Each 0.15

Edison, genuine diamond Bach 1.25

STEEL NEEDLES

Ste^l needles, extra loud, loud, medium and

soft needles Per 1,000 0.35

ATTACHMENTS

in Gold or Nickel-plated

Kent attachments for Victor arm Each 0.25

Kent attachments for Edison with C

box, nickel or gold-plated Each 2.50

Kent attachments without box for Edi-
son, nickel or gold-plated Bach 1.60

Victor, Universal old style Each 1.15

Columbia attachment Bach 0.25

MOTORS

Distributors for Heineman and Meisselbach
Motors. Best Prices. Immediate Deliveries.

No. K with sound box Bach $2.75

No. E with sound box, very loud Bach 6.00

No. M with sound box, very loud Each 4.73

Columbia tone arm, new style $3.50

SOUND BOXES

No. B 1 Blis.s sound box, fit Victor Bach 1.75

No. B Balance, fit Victor Each 0.75

No. C Balance, fit Victor Each 1.00

No. P Favorite, fit Victor Each 1.75

No. F Favorite, fit Columbia Each 1.75

No. P Favorite, fit Victor Each 2.00

No. G Glory, fit Victor Each 3.75

CABINET HARDWARE

Lid supports, automatic, nickel plated. .Bach 0.22

CONTINUOUS HINGES

Nickel, 15% in. long Bach 0.25

NEEDLE CUPS

Highly nickel-plated Per 100 1.50

Covers for cups Per 100 0.75

Highly gold-plated : ..PerlOO 7.00

Cover gold-plated PerlOO 5.00

REPAIR PARTS

Columbia driving shaft, No. 11778 Each 0.50

Columbia bevel pinion. No. 12333 Each 0.75

Columbia bevel pinion, latest style Each 0.75

Columbia bevel pinion. No. 3189 Each 0.35

Columbia worm gear, No. 6409 Each 0.30

Columbia stylus bar Each 0.35

Columbia driving gear ratchet No. 2152.Each 0.20

Columbia cranks, 3 sizes Each 0.45

Columbia governor weights Each 0.08

Columbia governor shaft. No. 3004 Each 0.40

Columbia governor springs PerlOO l.OO

Columbia governor screws PerlOO 0.75

Columbia barrel screws. No. 2621 PerlOO 0.75

Columbia soundbox thumb screws. .. .Per 100 1.50
Winding cranks for Victor motor, short

or long Each 0.45

Stylus bar for Victor Exhibition Each 0.35

Governor springs for Victor PerlOO 1.00

Governor screws for Victor PerlOO 0.75

Governor balls for Victor Each 0.08

Rubber backs for Exhibition box Each 0.25

Bevel pinions for Victor. 4 sizes Bach 0.35

Turn-table felts, 10 in., round or square 0.15

Turn-table felts, 12 In., round or square 0.20

Motor bottom gear for Triton motor... Each 0.20

TEEMS: With satisfactory rating, 2% discount for cash in 10 days, or 30 days net.
Otherwise, 3% discount for cash, or 20% payment with order, balance C. O. D.

FAVORITE MFG. COMPANY

MAIN OFFICE:

105-107 East 12th Street, New York City

N. E. Corner of 4th Avenue

Telephone Stuyvesant 1666

178

THE TALKING MACHINE WORLD

November 15, 1921

GETS GOLD MEDAL FROM QUEBEC PROVINCIAL EXHIBITION

Montreal, Canada, November 5. — The Montreal
branch of the Columbia Graphophone Co. car-
ried off the "gold medal with high distinction"
at the Quebec Provincial Exhibition held in
Quebec City recently. According to exhibition

rated with advertising material, special artist
posters and comfortable chairs and rockers.
Grafonolas of various types, including period
and standard models, were displayed, and the
Dealer Service exhibit carried a wide variety of

Gold Medal Certificate Awarded to the Columbia Graphophone Co.

officials, 20,000 persons entered the grounds
daily and on one afternoon the crowds were so
dense around the Columbia booth that it was
impossible to pass.
The Columbia booth was attractively deco-

Columbia accessories which were very popular.
Manager Gerard, of the Montreal branch, is
most enthusiastic regarding the results of the
exhibition, especially as the Montreal branch is
the "baby" of the Columbia organization.

A BUSY ALBUM PLANT

Visitors to the Boston Book Co. in Chicago Find
Convincing Proofs of Activity

Chicago, III., November 10. — There is no evi-
dence of dull times at the plant of the Boston
Book Co., in this city. A visitor entering this

plant sees an automatic machine known as a
"case maker" that in one hour turns out the
same number of albums as it formerly took
sixteen men working at top speed to do in one
day. The machine is twenty-five feet long, and
it glues, cuts corners and fits the lining and
turns the four sides of the album and drops it
out completed at the other end. It is only neces-

Retail Experience

CC MELLOR CO.

Victor Wholesalers
1152 Penn Avenue

PITTSBURGH, PA.

sary for one man to operate this machine, and he
in one day is enabled to turn out the same
number of albums as it formerly took sixteen
men a week to do. This machine is kept going
twenty-four hours per day in order to keep up
with the sales ability of Mrs. L. Gelbspan, the
proprietor of the Boston Book Co. But one man
and one machine are not all that Mrs. Gelbspan
keeps busy in the plant over at 501 to 509 Plym-
outh Court. There are over a score of workers
in the packing and shipping department alone,
working on both the day and night shifts.

DOEHLER MADE EXPOSITION OFFICER

President of the Doehler Die Casting Co. Is
Selected as Vice-president of the Brooklyn
Manufacturers' Industrial Exposition

H. H. Doehler, president of the Doehler Die
Casting Co., Brooklyn, N. Y., has been elected
vice-president of the Brooklyn Manufacturers'
Industrial Exposition, which will be held in the
Twentj'-third Regiment Armory, that city, during
the week commencing January 14. Mr. Doehler
has been active in similar affairs for many years
and is well qualified to contribute to the success
of the undertaking.

Musical instruments of all kinds will have a
prominent place at the exposition, having been
allotted an entire section on the Armory floor.
All the exhibits in one line of industry will be
grouped, therefore visitors interested in the musi-
cal instrument section will find these exhibits in
close proximity to each other.

MR. DEALER — AT LAST IT'S HERE

Let your customers make "Homograms" Records of their
own — in their homes with

THE "RECORDOLA"

The Perfect Recorder and Reproducer. May be attached to £111 y

Phonograph

Just what you have been waiting for
Simple to use — Positive in operation

Every phonograph owner a prospect

Complete "Recordola" outfit, handsomely nickeled, including a
double-faced "Homograms" recording blank that may be used for
making 50 to 100 different records.

RETAIL PRICE $26.00, usual trade discount

RECORDOPHONE CO., Inc., 220 Broadway, New York, N. Y.

November 15, 1921

THE TALKING MACHINE WORLD

179

Stratford
$115

ISIackstone

?135

Only Phonograph
Unreiervedly Gnaranteed
For One Year

Send
for Handsome
Catalog

To prove to the trade that prices can come down
without lowering the standard of the product, the
manufacturer and distributor of Prima Donna
have arranged a co-operative discount which all
dealers will enjoy. This special additional dis- j
count has been called a DEALERS' BONUS ' " '
DISCOUNT plan and will be in etlect until fur-
ther notice. Full details furnished on request.

"The Instrument Inspired"

For the information of dealers who may not know, we might state that the Prima Donna phonograph has led the market for the past
five years,- considered from a price and quality viewpoint. Prima Donna is now offered you at a further reduction by our DEALER
BONUS DISCOUNT mentioned above. Dealers who know have proven this a reorder proposition.

Write for ADDITIONAL BONUS DISCOUNT now:

The quality is unequaled and the price closes the sale

Made in Six Models

Bungeilow $ 95

Stratford 115

Blackstone 135

Astoria $160

Majestic 200

Parlor Grand . . . 225

Quality, Style and Finish

All that one could ask is exemplified in the Prima Donna. Its construction and tone
are a delight to the eye and the ear.

Its tone value is increased by our scientifically constructed all-wood amplifier.

Prima Donna cabinets set a new standard for beauty, style and durability and stand
as a "living" example to the best produced by the cabinet makers' craft.

All panels are Hve-ply and inserted in a continuous frame, either genuine malwgany

or quartered oak. The malwgany cabinets are hand-rubbed to a high-class piano Unish.

In tone and craftsmanship it is truly an inspiration realized.

Frederick P. Altschul

PRIMA DONNA
Distributor

112 WEST 23rd STREET NEW YORK

Parlor Grand
$225

180

THE TALKING MACHINE WORLD

No\-EMBER 15, 1921

Can You
Sell Foreign
Records?

Now is the time to stock
up on Fall and Holiday
sure-fire sellers.

A. G. KUNDE

now has a complete stock
of German selections and
is ready to fill orders
for samples in Polish,
Bohemian, Hungarian,
Jewish, Italian and Scan-
dinavian languages.

Retail Price, 85c
Regular Discounts

Write Now for Our
Interesting Catalog

A. G. Kunde

U. S. Importer and Distributor
oi Homokord Records

344 East Water Street
Milwaukee, Wis.

ANNOUNCES SALES PLANS OF "STRAND" PHONOGRAPHS

Manufacturers Phonograph Co. Appoints District Representatives in Important Points — All Well
Known in Trade and Thoroughly Experienced — Geo. W. Lyle Discusses Company's Plans

George W. Lyle, president of the newly or-
ganized Manufacturers Phonograph Co., New
York, manufacturer of the "Strand" phono-
graph, reports a most successful launching of
the company's sales effort. Mr. Lyle advises
arrangements have been concluded for high-class
representation at several important points, these
district representatives being men with records
of exceptional selling success and all well known
to the trade.

Referring to these important deals, Mr. Lyle
said: "Every phonograph dealer in New Eng-
land knows A. C. Erisman, who has signed as
our New England distributor (and forwarded a
remarkable bunch of initial orders). Mr. Eris-
man has seen twenty-three years of phonograph
work, during which time he was employed suc-
cessfully as Boston wholesale manager for the
Columbia Graphophone Co. and was called from
this position to the responsible one of New Eng-
land district manager in direct charge of five
branches or distributing points. He covered the
entire New England territory personally and un-
doubtedly has a direct personal acquaintance
with more dealers in this territory than any
other one man. .\t the same time he has con-
ducted one of the largest and most successful
retail stores in New England, the Grafonola
Shop at 174 Tremont street, Boston.

"In Detroit we will be represented by one of the
largest and best-known wholesale furniture houses
in the city — Ricken, Seeger & Wirts. The phono-
graph department will be under the direct charge
of Stephen M. Wirts, who is as well known as a
designer as a business man, his designs having
Ijeen used in the productions of some of the best
.American factories, including the Berkey & Gay
Furniture Co., of Grand Rapids, Mich. His idea
of celebrating his present connection with the
Manufacturers Phonograph Co. was to forward
a batch of orders for the No. 8 console, which
is his own design.

"W. O. Cardell, operating in Oklahoma terri-
tory, is better known throughout the West as
'Bill.' He has sold for one of the largest
wholesale furniture houses in the country for
twenty-one years; fourteen j-ears in this same
territory. He takes pride in having built his
phonograph trade in just two years from nothing
to the largest per capita producing territory in
the United States. He actually began taking
orders for Strand consoles inside of fifteen min-
utes from the time he landed in his territory,
and his mail since then has been all orders and
no conversation.

"New York City and adjacent territory will be
looked after by R. H. Arnault, for several years
employed as a consulting engineer with the Co-
lumbia Co., and who joined the ranks of the
Pathe three years ago as factory manager.
During a holiday season he offered his services
to the sales department and found that 'selling

was really his forte.' He is very enthusiastic
over the new company and promises to put the
line over in New York in great shape. His
headquarters for the present will be at the ex-
ecutive office, 95 Madison avenue.

"Dealers in Philadelphia and adjacent terri-
tory will be looked after by H. E. Morrison, who
joined the ranks of phonograph men in 1914,
starting out with the Hallett & Davis Piano Co.
In 1917 he decided to go West and became head
of the talking machine department of the Wright
& Wilhelmy Co., the Pathe distributors in
Omaha. His work with this firm was so good
that in the early part of 1920 he became asso-
ciated with the executive office traveling force of
the Pathe Co., where he remained until the last
of the year, at which time he joined the Emerson
forces. He has been in the field for the Manu-
facturers Co. but a week and has already made
a record of establishing two dealers a day.

"San Francisco and its environments will be
covered by Walter S. Gray, known all over the
Pacific Coast as one of the most experienced
men in the talking machine business. He was
for years associated with the Columbia Co., first
as representative in the Orient and afterwards
as Pacific Coast district manager, which posi-
tion he occupied for years. He is now head of
the Walter S. Gray Co., dealing in phonograph
accessories, and feels that the Strand line is the
"coming talking machine,' both as to quality and
price. His wire orders have already started to
come in, and he is looking for a substantial holi-
day business."

ISSUE INTERESTING NEW CATALOG

Cabinet & Accessories Co.'s New Loose-leaf Cata-
log Abounds in Valuable Information

An excellent idea of the large number of ac-
cessories distributed by the Cabinet & Acces-
sories Co., New York City, is to be found in an
entirely attractive loose-leaf catalog just issued
by that firm. The catalog is handsomely bound
in stiff covers and permits the adding of addi-
tional accessories or necessary corrections on
those listed. The articles listed are too numer-
ous to be mentioned in detail, but include port-
ables, cabinets for \'ictrolas, record and music
roll cabinets, covers, albums, record lights,
cleaners, needles, needle cutters, needle en-
velopes, motors, tone arms and reproducers;
carrying cases for records, repeating devices,
talking machine toys, polishes and lubricants,
decalcomanie, cabinet hardware and springs, ad-
vertising novelties and children's record books.
An up-to-date price list is also bound in at the
back of the book. The catalog is not only at-
tractive in appearance but will admirably serve as
a guide to the well-known accessories in the
talking machine field at the present date.

THE OUTING

The only Portable on the market embodying all the features of a large

phonograph with:

1. A twelve-pocket album to protect the records.

2. A twelve-inch turntable to play 12-inch records.

3. A two-spring motor.

4. A universal tone arm which plays all records.

5. A tone chamber with which you can regulate the tone.

6. A piano finish and genuine mahogany top.
RETAIL PRICE $35

Desirable Jobbing Territory Open. Write Today.

OUTING TALKING MACHINE GO. Mt. Kisco, N. Y.

NOVTEMBER 15, 1^21

THE TALKING MACHINE WORLD

ISl

^^he Phono ^raplx
of Marvelous Tone

Plays ALL Records - Natural as Life

Dealers— Attention !

By our direct selling campaign we are now
enabled to offer you the wonderful Vitanola
at greatly reduced cost to you.

The Vitanola product is of the highest quality
and our direct-to-dealer campaign affords you a
great saving in wholesale cost. This enables
you to take care of the consumer demand for
lower prices on high-grade machines.

Six models to choose from for immediate ship-
ment, all adaptable for your holiday trade.

Why buy inferior machines when you can now
get genuine Vitanolas at such low prices? Send
your inquiries direct to us and assure yourself of
clean, new goods. We have no jobbers and are
shipping directly from our factory only.

Send all orders and inquiries to

VITANOLA TALKING MACHINE CO.

1900 South 52nd Avenue

Phone: Lawndale 460

CICERO, ILLINOIS

182

THE TALKING MACHINE WORLD

No\TEMBEE 15, 1921

WORLD'S CLASSIFIED ADVERTISING

VICTOR-BRUNSWICK MANAGER desires
new connection. At present am managing one
of largest Victor-Brunswick propositions in East-
ern city of nearly million people, in department
store of sixty years' prestige. Business volume in
my department is averaging $175,000 yearly and
going strong. If you desire alert, efficient and
creative manager, one whose motto is "Service
Intelligently Dispensed," you are going to engage
me. If you are willing to place entire manage-
ment and responsibility of your department or
store in my hands, feel certain through my eight
years' talking machine experience and success,
that you will enjoy realization of seeing your
business on the Peak Place. My age is 32 years,
possess academic education, and desire to hear
from some one whose proposition is up-to-the-
minute, department or store spacious, well ap-
pointed and fitted throughout with Twentieth
Century furnishings. All correspondence must be
confidential. Address "Box 1046," care The Talk-
ing Machine World, 373 Foiuth Ave., New York.

POSITION WANTED— Expert repairman on
any standard motor, also do furnishing. Am a
good adjustment salesman. Prefer Bnmswick or
Victor. Address "Box 1051," care The Talk-
ing Machine World, 373 Fourth Ave., New
York City.

POSITION WANTED— Master plater and
matrix maker. Am familiar with modern meth-
ods, capable of installing plant and handling work
from wax to finished stampers. Wish position
with reliable company. Address "Box 1050," care
The Talking Machine World, 373 Fourth Ave.,
New York City.

POSITION WANTED— Talking machine lab-
oratory man and backed-up matrix expert, with
17 years' experience, 14 years with one company,
wishing an interview with any talking machine
company. Capable of taking charge. Address
"Box 1057," care The Talking Machine World,
373 Fourth Ave., New York City.

WANTED — Large Brooklyn retail store wants
two high-class Victor record salesladies or sales-
men. Must know the Victor catalog thoroughly.
Salary $20 and 1 per cent commission. Address
"Box 1055," care The Talking Machine World,
373 Fourth Ave., New York City.

POSITION WANTED— A thoroughly experi-
enced Victor man, for eight years connected
with the Victor line in every phase of the business.
Factory and wholesale representative and an ac-
tive retail managerial experience. Will consider
a sound and live proposition in any branch of
the business. Highest references; 28 years of
age, single and will go an3nvhere, but prefer the
West. Address "Box 1056," care The Talking
Machine World, 373 Fourth Ave., New York
City.

RECORDING ENGINEER and factory man-
ager open for engagement. Twenty-five years'
experience recording, plating, matrix-making,
composition-making, pressing and superintend-
ing. Thoroughly famiUar with the latest ad-
vances in every branch of the art. Address
"Box J039,'* care The Talking Machine World,
373 Fourth Ave., New York City.

WANTED — Salesmen now traveling to handle
our varied line of talking machine record dusters
on liberal commission. E. T. Gilbert Mfg. Co.,
Rochester, N. Y.

EXPERT REPAIRMAN wishes steady posi-
tion with large rehable house; six years' experi-
ence in all makes of machines. Wishes position
in New York City or Brooklyn. 29 years of
age. Married. Morris E. Blumenthal, 328 Bush-
wick Ave., Brooklyn, N. Y.

POSITION WANTED— Recording Engineer,
wide experience in all branches of record mak-
ing. Work is marked by its musical quality,
long wear and good appearance. Best refer-
ences. Address "Box 1045," care The Talking
Machine World, 373 Fourth Ave., New York City.

EXPERT REPAIRING

Of all makes of phonographs. Parts on band for
Vitanolas, World, Elting, etc. Parcel Post your
repair wants to

Northwestern Phonograph Works

218 South Wabash Ave., Chicago, 111.
MOTORS TONE-ARMS

WANTED

V'ictor Red and Black Seal Records in all
languages. Also parts and motors. Spot
Cash Paid. Victoria Phonograph and Record
Exchange, 150 East 59th St., New York City.

BUSINESS OPPORTUNITY

Sacrifice Sale of 25,000 Standsu-d

10-inch DOUBLE DISC BECOBDS
Very large assortment
Al! desirable — no patriotics.
In 100 lots. 19c. In 2.000 lots. 17c.

In 250 lota, 18V4C In 5.000 lots. 16^4c.

In 500 lots. 18c In 10.000 lots, I6o.

In 1,000 lots, 17Ha Entire stoci, 15r each.

Terms: Net F.O.B, Cbicaeo. Subject to prior sale.
Fantus Bros., 519-531 S. Dearborn St, Chicago, 111.

POSITION WANTED— Young man, 24 years of age,
technical education, specializing in acoustics and with five
years' experience in inspecting, drafting and research in
the industry, wishes to connect with a high-grade talking
machine concern. Opportunity and not immediate large
salary sought. Address "A. R. S.," care The Talking
Machine World, 373 Fourth Ave., New York City.

POSITION WANTED— Expert repairman, who can
diagnose all phonograph trouble and repair same skillfully.
Best references. Address "Box 1047," care The Talking
Machine World, 373 Fourth Ave., New York City.

POSITION WANTED— Recording engineer, at present
employed, will consider management or organization of
laboratory. Familiar all branches record business. Has
recording machine. Address "Box 1048," care The Talking
-Machine World, 373 Fourth Ave., New York City.

WANTED — Young man and wife desire charge of music
stare on salary and percentage basis. Will take complete
charge of store and outdoor sales. Thorough experience,
best references and only a permanent, dependable connection
considered. .Address "Box 1049," care The Talking Machine
World, 373 Fourth Ave., New York City.

POSITION WANTED— Chemical engineer, graduate of
Boston Institute of Technology, is desirous to connect with
some manufacturer where his specialized training will be
of the greatest value. Address "Box 1053," care The Talk-
ing Machine World, 373 Fourth Ave., New York City.

FOR SALE

Paasche Air Compressor 6"x6", Paasche
Varnish Spray Outfit, Cutler Curtain Dry
Kiln 16.x25 ft. for varnish work, especially
suited for talking machine manufacture. Of-
fered at less than cost, for cash. Write
for full particulars to "N. O. 2," care Talk-
ing Machine World, 209 So. State St, Chi-
cago, 111.

FOR SALE, PHONOGRAPH
EQUIPMENT

consisting of motors, tone-arms, sound-boxes
and general hardware for about one hundred
machines. Offered at less than cost for cash.
Write for full particulars to N. O. 4, care
The Talking Machine World, 209 So. State
St., Chicago, 111.

WANTED

Phonograph records and musical merchandise.
My several outlets and connections enable me
to give you quick action on job lots, over-
stocks and complete lines of any kind of
musical merchandise you wish to liquidate.
AW transactions confidential. Address J. K.
Morgan, Leiter Bldg., Stores, State and Van
Buren St., Chicago, III.

OPPORTUNITY

We have about 2,000 phonograph cabinets
of prominent makes, which we wish to dis-
pose of either in the WHITE or COM-
PLETE. Splendid proposition for jobbers
or e.xporters. Good opportunity for anyone
wishing to enter the talking machine field
without the burden of manufacturing. Mount
Kisco Wood Working Co., Mt. Kisco, N. Y.

PHONOGRAPH FACTORY
FOR SALE

Phonograph factory, three-story brick, modern equip-
ment, steam-heated, automatic fire-sprinlded, fine
shipping facilities, good labor market, in progressive
Ohio city, 30,000. Compelled to sell; attractive price;
terms. Address "Box 1054," care The Talking Ma-
chine World, 373 Fourth Ave., New York City.

FOR SALE

Modem old established music store in a town of
three thousand population, in splendid farming com-
mimity, within four miles of a railroad town of two
thousand, without music store. Established trade on
a standard phonograph and record. Situated on two
steam roads and one interurban line. Will sell
building and stock, or stock only with lease on
building. Reason for selling, ill health. Address
"Box 1041," care The Talking Machine World, 373
Fourth Ave., New \ork City.

MONEY

If you are in Greater New York we will make
immediate advances on your phonograph leases.
Very moderate terms. Details on request Ad-
dress "Box X. Y. Z.," care The Talking Machine
World, 373 Fourth Ave,, New York City,

BUY

'Job Lots, Close-Outs
Discontinued Stocks, etc.
in all lines. No quantity too
large. Quick Cash for bartrains.
SEND SAMPLES AND FULL PARTICULARS.
BARGAIN BULLETIN FRLE
i BROS. 525 S. Dearborn St. Chlcaeo

WE BU>r ANYTHING

November 15, 1921

THE TALKING MACHINE WORLD

183

JOB LOT OF IMPORTED

UNUSED

HUNGARIAN, SERBIAN
and GERMAN RECORDS

WILL SELL AT BARGAIN PRICE

100 WEST 21st STREET Room 212 NEW YORK, N. Y.

WANTED

We want the best phonograph merchandising
man in the United States. He must be a
man of experience, able to organize and build
up a successful department in a big chain
of retail furniture stores. This is a big
job and none but the best man is wanted. Sell
yourself in first letter. Give all details includ-
ing salarj-. All letters will be treated con-
fidentially. Address '"Box 1044," care The
Talking Machine World, 373 Fourth Ave.,
New York Cit>'.

FOR SALE

The Only Exclusive Victor Shop in a City
of 500,000

Would consider having some money in business, but
do not want to be active. This is a real opportunity
for some one. Address "Bo.x 1042," care The Talk-
ing Machine World, 373 Fourth Ave., New York
City.

FOR SALE

Recording machine and tools for lateral
recording. Address "Box 1043," care
The Talking Machine World, 373
Fourth Ave., New York City.

FOR SALE

Half interest in established music house in
central Western cit>- of 60,000 ; investment for
expansion of business : standard lines. Address
'•Box 1052," care The Talking Machine World,
373 Fourth Ave., New York Cit>'.

1900 PHONOGRAPHS

900 complete phonographs for sale; also 1,000 cabi-
nets ready for motors, etc., all finishes. Strictly
high-class (not cheap) attractive designs; low prices;
immediate delivery. Address The Houghton Manu-
facturing Co., Marion, O.

FOR SALE

Records, cabinets, motors, tone arms and accessories.
Anything required in the phonograph line we have,
and sell at reduced prices. We also buy anything
you have to sell in the phonograph line. Mandell
& Co., 88 Rivington St., New York City.

WANTED

Reliable salesmen to sell the trade on commission.
Strictly high-class phonographs — oak, walnut and
mahogany — beautiful designs. Liberal commission,
attractive dealer's price, immediate shipment. Manu-
factured by a company long established with a world-
wide reputation on other products. Address F. M.
Foster, Sec, No. 8, 15th, Columbus, O.

FOR SALE

Good opportunity for one who desires to purchase a
large and well-furnished phonograph store. Author-
ized dealer for standard lines. Also handling mu-
sical instruments and sporting goods. Must sell be-
cause another store requires attention. Inquire:
H. Zuckerman, 23 East Broadway, New York City.

FOR SALE

Will sell at sacrifice CENTURY EDITION Sheet
Music — one full set and extra; 900 metal name
plates, two-color. Can be used by manufacturer of
cabinets. Attractive, with good name. Lesterphone
Co., 430 West 40th St., New York City.

JAZZ CONCERT A SUCCESS

Montana Columbia Dealer Holds Jazz Concert
Which Attracts Much Attention

Butte, Mont., November 8. — The Dreibelbis Music
Shop, of this city, enterprising Columbia dealer,
recently held a "Jazz" afternoon at its ware-
rooms, which was a distinct success. The com-
pany used various publicity mediums to interest
the public in this unique concert, and a window

Window Display Featuring Ted Lewis Records
display was presented, featuring Ted Lewis, fa-
mous dance exponent and exclusive Columbia
artist.

Larson's Dance Orchestra, which is well known
in this city, played a selected list of dance num-
bers at the jazz concert, consisting of selections
which are included in the Columbia recording

catalog and which have attained exceptional suc-
cess. Among the "hits" that were enthusias-
tically received were "All by Myself," which was
featured in the window display; "Mon Homme,"
"St. Louis Blues," "Wang Wang Blues" and "Oh
Me, Oh My." The concert was planned and
directed by H. Doyer, of the Dreibelbis Music
Shop, who was congratulated upon the success
of the event.

|IIIIIIIIIIIIIIIIIIIIIItlllllllllllllllllllllllllll IIIIIIIIII!llllllllllllllllllllllllllll||||||||||||||||||r|||||||||||:i||||||:||||||||||||||^^

I THE QO=GETTER'S LULLABY |

g Someone had said that it couldn't be done, i

g And he, with a chuckle replied 1

g That "maybe it couldn't" but he would be one |

I Who wouldn't say so till he tried. i

1 And -so with a trace of a grin on his face 1

g (And if he worried he hid it) i

1 He started to sing as he tackled the thing 1

g That couldn't be dene — and he did it. 1

I There are thousands to tell you it cannot be done; 1

g There are thousands to prophesy failure; 1

g There are thousands to point out to you, one by one, 1

g The dangers that wait to assail you; g

g But just buckle in with a bit of grin, 1

g And take off your coat and go to it; g

1 Start in to sing as you tackle the thing g

g That "cannot be done" — and you'll do it! 1

Slim iiiiiiiii iiiiiiiiriii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiNiiiiiiiiiiii iiiiiiii

CALLING ON THE TRADE

R. M. Kempton, manager of the Vocalion
wholesale department of the Aeolian Co., New
York, is calling on Vocalion dealers in the Mid-
dle West and South.

The T
installed

Baker has been made manager.

P. Mercantile Co., of Biloxi, Miss., has
a new Victrola department. C. W.

TO HAVE RECEPTION AND SHOWROOM

Brunswick New York Showrooms to Be Re-
arranged— For Benefit of Visiting Dealers

The New York branch of the phonograph divi-
sion of the Brunswick-Balke-Collender Co. [s
making extensive alterations in its present quar-
ters at 35 West Thirty-second street which, when
completed, will be most attractive and also bet-
ter equipped to take care of the needs of Bruns-
wick dealers. It is planned to devote the entire
space near the entrance to a large and attractive
reception and showroom where the new console
models recently put out by the Brunswick Co.
v.-ill be displayed. This room will adjoin the
present one where Brunswick phonographs of
every model are shown. Heretofore Chester
Abelowitz has had his desk in this space, but
according to the new plans it will be moved into
adjoining new quarters near the entrance to
the door, where Mr. Abelowitz can see and greet
Brunswick dealers as they enter.

Edward Strauss, Eastern sales manager, is re-
sponsible for this move, which was prompted in
the interest of the Brunswick dealer so that he
may be given a greater service when visiting
Brunswick headquarters. Mr. Strauss stated that
a feature of the new and enlarged quarters will
be a complete display of all Dealer Service ma-
terial put out by the Brunswick Co. This will
be displayed in such a way that dealers will be
able to obtain valuable ideas on how to use this
material in the retail store.

TO SELL CIROLA CORP. ASSETS

Court Orders Disposal of Newark, N.
Property at Auction

By order of the Chancery Court, Newark,
N. J., the assets of the Cirola Phonograph Corp.
are to be sold at auction on Friday, December 9,
on the premises, 393 High street, Newark, N. J.

The Cirola Phonograph Corp. is the manu-
facturer of the portable machine of the same
name. The coming sale includes the modern
four-story building containing over 20,000 square
feet of floor space, at 393 High street, Newark,
N. J.; a complete woodworking shop, with a
capacity of 150 portable machines a day; a var-
nish room with the latest type air brush equip-
ment; metal- working machinery, hardware sup-
plies, dies, patterns, tools, etc. The sale also
includes the complete office equipment and a
delivery truck.

"Does It Play All Records?"

Certainly MAGNOLA does; and without any extra
attachments, too. This is only one feature, albeit a
most important one, in the thoroughly up-to-date equip
ment of the MARVELOUS MAGNOLA.

MAGNOLA "BuUt by Tone Specialists"

Wttchii^J the Music Come Out

May we send you our handsome tlluslrated catalog
chock full of information concerning the wonderful
construction system of Magnola and the beauties of
its musical results, its artistic appearance and its
moderate price?

Send your name and let us tell you morel

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHUU2. President
General 01Bce« Southern Wholessif Branch

711 MILWAUKEE AVENUE
CHICAGO

1530 CANDLER BLDG.
ATLANTA. GA.

184

THE TALKING MACHINE WORLD

November 15, 1921

CUWDPEAM HEADQUARTER

LlWl^^^^^ I ml W 2 GR.ESHAM (5LDG.,BASINGIiALLST..E.C. LONDON <

W. LIONEL STURDY, MANAGER

Despite Disturbed Economic Conditions a De-
cided Betterment Is Evident in the Gramo-
phone and Record Trade — The Question of
Overstock One of Great Concern— The Situa-
tion Analyzed — Gramophone Co.'s Trading
Report — Innovation at Harrod's Stores — "Vel-
vet-face" Records to Be Introduced — Solving
Packing Case Problem— St. Hilda Band Wins
Test Piece — Sterno Activities — Some Newrs of
the Federation of British Industries — "His
Master's Voice" Record Prices— Other News

London, E. C, November 1.— With men in their
hundreds of thousands clamoring for work, it
seems almost paradoxical to infer that musical
instruments and other things that do not really
come within the category of actual necessaries
are again in demand. But such is the case.
Gramophone and record sales have shown a dis-
tinct improvement during the last few weeks.
The amount of trade is not by any means what
it should be at this period of year, and we have
really experienced such a lean time for twelve
months or more that, while in some respects a
comparison is all to the good, we must not be
lulled into any feeling of security when, as is the
case to-day, a bigger effort than ever is neces-
sary to maintain any definite standard of busi-
ness.

On the other side of the picture there are men
who believe that the present trade improvement
is but spasmodic, a temporary jump that is not
justified in accordance with the measure of social
and commercial unsettlement throughout the
world. This school of thought would have us
believe, too, that despite all the strenuous efforts

now being made to enliven and maintain trade,
it will not result in any lasting benefit so long
as the country is burdened with the deadweight
upkeep of a huge army of unemployed. That is
a cause which the British Government is trying
to mitigate and remove as quickly as may be.

We shall remove the effects of the cause of
bad trade just as quickly as we can remove that
canker of pessimism which permits a man to
lose his spirit and will for work. It's easier to
give in than to fight on. In the majority of
cases the problems of finance, slackness of trade,
manufacturing and other business difficulties rest
for their solution almost entirely upon the good
will and strength of man's determination. There
is always a way out, and, as I have so often said
in these columns, individual effort pushed to its
utmost triumphs in the end. Our little gramo-
phone industry has really stood the test well.
Its history of difficulties during the last year
has been tremendous. Yet few firms have gone
under. Mutual co-operation has saved the day
and there are better times ahead so long as we
keep together and exercise that spirit not to
give in.

The fact is that trade is on the move; there is,
if gradual, an all-round improvement industrially
and men are getting back to work in their thou-
sands every week. Labor and the costs of ma-
terials are easier. Retail prices for machines and
records must work along the same lines and in
quite a number of cases big price cuts have al-
ready been announced by the chief firms. It is
for the dealer, figuratively speaking, to get out
and tell the public the good news. Publicity is
the keynote of trade to-day as never before.

One difficulty dealers are bothering about just
now is the question of overstock. This applies
more particularly to records, of which, owing to
the trade depression, retailers find their shelves
somewhat too full. Much of this stock is fairly
old — old in the sense that many of the titles are
of that ephemeral order quickly out of demand,
.^s records they are worth the cost of the ma-
terial and that is all. What is to be done about
it? The manufacturer is often pleased to think
the question is answered bj' introducing an ex-
change scheme by which a new, up-to-date rec-
ord is given free in exchange for an old record,
provided the dealer orders against each such
exchange either one or two other records —
usually the latter number. By this scheme the
dealer who is overloaded with, say, 100 unsalable
records has to find room for an additional 200
and perhaps tie up new capital. There are argu-
ments for and against, of course, but for the
general run of dealers it is not a good scheme.
And the more so at this post-war stage when
non-salable stocks are bigger than is usual at
normal. The Retail Gramophone Dealers' Asso-
ciation is known to be in negotiation with the
record manufacturers on this very point. Ad-
mittedl}% the problem is not easy of solution to
the satisfaction of all parties concerned, but
their good sense will surely find a happy way
out. For the future a standard scheme is imme-
diately necessary. Dead stock leads to all sorts
of evils, notably price-cutting. Manufacturers
must therefore, in their own interests, arrive at
a business understanding to relieve dealers of
the records which in a reasonable time prove
unsalable.

'His Master's Voice'

This intensely human pic-
ture stands for all that is
best in music

*His Master's Voice'

— the trade-mark that is recognized
throughout the world as the

HALL-MARK OF QUALITY

DENMARK; Skandlnavlsk Grammophon-Aktl-
eselskab, Frlhavnen, Copenhagen.

FRANCE: Cle. Francalse dn Gramophone, 115
Boulevard Klchard Lenoir, Place de la R^pnb-
lique, Paris.

SPAIN: Compaflla del Gramfifono, 56-58 Balmea,

Barcelona.

SWEDEN: Skandlnaviska Grammophon-Aktle-
bolaget, Drottnlng Gatan No. 47, Stockholm.

RUSSIA: The Gramophone Co., Ltd., 45, Nereky
Prospect, Petrograd (Petersburg) ; No. 1
Solyanka, Solvanol Dvor, Moscow; 9, Golovlnsky
Prospect, Tlfll«: Nowy-Swlat 30, Warsaw; 11
Mlchailovskaya Ulltsa, Baku.

INDIA: The Gramophone Co., Ltd.. 139, Bal-
liaghatta Road, Calcutta; 7, Bell Lane, Fort,
Bombay.

Great Britain:

AUSTRALIA: S. HotEnung & Co., Ltd., Sole
Concessionaries of The Gramophone Company,
Limited, 163, Pitt Street, Sydney.
NEW ZEALAND: Gramophonium, Ltd., 118-120
Victoria Street, Wellington.

SOUTH AFRICA: Darter & Sons, Post Box 174,
Capetown; Mackay Bros., Post Box 251, Johannes-
burg; Mackay Bros. & McMahon, Post Box 419.
Durban; Ivan H. Haarbnrger, Post Box 105.
Bloemfonteln ; Franz Moeller, Post Box 108, East
London; B. .T. Bwlns & Co., Post Box 86, Queens-
town; Handel House, Klmberley; Laurence &
Cope, Post Box 132, Bulnwayo ; The Argns Co..
Salisbury.

E.4ST AFRICA: Bayley & Co., Lonrenzo
Marques.

HOLLAND: American Import Co., 22a, Amsterd
Veerkade, The Hague.

ITALY: A. Bossi & Co., Via Oreflci 2, Milan.
EGYPT (Also for the Sondan, Greeee and the
Ottoman Empire) : K. Fr. Vogel, Post Box 414.
Alexandria.

The Gramophone Company, Ltd.

HAYES

MIDDLESEX

ENGLAND

November 15, 1921

THE TALKING MACHINE WORLD

185

"POPULAR" RECORDS

»®> LONDON'S LEADING VALUE!!!

Doable-Sided
Superb Needle Cut "10 inch"
"Lateral"

QUOTATIONS

LOWEST in ENGLAND

FOR "HIGH GRADE PRODUCTS"

6,000 Lots and up "Your Selection" or a Sample 1,000,
made up with "One Example" trom Catalogued Pairings.

Address: SOUND RECORDING CO., Ltd. cables "Grammavox"
EXPORT DEPT., 18-19 Swallow Street London

Piccadilly, London, England "QUOTATIONS CABLED FREE"

POINTS <^3n give customers their own

■ design label for large parcels or deal
with any proposition for supplying master records,
material or plant.

m-t- Repertoire Approz 3,000 Titles — Covering

m-*- Superb Selection, Bands and OrchestraU

m-*- Lightning Shipments

mt-^ Packing by Experts

a»->- Rock Quotations "Always"

m-*- F. O. B. London

m-t- We attend to all Insurances "if Requested"

to B»yers A/c
m->- Our Shipping Services, this Side FREE

Correspondence invited — any ^language

FROM OUR LONDON HEADQUARTERS — (Continued from page 184)

"His Master's Voice" Report on Year's Trade

No better (or worse) illustration of the great
trade slump could be found than the reports
just issued bearing on the Gramophone Co.'s busi-
ness for the year ended June 30 last. It shows
a very heavy decline, which, in view of the gen-
eral depression and unemployment, is perhaps
rot surprising. The trading profit amounts to
no more than £26,119, as against £150,962 for
the preceding year. An immediate consequence
of this report was a decline in the value of the
£1 shares from 23/6 to 15/6, which, however,
at the time of writing, are fluctuating favorably.
The directors of the company have decided to
transfer to profit and loss account a sum of
£46,048 previously set aside to war contingency
fund, and to draw £50,000 from the reserve for
the equalization of dividends. Including the
amount brought in and deducting debenture
charges, preference dividend, etc., a balance re-
mains of £128,453, out of which it is proposed
to pay a dividend of 6 per cent on the ordinary
shares, as against 15 per cent last year.

Since the issue of its report gramophone trade
has shown a distinct improvement all around.
In particular, the "His Master's Voice" business
has favorably responded, and if judged by pres-
ent standards I believe that next year's report
covering the period to June 30, 1922, will show
a remarkably good trade recovery.

Brief Parag^raphs of Trade Interest

The Kentucky song whistle is becoming some-
what of a vogue here. The fact that no great
knowledge of music is necessary to play it means
perhaps a wider field of sales. In many new
orchestral records it has been used with good
effect.

With the issue on records of the complete
opera "Patience," "His Master's Voice" Co. has
covered no less than five of the famous Gilbert
and Sullivan works. By the rush to book seats
at the Prince's Theatre, London, where the
Savoy opera season has just commenced, it
would seem that the public is as much in love
as ever with these delightful inspirations.

.^n Aeolian machine and electric "Motophon"
accompany Sir Ernest Shackleton on the
"Quest" to the polar regions.

It is reported that an invention exists whereby
twelve records of the disc type can automatically
be played one after the other. There should be
a big demand for such a gramophone, though I
have heard it said by some folks that one record
at a time is quite enough.

The London Music Trades Review reports the
discovery of a new material called Ebonite for
gramophone horns. It can be cast to any size
or shape for exterior or interior sound chambers
and is spoken of as an improvement on metal
or wood.

A Complete Fiber Needle Outfit

To meet the expansion of trade in fiber
needles, and their use is certainly very popular
on this side, a new outfit has been marketed by
the Gramophone Exchange, of New Oxford

street, London. It consists of a very simple but
efficient cutter, a fiber needle adaptor for any
make of sound box, and a supply of fiber needles.
The complete outfit retails here at the nominal
price of 7/6. The "Astra," as it is called, repre-
sents a very useful combination, the best yet
introduced as a complete outfit on this market.
A Sixpenny Record

Woolworth's stores, with branches all over the
country, are selling a small-size record at the
nominal price of sixpence. It is the product of
a well-known firm and, though in no sense can
the record be regarded as in competition with
the quality of the standard makes, the fact re-
mains that it is in great demand as a novelty
entertainment stunt.

Dancing to the Gramophone at Harrod's

At the great Harrod's Stores an innovation to
speed the sale of dance records is announced.
Every afternoon in the music salon the "His
Master's Voice" dance numbers are demon-
strated to the accompaniment of exhibitions of
the latest dances by Miss Peggy Carlisle and her
partner, Nigel Jessop. So popular has the
scheme proved that people are turned away
daily. From the sales viewpoint Messrs. Har-
rods are well pleased.

Gramophone Supersedes the Piano

The way to advertise is shown by Thos. Edens
Osborne, of Belfast, Ireland. One of his chatty
ads reads: "Evidently the piano is being rapidly

superseded by the gramophone and ladies are
. . . . purchasing records of popular songs,
dances, etc., in order to introduce pleasant sur-
prises on their 'At Home' evenings." These ads
appear in local journals of repute and, being of
the editorial style, make good reading.

Edison Bell and Winner News Items

An increase in record sales at this period of
the year is only to be expected. But to this
alone cannot be ascribed the big trade improve-
ment noted by J. E. Hough, Ltd. It is also due
to the reduction to 2/6 of the price of Winner
records, and equally so to the wide field covered
in the compilation of regular monthly programs
of new records of the popular type. Apart from
the home trade foreign business shows gradual
improvement, and I learn that the Peckham
plant is steadily busy at this time.

By the way, Percy Willis, sales manager, in-
forms me that his firm will shortly introduce a
n«w series of records under the label "Velvet-
Face" in ten- and twelve-inch sizes. The name
implies a velvet surface, obtained, I understand,
by a special process in the manufacturing. That
will disclose itself in due course. As regards
titles and artists, the company's present inten-
tion is to run a somewhat exclusive standard
embracing music and song of the higher degree
recorded by appropriate artists. This is cer-
tainly a wise step — in conformity with the in-
creasing appreciation of the educative value of
the gramophone. It is progressive, uplifting to
( Continued on page 186)

"PERFECT
POINTS"

BRITAIN'S BEST

Gramophone Needle

(Cuaranieed made from High Carbon Steel)

IS MADE BY

W. R. STEEL, of REDDITCH,

Head Office and Works— QUEEN ST.

Scientifically pointed, Hardened and Tem-
pered on the latest up-to-date machinery and
plant by skilled craftsmen only.

RESULT:

A FIRST QUALITY NEEDLE far ahead of
anything of pre-war quality

INQUIRIES SOLICITED

Special Quotations for Quantitie*

Manufacturer of all Kinds of Sewing Needles

186

THE TALKING MACHINE WORLD

NOVESIBER 15, 1921

Horn, Hornless and Table-Grand

GRAMOPHONES

FOR

EXPORT

Please State Your RequirementB

REX GRAMOPHONE CO. 2 Elizabeth PUce
Rivinston Street, LONDON, E.G. 2, England

Cable AddrcM "Lyreccx&c. Loodon"

FROM OUR LONCMDN HEADQUARTERS — (Continued from page 185)

the status of our trade, and as such merits the
a:Ctive support of all having interest in the de-
velopment of gramophonic art and industry.
- An Effort to Solve the Packing Case Difficiilty

The Gramophone Co. has inaugurated a new
Scheme with regard to the return of empties.
In many instances packing cases have been re-
turned in such a bad condition as to be useless,
and often they go astray in transit. This is a
thorny question that bothers all our manufac-
turers. If it proves in practice a solution the
Xi-tw plan of the Gramophone Co. will doubtless
be followed by other firms. And the plan is that
the company will carry the bulk of the cost of
all packing cases, merely charging dealers a
very nominal figure, on the basis that all cases
will in future not be returnable. At the prices
charged dealers should be able to dispose of the
cases at, if anything, a profit. On the face of it
the new arrangement should prove acceptable.
The "His Master's Voice" Special News Items

An important announcement issued to dealers
by the above company may now be made public.
From October 17 the price of Plum label records
are 4/-, ten-inch; 6/-, twelve-inch; and for
the Black label, ten-inch, 5/6; twelve-inch, 7/6.
As will be noted, these price reductions apply to
what may be termed the popular labels, which,
in consequence, will certainly enjoy a wider de-
mand than ever.

Early advice has been given to all "His Mas-
ter's Voice" dealers, in order that they may clear
stocks of no less than 490 records, which are to
be deleted from the company's Spring (1922)

edition catalog. With this advance notice deal-
ers should have plenty of time to sell out on
these numbers if they want to clear their shelves
for up-to-date issues.

The great Chaliapine, who is now in America,
made a number of records before his departure
from London. These records are, of course, ex-
clusively H. M. V. His two "Boris" records are
being sold by the company for the benefit of the
Russian Famine . Relief Fund. That is, during
the period October 1 to December 31 the whole
profit on the sales of these two records will be
handed over to the fund. It will be interesting
to know the amount.

Effective Publicity Matter Issued by Pathe

Of late Pathe Freres have made notable ad-
vance in the quality and quantity of their trade
publicity literature. This is very helpful to the
dealer who is out to create sales by a wise dis-
tribution of record lists and the display of win-
, dow streamers, etc. Recent issues include a
new list of Hawaiian records, record catalog
complete to date, leaflets re sound boxes, and
much other useful sales literature.

The new Pathe needle-cut Actuelle record has
been very favorably received and good orders
placed by the trade.

Another Grand Championship Test Piece

For the third time since 1912 the St. Hilda
Colliery Band has carried oflf the Grand Cham-
pionship for the best rendition of a set test piece.
The contest was held at the Crystal Palace, S. E.
London, and twenty-one bands competed. In
turn they each played what is regarded as the
most difficult test piece ever set in a national
competition — "Life Divine," an exquisite tone
poem by Cyril Jenkins. The judges were locked
in a room, guarded by the police from all inter-
ference.

As was the case last year, the British Zono-
phone Co. again secured the exclusive services
of the St. Hilda Colliery Band for recording the
v.-inning item under the personal conductorship

of the composer. The record is No. 2168, and
a fine one it is, too !

With the reduction in the price of Zonophone
records to 3/- sales have increased enormously.
Some fine selling titles figure in the current list.
No. 2156, "Imagination Waltz" and "Amazon,"
two more tuneful items by the Black Diamond
Band. "Amazon" also figures as a vocal by Her-
bert Payne. It is of the pathetic strain and is
rather a difficult song to sing. Mr. Paj^ne gives
a good rendition, though, as also of "The Lisp
of a Baby's Prayer/' on 2161. A good selling
record should be 2160, "Silver Star," which is
most naturally sung by Robert Woodville, and
"Sweet and Low" by the same artist. Sydney
Collham contributes two of his ever-acceptable
tenor songs on 2159 — -"Only You" and "Forever
and Forever." A really magnificent piccolo re-
cording by Geo. Walker (with piano) is on 2166
— "The Mocking Bird" and "Slump," a piccolo
rag of striking efifect. Jack Hylton's Jazz Band
gives itself over to riotous behavior in its play-
ing of "Billy" and "Wang Wang Blues," two
goodly numbers deserving of the band's remark-
able efTorts.

The Phonogram Year Book, 1922

There are close upon twentj^ gramophone and
phonogram societies active in the United King-
dom. That means a membership of approxi-
mately 1,000 real enthusiasts — men, and ladies,
too, who pay fitting homage to the study of me-
chanically produced music. It is a growing
movement and one that should be encouraged
still more than it is by manufacturers.

W. J. W. Hamill, one of the originators of the
society movement, believes that it should now
be represented by its own organ of intelligence
and has made a start by the issue of "The Phono-
gram Year Book and Talking Machine Society
Guide." It is an encyclopedic little book which
should serve as a reliable reference upon all mat-
ters appertaining to the society movement in
this country. Many who take a leading part in

Grippa Portable Gramophone

{Patents pending all countries)

Marketed in Great Britain less than three months ago, it has leapt into
popularity with amazing rapidity. The most perfect manufacturing
and selling proposition in the Gramophone World.

Plays lO'&l?'
Records

Winding Key Clip

Record Holder Clips
" (Capacity 4 Records

Swinging
Deflector Plate
S;Tone Amplifier

Secondary
Sound
Chamber"

Strong Nickel^
Nozzle Locks
& Keys

Needle Box Clip

Primary Horn
Chamber

Strong Dovetailed
Oak Cabinet No
doors or loose parts
Overall weight 9 lbs

1. Perfect tone reproduction

equal to a cabinet model.

2. Travel proof and fool

proof.

3. Extraordinary low factory

costs.

- Model 3, as sketch, produced, sold and delivered to the retailer — Hence to the

public at eighteen dollars. Showing full manufacturers' and jobbers' profits.

Exclusive manufacturing rights under royalty — apply to maker and patentee

H. J. CULLUM, Manager-Director

PEROPHONE, Limited, 76-78 City Road, London, England

November 15, 1921

THE TALKING MACHINE WORLD

187

EDISON BELL

CABLE
•PHONOKINO.
LONDON"

ARE THE GREATEST VALUE FOR MONEY PRODUCED IN GREAT BRITAIN

TEN INCH DOUBLE SIDED NEEDLE CUT

PLAY ON ALL GRAMOPHONES

Catalogue contains 4000 Titles by the Premier Artistes, Instrumentalists, Orchestras and Bands

of the British Empire

DEIALERS PREPARED TO DO BUSINESS ARE INVITED TO COMMUNICATE WITH

Proprietors ind Mamfactiirer*, J. E. HOUGH, Ltd., 62 Glengall Road, London, S. £. 15, England

FROM OUR LONDON HEADQUARTERS — (Continued from page 186)

the official side of the society work have con-
tributed articles and advice which the reader of
the Phonogram Year Book will peruse with in-
terest. Of special value, too, is the list of so-
cieties, their places and times of meeting, officials
and other useful information, with a short his-
tory of each. The book is published at 9/-. I
heartily congratulate Mr. Hamill upon its issue.
Copies may be obtained from him, at 3 Curzon
road, Higher Broughton, Manchester.

Some Good Salable Sterno Lines

Dealers abroad would do well to keep track of
the new goods so frequently issued by the Sterno
Mfg. Co., City Road, London. Previous refer-
ence has been made to the "Elektromophon," a
fine piece of electric mechanism for high-class
machines. When mounted in the cabinet this
motor is really noiseless, and noticeable, too, is
entire absence of vibration. Its equipment in-
cludes an automatic stop electrically controlled.
ITi-e "Elektromophon," fully described in a re-
cent report from this office, will run on any
voltage. It has interested the tTade here and
evoked high praise.

Another line by this company is the "Homo-
chord" record, ten-inch double side, of which a
big first list has just been announced. A fine

repertoire it is — many popular standard works
by old masters, operatic and, of course, senti-
mental with a fair leavening of humorous rec-
ords. The records are of good quality and will
satisfy the most critical. Special mention should
be made of the Homochord jazz issues. These
are quite new numbers from the States, of real
color — if anything, superior to the usual blatancy
of jazz music. The Sterno people are evidently
out to offer the British trade a better phase of
this type of music, and in the records played
over to me I think they have secured something
which will win our dealers' approval.
Federation of British Music Industries News
At a recent meeting of the Federation Louis
Sterling was elected to the post of chairman,
succeeding Alexander Dow, who was desirous
of retiring from that position. R. W. Pentland
and A. J. Mason were re-elected deputy chair-
men and William Rushworth honorary treas-
urer. Mr. Dow was elected honorary vice-presi-
dent in recognition of his valuable services to
the Federation. His address, as well as that of
the new chairman, was listened to with great
interest.

It was announced that eight Provincial papers
were added to the list of journals accepting the

Federation's weekly articles on music. A con-
sultative committee of prominent musicians to
advise the Federation on musical and educa-
tional matters is now being formed. Sir Henry
Hadow, Sir Alexander Mackenzie, Lt. Col. Stret-
ton, Frank Roscoe and Robert McLeod have
consented to serve.

In connection with the British Industries Fair
to be held next year, arrangements have been
made for the housing of the music section in one
of the buildings. In this connection eiTorts are
being made to have space at the fair allotted
only to genuine British goods. This is some-
what of a difficult task, inasmuch as many in-
struments are imported in whole or in part and
assembled in England, thus masquerading under
the title of "British made."

KIMBALL CONSOLES IN DEMAND

Console model talking machines are in greater
demand each month, reports the W. W. Kimball
Co., of Chicago. People with a knowledge of
music and of refinement are choosing this model
in preference to others, not only for its musical
qualities but for its artistic appearance, which
makes it a valuable addition to home ornament.

You Ought to Know

In case you are contemplating expanding the sphere of your business to include
departments devoted to Pianos, Player-Pianos, Musical Merchandise or Sheet Music,
that you 11 find news and comments about them all in

THE

flU JIC TI^E

ESTABLISHED 1876

The oldest and leading music trade weekly, which covers every branch of the industry

It Contains

Instructive and educational articles. Hints on salesmanship and advertising. Editorials that are timely
and autlwritative. Facts about the new things in the trade. Trade happenings in all parts of the United States

''Review the Music Trade With Us''

Send your $2 now for a full year's subscription to

THE MUSIC TRADE REVIEW

373 FOURTH AVENUE

NEW YORK

188

THE TALKING MACHINE WORLD

November 15, 1921

LATEST PATENTS
RELATING TO

Washington, D, C, November 8. — Talking
Machine. Joseph Wolff, Brooklyn, N. Y., as-
signor to the Sonora Phonograph Co., New York.
Patent No. 1,387,575.

The main objects of this invention are to pro-
vide a talking machine with a continuous wooden
sound amplifier of relatively great efficiency; to
provide an improved sound amplifier constructed
entirely of wood, thereby transmitting the sound
waves from the sound box through a continuous
wooden passage to the atmosphere, thereby in-
creasing the sonority, brilliancy and other good
qualities in sounds; and entirely eliminating the
"brassy" or metallic sound so prevalent in talk-
ing machines; and giving a wonderfully clear,
brilliant, broad and mellow quality to the repro-
duction; to provide a wooden tone arm con-
structed as hereinafter described, which will do
away with the mechanical, harsh and metallic
sounds produced in the operation of talking ma-
chines; and to produce a full, even and continuous
volume of sound in which the articulation is
clear, full and distinct; a further object being to
provide a tone arm of the class specified which is
made entirely of wood or other fibrous material,
as hereinafter described; to provide a horn of
wood or other fibrous material, constructed as
hereinafter described, and to ibe so constructed
that it shall have unexcelled acoustic properties,
and to increase the volume and purity of the
tone produced.

In the drawings Figure 1 is a side elevation,
partly in section, of a talking machine cabinet
having a talking machine provided with a
wooden sound amplifier, and other details con-
structed in accordance with this invention; Fig. 2
is a perspective view of a wooden tone arm con-
structed in accordance with one embodiment of
this invention; Fig. 3 is a view of the tone arm,
partly in section, taken on the line 3 — 3 of Fig.
2: Fig. 4 is a perspective view of the preferred
embodiment of the horn construction; Fig. 5 is a
fragmentary sectional view showing the construc-
tion of the veneering of embodiment of Fig. 4;
Fig. 6 is a modified form of the horn construc-
tion; Fig. 7 is another modified form of the horn
construction; Figs. 8 and 9 illustrate perspective
views of a tone arm constructed of a plurality of
veneers or veneered material; Fig. 10 is a fur-
ther modification of the horn construction; Fig.
11 is a front view of the modification illustrated

in Fig. 10; Fig. 12 is a perspective view of an-
other modification of the improved tone arm;
Fig. 13 is a sectional view of a tone arm and
sound box; Fig. 14 is another modification of the
combined tone arm and sound box construction;
Fig. 15 is a sectional view of the improved sound
box; Fig. 16 is a view showing the arrangement
of the veneerings in Fig. 12.

Talking Machine. Jobby Belpedio, Bridgeport,
Conn. Patent No. 1,389,478.

This invention has for its principal object to
provide a combination brake and disc elevator
which is arranged in such a manner that when
the tone arm is moved to a predetermined posi-

tion the record tablet or disc will be elevated
above the top of the turntable to permit the
ready removal of the same.

Another object of the invention resides in the
provision of a lever adapted to be attached to
the tone arm in such a position that when the
tone arm is moved to the extreme right the
brake and elevating mechanism will be auto-
matically operated.

Figure 1 is a top plan view of a talking ma-
chine illustrating the elevating means on the
turntable; Fig. 2 is a view similar to Fig. 1,
showing the turntable removed to more clearly
illustrate the details of construction; Fig. 3 is a

2-^

side view of Fig. 1; Fig. 4 is a fragmentary en-
larged sectional view through the dtevice; Fig. 5
is a perspective view of the elevating means;
Fig. 6 is a perspective view of the cam ring;
Fig. 7 is a fragmentary enlarged sectional view
tiirough a portion of the table, illustrating the
brake in detail, and Fig. 8 is a view taken at
right angles to Fig. 7.

Recording and Reproducing Attachment for
Phonographs. Willard H. Oilman, New York,
assignor to John .\. McVickar, same place. Pat-
ent No. 1,389,429.

This invention relates to phonographs and par-
ticularly to an attachment, for disc type phono-
graphs which includes a mechanism whereby the
records may be recorded and reproduced on any
standard disc type phonograph. The objects of
this invention are to provide a mechanism of this
kind which is readily detachable and replaceable;
which takes care of irregular movements of the
turntable and' the turntable stem; which provides
for adjustments for different sizes of machines;
which may be raised and turned back from the
turntable while the latter is in motion and may
be replaced while it is in motion; which permits
the horn to be turned in any direction without
disturbing the mechanism or the position of the
phonograph; which automatically raises the
stylus from the record when the machine has
moved to a predetermined position and which
includes means for raising and lowering the

stylus and diaphragm head as may be desired.
Other objects will appear from the drawings, in
which Figure 1 is a plan view with the mech-
anism case in section; Fig. 2 is a vertical eleva-
tion in section through the center line of the
mechanism; Fig. 3 is a detail of the support on
line a — a. Fig. 2; Fig. 4 is a detail of the voice
tube, and Fig. 5 shows a vertical elevation of the
device complete.

Phonograph. John H. Anderson, Chicago, 111.
Patent No. 1,389,089.

The objects of this invention are to provide an
improved phonograph wherein access to the in-
terior of the cabinet and the motor may be read-
ily obtained; also wherein the horn is supported
independently of the motor, turntable and tone
arm.

Figure 1 is an elevation of the phonograph
structure showing parts in section; Fig. 2 is a

transverse section taken on line 2 — 2 of Fig. 1;
Fig. 3 is a section taken on line 3 — 3 of Fig. 2;
Fig. 4 is a section taken on line 4 — 4 of Fig. 1.

Phonograph. James T. Leitch, Allentown, Pa.
Patent No. 1,389,058.

This invention relates to an improved sound
box for phonographs which is termed an "articu-
lator." The object of the invention is to provide
an improved general construction of phonograph
sound box having a resonator of novel construc-
tion whereby increased amplitude of vibration
of the sound waves will be obtained and the
absorption and consequent waste of sound-
producing vibrations be eliminated. Other ob-
jects are an improved arrangement of needle arm
and its bracket or support therefor in order to
prevent damping of vibrations by absorption in
the body of the sound box as well as to eliminate
the production of metallic efifects, and a novel
amplifier so connected with the resonator that
the produced vibrations will be collected and
amplified.

Figure 1 is a front or face view of the im-
proved reproducer; Fig. 2 is a side view thereof;
Fig. 3 is a back view thereof; Fig. 4 is an end

view taken from the right-hand side of Fig. 1;
Fig. 5 is a detail section on the line V — V of
Fig. 2; Fig. 6 is a section on the line VI — VI of
Fig. 2; Fig. 7 is a detail showing the perforated
diaphragm removed from the box; Fig. 8 is a
detail section on the line VIII — VIII of Fig. 2;
Fig. 9 is a detail section on the line IX — IX of
Fig. 8.

Talking Machine. Frank Talarico, Philadel-
phia, Pa. Patent No. 1,388,980.

One object of this invention is to provide an
improved sound conducting and amplifying
means which can be easily and quickly placed in
operative position on any supporting structure
adjacent a record, thereby doing away with the
necessity of employing complicated and expen-
sive cabinets and amplifying means such as now
commonly employed in connection with talking
machines.

Another object is to so construct the device of
the invention that it can be easily manipulated
so as to transmit sounds, and when not desired

November 15, 1921

THE TALKING MACHINE WORLD

189

LATEST PATENTS RELATING TO TALKING MACHINES AND RECORDS— (Continued from page 188)

for use the same can be moved into a position
out of the way so as to permit a record to be
removed from the turntable and another record
placed thereon.

Figure 1 is a side elevation of the invention
showing the same in the position which it occu-
pies when playing a record; Fig. 2 is a top plan
view of Fig. 1 ; Fig. 3 is a view of similar char-
acter to Fig. 2 showing the device in a position
when not in use; Fig. 4 is a sectional elevation

taken on the line A — 4 of Fig. 1; Fig. 5 is a frag-
mentary perspective view showing a certain fea-
ture of construction of a part of the invention,
and Fig. 6 is a fragmentary view showing a
modification of adjustable means which forms a
part of the invention.

Amplifier for Sound-reproducing Machines.
Franklin T. Shackleford, Minneapolis, Minn.
Patent No. 1,389,999.

This invention relates to improvements in
sound-reproducing machines and has more par-
ticular reference to a sound amplifier or horn for
such machines, and it will evenly diffuse and
amplify the sound waves passing therethrough
and produce a clear, mellow tone and one which
will be true to the original production.

Figure 1 is a vertical sectional view through a
portion of a phonograph, showing an amplifier
constructed in accordance with this invention
applied thereto; Fig. 2 is a horizontal sectional
view through the phonograph and amplifier taken
on the plane indicated by the line 2 — 2 of Fig. 1;
Fig. 3 is a front view of the amplifier detached

from the phonograph; Fig. 4 is a front edge view
of the bottom of the amplifier; Fig. S is a side
edge view of the bottom of the amplifier; Fig. 6
is a longitudinal sectional view of the bottom of
the amplifier taken on the plane indicated by
the line 6 — 6 of Fig. 4, and Fig. 7 is a perspective
view of the bottom of the amplifier.

Stylus Holders for Talking Machines. Frank
D. Lewis, West Orange, N. J., assignor to the
Pathe Freres Phonograph Co., Brooklyn, N. Y.
Patent No. 1,389,885 and Patent No. 1,389,886.

The first-named patent relates to improvements
in stylus holders for talking machines, and in
particular for talking machines of the Actuelle
type as disclosed generally in Letters Patent
No. 1,271,527, granted to Marcus C. Hopkins.

REPAIRS

All Make* of Talking Machine*
Repaired Promptly and Efficiently

REPAIR PARTS FOR ALL MACHINES

It is the object of the present invention to
overcome the objection previously held by equip-
ping the swinging arm with two separate and
distinct stylus holders of different leverages,
which are interchangeably brought into playmg
position by a rotation of the arm in the proper
direction. The stylus holder now employed m
the commercial Actuelle is utilized in connection
with the playing of vertical-cut records, and
hence receives the usual jewel-point stylus; and
to this holder there is connected a second holder
whiCh receives the needle or stylus used for play-
ing lateral-cut records. The second stylus
holder is, or may be, mounted on the cap at the
front end of the swinging arm, and its vibrations
are transmitted to the first holder through its
connection therewith, and thence, through the
transmission device, to the diaphragm. The two
holders are so arranged with relation to each
other that a rotation of the arm through approxi-
mately 180 degrees is necessary to shift either
holder out of working position and simulta-
neously bring the other into such position.

In the drawing Figure 1 is a part-sectional side
elevation of a Hopkins-type diaphragm and its
carrier arm, the latter being equipped with the
improved stylus holder construction; Fig. 2 is
an enlarged side view of the front end of the
carrier arm and attached parts, showing the
playing position for lateral-cut records; Fig. 3
is a front view of Fig. 2; Fig. 4 is an enlarged
cross-section on line 4 — 4, Fig. 1.

The second-named patent relates to stylus hold-
ers for talking machines, and in particular for
talking machines of the Actuelle type as dis-
closed generally in Letters Patent No. 1,271,527,
granted July 2, 1918, to Marcus C. Hopkins.

It is the object of the present invention to
eliminate the rotary movement of the swinging
arm, and particularly of the diaphragm, both for
the purpose of simplifying the former construc-
tion and its mode of adjustment, and in order
to avoid the liability of the diaphragm being
grasped and turned to effect the desired adjust-
ment, with possible resultant injury to the dia-
phragm. Accordingly here is devised a con-
struction in which, instead of the carrier arm
and diaphragm being rotatable, those parts are
relatively motionless, the sole adjustable or
rotatable part being a cap or equivalent part
which is connected to ithe end of the arm and to
which the stylus holder is attached'. The latter
does not immediately vibrate the main transmis-
sion device, but, instead, actuates an intermediate
or auxiliary device which is connected to vibrate
the main device; the connection between the two
vibration-transmitting devices preferably consist-
ing of a bell-crank lever, to whose arms the ends
of said devices are attached. The main trans-
mission device — that is to say, the device utilized

ANDREW H. DODIN

28 Sixth Atobuo Now York

TELEPHONE. SPRING 1 194

in the commercial Actuelle — is left unchanged in
so far as its construction, arrangement and func-
tion are concerned, so that the installation of
this invention may be effected readily and with
but little alteration or modification of parts.

In the drawing Figure 1 is a side elevation of
a Hopkins-type diaphragm and its carrier arm,
the latter being equipped with the improved
stylus holder; Fig. 2 is an enlarged longitudinal
sectional view of the front end of the carrier
arm and attached parts, showing the playing
position for Pathe or vertical-cut records; Fig.
3 is a view generally similar to Fig. 2, but
showing the parts in position for playing lateral-

cut records; Fig. 4 is a detail view of the stylus
holder.

Sound Box. George A. Moore, Medford, Mass.
Patent No, 1,389,683,

This invention has for its object the construc-
tion of improved means for pivotally supporting
the needle arm of a talking machine sound box.

To this end, the needle arm is clamped to a
diaphragm supported at right angles to the plane
of the resonator diaphragm, and provides means
whereby the clamping device can be shifted in
the plane of its diaphragm in order that the
point of the needle arm's attachment to the reso-
nator diaphragm may be entirely neutral thereto;
in other words, that it may have no tension
thereon in either direction.

In the drawings forniing part of this specifica-
tion Figure 1 is a face view of a sound box
embodying the improvements; Fig. 2 is a view
of the same looking in the line of its stylus;
Fig. 3 is a central sectional view of the same;
Fig. 4 is a view similar to that in Fig. 2, but

with certain parts removed; Fig. 5 is a perspec-
tive view of a portion of the needle arm and its
supporting diaphragm; Fig. 6 is a perspective
view of the threaded annulus composing a part
of the clamping means for the supporting dia-
phragm; Fig. 7 is a sectional view of the same;
Fig. 8 is a sectional view of the other member
of the clamping means; Fig. 9 is a view of one
of the cross arms between which the supporting
diaphragm is fastened; Fig. 10 is an edge view of
the supporting diaphragm showing the cross arms
of the needle arm attached thereto; Fig. 11 is a
face view of the back plate of the sound box.

Needle Adjusting Means. Forest Cheney,
Chicago, 111., assignor to the Cheney Talking
Machine Co., same place. Patent No. 1,390,499.

The present invention resides in an improved
needle positioning device by means of which the
sound box may be conveniently supported to
discharge the used needle into an adjacent re-
ceptacle and then moved upon its support into
the proper position to permit the new needle

when inserted in its holder to project from the
sound box a greater or less degree according to
the sound volume desired.

Figure 1 shows an elevation of a sound box
having a breech-loading needle-holder positioned
to be used with the adjuster; Fig. 2 is an eleva-
tional view of the adjuster looking from the left-
hand end of Fig. 1, and Fig. 3 is a top plan view
o' the adjuster.

Bankers always have based credit on good-
will. But it is only comparatively lately that
they have come to know what produced the
good-will. The force that produces good-will is
advertising. Advertising, therefore, is really one
of the fundamentals of credit.

DAMAGED VARNISH

can be permanently and invisibly repaired by using

LESLEY'S PATCHING VARNISH

Price: 1 pt., $1.00; 1 qt., $1.90
Complete repair outfit, $3.50

Write for catalogue

LESLEY'S CHEMICAL CO.

10 S. New Jertey St. Indianapolit, Ind.

190

THE TALKING MACHINE WORLD

NOVEMBEE 15, 1921

fcgHRECORD BULLETINS/^

December, 1921

18811

18812

18813
18821

18816

18823

18824

45257
35712

35711

45255
18815

64996
64997
66008
74718

74716

74519
John

87576

66007
87330

88643

64999
74719

VICTOR TALKING AUCHINE CO.

POPULAR SONGS
You're Ju&t the Type for a Bungalow,

Irving Kaufman

Don't Tlirow Me Down Irving Kaufman

My Sunny Tennessee Peerless Quartet

Ain't You Coming Out, Malinda?

Peerless Quartet

Sally, Won't You Come Back? John Steel

Bring Back My Blushing Rose John Steel

Kentucky Home,

Henry Burr and Peerless Quartet
Who'll Be the Next One (To Cry Over You).

Arthur Fields

Sal-O-May — Fox-trot,

Joseph C. Smith and His Orchestra
Why, Dear? — Fox-trot,

Joseph C. Smith and His Orchestra
One Kiss — Fox-trot,

The Benson Orchestra of Chicago
Just Like a Rainbow — Fox-trot,

The Benson Orchestra of Chicago
Canadian Capers — Fox-trot,

Paul Whiteman and His Orchestra
Bimini Bay — Fox-trot,

The Benson Orchestra of Chicago
VOCAL AND INSTRUMENTAL RECORDS

The Virgin's Lullaby Merle Alcock

An Old Sacred Lullaby,

Olive Kline and Lambert Murphy
Christmas Hymns and Carols — No. 1,

Trinity Choir
Christmas Hymns and Carols — No. 2,

Trinity Choir
Santa Claus Visits the Children — Part 1,

Gilbert Girard
Santa Claus Visits the Children — Part 2,

Gilbert Girard

Darky Stories Walter C. Kelly

Irish Stories Walter C. Kelly

Ross' Dog Trot "Bladk Face" Eddie Ross

Ross' Reel "Black Face" Eddie Ross

RED SEAL RECORDS
Sophie Braslau, Contralto

Swingin' Vine Ralph L. Grosvenor 10

Emilio de Gooorza, Baritone

Song of the Volga Boatmen 10

MiscHA Elman, Violinist

Canzonetta A. d'Ambrosio 10

Amelita Galli-Curci, Soprano — In French
Les Pecheurs de Perles — Comme Autrefois (Pearl

Fishers — As in Former Times) Bizet 12

ILLE Harrold, Tenior, and Eva Gauthier, Soprano
Jn French

Louise — Depuis longtem.ps j'habitais cette chamr
bre (For a Long Time I Have Occupied This

Room) Charpentier 12

Marcel Journet, Bass — In French
Cantique Noel (O Holy Night) ... Adolphe Adam 12
McCormack, Tenor, and Fritz Kreisler, Vtohnist

(Piano accompaniment, Edwin Schneider)
The Last Hour,

Jessie C. Brown and A. Walter Kramer
Sergei Rachmaninoff, Pianist

Valse in G Flat Major Chopin

Ernestine Schumann-Heink, Gontralto
Oh Come, All Ye Faithful (Adeste Fideles),

Marcos Portugal
TiTTA RuFFO, Baritone — In French
Patrie — Cantabile de Rysoor (Song of Rysoor),

Paladilhe

Artubo Toscanini and La Scala Orchestra
Carmen — Aragonaise (Prelude to Act 4).... Bizet

Reinald Werrenrath, Baritone
Nazareth Chorley-Gounod

10
10
10

12
10
10
10
10

10
10

12
10
12

COLUMBIA GRAPHOPHONE CO.

SYMPHONY RECORDS
A6196 O Come /ill Ye Faithful — Mezzo Soprano and
Male Quartet,

Barbara Maurel and Male Quartet
Hark, the Herald Angels Sing — Mezzo Soprano
Solo and Male Quartet,

Barbara Maurel and Male Quartet
79891 Then You'll Remember Me (From "The
Bohemian Girl") — Tenor Solo. .Charles Hackett
A6198 Mary of Argyle — Soprano Solo,

Corinne Rider-Kelsey
My Lovely Celia — Soprano Solo,

Corinne Rider-Kelsey
49968 Carmen, "Conzone del Toreador" (Song of the
Toreador) — Baritone Solo and Male Chorus,
Riccardo Stracciari and Male Chorus

79708 Souvenir — Violin Solo Duci de Kerekjarto

A6197 Festival Overture, Key of "E" Flat Major,

Cincinnati Symphony Orchestra
Under direction of Eugen Ysaye
Marche Joyeuse, Key of "C

Cincinnati Symphony Orchestra
Under direction of Eugen Ysaye
A3469 Nearer, My God, To Thee— Male Quartet.

Columbia Stellar Quartet
Lead, Kindly Light — Male Quartet,

Columbia Stellar Quartet
E7304 Dreams and Fairy-Tale. .Gypsy String Quartet

Flora Gypsy String Quartet

A3480 At the Mountain Inn — Violin, flute and harp trio.

Stell, Schutze and Heinrich
On the High Alps — Violin Duet,

Geo. Stell and Walter Biedermann

A3482 Yoo-Hoo— Fox-trot The Happy Six

Fancies — Fox-trot The Happy Six

A6199 Why. Dear? (Intro.: "Sweet") — Medley Fox-
trot The Happy Six

When the Sun Goes Down Blues and Once in
a Blue Moon — Medley Fox-trot. The Happy Six
A3481 My Sunny Tennessee — Fox-trot. .The Columbians
Who'll Be the Next One (To Cry Over You?)
(Intro.: "Daddy! Your Mamma's Lonesome
for You") — Medley Fox-trot. . . .The Happy Six
A3478 Sally, Won't You Come Back? (From "Ziegfeld
Follies of 1921") — Tenor Solo. .Joe Schenck
Learn to Smile (From "The O'Brien Girl") — •

Tenor Solo Charles Harrison

A3475 Sweet Lady, from "Tangerine." — Tenor Solo,

Frank Crumit

You're Just the Type for a Bungalow — Tenor

Solo Frank Crumit

A3474 The Memphis Blues,

Marion Harris, Comedienne
Beale Street Blues. .Marion Harris. Comedienne
A3476 I Wonder If You Still Care For Mt^Male
QuaEtietr,-^^- Broadway Quartet

12
10

12
12

12
10

10
10
10

12
10

10
10

Jealous of You — Tenor Solo. .. .Charles Harrison
A3479 Nervous Blues (From "Put and Take") — Come-
dienne and Jazz Band. .. .Edith Wilson and
Johnny Dunn's Original Jazz Hounds
Vampin' Liza Jane (From "Put and Take") —
Comedienne and Jazz Band.. Edith Wilson and
Johnny Dunn's Original Jazz Hounds
THE MID-MONTH LIST
A3473 Ma (Intro. "When the Honeymoon Was Over")
Medley Fox-trot. .. .Ted Lewis and His Band
Bimini Bay — Fox-trot. .Ted Lewis and His Band
A3472 Say It With Music (From "The Music Box

Revue") — Fox-trot The Columbians

Just Like a Rainbow — Fox-trot. .The Columbians
A3470 Canadian Capers (Intro.: "Dreaming") — Medley

Pox-trot Paul Biese Trio

Dangerous Blues (Intro.: "Sweet Love") — Med-
ley Fox-trot Paul Biese Trio

A3471 Saturday Nora Bayes, Comedienne

You've Made a Chicken of Your Mother (But
You Can't Make a Goose of Me),

Nora Bayes, Comedienne

A3477 Dapper Dan — Tenor Solo Frank Crumit

Ten Little Fingers and Ten Little Toes (Down
in Tennessee) — Tenor Solo. ... Irving Kaufman
SPECIAL LIST OF CHRISTMAS RECORDS

79373 Holy Night, Peaceful Night Jeanne Gordon

A6169 Nazareth Seagle & Col. Stel. Qartet

Voice of the Chimes. ... Seagle & Col. Stel. Quartet
A2993 Ye Olden Yuletide Hymns. . Columbia Stellar Quartet

A2385 Hark! The Herald Angels Sing H7 Kopp

Adeste Fideles H. Kopp

A2790 The Star of the East Maurel & Stellar Quartet

The Birthday of a King Barbara Maurel

A2789 Christmas — Pumpkin Center. . Stewart, Jones & Qt.
Evening — Pumpkin Center. ... Stewart, Jones & Qt.

A2800 Kiddies Christmas Frolic Columbia Orchestra

A2788 Oh! Come All Ye Faithful .. Columbia Stellar Qt.
Hark! The Herald Angels Sing. .Columbia Stellar Qt.

AJ3392 Medley Christmas Carols Columbia Quartet

A2391 Oh! Little Town Bethlehem. . Col. Double Mixed Qt.
While Shepherds Watched. .Col. Double Mixed Qt.

A2801 Silent Night, Hallowed Night C. Harrison

Oh! Holy Night Harrison and Stellar Quartet

A2644 Christmas Chimes Prince's Orchestra

Cathedral Chimes Prince's Orchestra

AEOLIAN CO.

10
10

OPERATIC SELECTIONS

30137 Tosca — Radondita armonia (Strange Harmony)

(Puccini) — Tenor (in Italian), Vocalion Orch.

Accomp Giulio Crimi 10

STANDARD SELECTIONS
30136 Will You Remember? (From "Maytirae")
(Young-Romberg) — Baritone, Vocalion Orch.
Accomp John Charles Thomas 10

30138 Chanson Provencale (Parker-dell' Acqua) — So-

prano, Vocalion Orch. Accomp. ... Sara Kouns 10
48001 Mavis (Lefevre-Craxton) — Tenor, Vocalion Orch.

Accomp 12

Kashmiri Song (Hope-Woodforde-Finden) — Tenor,
Vocalion Orch. Accomp Colin O'More 12

30139 Last Rose of Summer (Moore) — ^Soprano, Harp,

Flute and Violin Accomp May Peterson 10

CHRISTMAS SELECTIONS
52020 Silent Night, Holy Night (Gruber)— Contralto.

Vocalion Orch. Accomp. . Marguerite D'Alvarez 12
24020 Adeste Fideles (Come, All Ye Faithful) (Portu-
gal)— Tenor, Vocalion Orch. Accomp,

Colin O'More and Shannon Four 10
Christmas Carols (It Came Upon a Midnight
Clear) (There Came Three Kings) (Arr. by
R. H. Bowers) — Vocalion Orch. Accomp.,

The Cathedral Quartet 10

14244 The Children's Christmas. Part 1 (Christmas Eve)

(A Dream of Santa Claus) (Arr. by R. H.

I5owers) The Aeolian Concert Band 10

The Children's Christmas, Part 2 (Christmas
Morning) (The Awakening) (Arr. by R. H.

Bowers) The Aeolian Concert Band 10

INSTRUMENTAL SELECTIONS

30140 Hungarian Dance, No. 5 (Brahms) — Violm, Piano

Accomp. by Emanuel Balaban..Sasha Culbertson 10
MONOLOGUE SELECTIONS

14245 Me and Grant Frank Bacon 10

Lightnin' Bill Jones' Escape From the Indians,

Frank Bacon 10
POPULAR SELECTIONS

14246 My Galway Rose (From "Irish Eyes") (Kershaw-

Scanlan) — Orch. Accomp Arthur Burns 10

When the Honeymoon Was Over (Fred Fisher) —
Orch. Accomp Sam Ash 10

14247 Dapper Dan (Bro-»vn-Von Tilzer) — Orch. accomp.

Irving Kaufman 10
Ten Little Fingers and Ten Little Toes (Pease-
White-Shuster-Nelson) — Orch. Accomp.,

Ernest Hare-Billy Jones 10

14248 Mandy 'N' Me (Kalmar-Conrad-Motzan) — Orch.

Accomp Charles Hart-Elliott Shaw 10

Plantation Lullaby (Stevens-Gillette-Holmer) —

Orch. Accomp Shannon Four 10

DANCE SELECTIONS

14249 It's You (Davis-Conrad) — Fox-trot,

Played by Newport Society Orchestra 10
Hugs and Kisses (Freed-Meyer) — Fox-trot,

Plaved by Newport Society Orchestra 10
14252 Old Time Waltzes — Part 1 — On the Bowery,
Annie Rooney, When You Were Sweet Six-
teen, After the Ball Is Over (Arranged by
Selvin) .... Played by Selvin's Dance Orchestra 10
Old Time Waltzes— Part 2— A Bicycie Built for
Two. Sweet Rosie O'Grady, In the Good Old
Summer Time, East Side — West Side (Ar-
ranged by Selvin)

Played by Selvin's Dance Orchestra 10
Bimini Bay (Kahn-Egan-Whiting) — Fox-trot,

Played by Bennie Krueger's Dance Orchestra 10
I've Got the Joys (Akst) — Fox-trot,

Played by Bennie Krueger's Dance Orchestra 10
Mississippi Cradle (Yellen-Olman) — Waltz,

Played by Selvin's Dance Orchestra 10
Song of Love (Waltz From "Blossom Time")
(Schubert-Berte-Romberg)

Played by Jocker's Dance Orchestra 10
Everybody Step (Introducing "They C^ll It
Dancing") (Irving Berlin) — Fox-trot from
"The Music Box Revue,"

Played bv Jocker's Dance Orchestra 10
How Many Times (Robinsoa-Tark) — Fox-trot,

Played by Jocker's Dance Orchestra 10

52021 Song of the Flea (Moussorgsky) — Tenor, in Rus-

sian. Piano Accomp M. Vladimir Rosing 12

52022 Prince Vladimir's Cavatina ("Prince Igor")

(Borodine) — Tenor, Orch. Accomp., in Rus-

14253

14254

10 14255
10

sian M. Vladimir Rosing

30141 Spring Waters (Rachmaninoff) — Tenor, Piano

accomp., in Russian M. Vladimir Rosing

35008 Poet and Peasant Overture — Part 1 (Von
Suppe) . . Played by Band of H. M. Life Guards
Poet and Peasant Overture — Part 2 (Von Suppe)
Played by Band of H. M. Life Guards

12
10

EDISON AMBEROL RECORDS

REGULAR LIST

4383 Rainbow Isle Medley (Introducing "Like No a

Like") Waikiki Hawaiian Orchestra

4384 Ain't You Coming Out, Malinda? (H. Von Til-

zer)— Orch. accomp... Al Bernard and Ernest Hare

4385 Canadian Capers (CSiandler-White-Ohen) — Fox-

trot, for Dancing Harry Raderman's Jazz Orch.

4386 Boll Weevil Blues (Hess)— Orch. accomp.. Al Bernard

4387 Held Fast in a Baby's Hands (Perkins) — ^Tenor,

Orch. accomp (jeorge VVilton Ballard

4388 Persia (Wheeler-Walsh-Young)— Fox-trot, for

Dancing Orlando's Orchestra

4389 Sweet and Lo-w (Barnby) and Forsaken (Koschat)

Saxophone, orch. accomp Chester CJaylord

4390 Portobello Lassie (H. Lauder) — Orch. accomp..

Glen Ellison

4391 Down at the Old Swimming Hole (Wilson-Bren-

nan) — Tenor and Baritone, Orch. accomp.,

Billy Jones and Ernest Hare

4392 I Wonder Where My Sweet, Sweet Daddy's Gone

(Hammed-Stark) — Fox-trot, for Dancing.

Earl Fuller's New York Orchestra

4393 Mavourneen — Irish Eyes (McDonough-Scanlan) —

Tenor, orch. accomp Walter Scanlan

4394 My Sunny Tennessee (Kalmar-H. & H. Ruby) —

Fox-trot Broadway Dance Orchestra

4395 Yield Not to Temptation (Palmer) — Mixed voices,

Metropolitan Quartet

4396 If You Only Knew (A. Von Tilzer)— Tenor.

orch. accomp Allan Rogers

4397 Gee Willikens (Wilson-Brennan-Henshaw) — Rube

song. orch. accomp Byron G. Harlan

4398 Tenderly (Little-Stanley-Dellon) — Fox-trot, for

dancing Club de Vingt Orchestra

4399 In My Tippy C^noe (Introducing "Hunika") —

Medley, for Dancing Green Bros. Novelty Band

4400 My Little Sister Mary (Wendling) — Tenor, orch.

accomp Lewis James

4401 Merry Widow Waltz (Lehar)) Peerless Orch.

4402 Christmas Carols — Chimes, Bells of Trinity, New

York Played by William 13. Murray

OCTOBER HITS

4378 Mandy 'N' Me (Conrad-Motzan)— Fox-trot, for

dancing Club de Vingt Orchestra

4379 In the Old Town Hall (Johnson-Pease-Nelson)—

Tenor, orch. accomp. . Billy Jones and Mixed Chorus

4380 Ma! (Introducing "I'd Like to Know Why I Fell

in Love With You") (Conrad-Tlmberg) — Fox-
trot Harry Raderman's Jazz Orchestra

4381 I Wonder If You Still Care For Me (Snyder)—

Tenor, orch. accomp Walter Scanlan

4382 Catalina (Gay) — Fox-trot Broadway Dance Orch.

EDISON RE=CREATIONS

50843 Christmas Carols — Chimes, Bells of Old Trinity,

New York, Played by William Murray

Old-Home Song^— -Chimes, Bells of Old Trinity,
New York, Played by William Murray

50844 Chautauqua at Pun'kin Center (Stewart) — Rural

Story Cal Stewart

Laughing Girl Has Her Picture Took — Nor-
wegian-English Monolog Ethel C. Olson

50845 Rainbow Isle Medley (Intro.: "Like No a Like"),

Waikiki Hawaiian Orchestra
Dreamy Hawaii (Vandersloot) — Waltz,

Waikiki Hawaiian Orchestra
50853 Invincible Eagle March (Sousa),

New York Military Band
Here, There and Everywhere March (Bosc),

New York Military Band
80638 Ride of the Valkyries (Wagner).

American Symphony Orchestra
Prelude to Faust (Gounod),

American Symphony Orchestra
80643 Nazareth ((Jounod) — Baritone,

Thomas Chalmers and Chorus
Silent Night (Gruber) — Soprano, Tenor and Bari-
tone,

Elizabeth Spencer, John Young, Vernon Archibald
80645 Some Day (Wellings) — Violin, Violoncello, Flute

and Harp Venetian Instrumental Quartet

Tango Triste (Vecsey),

Armand Vecsey and his Hungarian Orchestra

82237 No Night There (Danks) — Soprano Anna Case

Love Lifted Me (Smith) — Soprano,

Anna Case and Lyric Male Quartet

82238 Scene du Miroir (Mirror Scene) (Thais) (Mas-

senet)— Soprano (in French) Alice Verlet

Duo de L'Oasis — Thais (Massenet) — Soprano
and Baritone (in French),

Alice Verlet and Arthur Middleton

(Handel)— Violin Albert Spalding

(Dvorak-Kreisler) — Violin,

Albert Spalding
•82240 Angel's Serenade (Braga) — Soprano, with Vio-

lin Obbligato Frieda Hempel-Albert Spalding

Merry Widow Waltz (Lehar-Eisler) — Soprano,

Frieda Hempel
82241 Quartet— Bella figlia dell' araore — Rigoletto
(Verdi) — Mixed Quartet.

Odette Le Fontenay-Elizabeth Spencer-
Max Bloch-Arthur Middleton
Quand' ero paggio — Falstaff (Verdi), and Deh
vieni alia finestra — Don Giovanni (Mozart) —
Bass and Baritone (in Italian) .. .Arthur Middleton
MANDY 'N' ME AND ELEVEN OTHERS
50825 My Daddy (Norworth-Swanstrom- Morgan) —

Tenor Jim Doherty

I'm Lookine for a Bluebird (To Chase My Blues
Away) (Rich) Aileen Stanley

50846 Ma! (Intro. "I'd Like to Know Why I Fell

in Love With You") (Conrad-Timberg)— Med-
ley Fo.x-trot, for Dancing,

Harry Raderman's Jazz Orch.
Apache Love (Kendis-Brockman-Weslyn-Dyson) —
Fox-trot, for Dancing.Harry Raderman's Jazz. Orch.

50847 Mandy 'N' Me (Conrad-Motzan) — Fox-trot, for

Dancing Club de Vingt Orch.

Tenderly (Little-Stanley-Dellon) — Fo.x-trot, for

Dancing Club de Vingt Orch.

50848 I Want My Mammy (Bi-eau) — Tenor. Vernon Dalhart

82239 Largo — -Xerxes
Indian Lament

November 15 1921 THE TALKING MACHINE WORLD 191

ADVANCE RECORD BULLETINS FOR DECEMBER— (Continued from page 190)

50849

50850

50842
50851

50852

50854

50855

50856

My Little Sister Mary (Wendling) — Tenor,

Lewis James

Mother, I Didn't Understand (Piantadosi) — Tenor,

. Walter Scanlan

Kentucky Home (Brashen-Weeks) — Male Voices,

Crescent Trio
Three o'Clock in the Morning (Intro. "Swanee
River Moon") (Robledo-CIarke) — Medley

Waltz, for Dancing Club de Vmgt Orch.

Rosy Cheeks (Squires) — Fox-trot, for Dancing,

Club de Vingt Orch.
EDISON FLASHES FOR OCTTOBER

Merry Widow Waltz (Lehar) Peerless Orch.

Maid of the Mountains (Fraser-Simson) — Selec-
tion Peerless Orch.

Sweet Lady (Intro. "Listen to Me") ("Tan-
gerine") (Crumit-Zoob-Carlo-Sanders) — Med-
ley Fo.x-trot Broadway Dance Orch.

By the Waters of Killarney (Sanders-Carlo) —

Waltz Broadway Dance Orch.

On a Little Side Street (Harris-Howard),

Ada Jones-Billy Jones
When Francis Dances With Me (Violinsky),

Ada Jones-Billy Jones
Fancies (Spencer) — Fox-trot, for Dancing,

Green Bros.' Novelty Band
Mississippi Cradle (Intro. "Always in My
Dreams") (Olman-Cooke) ,

Green Bros.' Novelty Band
Plantation Lullaby (Stevens-Gillette-Holmer) —

Male Voices Crescent Trio

Ten Little Fingers and Ten Little Toes (Down
in Tennessee) (Pease- White) — Tenor and

Baritone Billy Jones-Ernest Hare

Somewhere in Naples (Zamecnik) — Fox-trot, for

Dancing Lanin's Orch.

Yoo-Hoo (Jolson) — Fox-trot, for Dancing,

Lanin's Orch.

BRUNSWICK RECORDS

30018
1C044

30020

30019
30021
13()29

5047

2145
2146
2140

2147

2141

5067
2144

TWENTIETH RELEASE
Carmen — Air de la fleur (Flower Song) (Act II)
(Bizet) — Tenor, with orchestra, in French,

Mario Chamlee
Tosca — Vissi d'arte (Love and Music) (Act II)
(Puccini) — Soprano, with orchestra, in Italian,

Florence Easton
Pagliacci — Prologo (Prologue) (Leoncavallo) —
Baritone,- with orchestra, in Italian,

Giuseppe Danise
Liebestraum (A Dream of Love) (Liszt) — Piano-
forte solo Leopold Godowsky

Meditation (From "Thais") (Massenet-Marsick)

— Violin solo, with orchestra Max Rosen

Bohemian Girl — Then You'll Remember Me
(Act III) (Balfe) — Tenor, with orchestra,

Theo Karle

Love's Garden of Roses (Rutherford-Wood) — -
Tenor, with orchestra Theo Karle

Mighty Lak" a Rose (Stanton-Nevin) — Soprano,
with orchestra Irene Williams

Lullaby (From "Erminie") (Jakobowski) — So-
prano, with orchestra,

Irene Williams and Brunswick Light Opera Co.

On the Campus March (Sousa) — Concert Band,

Walter B. Rogers and His Band

Legion of Honor March (Sousa) — Concert Band,

Walter B. Rogers and His Band

Herd Girl's Dream (Labitzsky) — Violin, flute,
harp Gondolier Trio

Love's Dream After the Ball (Czibulka) — Violin,
flute, harp Riviera Trio

Ain't You Coming Out, Malinda? (Sterling-
Moran-Von T'ilzer) — Tenor and male trio with
orchestra Billy Jones and Male Trio

Ten Little Fingers and Ten Little Toes (Pease-
Whdte-Schuster-Nelson) — Tenor and baritone,
with orchestra Billy Jones and Ernest Hare

Don't You Remember the Time? (Williams) —
Soprano and tenor, with orchestra,

Irene Audrey and Charles Hart

Love Sends a Little Gift of Roses (Cooke-Open-
shaw) — Baritone, with orchestra Ford Palmer

Swanee River (Clarke) — Tenor and bari-
tone, with orchestra. Charles Hart and Elliott Shaw

Gone. But Not Forgotten (Grant) — Baritone,
with orchestra Ernest Hare

I Wonder If You Still Care for Me (Ted Snyder)
— Fox -trot, for dancing Isham Jones Orchestra

June Moon (Magine-Straight-Lyons) — Fox-trot,
for dancing Isham Jones Orchestra

One Kiss (Burtnett-.^rnheim) — Fox-trot, for danc-
ing Selvin's Orchestra

Love Will Find a Way (From "Shuffle Along")
(Sissle-Blake) — Fox-trot for dancing.

Selvin's Orchestra

PATHE FRERES PHONOGRAPH CO.

CHRISTMAS RECORDS
A22433 Christians Awake, Salute the Happy Morn,

Shannon Four

God Rest Ye Merrie Gentlemen Shannon Four

A22432 Excelsior Lewis James and Elliott Shaw

The Voice of the Chimes Acme Male Quartet

A20472 How Santa C^aus Makes His Toys — Descrip-
tive Gilbert Gerard and Russell Hunting

How Santa Distributes His Toys,

Gilbert Gerard and Russell Hunting
A22191 Christmas Eve in the Toy Shop — Descriptive,

Gilbert Gerard and Russell Hunting
'Twas the Night Before Christmas — Descriptive,

Gilbert Gerard and Russell Hunting
A29219 Adeste Fideles (O Come, All Ye Faithful),

Shannon Four

The Holy City Helen Clark

A40058 Hark! the Herald Angels Sing,

■Tempo Male Quartet
While Shepherds Watched Their Flocks By

Night Tempo Male Quartet

A40186 Silent Night, Holy Night,

Mendelssohn Mixed Quartet

It Came Upon the Midnight Clear Charles Hart

52045 Noel (O Holy Night) Percy Hemus

Star of Bethlehem Percy Hemus

; 62005 La Charite — In French Note

Noel (Adam) — In French Note

'54058 Silent Night, Holy Night Margaret Matzenauer

40209 March of the Toys (From "Babes in Toyland")

Waldorf-Astoria Concert Orchestra

Habanera Waldorf- Astoria Concert Orchestra

20452 O Come, All Ye Faithful and Christians

Awake PathS Military Band

I Hark, the Herald Angels Sing and While Shep-

j herds Watched Pathe Military Band

1 49204 Christmas Spirit Harmony Orch. 12

; Christmas Chimes Harmony Orch. 12

: 1065 Oh, Tannenbaum Chor der Oper, Berlin 10

Stille Nacht, heilige Nacht,

Chor der Oper, Berlin 10
1066 Zu Bethlehem geboren. .Chor der Oper, Berlin 10
Eine feste Burg Chor der Oper, Berlin 10

STANDARD VOCAL
A20635 My Pretty Jane (The Bloom Is on the Rye),

Charles Harrison

Sweet Genevieve Charles Harrison

A20636 Long Ago in Alcala Wilfred Glenn

The Ringers Wilfred Glenn

A20607 Mah Lindy Lou Llora Hoffman

Mighty Lak' a Rose Llora Hoffman

INSTRUMENTAL
A20638 Three o'Clock in the Morning — Waltz, mando-
lin and guitar DePace Brothers

Moon River — Waltz, mandolin and guitar,

l5ePace Brothers
BAND AND ORCHESTRA
A20637 Anvil Chorus (From "II Trovatore") (Verdi)

Empire State Military Band
The Jolly Coppersmith (Peters) — March,

Empire State Military Band
NEW DANCE RECORDS
A20630 Say It With Music (From Irving Berlin's
"Music Box Revue") — Fox-trot,

Casino Dance Orch.

Apaohe Love — Fox-trot,

Joseph Samuels' Music Masters
A20628 Yoo-Hoo — Fox-trot,

Ernest Hussar and His Hotel Claridge Orch.
When the Honeymoon Was Over^ — Fox-trot,

Joseph Samuels' Music Masters
A20633 Sweet Lady (From "Tangerine") — Fox-trot,

Markels' Society Orch.
Dream (From "Sonny") — Fox-trot,

Markels' Society Orch.

A20632 Tenderly — Fox-trot Merry Melody Men

Bimini Bay — Fox-trot Merry Melody Men

A20629 Mississippi Cradle — Waltz,

Green Brothers' Novelty Band
- I Want My Mammy — Fox-trot,

Green Brothers' Novelty Band
A20631 It Must Be Someone Like You — Fox-trot,

Joseph Samuels' Music Masters
I Wonder if You Still Care for Me?— Fox-trot,
Markels' Society Orch.
A20634 Wang Wang Blues — Fox-trot,

The Seven Black Dots
Shake It and Break It — Fox-trot,

Lanin's Southern Serenaders

"POP SUPPLEMENT" FOR JANUARY, 1922.
POPULAR VOCAL

A20645 Baby Face .... Carlton Wnlhams

Birds of a Feather. . .Lewis James and Elliott Shaw
A20646 Ten Little Fingers and Ten Little Toes (Down

in Tennessee) Billy Jones and Ernest Hare

Dapper Dan Billy Jones and Ernest Hare

A20647 Brother Low Down Bernard

Fve Got the Blues (But I'm Just Too Mean to

Cry)

A20648 Pretty Little Honey Loii- ^• ■ Vernon Dalhart
On a Little Side Street. .Charles Hart-Elliott Shaw
A20625 Cry-baby Blues— Dance Rhythm ..Ernest Hare

I Ain't Nobody's Darling Byron G. Harlan

A20626 Plantation Lullaby Crescent irio

Down in Happy Valley,

Charles Hart-EUiott Shaw

A20639 When Francis Dances With Me Patricola

I Ain't Gonna Be Nobody's Fool Patricola

SPECIAL (NEGRO COMEDIENNE)
A20627 He Took It Away From Me — Dance Rhythm,
Lavinia Turner and Jas P.
Johnson's Harmony Seven
If I Were Your Daddy (And You Were a
Mamma to Me) — Dance Rhythm,

Lavinia Turner and Jas P.
Johnson's Harmony Seven
DANCE RECORDS
A20649 I've Got the Joys— Fox -trot, „ , ^

Lanin s Southern Serenaders
Mandy 'N' Me — Fox-trot,

Lanin's Southern Serenaders
A20650 Tuck Me to Sleep in My Old 'Tucky Home—

Fox-trot Merry Melody Men

Fancies— Fox-trot Merry Melody Men

.^20652 Roses and You— Fox-trot, ^ ,

Vernon Country Qub, Cafe de Pans, New York
Mister Minor — Fox-trot, ,t , t, j

Green Brothers Novelty Band

A20653 It's You— Fox-trot, „ , , „ • xt v i

Vernon Country Club, Cafe de Pans, New York
June Moon— Fox-trot. . .Selvin's Novelty Orchestra
A20654 Song of Love (From "Blossom Time" Waltz)—

Selvin s Novelty Orchestra
Good-bye, Pretty Butterflies— Fox-trot,

Selvin's Novelty Orchestra
A20655 Love Will Find a Way (Introducing "In Honey-

suckle Time")— Fox-trot. .The Seven Black Dots
Bandana Days (Introducing "Gypsy Blues )—

Fox-trot The Seven Black Dots

Me With a Smile— Fox-trot

Woodland Irio

Fox-trot Woodland Trio

HAWAIIAN
A20643 Dream Kiss — With saxophone,

Ferera and Franchini
In My Tippy Canoe— With saxophone,

Ferera and Franchini
Records marked "A" may be obtained as Actuelle (steel-
needle-played) records as well as Pathe Sapphire records.

GENNETT UTERAL RECORDS

4778 Tuck Me to Sleep (Young-Lewis-Meyer) — Fox-

trot Harry Raderman's Orchestra

Cho Cho San (Puccini)— Fox-trot,

Falcone's Metronome Orchestra
10049 Hail, West Virginia (Miller-McWhorter-Deem)—

Band accomp Criterion Quartet

Old Gold and Blue (Doxsee- Dexter) — Band

accomp Criterion Quartet

4775 Peggy (J'Neil (Pease-Nelson-Dodge:) — Waltz,

Joseph Knecht's Waldorf-Astoria Dance Orch.
That Haunting Waltz (Goldstein) — Waltz,

Joseph Knecht's Waldorf-Astoria Dance Orch.
4746 Sweet Lady (From Musical Comedy "Tange-
rine") (Crurait) — Fox-trot,

Lanin's Famous Players
Say It With Music (Berlin) — Fox-trot,

Lanin's Famous Players
4774 Yoo Hoo (De Sylva-Jolson) — Tenor, with orch.

accomp Arthur Fields

Wha Wiha (That Imaginary Isle) (Furman-Stc-
vens) — Tenor, with orch. accomp. .. .Arthur Fields
4776 Who'll Be the Next One (to Cry Over You?)—

(Black) — Fox-trot Black Hawk Inn Orch.

I Wonder If You Still Care for Me (Snyder)—
Fox-trot Black Hawk Inn Orch.

4779 O Sanctissima (Floridia) — Chimes,

Sterling Brass Quintet
Adeste Fideles (O Come All Ye Faithful) (Flor-
idia)— Chimes Sterling Brass Quintet

4780 Ten Little Fingers (and Ten Little Toes) (Pease-
White-Schuster-Nelson) — Tenor, with orch.

accomp Charles Harrison

When Francis Dances With Me (Ryan-Violin-
sky) — ^Tenor. with orch. accomp Arthur Fields

Al Bernard

A20651 Leave

Teach M

4781 It's You (Davis-Cxmrad)— Fox-trot,

Lanin's Famous Players
Bimini Bay (Whiting-Kahn-Egan) — -Fox-trot,

Lanin's Famous Players

4782 Little Orphan Annie (James Whitcomb Riley) —

Recitation Harry Humphrey

Just 'Fore Christmas — Recitation,. .Harry Humphrey

4783 The Forge in the Forest (Michaelis) — Knights of

Columbus Band Paul (Clifford, Conductor

Anvil Chorus (From "II Trovatore") (Verdi) —
Knights of (Columbus Band... Paul Clifford. Cond.

4784 Knights of Columbus March (Clifford)— Knights

of Columbus Band Paul CHifford Conductor

Sabre and Spurs (Sousa) — Knights of Columbus
Band Paul Clifford, Conductor

10051 Alma Mater (University of Pitt) (Baird)— Band

accomp Criterion Quartet

Hail to Pitt (University of Pitt) (Kirk-Taylor) —
Band accomp Criterion Quartet

10052 Alma Mater (Carnegie Tech) (Taylor)— Band

accomp Criterion Quartet

Dear Old Tech (Carnegie Tech) (Cameron-Corn-
wall)— Band accomp Criterion Quartet

CARDINAL PHONOGRAPH CO.

THREE BIG SPECIALS
2061 Say It With Music (From Irving Berlin's
Music Box Revue") — Fox-trot,

Cardinal Dance Orch.
Direction Maurice C. Rumsey

Tenderly — Fox-trot Cardinal Dance Orch.

Direction Maurice C. Rumsey

2064 Who'll Be the Next One to Cry Over You? —
Fox-trot The Merry Melody Men

I Wonder if Yooi Still Care? — Fox-trot,

The Merry Melody Men

2066 When Francis Dances With Me — Orch. Accomp.,

Billy Jones

Figaro Arthur Fields

Accomp. by The Merry Melody Men
CARDINAL VOCAL HITS

2067 Ten Little Fingers and Ten Little Toes — Duet,

With Orch. Accomp Ernest Hare-Billy Jones

Weep No More, My Mammy — Orch. Accomp.,

Ernest Hare

2065 Mandy 'N' Me — Duet, With Orch. Accomp.,

Arthur Fields-Chas. Harrison

Bimini Bay Arthur Fields

Accomp. by The Merry Melody Men
SACRED CHRISTMAS SELE(n"IONS

2068 Safe in the Arms of Jesus — Orch. Accomp.,

Reed Miller

The Ninety and Nine — Orch. Accomp Reed Miller

CARDINAL DANCE HITS

2062 When the Sun Goes Down — Fox-trot,

Cardinal Dance Orch.
Direction Maurice C. Rumsey
June Moon — Fox-trot. .. .Ben Selvin's Novelty Orch.

2063 My Sunny Tennessee— Fox-trot,

Ben Selvin's Novelty Orch.
Figaro — Novelty One-step. Ben Selvin's Novelty Orch.

OKEH RECORDS

OPERA— STANDARD— INSTRUMENTAL

50003 O Lovely Night (Landon Ronald)— Tenor

with Orchestra John McCormack 12

52201 Martha — M'appari (Like a Dream) (Flotow) —
Tenor (Italian) with Orchestra,

Alessandro Bonci 12

52801 Otello— Morte d'Otello (Death of Othello)
(Verdi) — Tenor (Italian) with Orchestra,

Giovanni Zenatello 12

72102 Trovatore — II balen del suo sorriso (The Temp-
est of the Heart) (Verdi) — Baritone (Italian)
with Orchestra Riccardo Stracciari 10 H

72701 Tannhauser — Oh! tu, bell'astro (The Evening
Star) (Wagner) — Baritone (Italian) with
Orchestra Pasquale Amato 10J4

72303 Souvenir (Franz Drdla)- — Violin Solo, Piano

Accomp Jan Kubelik lOK

(Above recordings were made in Europe)

4435 Minuet (Beethoven) — Violin Solo, Piano Ac-

comp M. Michailow 10

Carnival of Venice — -Violin Solo, Piano Ac-
comp M. Michailow 10

4436 Am Meer (Schubert) — Piano Accomp.,

Cello Solo 10
Spring Awakening (Bach) — ^Piano Accomp.,

Cello Solo 10

4432 Comin' Thro' the Rye (Humoresque),

Conway's Band 10

The Observing Visitor &>nway's Band 10

4423 Wang Wang Blues — Octo Corda and Guitar

Duet Sam Moore-Horace Davis 10

Tuck Me To Sleep in My Old Kentucky Home
• — Octo Corda and Guitar Duet,

Sam Moore-Horace Davis 10
VOCALS

4430 O Mary. Don't You Weep, Don't You Mourn

— Spiritual Colored Quartet,

Virginia Female Jubilee Singers 10
Lover of the Lord — Spiritual (Colored Quartet,

Virginia Female Jubilee Singers 10
4437 Go Down. Moses, Way Down in Egypt Land
—Spiritual Colored Quartet,

Virginia Female Jubilee Singers 10
When Jesus Christ Was Born — Spiritual Col-
ored Quartet. .Virginia Female Jubilee Singers 10

4431 Saved By Grace — Sacred Baritone with Organ,

Wilfred Glenn 10
Just As I Am — Sacred Baritone with Organ.

Wilfred Glenn 10
4434 On the Road to Mandalay (From Kipling's
"Barrack Room Ballads") — Baritone with

Orchestra ISernard Ferguson 10

. Armorer's Song (From Opera "Robin Hood")

— Bass Charles E. Galagher 10

4433 Macushla — Lyric Tenor with Orchestra,

Gerald Griffin 10
Come Back to Erin — Lyric Tenor with Orch.,

Gerald Griffin 10
4176 Little Town in the Ould County Down — Tenor

with Orchestra Henry Burr 10

Nora Acushla! — Tenor with Orchestra,

Will Oakland 10
4439 On a Little Side Street — Contralto with Orch-
estra Ada Jones 10

Dozing — Contralto with Orchestra,

Vaughn de Leath 10
4427 Mamma Whip! Mamma Spank! (If Her Daddy
Don't Come Home) — Popular Blues Vocal,

Mamie Smith and Her Jazz Band 10
I'm Free, Single, Disengaged, Looking for
Someone to Love — Popular Blues Vocal,

Mamie Smith and Her Jazz Band 10
4422 My Sunny "Tennessee — Baritone with Orchestra.

Ernest Hare 10
Oh ! Brother, What a Feelin' ! — Baritone with
Orchestra Ernest Hare 10

(Continued on page 192)

192

THE TALKING MACHINE WORLD

>Jo\'EMBER IS, 1921

ADVANCE RECORD BULLETINS FOR DECEMBER— (Continued from page 191)

4429
4428

4444

4440

4438
4442

4443
4441

4424

4425
4426
4420

4421

I Ain't Nobody's Darling — Rube Song, Tenor

with Orchestra Byron G. Harlan

Down Where I Belong — -Rube Song, Tenor

with Orchestra Byron G. Harlan

Darktown Court Room — Talking Record,

Shelton Brooks & Co.
You Can't Come In — Dialogue,

Miller & Lyles
DANCE SELECTIONS
Drowsy Head — Waltz. .. .Okeh Marimba Band

Sleepy Head — Waltz Okeh Marimba Band

Cho Cho San (On Melodies by Puccini, Ar-
ranged by Hugo Frey) — Fox-trot,

Harry Raderman's Jazz Orchestra
Glow, Little Lantern of Love — Fox-trot,

Green Brothers' Novelty Band

Yoo-Hoo — Fox-trot Rega Dance Orchestra

Say It With Music — Fox-trot.

Rega Dance Orchestra
Mississippi Cradle — Waltz,

Green Brothers' Novelty Band
Stand Up and Sing for Your Father (An Old-
Time Tune) — W'altz,

Green Brothers' Novelty Band

Fancies — Fox-trot Damon's Orchestra

Figaro — Italian Novelty One-step,

Jos. Knecht's Waldorf Astoria Dance Orch.
My Sunny 'Tennessee — Fox-trot,

Harry Raderman's Jazz Orchestra
I Wonder If You Still Care For Me— Fox-trot,
Jos. Knecht's Waldorf-Astoria Dance Orch.

Remember the Rose — Fox-trot Ray Miller,

Melody King, and His Black and White

Melody Boys
If You Want Me, Whistle — Fox-trot,
Ray Miller, Jlelody King, and His

Black and White Melody Boys

Ma — Fox-trot Jos. Samuels' Jazz Band

I've Got the Joys — Fox-trot.

The Tampa Blue Jazz Band
Tust Like a Rainbow — Fox-trot,

Damon's Orchestra
Sunny Side Sal — Fox-trot. .Damon's Orchestra
Hello 1 Little Girl of My Dreams — Fox-trot,

Damon's Orchestra
Gruwald's Serenade (Intro.: "Mighty Lak' a
Rose") — Medley Fox-trot,

Damon's Otchestra

Canadian Capers — Fox-trot,

Damon's Orchestra
Dixie — One-step Markel's Orchestra

10
10

EMERSON PHONOGRAPH CO., INC.

10450 Ma (Con.

10452

10453

10454

10455

10451

10456

10457

10458

10459

10460

10461

10462

10463

10464

1087

10270

DANCES
Conrad) — Fox-trot, Piano Solo,

Eubie Blake

Sweet Lady (From Musical Production "Tanger-
ine") (Johnson-Crumit-Zoob) — Medley Fox-

trot. Piano Solo Eubie Blake

With Vocal Chorus by Irving Kaufman

Tuck Me to Sleep (In My Old 'Tucky Home)
(George W. Meyer) — Fox-trot,

Bennie Krueger s Orchestra

Glow, Little Lantern of Love (Fred Fisher) —
Fox-trot Bennie Krueger s Orchestra

Wlhen the Honeymoon Was Over (Fred Fisher)
Fox-trot Joseph Samuels' Music Masters

Tenderly (Little-Stanley-Dellon)— Fox -trot,
Joseph Samuels' Music

Baby Face (Benson-Howard) — Fox-trot,

Van Eps Specialty Four
How Many Times (Intro.: "Mamma Whip,
Mamma Spank") (Robinson-Turk)— Fox-trot,

Van Eps Specialty Four

Rosy Cheeks (Young-Parish-Squires) — Fox-trot,

Jos Knecht's Waldorf-Astoria Dance Orchestra

Love Me All of the Time (A. Macintosh)— Fox-
trot.Jos. Knecht's Waldorf-Astoria Dance Orchestra
SONG HITS FOR DECEMBER

Bimini Bay ( Whiting- Kahn-Egan)— Novelty Song,
Orch. Accomp •'Arthur Fields

Mandy 'N' Me (Kalmar-Conrad-Motzan) — Tenor
Solo, Orch. Accomp Irving Kaufman

Cry Baby Blues (Young-Lewis-Meyer) — Char-
acter Song, Orch. Accomp Eddie Nelson

What I Want to Doodle Do For \ou (Von Til-
zer-Brown — Comedy Song, Orch. Accomp.,

Fred HiUebrand

I Wonder If You Still Care For Me (Smith-
Snyder) — 'Tenor Solo. Och. Accomp Sam Ash

Ten 'Little Fingers and Ten Little Toes (Down
in Tennessee) (Pease- White-Schuster-Nelson)
Novelty Song, Orch. Accomp.,

Ernest Hare and Billy .Tones

Plantation Lullaby ( Stevens-Gillette-Holmer) —
Tenor Solo, Orch. Accomp V'ernon Dalhart

On a Little Side Street (Harris-Howard) — Tenor

Solo, Orch. Accomp Charles Harrison

STANDARD AND HOLID.W NUMBERS

Kiddies' Patrol (Christmas Eve) (Walter
Rogers) — Descriptive Emerson Concert Band

Kiddies' Dance (Christmas Morning) (W alter
Rogers) — Descriptive Emerson Oncert Band

Lead, Kindly Light (Newman-Dykes)— Male
Quartet Trmity Quartet

Almost Persuaded (P. P. Bliss)— Male Quartet,

Trinity Quartet

My Faith Looks Up to Thee (Palmer-Mason)
— Tenor and Contralto Duet, Orch. Accomp.,

Reed Miller-Nevada \'an der V eer

The Lord Is My Shepherd (Smart-Passmore) —
Tenor and Contralto Duet. Orch. Accomp.,

Reed JliUer-Nevada Van der \ eer

Rustle of Spring (Sinding) — Piano Solo,

Mana Zucca

Valse Brillante (Mana Zucca)— Piano Solo,

Mana Zucca

Barcarolle (From "Tales of Hoffmann") (Offen-
bach) — Instrumental Trio Longo irio

Were My Song With Wings Provided (Reynaldo
Hahn) — Instrumental Trio Longo Trao

The Last Rose of Summer (Moore) — Soprano
Solo, Orch. Accomp . . . \ iv-ian Holt

Just A-Wearyin' For You (Stanton-Jacobs-Bond)
— Contralto Solo, Accomp. by Piano. V lolin
and 'Cello Corinne Morgan Welsh

Holy Nieht. Peaceful Night (Mohr-Gruber)—
Male O^uartet Shannon Four

Adeste Fideles (Come, All Ye Faithful) (J. Read-
ing)—Male Quartet Shannon Four

Hark' The Herald Angels Sing (Mendelssohn)
—Male Quartet Stellar Quartet

Joy to the World (Handel) — Male Quartet,

Stellar Quartet

3021 Sweet Lady (From "Tangerine") — Fox-trot,

Lanin's Famous Player;
Say It With Music — Fox-trot. .Lanin's Famous Players

3022 When Francis Dances With Me — Orch. accomp..

Sung by Arthur Fields
Ten Little Fingers and Ten Little Toes (Pease-
White-Shuster-Nelson) — Orch. accomp..

Sung by CHiarles Harrison

3023 Peggy CXNeil — Waltz. .. .Waldorf-Astoria Dance Orch.
Why, Dear? — Fox-trot Merry Melody Men

3024 Tuck Me to Sleep (Lewis- Young- Meyer) — Fox-

trot Harry Raderman's Orchestra

My Sunny Tennessee (Kalmar-Ruby) — Fox-trot,

Benn3^ Krueger's Orchestra
NUOVI DISCHI ITAUANI

121 Mistere 'E Marechiare (Raffaele JL Grimaldi. L.

Donadio) — Accomp. Dell' Orchestra Napoletana,

M. Scialpi, Tenore 10
Tradimento E' Ammore (Raffaele M. Grimaldi, L.
Donadio) — Accomp. Dell' Orchestra Napoletana,

j\I. Scialpi, Tenore 10

122 Sorrisi Di Culla — Mazurka. Orchestra E)egli Ar-

diti J. Cassara 10

Stella Lucente — Mazurka. Orchestra Degli Arditi,

D. Jetti 10

123 Diamond Walzer (J. Tripepi),

(Orchestra Degli Arditi 10
Tea Party Walzer (L. Vitak),

Orchestra Degli Arditi 10

124 Cara Piccina (Bovio, Lama) — Accomp. Dell'

Orchestra Napoletana. .Frances De Palma, Soprano
Come Le Rose (A. Cenise, G. Lama) — Accomp.
Dell Orchestra Napoletana.

Frances De Palma, Soprano 10

125 E Caruso' O Rre D' 'O Canto (L. Cica. L.

Canora) — Accomp. Dell' Orchestra Napoletana,

M. Scialpi, Tenore 10
Cavalleria Rusticana (Mascagni) — Intermezzo,

Symphony Ochestra (P. Floridia, Director) 10

OLYMPIC DISC RECORD CORP.

15130

15131

15132

15133

15134

14116

Masters

18115
18116

19109
19110

DANCE RECORDS
Everybody Step (From "Music Box Revue"

(Irving Berlin) — ^Fox-trot Club Maurice Orch.

Stars (Gillespie-Alden) — Fox-trot,

Club Maurice Orch.
It's You (Davis-Conrad) — Fox-trot,

Yerkes' Jazzarimba Orch.
Leave Me With a Smile ( Koehler-Burtnett) —

Fo.x-trot Yerkes' Jazzarimba Orch.

How Many Times (Turk-Robinson) — Fo.x-trot,

Yerkes' S. S. Flotilla Orch.
Have You Forgotten (Burtnett-CooDer-Stevenson)

— Fox-trot Yerkes' S. S. Flotilla Orch.

Wabash Blues (Ringle-Meiken) — Fox-trot,

Club Maurice Dance Orch.
W'hen Francis Dances With Me (Ryan-Violin-

skv) — Waltz Palm Beach Dance Orch.

Sal-O-May ( Costello-Stolz)— Fox-trot.

Club Maurice Dance Orch.
Stop! Rest a WTiile (Gilbert-Brymn) — Fox -trot.

Palm Beach Dance Orch.
POPULAR SONGS
Birds of a Feather (MacCk>wan & Moran) — Tenor

with orch Vernon Dalhart

Weep No More (My Mammy) (Mitchell-Dare-

Pollock) — Tenor with orch \'ernon Dalhart

STANDARD VOCALS
A Song of India (From "Sadko" (Rimsky-Kor-
sakow) — Contralto with orch. accomp.,

Enid Johnson
Oh, Dry Those Tears (Del Riego) — Contralto with

orch. accomp Enid Tohnson

INSTRUMENTALS
Dream of Love (Liebestraum) (Franz Liszt) —

Piano solo Joseph Kardos

Waltz (No. 14) (Chopin) — Piano solo. .Joseph Kardos
Serenade (Drigo) — \"iolin, 'cello and piano.

Philharmonic Trio
Silent Night, Holy Night (Franz Gruber) —

\'iolin, 'cello and piano Philharmonic Trio

OPERATIC

Toreador Song (From "(Tarmen") (Bizet) —
Baritone with orch Greek Evans

The Tempest of the Heart (II balen del suo
sorriso) (From "II Trovatore") (Verdi) — Bari-
tone with orch (jreek Evans

ARTO RECORDS

CONNORIZED MUSIC CO.

3019 Bimini Bay — Orch. accomp. .. Sung by Irving Kaufman
Wha Wha — Orch. accomp Sung by Arthur Fie ds

3020 Yoo-Hoo — Orch. accomp Sung by Arthur Fields

When the Honeymoon Was Over — Orch. accomp..

Sung by Sam Ash

DANCE RECORDS
9106 Weep Xo More. My Mammy (L. Pollock) — Fox-
trot Louis Cohen and His Orchestra

Crooning (Intro.: "Love Me .-\11 of the Time")
(W. F. Caeser-R. Perkins) — Medley fox-trot.

Merry Melody Men

9107 Birds of a Feather (J. McCk)wan-E. Moran) — -Fox-

trot Louis Cohen and His Orchestra

Glow, Little Lantern of Love (F. Fisher) — Fox-
trot Louis Cohen and His Orchestra

9108 Everybody Step (From "Music Box Revue") (I.

Berlin) — Fox-trot. ART'o Dance Orchestra

Song cf Love (From "Blossom Time") (S. Rom-
berg)— Waltz ARTo Dance Orchestra

POPUL.AR VOCAL RECORDS

9104 When Francis Dances With Me (B. Ryan-Violin-

sky) — Baritone solo, orch. accomp Arthur Fields

Ten Little Fingers and Ten Little Toes Down in
Tennessee (Pease-Schuster-Nelson) — Tenor solo,

orch. accomp Arthur Hall

9109 That's How I Believe in You (Dubin-Cunning-
ham-Rule) — Duet, tenors,

Charles Harrison and Everett Clark
Feather-Bed Lane (Bryan-Paley-Gumble) — ^Tenor
solo, orch. accomp Sam Ash

9110 I Ain't Gonna Be Nobody's Fool (F. Davis-G.

Bennett) — Vocal blues, contralto solo, orch.

accomp Dorothy Dodd

I've Got the Blues, but I'm Just Too Mean to
Cry (ParishhYoung-Squires) — Vocal blues, con-
tralto solo. orch. accomp Dorothy Dodd

COLORED VOCAL "BLUES" RECORD

9105 Mississippi Blues (Spencer Williams) — Vocal blues,

contralto solo, orch. accomp.,

Alice Leslie Carter, accomp. by Jimmie Johnson's

Jazz Boys

Decatur Street Blues (Clarence Williams) — Vocal
blues contralto solo, orch. accomp.,
Alice Leslie Carter, accomp. by Jimmie Johnson's

Jazz Boys

HAWAIIAN RECORD

9111 Susquehanna Shore (H. D. Squires) — Waltz, duet,

Hawaiian guitars Ferera and Franchini

When Sweethearts Waltz (C. De Voll-L. Breau)

Waltz, duet. Hawaiian guitars. Ferera and Franchini
CHRISTMAS NOVELTY RECORD
3089 Santa Claus Arrives (G. (jerard) — Descriptive

specialty Gilbert Gerard

Santa Claus Builds His Toys (G. Gerard) — De-
scriptive specialty Gilbert Gerard

STANDARD VOCAL RECORD
3084 Silent Night. Holy Night (F. Gruber) — Contralto

solo, orch. accomp Nevada Vanderveer

t I Holy Night (A. Adam) — Contralto solo, orch.

accomp Nevada Vanderveer

OPERATIC ARL\S
(Sung in Italian)

3085 Rigoletto ("La Donna Mobile") (G. Verdi) —

Tenor solo, orch. accomp Antonio Rocca

Rigoletto ("Ciortigiani Vil Razza Dannata") (G.
Verdi) — Baritone solo, orch. accomp. .Carlo Ferretti

3086 Cavalleria Rusticana ("Brindisi") (P. Mascagni)

— Tenor solo, orch. accomp Antonio Rocca

II Flauto Magico ("Aria Delia Regina") (W. A.
Mozart) — Soprano solo, orch. accomp Eva Leoni

3087 Zaza ("Piccola Zingara") (R. Leoncavallo) — Bari-

tone solo, orch. accomp Carlo Ferretti

Cavalleria Rusticana ("Voi Lo Sapate") (P. Mas-
cagni)— Soprano solo, orch. accomp..

Mme. Cienie Fonariova

3088 Faust ("Dio Possente") (C. Gounod) — Baritone

solo, orch. accomp Milo Picoo

La Tosca ("Vissi d'Arte e d'Amor") ((j. Puc-
cini)— Soprano solo, orch. accomp.,

Mme. Genie Fonariova

WHY THE HAPPY MEDIUM IS BEST

There are some merchants -who are optimis-
tic no matter how bad conditions may be and
there are others who are pessimistic all the
time. Comparatively few dealers, however,
adopt the happy medium. It is all very well to
be optimistic, but there must be a clear under-
standing of the seriousness of the problems
which the merchant must face if he would place
his business on a profitable basis. The busi-
ness man endowed with a superabundance of
optimism, who sits back and takes life easy,
sure that things will right themselves without
his co-operation and help, is due for an unpleas-
ant awakening when it is too late. Optimism is
a good thing for a merchant to have and a
very necessary quality, but it must be mixed
with sound common sense and energy to over-
come unfavorable conditions.

On the other hand, pessimism is just as bad,
if not worse. When a man is pessimistic he
naturally becomes discouraged and he soon
adopts the "what-is-the-use" attitude. He does
not go after business because he is sure in his
own mind that there is no business to be had,
and if he does not change his attitude and meth-
ods he will soon be classed among the failures.

The happy medium consists of facing the
difficulties squarely and being actively on the
job every minute. In short, it means a sane
degree of optimism and confidence that busi-
ness can be had if the proper steps are taken
to secure it.

Advertising, properly conceived and placed, is
the thing that builds reputation. Reputation is
the force that influences a banker when it comes
to extending credit.

Why Break Records?
Just File Them!

I hat is if you have the wonderful Record filing tyt-
lem which is a feature of

The Marvelous MAGNOLA

W&tcKiT\J the Music Come (Jut

This IS only one feature of many that will command
your interest and attention. Let us send you hand-
some illustrated catalog and information as to our
flans for helping you to make money with MAGNOLA.

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ. PraMHt
Stuenl Offlnt Sontheni WkclMsU Brutk

711 MILWAUKEE AVENUE ISSe CANDLER BLDS.

CHICAGO ATLANTA. SA.

NOV-EMBER 15, 1921

THE TALKING MACHINE WORLD

193

Some Leading Jobbers of Talking Machines in America

TEST IT.

OUR VICTOR

Record Service

has a reputation for efficiency.
Suppose you try it

E. F. DROOP & SONS CO.

1300 G. STREET, WASHINGTON. D. C.
231 N. HOWARD STREET. BALTIMORE. MD

Where Dealers May Secure

COLUMBIA

Product

Ready, Full Stocks, and Prompt DeliTeriet
from Conyenient Shipping Center*
all over the United States.

Distributort

Atlanta, Ga., Columbia Graphophone Co., 561-
563 Whitehall St.

Baltimore, Ud., Columbia Graphopbone Co., 16
South Howard St

Boston, Columbia Graphophone Co., 1000 Wash-
ington St.

Bnffalo, N. T.. Columbia Graphophone Co., 787
Main St.

ChlcsKO, lU., Columbia Graphophone Co., 328 W.
Jackson Blvd.

Cincinnati, C, Columbia Graphophone Co., 317-
321 Bast 8th Street.

Cleveland, O., Columbia Graphophone Co., 1812
East 30th St.

Dalla«, Tex., Columbia Graphophone Co., 816
North Preaton St,

Denver, Colo., Columbia Stores Co., 1608 Glen-
arm Ave.

Detroit, Mich., Columbia Graphophone Co., 115
State St.

Kansas City, Uo., Columbia Graphophone Co.,
2U06 Wyandotte St.

I<oB Anceles, Cel., Columbia Graphophone Co.,
800 S. Los Angeles St.

Minneapolis, Minn., Columbia Graphophone Co.,

18 N. 3rd St.

New Orleans, Ia., Columbia Graphophone Co.,
517-52S Canal St.

New York City, Columbia Graphophone Co., 121
West 20th St.

Omaha, Neb., Columbia Graphophone Co., Blghth
and Jackson Sts.

Philadelphia, Pa., Columbia Graphophone Co.,
40 N. 6th St.

Plttsbarsh, Colnmbia Graphophone Co., 632-640
Duqueane Way.

Salt Lalie City, Utah, Columbia Stores Co.,
221 South West Temple.

San Francisco, CaL, Columbia Graphophone Co.,
345 Bryant St.

Seattle, Wash., Columbia Graphophone Co., Bll
Western Ave.

Spokane, Wash., Columbia Stores Co., 161 South
Poet St.

St. Louis, Mo., Columbia Graphophone Co., 1127
Pine 8t

Tampa, Fls., Tampa Hardware Oo.

Headquarters (or Canada:

Columbia Graphophone Co., 347 West Adelaide
St., Toronto, Ont.

Exmcutiv Office

COLUMBIA GRAPHOPHONE CO.

Gotham National Bank Buildins New York

Sherman, play & Go.

San Francisco, Lo* Anseles, Portland, Seattle, Spokane
PACinC COAST DISTRIBUTORS OF

VICTOR PRODUCTS

The PERRY B. WHITSIT CO.

Distributors of

Victrolas and Victor Records

COLUMBUS, OHIO

W. J. DYER & BRO.

DYER B'LD'G, ST. PAUL, MINN.

NORTHWESTERN DISTRIBUTORS

OF THE

VICTOR

Machines, Records and Supplies

Shipped Premptly to all
Points in the Northwest

Mickel Bros. Co.

Omaha, Nebraska
Des Moines, Iowa

Victor Distributors

Wholesale Exclusively

EASTERN TALKING MACHINE CO.

85 Essex Street, Boston

VICTOR DISTRIBUTORS

Every talking machine Jobber in this country
should be rtpresented In this department, no
matter what kind he handles or where he Is
located. The cost is slioht and the advantage
is great.

I CONSTRUCTIVE ARTICLES IN THIS I
I ISSUE OF THE WORLD |

■ Ready Reference for Salesmen, Dealers and Department Heads |

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

Where the Talking Machine Does the
Lecturing 3

What Are You Doing to Make the
Holidays One of Your Greatest Sell-
ing Periods? 4

Music as an Aid to Workers 4

The Importance of Knowing Human
Nature in the Selling of Talking
Machines 6

Business Developments and Prospects 8

How the Wholesaler Helps the Dealer 8

Why the Musical Season Should Inter-
est the Dealer 8

Maintenance of Sound Credit Policies. 9

Concentrating on the Holiday Business 9

The Value of the Really Personal
Letter in Meeting Selling Problems 1 I

Fundamentals of Salesmanship 14

An Idea for a Window Display 14

Reaching the Slow Customer 15

How a New Talking Machine Store
Was Successfully Put Over in a
Novel Way 17

Musical Interest Intensified by the Talk-
ing Machine 23

Planning an Especial Appeal for Juve-
nile Record Trade During the Holi-
days 25

How to Transform the Thanksgiving
Spirit Into Talking Machine Sales. . 29

Financing Plan for Dealers. 46

Importance of Credits and Terms in
Making a Talking Machine Store
Pay 49

lllllllllllllllllllllllllllllllllllllllllllllllllllllll

Convention of Nebraska Victor

Dealers 59-60-

Some Worth-while Sales Ideas

The Advertising Man Analyzed

How Records Aided Young Tenor. . .

Why the Talking Machine Business
Should Be Clean

Getting in Touch with Prospective
Buyers

Interesting Trade News from New
England

A Sales Boosting Idea

Preventing Frosted Windows

The Selections of Business Locations
Important

Robert Gordon's Page of Merchandis-
ing Suggestions 1

Photophone Combines Records of
Sound and Action 1

Senate Votes to Free all Musical Instru-
ments from Excise Taxation 1

The Mid-West Point of View 1

Distributors Service for Talking Ma-
chine Dealers 1

News from the Dominion of Canada . . 1

Featuring the Musical Possibilities of
the Talking Machine 154-1

Record Music Spans Continent 1

The Talking Machine Situation in
turope . . . . 184-185-186-1

Late Patents of Interest to the Trade. 1

Advance List of December Bulletins of
Talking Machine Records. 190-191-1

61
69
76
77

83
89
92

1 1
14

35
46

55
59

87
88

194

THE TALKING MACHINE WORLD

November 15, 1921

Acme Die Casting Corp

Aeolian Co

Alto Mfg. Co

Altschul, Fredk. P

Ambassador Phono. Co

American Mica Works

American Odeon Corp

American Talking Machine Co. .
American Wa'nut Mfrs. Ass'n.

Andrews, Curtis N

Arion Record Import Co

Arto Co

Artophone Co.

105

120

179

124

152

Ill

164

159

Atlas Plywood Corp ..Insert following page 66

Augenblick, Harry A 173

Badger Talking Machine Co 129

Bagshaw Co., Wm 30

Barnhart Bros. & Spindler 47, 67, 129. 163

Beecroft, Clement 1"1

Berlin, Inc., Irving 136

Blackman Talking Machine Co 141

Blout, Emanuel 29

Blue Bird Talking Machine, Inc 21

Boston Book Co 18

Bridgeport Die & Machine Co 57

Brilliantone Steel Needle Co 31

Bruno & Son, Inc., C 41

Bruns & Sons, A 45

Brunswick-Balke-Collender Co . . Insert following page 26

Buegeleisen & Jacobson 166

Buehn Co., Louis 93

Cabinet & Accessories Co...

Cardinal Phono. Co

Charmaphone Co

Cheney Talking Machine Co.

Cheney Sales Corp

Cherington Mfg. Co

Chicago T. M. Co

Cirola Distrib. Co

Claremont Waste Mfg. Co...
Clarion Record Co.

166

104

168

118

113

-96

, -53

, 133

Classified Want Ads 182,183

Clifford Music Co., Francis.. 139

Cohen & Hughes... 26

Cole & Dunas Music Co 123

Columbia Graphophone Co 12, 13, 22, 26, 32,

35, 45, 71, 82, 87, 101, 136, 160, 168

Commercial Art Shop 10^

Connorized Music Co 77

Consolidated Talking Machine Co 52,121

Cox, Geo. Clay 131

Da-Lite Elec. Display Co.

Dalion T. M. Co

Ditson & Co., Chas. H

Ditson Co., Oliver

Doctorow, D. R

Dodin, Andrew H

Droop & Sons Co., E. F.

Duo-Tone Co

Dver & Co., W. J

165
28
83
83
20

189

193
19

193

Eastern Talking Machine Co 83

Eclipse Musical Co 1^

Edison, Inc., Thos. A Back Cover

Eight Famous Victor Artists 35

Einson Litho, Inc 139

Electro-Chemical Engraving Co 64

Emerson Phonograph Co 36

Empire Phono. Parts Co 106

Everhart & Brown 148

Everybody's Talking Machine Co 148

Favorite Mfg. Co 1^7

Federal Phono. Co 120

Feist, Leo 56. 62. 76, 96, 100, 110, 137, 150

Fletcher-Wickes Co 81

Flexlume Sign Co 69

Forster, Music Publisher 135

Fox Music Pub. Co., Sam 170

Fuehr & Stemmer Piano Co 129

Fulton Talking Machine Co 134

General Phonograph Corp. . Inserts following pages

18, SO, 82 and 98

General Phonograph Mfg. Co 160

Gibson-Snow Co 39

Gilbert Co., A. C ••• 175

Gilbert, L. Wolfe 140

Gloria Phono. Co 76

Gljim, W. B., Distributing Co 39

Gramophone Co., Ltd 184

Granby Phono. Corp 24

Gray Co., Walter S 159

Greater City Phono. Co 101

Greater New York Novelty Co 134

Gretsch Mfg. Co.. Fred 16J

Griffith Piano Co 39

Grinnell Bros 15!

Hall Mfg. Co 125

Harper & Bros 132

Harponola Co 43

Hartzell Crucible Co 97

Health Builders 153

Hegeman-Stewart Co 170

Hessig-Ellis Drug Co 39

Hiawatha Phono. Co 123

IToffay Phono. Co 142

Horton-Gallo-Creamer Co 84

Hough, J. E., Ltd 187

Hough, L. W 86

Hunter Mfg. Co., Everett 172

Ilsley, Doubleday & Co 98

Independent Jobbing Co 40

International Mica Co 42

Iroquois Sales Co 27

Jenkins Sons' Music Co., J. W 136

Jewel Phonoparts Co 23,34

Jewett Phono. Co 72

Jones-Motrola Co 88

Kennedy-Schultz Co 64

Kent Co., F. C 162

Kiefer-Stewart Co 39

Kimball Co., W. W 156

Knickerbocker T. M. Co 11

Kraft, Bates & Spencer, Inc.! 84

Kunde, A. G 180

Lakeside Supply Co... .v . . 126

Lansing Sales Co 86

Lee-Coit-Andreesen Hdw. Co... 39

Lesley's .. r 189

Lidseen Products Co 124

Long Cabinet Co., Geo. A 65, 105

Lorentzen, H. K 92

Lundstrom Mfg. Co., C. J 143

Lyon & Healy 116

Lyons, Wim. H 121

Magnavox Co 58

Magnola Talking Machine Co 43, 86, 183, 192

Mahogany Association 27

Manophone Corp 49

Manufacturers Phono. Co 169

Mapes, Dorchester 126

Marks Music Co., Edw. B 137

Marshall Co., Inc.. C. L 39

Matthews, F. W 60

McMenimen, H. N 51

Mellor's 178

Melody National Sales Co 126

Mermod & Co 112

Meyercord Co 118

Mickel Bros. Co 32

Milwaukee T. M. Mfg. Co 28

Minneapolis Drug Co 39

Modernola Co 63

Monarch Felt Wks 99

Montagues, I., & Co 39

Moore-Bird & Co 39

M S & E 39

Music Trade Indicator 66

Mutual Phono. Parts Corp 142

National Cash Register Co 92

National Co 53

National Decalcomania Co 97

National Publishing Co 18

Natural Voice Phono. Co 98

Naturelle Reproductions 176

Netschert, Frank 112

New England Talking Machine Co 85

New York Album & Card Co 4

New York T. M. Co 113

Nye Co., Wm. F 40

Ogden Sectional Cabinet Co., Inc 167

Olympic Disc Record Corp Inside Back Cover

Ormes, Inc 9

Oro-Tone Co 50, 117, 149

Outing T. M. Co 180

Pace Phono. Co 138

Parks & Parks 87

Pathe Freres Phonograph Co 54, 55

Peabody & Co., Henry W 48

Pearsall Co., Silas E 15

Peckham Mfg. Co 87

Peerless Album Co 6

Penn Phonograph Co 95

Permo Co

Perephone Co., Ltd

Perfection Phono. Co

Period Phonograph Shop

Phillips Phono. Parts Co.. Wm.
Phonograph Recording Lab. . .

Phonomotor Co

Player-Tone T. M. Co

186

158

164

169

128

Plaza Music Co 108, 149

Pleasing Sound Phono. Co 77

Plywood Corp 80

Polk Corp., R. L 163

Polk Furn. Co.. J. K 73

Putnam-Page Co 50

Racine Phono. Co 103

Recordophone Co 178

Remington Phono. Corp Inside Back Cover

Rene Manufacturing Co . 66,146

Repeating Devices Co 119

Rex Gramophone Co 186

Reynalds, Wm. H 42

Robinola T. M. Co 157

Robinson, Pettit Co., Inc 39

Rodeheaver Record Co 154

Seaburg Mfg. Co

Self-Lifting Piano Truck Co. .

Shelton Elec. Co

Shelton Sales Co

Sherman, Clay & Co

Silent Motor Corp ,

Smith Drug Co., C. D. ..j,^*,^-^*.^

.150:

..;f.'(-..>V?:.."^^' 61
51

107

138, 140

Smith-SchifBin Co.

Snyder, Jack .

Sonora Dstr. Co. of Texas.
Sonora Co. of Philadelphia.
Sonora Phonograph Co., Inc.,

Inside front cover, 38. 39. 97

Sonora Phonograph Co. of Pittsburgh 39

Soss Mfg. Co 155

Sound Recording Co 185

Southern Drug Co 39

Southern Sonora Co 39

Southwestern Drug Co 39

Sphinx Gramophone Motors '. 112

Standard Music Roll Co 159

Starr Piano Co 10

Steel, W. R 185

Steger & Sons Piano Mfg. Co 44

Steinert & Sons Co., M 85

Stephenson, Inc 147

Sterling Devices Co 127

Sterling Roll & Record Co 91

Sterno Manufacturing Co 130

Stewart T. M. Co 102

Strevell-Paterson Hardware Co 39

Supertone Needle Works 110

Symphony Music Co 174

Talking Machine World Trade Directory,

Insert following page 34

Talking Machine World Dealer Service 14

Texas T. M. Co 90

Tiffany Phono. Sales Co 155

Toledo Talking Machine Co 103

Tonepen Co 161

Triangle Phono. Parts Co 99

Udell Works 56

Unit Construction Co 144, 145

United Mfg. & Distr. Co 121:

Universal Fixture Corp 46

Val's Accessory House 157

Van Houten, C. J., & Zoon 39

Van Veen & Co 80

Vicsonia Mfg. Co 37

Victor Talking Machine Co Front Cover, 5, 7

Vitanola T. M. Co 181

Walbert Mfg. Co 115

Walthall Music Co 39

Warbletone Music Co 51

Ward Co., C. E 62

Wax & Novelty Co 60

Western Envelope Co 174

Weymann & Son, H. A 94

Whitsit Co., Perry B 103

Widdicomb Furniture Co 68

Williams Co., G. T 79

Williams Corp., Halsted 71

Wimpfheimer & Bro., A 162

Windsor Furn. Co 74. 75

Wolf Mfg. Industries 122

Yahr & Lange Drug Co.

THE TALKING MACHINE WORLD

15125
SOUTH SEA ISLES
My Sunny Tennessee

(Dance Record)

What Record Company Issues the
New Hits First? '

OLYMPIC

What Record Is the Best Quality?

OLYMPIC

What Record Gives Best Results?

OLYMPIC

15126
MA!

Who'U Be the Next One
to Cry Over You
(Dance Record)

What Is the Fastest SeUing Line of Records, Consiciering
the Time They Have Been on the Market?

WHY!

OLYMPIC Of Cour^

OLYMPIC produced the best Wan^-Wan^^ Blues, Peggy O'Neil,
When You and I Were Young, Maggie, Prelude in C-Sharp, Minor,
and many other well known compositions

Have You Compared Them?

(Dance Record)
SAY rr WITH MUSIC
Who Believed in You
15127

pLYMprC $

Write for Full Particulars

OLYMPIC DISC RECORD
CORPORATION

1666 Broadway
New York

We Have A Jobber In Your Section

The Capital Stock of the Olympic Disc Record
Corporation Is Controlled by Remington
Phonograph Corporation.

(Dance Record)
Song of Love
BIMINI BAY
15128

Remember this —

When people buy phonocjtaphs
they want music exactly as the
artists, themselves, render it.

The New Edison, before more than
5 million people, over 5 thousand
times, and in comparison with over
75 prominent artists, has proved
that there is no difference between
the artist's actual singing or playing
and the Edison RE-CREATION
of that performance, it is the only
phonograph which dares this test
of direct comparison.

THOMAS A. EDISON, Inc.

ORANGE, NEW JERSEY

JOBBERS OF THE NEW EDISON, EDISON RE-CREATIONS, THE NEW EDISON

AND BLUE AMBEROL RECORDS

NEW YORK
Albany — American Phonograph
Co.

New York — The Phonograph

Corp. of Manhattan.
Syracuse — Frank E. Bolway & Son,
Inc. W. D. Andrews Co.
(Amberola only).

OHIO

Cincinnati — The Phonograph Co.
Cleveland — The Phonograph Co.

OREGON
Portland — Edison Phonographs,
Ltd.

PENNSYLVANIA
Philadelphia — Girard Phono-

DIAMOND AMBEROLA

CALIFORNIA
Los Angeles — Edison Phonographs,
Ltd.

San Francisco — ^Edison Phonographs,
Ltd.

COLORADO
DenTcr— Denver Dry Goods Co.

CONNECTICUT
New Haven — Pardee-EUenberger
Co., Inc.

GEORGIA
Atlanta — Phonographs, Inc.

ILLINOIS
Chicago — The Phonograph Co.
Wm. St. Lyons (Amberola only).

INDIANA
Indianapolis — Kipp Phonograph Co.

IOWA

Dea Moines — Harger & Blish.
Sioux City — ^Barger & Blisli.

LOUISIANA
New Orleans — Diamond Music Co.,
Inc.

MASSACHUSETTS
Boston — Pardee-EUenberger Co.
Iver Johnson Sporting Goods
Co. (Amberola only).

MICHIGAN
Detroit — Phonograph Co. of
Detroit

MINNESOTA
Minneapolis — Laurence H.
Lucker

MISSOURI
Kansas City — The Phonograph Co.

of Kansas City.
St. Louis — SilvcTstone Music

Co.

MONTANA
Helena — Montana Phonograph
Co.

NEBRASKA
Omaha— Shultx Bros.

graph Co.
Pittsburgh — Buehn Phonograph
Co.

Williamsport— W. A. Myers.

RHODE ISLAND
Providence — ^J. A. Foster Co.
(Amberola only).

TEXAS

Dallas — Texas-Oklahoma Phono-
graph C^.

XJTAH

Ogden — Proudfit Sporting Goods

VIRGINIA
Richmond — ^The C. B. Haynes
Co., Inc.

WISCONSIN
Milwaukee — The Phonograph Co.
of Milwaukee.

CANADA
Montreal— R. S. Willianu ft

Sons Co., Ltd.
St. John— W. H. Thome ft Co„

Ltd.

Toronto— R. S. Williams ft Sons

Co., Ud.
Vancouver — Kent Piano Co., Ltd.
Winnipeg— R. S. Williams ft Sons

Co., Ltd.
Babson Bros. (Amberola only).

VOL. XV!I. NO. 12

SINGLE COPIES. 25 CENTS
PER YEAR. TWO DOLIABS

Published Each Month by Edward Lyman Bill, Inc., at 373 Fourth Ave., New York, December 15, 1921

The test-known trademark in the world

designating the producte of 4ieMctor Talking Machine Co.

Entered as second-class matter May 2, 1905, at the post office at New York, N. Y., under the act of Congress of March 3. 1879.

THE TALKING MACHINE WORLD

THE INSTRUMENT OF QUALITY
CLEAR AS A BELL

Sonora is the choice of People with Purchasing
Power !

The revival of business has increased this
class of people and they offer a wide field
for Sonora Sales.

Sonora — the quality instrument — is invariably
selected by discriminating people with pur-
chasing power and for whom the best is none
too good. To sell to this class is not, and
never has been, difficult.

On an equal chance Sonora will outsell any
other make of phonograph. Sonora dealers
make money.

You offer your customers their money's worth
in full measure when you present Sonora.

"The Highest Class Talking Machine in the World"

Sonora Pfjonograpi) Companp, 3nc.

GEO. E. BRIGHTSON, President

NEW YORK : 279 BROADWAY FIFTH AVENUE AT 53rd STREET
Canadian Distributors: I. Montagnes & Co., Toronto

The Talking Machine World

Vol. 17. No. \2

New York, December 15, 1921

Price Twenty-five Cents

COLOR LIGHTING A FACTOR IN SHOW WINDOW DISPLAY SAUL BIRNS OPENS SECOND shop

Talking Machine Dealers Who Are Keen as to the Value of Their Window as a Publicity Medium
Will Find the Use of Color Lighting a Material Aid to Its Attractiveness

Handsome Victor Establishment in New York
Enjoys Brisk Business on Opening Day — One
of the Finest Stores in the Vicinity

Dealers who are alive to the publicity value
of their windows may be interested to know
that the arrangement of the display as well as
factors contributing thereto may be brought to
public attention in a very artistic and very
striking way by the introduction of serviceable
color lighting units. A simple window display
reflector, holding a 150-watt light, a colored
screen of glass or gelatine which fits into place
across the face of the reflector— that is all there
is to the modern window lighting unit. It is
insignificant enough in appearance, but it cer-
tainly works a magical transformation in the
artistic value of the window and is a potent
contributor to the success of the display man's
work.

A blaze of colored light on a display makes
the window the cynosure of all eyes. It gives
the window an atmosphere that excites the
interest of the onlookers and helps to bring
customers into the store — it not only brings
them in, but makes them enthusiastic about the
display.

With an equipment that is simple and practi-
cal there is no reason why the talking machine
dealer in a small town should not be able to
utilize this color scheme, for it is easy to
install, and makes the window, no matter how
modest it is, of new value to the store, and
brings the display of talking machines, records
and artistically printed matter to the attention
of the public in an entirely original and strik-
ingly artistic way.

There is a large choice of colors, and the
artistic sense of the window displayer can be
manifested in using such hues as will suit the
display and make it harmonious through the
use of dull grays, browns and greens, or unusu-
ally striking and warm by the use of red, violet
and gold, and other colors that appeal to the
lovers of bright-colored lights.

There is no excuse to-day for the poorly kept
store, or the neglected window, for dealers
realize that there is no department of the busi-
ness that pays a better profit than the well-
displayed, well-lighted, often-changed window,
backed up by a store arrangement that is artis-
tically convenient and effective in service results.

Anything that will enable the store window to
stand out so as to deliver greater advertising
service is of paramount interest and value, and
in this connection the use of color in window
illumination is right up-to-date. The changing
of window display and lighting effects weekly
will in due course make the store employing
these methods individual, and will therefore
command more than the average attention from
the public. This kind of advertising must un-
doubtedly pay. Anything that will "sell" your
store to the public and thus bring to its notice
the goods handled is worth consideration.

INDIANA SCHOOLS MUST HAVE MUSIC

All Elementary Schools Must Have Talking
Machine and Records in All Rooms in Order
to Be Eligible for Perfect Grade Score

To become eligible for a perfect grade score
the elementary schools of the State of Indiana
must equip every room with a talking machine
and ten good records, according to a recent
notice from the State Board of Education. In
an effort to raise the scholastic standard of the
elementary schools the board issued a score
card designating the points under which the
schools would have to qualify, including grounds,
buildings, heating and ventilation, equipment,
supervision, janitor service, teacher, etc. Un-
der the main head of equipment it is stipu-
lated that each room must have "a good talk-
ing machine with ten good records."

An exclusive Victor shop was formally opened
a fortnight ago at 113th street and Fifth avenue,
New York City, by Saul Birns, well-known talk-
ing machine dealer and proprietor of several
establishments in Greater New York. The store
is one of the handsomest in the Harlem section
of the city. Spacious double windows furnish
the means for artistic displays. The interior is
decorated in ivory and along both sides of the
front of the store various models of Victrolas
have been placed on display. A glass seiTfice
counter and a record rack with a capacity of
about 10,000 records are also part of the equip-
ment.

A feature of the establishment, however, is
the demonstration booths. These booths, eight
in number, are finished in various colored tints,
including old rose, pale green and blue. The
colors are all harmonious and add to the effec-
tiveness of record or machine demonstrations.

An exceedingly brisk business marked the
opening day of the new Victor shop and many
friends and acquaintances of Mr. Birns were
present to extend in person their congratula-
tions. Floral offerings were received from many
of the local Victor wholesalers, who were also
present personally at the opening.

TRENTON FIRM STARTS OPERATIONS

Trenton, N. J., November 21. — The Hughes
Phonograph Co., which was recently incorpo-
rated for $250,000, has located its plant at 302
North Broad street, this city. The machines,
parts of which are manufactured by various con-
cerns, are assembled in and distributed from the
local plant. The officers of the concern are:
Albert Tilton, president, and Charles L. Shea,
secretary. Other stockholders are Albert Hughes,
C D. Peck, sales manager, and E. L. Kearns,
treasurer.

The World^s Long Fight Against the Price -Cutting Evil

Editorials Published in 1914 Reflect Policy of The Talking Machine World Since Its Organization —
Holds Same Views Regarding Situation To-day — Maintaining Soundness of the Industry

(Editorial in The Talking Machine World, January 15, 1914)
Talking machines should not be handled as a baiting piece of mer-
chandise, and the impression should not be created that any house can
violate legitimate merchandising conditions in order to attract customers
to its establishment, with perhaps the hope that the customer will be
impressed with the ability of the house to supply cut rates on some other
lines of merchandise than those advertised.

It may be urged that such advertisements injure no one, but in
our opinion they injure the entire trade and they impose a heavier
burden upon dealers everywhere to meet such unbusinesslike offerings.
The talking machine business is a wonderful industry, ' and the men
whose interests lie therein should not, through alluring price offerings,
aid to introduce a baiting element which may work out disastrously to
the entire trade.

There can be no annihilation of selling terms without the entire trade
feeling the effects of such a move.

We see no reason why the selling time should be e.xtended under
conditions which are contrary to sound business principles.

Such methods are -not in harmony with the principles which have
protected the trade through the enforcement of rules holding price
maintenance to a point of unyielding rigidity.

Talking machines are profitable to handle and the retail purchaser
secures excellent value. In other words, it is a perfectly fair arrange-
ment all around, and it is absurd to offer a kind of bait to purchasers
which conveys the idea that talking machines may be purchased at any
kind of prices and terms.

It injures the business in that it creates a false impression in the
niinds of readers of the advertisements. Therefore, the opinion would
th'en be formed that the prices at which the machines are sold afford
unusually large profits to the retailers, else such allurements would not
be made. This is creating a false impression.

{Editorial in The Talking Machine World, November 15, 1914)
No trade ever followed the cut-rate road to permanent success. It
leads merchants into all kinds of pitfalls, and instead of building a
permanent trade steadily lessens it and destroys the confidence of the
public in values.

Talking machine dealers should appreciate the principles which the
manufacturers in this trade have maintained in price standardization.
It has been this solid and substantial foundation which has saved the
industry during the days of storm and stress. It has saved the dealers
from themselves, because many a man, in order to raise funds to
meet maturing obligations, would be tempted at times to enter into a
price-slaughtering campaign just for temporary needs, not realizing that
by so doing he would commit an act which would injure his future
success. Dealers in this trade have much to be thankful for that they have
been saved from disaster — saved from the temptation of destroying their
own enterprises by price annihilation.

We have seen some men in the course of our various travels who
have expressed the wish to enter into a price-cutting campaign. Their
reasons were based somewhat on spite and somewhat on the advertising
which the house would get. We have reasoned with them. We have
shown them clearly the folly of such a course and we desire to impress
upon every talking machine dealer in the country that it would be an act
of business suicide to make such a move.

Do not value your trade too cheaply. Do not figure that you are
in a cut-throat and cut-rate business.

Put aside such temptations and conduct your business along progres-
sive, straightforward lines.

Rely upon the merit of your products, the tact of your salesmen,
the power of argument to make your sales and build your enterprise.

Fixity of price should be maintained, and so long as that is staunchly
adhered to there will be no fear of trade disintegration.

See second last page for Index of Articles of Interest 'n this issue of The World

THE TALKING MACHINE WORLD

December IS, 1921

glllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli

I How to Build Up an Effective Mailing List |
I and Make It Pay Dividends in Actual Sales |

liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

It goes without saying that every live talking
machine dealer makes use of a mailing list in the
conduct of his business, the list being made up
first of those who have bought machines and
records from him and may be, therefore, con-
sidered in the light of regular customers or pos-
sible regular customers, and, secondly, of names
obtained from various sources and representing
those who might be expected to develop into
purchasers.

Simply having a list, however, without seeing
that it is properly classified and arranged so as
to make possible most efficient results may al-
most be said to represent a waste of time and
ef¥ort in compilation. The list should carry in-
fonnation relative to the credit standing of the
prospect, something of his social status, whether
or not he owns a talking machine and, if so,
what make, and other facts that indicate to the
dealer whether he is worth following up and
perhaps just how he should be followed up.

After one or two sales the prospect's card
should carry positive information regarding the
type of music preferred so that the salesman
can work along the line of least resistance in
putting over the sales that are to come. The
list as a whole can only be kept up to date
through the efforts of a competent salesman
who knows w'hat is wanted and is able to get
that information. The list should also be care-
fully checked at regular intervals to see that the
deadwood is eliminated, for this means useless
-expense that will pile up enormously unless
checked frequently.

For the making up of general lists the tele-
phone direotory is regarded as a first-class me-
dium from the fact that in most cases it not only

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli^^

gives the address of the telephone subscriber
but also his business. It is generally held, too,
that in the cities at least the telephone sub-
scriber has a certain amount of money at his
command.

Other good sources from which to build up
prospect lists are the directories of club, society
and association members, which may generally
be obtained without any great difficulty. Those

M The Mailing List Is |

I Valueless Unless Prop- |

I erly Classified and Ar- ^

I ranged So as to Insure M

M Satisfactory Results M

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

who belong to the larger and more important
clubs or to leading societies are usually of the
sort who may be considered as first-class pros-
pects from a financial standpoint.

In practically every locality there are pub-
lished separately, or in connection with the tele-
phone directory, classified lists of business and
professional men, in a great many cases with their
home addresses, as well as business addresses,
indicated. From such directories the dealer can
select just the type of people with whom he de-

llllllllllilllilllllllllllllllllllllllllllllllllllllllllllllllililllllllllllllll^
sires to do business. The marriage license lists
and the wedding announcements also provide
many prospects, as do the various published lists
of city, State and Federal employes who have
steady incomes even though they are not always
large.

The plans by which the dealer can secure
names directly through the mail are many and
varied. He can advertise free concerts, with in-
vitations thereto sent upon request by mail or
'phone. This gives him the names and ad-
dresses of those interested in music. He can
also use the return coupon method in various
ways, and can also, by handling the matter
diplomatically, build up a substantial list from
names given him by satisfied customers.

It is not always sufficient simply to send out
the monthly record supplements to those on the
mailing lists, for after a few months these be-
come more or less a matter of course, even
though interested recipients may buy some rec-
ords.

A flashy postcard issued now and then, a bit of
special literature prepared by the dealer himself
and sent under letter postage, and perhaps a
formal engraved invitation to visit the store on
an appointed evening and listen to a special re-
cital or a demonstration of new records will get
results that the ordinary supplement could not
be expected to bring.

Care should be taken to see that no mail mat-
ter is sent out without the dealer's name and
address appearing somewhere on it so that the
letter or card may be returned if the addressee
is not found. By this means it is possible to
keep the mailing list in good shape so far as re-
movals are concerned.

and a

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

Strength

and

Durability

Low Prices

and

Special Features

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii I iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

New York Album & Card Co., Inc.

MAX WILLINGER, Pres., Treas. and Gen' I Mgr.

NEW YORK

23-25 Lispenard Street

CHICAGO

415-417 S. Jefferson St.

December IS, 1921

THE TALKING MACHINE WORLD

iiyiHHfeiHaatiiaiEiHHeiHBaHffiiiiiaEiHaa

Victor
Supremacy

is all the time and everywhere in evi-
dence. Viewed from the standpoint of
musical art, judged by the character
and prestige of the stores that handle
it, measured in dollars for its ability as
a profit-prodvicer, the Victrola stands
supreme.

"Victrola" is the Registered Trade-mark of the Victor Talking Machine Company

designating the products of this Company only.
Warning : The use of the word Victrola upon or in the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Wholesalers

Victrola IV, $25

Oak

Victrola VIII, $50

Oak

Albany, N. T Gately-Haire Co., Inc.

Atlanta, Ga ,Elyea Talking Machine Co.

Phillips & Crew Piano Co.

Baltimore, Md Cohen & Hughes

E. F. Droop & Sons Co.

H. R. Eisenbrandt Sons, Inc.

Birmingliam, Ala. . .Talking Machine Co.

Boston, Mass Oliver Ditson Co.

The Eastern Talking Machine
Co.

The M. Steinert & Sons Co.

Brooklyn, N. Y American Talking Mach. Co.

G. T. Williams Co., Inc.
Buffalo, N. Y Curtis N. Andrews

Buffalo Talking Machine Co.,
Inc.

Burlington, Vt American Phonograph Co.

Bntte, Mont Orton Bros.

Chicago, 111 Lyon & Healy.

The Rudolph Wurlitzer Co.

Chicago Talking Machine Co.
Cincinnati, O Ohio Talking Machine Co.

The Rudolph Wurlitzer Co.
Cleveland, O The Cleveland Talking Ma-
chine Co.

The Eclipse Musical Co.

ColumbuB, O The Perry B. Whitsit Co.

DaUas, Tex Sanger Bros.

Denver, Colo The Knight-Campbell Music

Co.

Des Moines, la Mickel Bros. Co.

Detroit, Mich Grinnell Bros.

Elmira, N. Y Elmira Arms Co.

El Paso, Tex W. G. Walz Co.

Honolnln, T. H Bergstrom Music Co., Ltd.

Houston, Tex The Talking Machine Co. of

Texas.

. . Stewart Talking Machine Co.

..Florida Talking Machine Co.

..1. W. Jenkins Sons Music
to.

The Schmelzer Co.
. . Sherman, Clay & Co.
..O. K. Houck Piano Co.

Indianapolis, Ind.
Jacksonville, Fla..
Kansas City, Mo..

Los Angeles, Cal.
Memphis, Tenn..

Milwaukee, Wis Badger Talking Machine Co.

Minneapolis, Minn . . Beckwith, O'Neill Co.

Mobile, Ala Wm. H. Reynalds

Newark, N. J Ceilings & Co.

New Haven, Conn... The Horton-Gallo-Creamer
Co.

New Orleans, L.a Philip Werlein, Ltd.

New York, N. Y Blackman Talking Mach. Co.

Emanuel Blout.

C. Bruno & Son, Inc.

Charles H. Ditson & Co.

Knickerbocker Talking Ma-
chine Co., Inc.

Musical Instrument Sales Co.

New York Talking Mach. Co.

Ormes, Inc.

Silas E. Pearsall Co.
Omaha, Nebr Ross P. Curtice Co.

Mickel Bros. Co.

Peoria, 111 Putnam-Page Co., Inc.

Philadelphia, Pa.... Louis Buehn Co., Inc.

C. J. Heppe & Son.

The George D. Ornstein Co.

Penn Phonograph Co., Inc.

The Talking Machine Co.

H. A. Weymann & Son, Inc.
Pittsburgh, Pa W. F. Frederick Piano Co.

C. C. Mellor Co., Ltd.

Standard Talking Mach. Co.

Portland, Me Cressey & Allen, Inc.

Portland, Ore Sherman, Clay & Co.

Richmond, Va The Corley Co., Inc.

Rochester, N. Y E. J. Chapman.

Salt LrfUte City, U...The John Elliott Clark Co.
San Francisco, Cal . . Sherman, Clay & Co.

Seattle, Wash Sherman, Clay & Co.

Spokane, Wash Sherman, Clay & Co.

St, liOuis, Mo Koerber-Brenner Music Co.

St. Paul, Minn W. J. Dyer & Bro.

Syracuse, N. Y W. D. Andrews Co.

Toledo, O The Toledo Talking Machine

Co.

Washington, D. C... Cohen & Hughes

E. F. Droop & Sons Co.
Rogers & Fischer

Victrola No. 90, $125

Mahogany, oak or walnut

Victrola No. 130, $350

Victrola No. 130, electric, $415

Mahogany or oak

Victor Talking Machine Co,

Camden, N. J., U. S. A.

THE TALKING MACHINE WORLD

December 15. 1921

|lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

I Making Business Sunshine on Stormy Days I
I Through Systematic Use of the Telephone |

iiilllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli

As a, talking machine dealer, are your rainy
days days of rest or days of effort? Do you
accept • what appears to be the inevitable and
after condemning the weather man settle down
to rrrafc'e the best of it, or have you evolved some
plan for making the rainy day itself pay divi-
dends, in sales?

A talking machine dealer in New York, where
the public is supposed to be very wise and ac-
quainted with the various means used to make
sales, Has found a rainy day to be a mighty fine
thing for him because it gives him a chance to
get in touch over the 'phone with customers who
have not been in the store for some time for
one reason or another or who might be inter-
ested in certain records that he has just re-
ceived.

The telephone campaign, however, is not car-
ried on at random. If it is rainy on Monday,
for instance, there is no general telephoning
done that day or on the following day. This
policy was adopted because the dealer found
frorti' experience that a good many of his pros-
pects Had Monday as wash or cleaning day and
the housewife is invariably in no frame of mind
to be pleasant to salesmen.

When the rain is on Tuesday, however, the
old telephone is kept busy all afternoon, for the
average housewife has gotten her washing out
of the way and usually finds herself kept indoors
by the .rain on an otherwise free afternoon. The
demcmstration of a few records over the 'phone
or tUi' ofifer to send some up on approval at
once quite frequently meets with favorable re-
sponse; as providing a 'break in the monotony.

Wednesday when it rains is a good day for
telephone selling, for a surprising number of

III

women have developed the matinee habit and
fix up things so they will be free on that after-
noon. When the rain starts in the morning the
theatre party is frequently canceled and the lady
has another afternoon at home with little or
nothing to do.

Thursday is the last good telephone day, for
on Friday or Saturday there is the weekly house-
cleaning and shopping to do, work that is gen-

I How the Dealer'^ Tele- M

I phone May Be Made a |

M Profitable Factor in |

I Sales on Days When m

m Jupiter Pluvius Reigns J

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiililllll

erally carried on regardless of weather condi-
tions. Under such conditions the housewife is
not inclined to sit at the 'phone and listen to
the dealer's talk. In fact, she is much more
likely to come down to his store on one of those
days to try out the records for herself.

It has been found that the best time to do the
'phoning- is between two and five o'clock in the
afternoon. The luncheon dishes have then been
cleared away and there is no danger of interfer-
ing with the plans for the evening meal. Per-

haps in other localities the 'phoning schedules
may require a different arrangement, but in
New York the plan as outlined has actuallj'
worked — so satisfactorily that it is well worth
trying out elsewhere.

DALLAS CONCERN CHANGES HANDS

New Owners of the Edison Shop, Inc., Increase
Capital to $60,000

Dall.\s. Tex., December 3. — Following the pur-
chase of the Edison Shop, Inc., 1300 Elm street,
by W. W. Dyer and S. H. Lynch, of Fort
Worth, W. P. Fowler, of Duncan, Okla., and
J. R. Spann, of Dallas, Tex., the capital stock of
the company has been increased from $20,000 to
$60,000, according to Mr. Dyer, president of the
new organization.

The Phonograph Shop of Fort Worth, which
had been owned by Mr. Dj'er and Mr. Lynch,
becomes the property of the new companj' and
will be managed by Mr. Lynch, who is secretarj'-
treasurer. Mr. Spann, vice-president, will man-
age the shop in Dallas. He has been connected
vnth the Texas-Oklahoma Phonograph Co. for
three years.

This company has announced the appoint-
ment of C. H. Mansfield, formerly president and
manager of the Phonograph Shop of Dallas, as
manager of advertising and sales promotion.

The greatest good that exceptional men do for
their fellows is not always in actual accomplish-
ments, but rather in the' example they afford and
the proof they give that human power is not so
limited after all.

>S3^ i

[ore than all else does Peerless cherish
the good will of its ever-increasing number
of patrons. The dollars and cents return is
of secondary importance compared with the
growth of our clientele, in which respect the
closing year was monumental.

^!L\)tU is deep satisfaction and a feeling of
pride in welcoming so many new customers.

Wit\] a full realization of our responsi-
bility for the maintenance of quality,
service and a square deal, we wish to
extend the Season's Greetings — to our
patrons and to the entire industry — the
best wishes for a banner year in 1922.

J^eerlegg Alburn Company

636-638 Broadway

Boston Representative
L. W. HOUGH, 20 Sudbury St.

New York City

San Francisco Representative
WALTER S. GRAY CO., 942 Market St.

December 15, 1921

THE TALKING MACHINE WORLD

HIS MASTEI?S VOICE':.

- REG. U.S. PAT. OFF. ^

Victor
Supremacy

The universal recognition of Victor
supremacy is one of the greatest assets
of every retailer in Victor products.

With Victrolas in such splendid
variety, every demand can be satisfied,
and the volume of business is limited
only by the individual effort of each
retailer.

"Victrola" is the Registered Trade-mark of the Victor Talking Machine Company

designating the products of this Company only.
Warning : The use of the word Victrola upon or in the promotion or sale of any
other Talking Machine or Phonograph products is misleading and illegal.

Important Notice. Victor Records and Victor Machines are scientifically co-ordinated
and synchronized in the processes of manufacture, and should be
used together to secure a perfect reproduction.

Victor Talking Machine Co,

Camden, N. J., U. S. A.

Victrola No 120, $275
Victrola No. 120, electric, $337.50

Mahogany or oaK

Victrola No. 130, $350
Victrola No. 130, electric, $415

Mahogany or oak

THE TALKING MACHINE WORLD

December 15, 1921

(Registered in the U. S. Pat«nt Office)

PUBLISHED BY EDWARD LYMAN. BILL, Inc.

President and Treasurer, C. L. Bill, 373 Fourth Ave., New York; Vice-President,
J. B. Spillane, 373 Fourth Ave., New York; Second Vice-President, Raymond Bill. 373
Fourth Ave., New York; Secretary, E. L. Bill; Assistant " Treasurer, Wm. A. Low.

J. B. SPILLANE, Editor
RAY BILL,B. B. WILSON, BRAID WHITE, Associate Editors
L. M. ROBINSON, Advertising Manager
L. E. BOWERS, Circnlation Manager

Trade Representatives: A. F. Carter, Wilson D. Bush, C. Chace, Edward Lyman
Bill, V. D. Walsh, E. B. Munch, C. R. Tighe, Scott Kingwill, A. J. Nicklin

Weitern Division: Republic Building. 209 So. State Street, Chicago, 111. Telephone.

Wabash 5242

Boston: John H. Wilson, 324 Washington Street
London, Eng:., Office: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Mgr.

The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.

Published the 15th of every month at 373 Fourth Ave., New York.

SUBSCRIPTION (including postage) : United States, Mexico, $2.00 per year; Canada,
$3.00; all other countries, $4.00. Single copies, 25 cents.

ADVERTISEMENTS: $5.50 per inch, single column, per insertion. On quarterly
or yearly contracts a special discount is allowed. Advertising pages, $150.00.

REMITTANCES should be made payable to Edward Lyman Bill, Inc., by check or
Post Office Money Order.

NOTICE TO ADVERTISERS— Advertising copy should reach
thi* office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.

Long Distance Telephones — Numbers 5982-5983 Madison Sq.
Cable Address: "ElbiU," New York.

NEW YORK, DECEMBER 15, 1921

I DEVELOPMENTS AND PROSPECTS REVIEWED

THE year now rapidly coming to an end has been one of perpetual
striving — one of constant effort in the talking machine industry.
The gradual broadening out of business this Fall, following the
cessation of activity earlier in the year, has been the result only of
the most intense effort on the part of manufacturers, distributors and
dealers.

Those who have worked hard, continuously and intelligently, are
being rewarded. Dealers throughout the country have given more
serious attention to real merchandising during the past year than
ever before in history. They have remodeled their establishments
and included every modern equipment that would make their stores
attractive and enable them to give better service to their customers.

The competitive condition in the industry has unquestionably
brought this about, and that is one big gain. The storm and stress
have infused the industry with an element of progressiveness that is
lending itself to better selling conditions in the main, although devel-
opments during the past few months in the matter of price-cutting
are to be deplored. Strong men or strong houses do not indulge in
such practices, because it is not only detrimental to the industry but
helps to undermine the prestige of those who employ this unwise form
of trade stimulation.

No dealer who expects to stay in business can indulge in price-
cutting and expect to hold his trade indefinitely. The men who score
real success are those who have confidence in the business in which
they are engaged — confidence in the future development of the in-
dustry along correct merchandising lines.

The musical standing of the talking machine has received a great
impetus during the past twelve months, and leading writers in the
musical field have paid tribute to its increasing value in the musical
life of the nation and as an aid in imparting musical knowledge in the
schoolroom. Its influence in this respect is steadily broadening,
thanks to the great educational conferences and other propaganda
which have been developed so successfully throughout the country.
Record music is making America more musical every day, and is
contributing more to the musical entertainment of our people than
any other single element. It is compelling dealers and salesmen to
become acquainted with musical literature, with the operas and to
become more familiar with their record stock, all of which is work-
ing out to higher and better things for the industry.

The approaching Christmas period finds the industry in a de-
cidedly better condition than for some time past, although we are
facing some big problems which will require close consideration from
every branch of the trade. Without doubt the remaining days of the
year will be used by talking machine men to excellent advantage, and
already, judging from reports sent to The World from widely sepa-
rated sections of the country, there is ample evidence that a good
vo'.ume of trade will be closed before the advent of the New Year.

THE PASSING OF THE EXCISE TAX

ON November 23 the Revenue Act of 1921 was signed by Presi-
dent Harding, the measure as finally passed exempting entirely
from excise taxation talking machines, records, pianos and other"
musical instruments, thus marking the successful end of a long fight
to bring relief to the industry and for that matter to the public. The
victory itself was due in no small measure to the efforts of certain
members of the talking machine trade who, believing in direct action,
went to Washington and got results.

That Senators generally were inclined to favor the amendment
to free musical instruments from excise taxes is a tribute to the
eft'ectiveness of the organized campaign that had been carried on in
all branches of the industry for several months under the general
direction of the Music Industries Chamber of Commerce, with talk-
ing machine interests, particularly manufacturers and jobbers, aiding
in the distribution of the propaganda.

That the Senate agreed to a viva voce vote — only three or four
of its members were inclined to register \vith noes — is a fact of
special significance when it is considered that a roll-call vote was
demanded on sporting goods which were exempted only by the
narrow margin of 31 to 30.

While this lifting of the excise tax may not serve to overcome
all the handicaps under which the music industry is laboring just now,
it will at least serve to put it on the same plane with many othei
industries in the efforts made to bring about a readjustment. The
music industry has never demanded special favors in the matter of
taxation, but has fought fairly against tax discrimination such as
was suffered by only a very few industries. It is to be hoped that
the victory in the case of the war excise taxes will prove to be a
genuine stimulus to business.

One of the most pleasing reflections regarding the action of
Congress in eliminating the tax on musical instruments is the fact
that music has become recognized as one of the prime necessities of
our civilization. It emphasizes that the campaign, which really started
with the war, to win a wider recognition for music as a civilizing
and refining influence in the community has won out. The people at
large have come to value music in a new light, and the action of the
Senate and the House in taking the tax off talking machines and
musical instruments of all kinds is a fitting climax to a movement
which bodes well for the future of the industry.

The talking machine today is playing a foremost cultural part in
the domain of music by bringing into the homes of the people the
very finest compositions of the masters if they choose to have them.
And, despite the criticisms of the talking machine as a disseminator
of jazz, the fact remains that there are many thousands — yes, millions
■ — who, in their homes and in the schools, are using the talking
machine as an educational force for good.

I PRICE MAINTENANCE VS. PRICE CUTTING

PRICE-CUTTING by retailers on what may be termed standard
lines of talking machines has always been one of the evils of the
trade, although up to a year or so ago it had been kept more or less in
check and had been spasmodic as a rule. For the past year, particu-
larly for the past three months, the practice of shaving prices has not
been confined to the few, but has been brought into the open and
become the business policy of many, with a consequent harmful effect
upon the legitimate trade that sees and has seen in price-cutting the
breaking down of that solid foundation upon which the wonderful
success of the entire talking machine industry has been built.

The trade-mark law of the United States has been a great thing
for the price-cutter, because Avithout generally recognized trade-
marked goods to sell he would face real difificulties. To offer un-
known and nameless talking machines and records at even ridiculously
low prices means little to that growing proportion of the public that
demands quality as well as low prices. When a well-known, widely
advertised and standard make of machine or record is offered by

December 15, 1921

THE TALKING MACHINE WORLD

some unscrupulous dealer at a price that is lower than the usual price
demanded for that particular product, then the public has a standard
of comparison upon which to base judgment of values and is likely to
be more or less interested.

For the manufacturer to reduce prices all along the line is not
price-cutting in the accepted meaning of the word. It is when the
retailer takes it upon himself to cut in below the accepted and recog-
nized price of the article and, at a sacrifice of profit, seek to get more
than an average share of business at the risk of disrupting the indus-
try. The lengths to which the known price-cutters of the day will go
in their efforts to secure machines and records of well-known makes
through indirect channels indicate the importance of the trade-
marked product in the carrying on of a successful price-cutting
campaign.

It is a recognized fact that no amount of moral suasion or any
number of resolutions passed by trade associations will stop price-
cutting for the simple reason that in many of the assemblies subscrib-
ing so earnestly to price maintenance there are some who at that very
time are among the ofiFenders against whom the resolutions are
directed.

Those members of the industry who have been firm for price
maintenance, and have seen the industry develop tremendously under
that principle, realize that there is a remedy for much of this price-
cutting, but it is a remedy that is so drastic as to cause the average
manufacturer or wholesaler to hesitate, even though it is held to be
well within the law and has to do with the rights of the individual to
do business with whom he pleases.

It is accepted that the wave of price-cutting is due chiefly to
general market conditions and a surplus of stocks in certain lines, and
it is a question as to how long such a campaign can exist provided
it continues to distribute surplus stocks and brings the trade again to
a point where there is only sufficient production to meet normal
demands. It is very probable that such a solution cannot be arrived
at for some months at least.

It may be that the majority of the dealers who ordinarily believe
in clean business and fair prices, but have been led astray through
panicky statements, will see the light and, having done a big volume
of business without realizing any profit, change their methods for
their own protection. That may be the final answer, but in any event
the .solution rests in action and not talk. Have the manufacturers
and wholesalers who are sufifering the required courage for direct
action ?

^iiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiimiiiio-^g=^;^^g^

WISE TO KEEP IN TOUCH WITH THE BANKER

TAKE a banker's estimate of a business man and it can be accepted
as a guide to just how that particular merchant stands in his com-
munity, both from a financial and moral point of view. To secure
the endorsement of a real banker does not mean that the individual
must be possessed of a great amount of money, or that he is riding on
the wave of prosperity. It may be simply that he enjoys the reputa-
tion for being honest in his dealings and a good moral risk.

Comment has frequently been made in the talking machine trade
on the fact that only a small percentage of retailers take full advan-
tage of the facilities offered by local banks. They may be perfectly
willing, of course, to go to the banker and demand credit, but are not
always so willing to lay their cards on the table by placing their

our JrienJs in the industry best
wishes for a Sflerry Ghristmas and a
Jfew &ear of Prosperity and happiness.

business affairs before the banker and at the same time build up a
standing balance at the bank commensurate with the credit accommo-
dations they expect to enjoy. . '

The banker is not in business for sentiment or for his health.
When he loans money he is not interested in the customer's good
intentions, but rather in the collateral that is offered. The fact that
the talking machine dealer is selling musical instruments is not half
so important to the banker as the fact that he carries a balance
approximating 20 per cent of the amount of credit desired and that
as collateral he can offer short-time paper or similar security that has
some definite and material value. Even the dealer's exclusive fran-
chise for a product in the local territory can be made a negotiable
asset provided that franchise is backed up with evidences of sound
selling methods and some tangible collateral.

There are no doubt many dealers who hesitate to go to their
bankers for accommodation because they are in doubt as to just what
is demanded of them in the development of bank credit connections.
The retailer, however, who plays the garrie in the open, who keeps his
banker acquainted with his business affairs, and profits by advice
when given, is likely to benefit rather than suffer through such a
course. The dealer who simply uses his bank as a temporary deposi-
tory for current funds for years at a time and then expects to rush in
and borrow substantial sums of money without question is due for a
setback. He should have realized on the opportunity when it was his.

THE OPERA SEASON AS A FACTOR IN SALES

THIS is the season of the opera and the best time to feature opera
records, for interest in opera music is already aroused, and it only
remains for the energetic talking machine dealer to capitalize it and
turn it into record sales. Not that opera records are slow sellers the
rest of the year, but outside of the musical season the buying interest
must be aroused by the dealer as a rule through unusual advertising
and demonstration, but when operas are being presented the chief
duty is to see that those who desire the music of their favorite operas
in their homes can have their wishes gratified.

In this connection it is well for the dealer to keep an observing
eye upon the programs presented at all concerts and recitals held in
his territory, for in practically every program there will be found one
or, more likely, several numbers which, although they may not be
recorded by the artist giving the program, have nevertheless been
put on the record by some artist of equal, or perhaps wider, reputa-
tion. An announcement in the concert program, or a card in the
window, at the time of the concert, results in a merchandising tie-up
of real value — it means hitting while the iron is hot.

The "VICSONIA" Reproducer

Opens the Entire Record Field to Your Customers

Recognized for its Perfect interpretation of Edison Disc Records on
Victrolas and Grafonolas.

Fitted with permanent jewel point. No loose parts.
Note: The Vicsonia is made of Bronze, sand casted and machined to measure-
ment. Finished in heavy Nickel or Gold plate. Flexible stylus.
Sample Model "A" or "B" Vicsonia will be sent on receipt of $4.50. Retail
price $7.50.

Note: Model "B" Vicsonia plays both Edison and Pathe records.

A Quality Product for Which there is a Large and
Growing Demand

VICSONIA MFG. CO., Inc.

313 E. 134th STREET NEW YORK, N. Y.

10 ^ THE TALKING MACHINE WORLD December is, 1921

December -15, -1921

THE TALKING MACHINE WORLD

"iiimiiiiiiiiiH

Some Practical Merchandising Suggestions |

for the Talking Machine Trade By Russell R.Voorhees i

SUllill

THE FIVE-FOOT GIFT SHELF

A dealer in an Eastern town used a novel gift
idea window display recently which would make
ar excellent window trim for the coming holi-
days. This dealer had a rather complete mailing
list and knowing that many of his customers made
gifts at the time of the year he used this display.

He had a shelf made five feet long and about
a foot-and-a-half wide. Then he cut a piece of
plush to fit this shelf and give it a finished look.
The shelf was then placed on some fixtures he
had and put in the center of the window. On
the shelf he put a small talking machine in the
center, some records on either side and a few
accessories around on the shelf to take up the
rest of the space.

Very little else was used in the window, the
idea being to emphasize the shelf. Over the shelf
in the center of the window hung a large sign
reading as follows: "Our Five-Foot Gift Shelf."

The idea attracted considerable attention and
recalled to the onlooker the now famous five-foot
book shelf idea on which this gift shelf display
was based.

MISFORTUNE HELPS ADVERTISE

Generally misfortune is considered a piece of
bad luck, but a talking machine dealer in a
Western city used such an event to advertise
his store. An explosion in his neighborhood
took ofif a part of his front and exposed the
interior of his store to the public view from the
street. While waiting for workmen to come and
repair the damage, he put up a large sign reading
as follows: "Nothing to Hide Here — Watch Us
Do Business."

People were attracted to the section on account
of the explosion and naturally this store came
in for quite some attention because of the original
sign and the enterprise of the dealer.

YOU CAN'T GAMBLE HERE

The now famous "put and take'' top was

recently used by a music dealer with quite some

success. He secured a quantity of those little

_brass "put and take" tops and scattered them

around his window. Then he had some small

signs made, reading as follows:

IF YOU MUST GAMBLE
We Will Give You a "Put and Take" Top
to Gamble With
Because You Cannot Gamble When You Buy Anything
Here — It Is Always Worth What It Costs.

Then as a central feature in the window he
had a large wooden "put and take" top on
which was the following slogan: "You Can't
Gamble with What You Buv Here."

BUY 'EM BY THE LOAD

A talking machine dealer recently put himself

in right with the small boys of the neighborhood

and has them all rooting for him. He secured

a quantity of those small wagons that little boys

take such a delight in playing with and in each

he put five new talking machine records. Then

he trimmed his window with these wagons with

the records. On «ach wagon he had a small

sign reading as follows:

All the Latest Music in Blank Records
Buy 'Em By the Wagon Load
Wagon and Contents
$4.23

Needless to say, he sold them all and could
have sold more if he had had more wagons.
Gon^idesip^ the small cost of the idea, he feels
it was more than worth it.

YOU'VE SEEN OUR PICTURES

Two men who recently entered the talking
machine business did considerable newspaper
advertising. And in all of their advertising they

used their pictures. After several weeks of this
sort of advertising their faces became known
to everyone, so they decided a little change was
in order. Instead of using their pictures they
used a solid black silhouette of themselves, with
this catch phrase at the top of the advertise-
ments: "You've Seen Our Pictures, Now Come
and See Us."

It proved to be a perfect link-up with their
former advertisements, and carried the idea they
had in mind of making their business a personal
affair.

HEY, DAD, ASK MA, SHE KNOWS

"Hey, Dad, Ask Ma, She Knows," proved to
be a good slogan for a talking machine dealer
with a store on a street where considerable
traffic consisted of men. The proprietor of this

lilUlllll

store noticed that many nu-n iiassed his store
and decided to try to build up his business among
them to a greater degree than he enjoyed at the
time.

The slogan, "Hey, Dad, Ask Ma, She Knows,"
he coined from the famous cigarette slogan,
"Ask Dad, He Knows," believing that it would
prove worth while because of the fact that his
slogan would su;4gest the other.

Then from time to time he would trim his
window with records, talking machines and other
merchandise he carried that would be especially
attractive to the women folk and in the center
of the window he would use a large sign with
his slogan on. It seemed that the idea was
psychologically effective, for it suggested bujang
a record or something to take home to "Ma"
and resulted in quite some new business.

NEW VOCALION RECORD CATALOG

All Vocalion Records up to October Carefully
Classified and Listed in New Volume

The Aeolian Co. has just issued a new, com-
plete and carefully compiled catalog of Vocalion
records for 1922, including all records issued up
to-and including October, 1921. The new volume
is most substantial in size and its arrangement
indicates much thought and care.

In the first section all the records in the Vo-
calion list are carefullj' listed alphabetically, as
are the names of the recording artists and organi-
zations. A practical system of cross indexing
simplifies the work of finding any desired rec-
ord, and portraits of the more prominent record-
ing artists scattered through the pages serve

to break the monotony. In the back of the cata-
log a special section is given over to the list of
exclusive Vocalion record artists, including Frank
Eacon. the star of "Lightnin' "; Giulio Crimi,
Metropolitan Opera tenor; Sasha Culbertson,
noted violinist; Marguerite D'Alvarez, contralto;
Nellie and Sara Kouns, the popular sopranos;
Colin O'More, Evelj"n Scotnej' and Marie Sun-
delius, Metropolitan Opera sopranos; John
Charles Thomas, popular baritone, and Josef
Shlisky, well-known cantor, who recorded sev-
eral Jewish songs for the Vocalion.

As it is now constituted the Vocalion record
list is most interesting in every particular and
is well balanced, there being types of records to
suit all musical tastes and all of them carefully
classified in the new catalog, which, bj' the way,
is admirabh' produced.

SEND FOR YOUR SAMPLE TO-DAY

Mr, Victor Retailer —

Would you spend 15c to bring a customer into your store
and keep your name constantly before a Victrola owner?

We'll say you will! That is why we will send you a free
sample on request of our Advertising Sales-Building-Record

Brush. YOUR ad inserted without extra charge.

KNICKERBOCKER TALKING MACHINE CO.

Victor Wholesalers

138 West 124th St. New York City

THE TALKING MACHINE WORLD

December 15, 1921

This is the IViddicomb console
model of Queen Anne period
with divided top, partitions for
albums, automatic stop and pat-
ented tone control. The IViddi-
comb plays all records. New
prices on the various models
range from $95.00 to $300.00.

PHONOGRAPH

Aristocrat of Phonographs

The Widdicomb offers unusual sales possibilities

Merchants find that discriminating buyers
enthusiastically endorse its twofold ai)peal

Phonograph merchants holding the
Widdicomb franchise tell us they
find unusual sales possibilities in the
twofold appeal of the Widdicomb to
discriminating buyers.

For the Widdicomb is not alone a
musical reproducer of superior type.
It is an article of fine furniture fitted
to take its place harmoniously in
the most perfectly appointed home.

Built in the popular period designs,
its various styles are faithful inter-
pretations of the best work of the old
masters of the art of wood fashion-

ing. Added to this is a touch of
rare charm and artistry so distinctive
of all Widdicomb fine furniture cre-
ations for three generations.

Tonal superiority is attained by the
Widdicomb AmplifyingTone Cham-
ber, an exclusive Widdicomb feature.
This chamber extends and expands
the sound waves as they pass
through, at the same time eliminat-
ing all metallic harshness or "blast-
ing."

Every note of the chromatic scale,
high and clear or rich and deep, is

given its proper emphasis, no more
nor less. Every subtle individuality
of the artist — vocal or instrumental
— is faithfully reproduced.

To merchants who are interested in
laying a strong foundation for in-
ci eased patronage among the best
class of trade, we have an excellent
proposition to offer. Write today for
complete catalog and full particulars
concerning the Widdicomb franchise.

The Widdicomb Farniture Company

GRAND RAPIDS. MICH.
Fine furniture designers since 1865.

All V/iddicomb models are now selling at pre-war prices

(«S«)

December 15, 1921

THE TALKING MACHINE WORLD

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Intelligent Salesmanship Is Biggest Single
Need of Talking Machine Industry Today

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU
How many hours a day does the average out-
side salesman put in by way of actual work?

This question was argued pro and con by a
whole convention of business paper editors and
publishers in Chicago the other day. And the
general consensus of opinion was that the num-
ber of hours is extremely small during which
actual "selling" work is being done by the aver-
age salesman outside, in the average town, on
the average day, with the average line of goods.

One eminent trade paper man (not in the
talking machine field, however) was perfectly
certain that the average outside salesman works
no more than three hours per day. The gen-
tleman explained his cruel words by saying that
when he said "work" he was not referring to
street-car riding or automobile trips from place
to place. He was not even referring entirely to
the number of calls made in the usual day by the
usual salesman. He was referring to the actually
productive work, to work in selling which either
produced sales or showed that there was a
prospect of producing sales later on.

It was said by these executives that salesmen
have lost their pep during recent years, that
times have been too easy and that far too much
of the "take-it-easy" spirit has been engendered
recently on account of peculiar conditions of the-
war-time period. It was said that a revival
of business cannot be speeded unless and until
there has been a revival of the art of salesman-
ship, and that the principal ingredient in this
art is intelligently directed effort. Effort, that
is to say, not necessarily exciting and noisy, but
intelligent and directed effort, effort which is
planned and organized, effort which is based on
a system and directed to an intelligently con-
ceived and understood end.

All of which is fine. But, does it apply to the
talking machine business? And does it entirely
depend on the salesman himself, whether in the
talking machine business or in any other?

It does without doubt apply to the talking
machine busmess, both wholesale and retail.
From the wholesale standpoint intelligent sales-
manship is the biggest single need our business
has to-day.

That is to say, our business needs, and needs
vitally, what may be called intelligent sales
policy. Sales managers throughout the coun-
try are confronted with a fairly large problem
in respect of selling the talking machine to the
dealer in the wholesale way, for the dealer is
still largely in a state of mental perturbation
and is less than usually certain about prospects
for the coming Winter. Sales managers have to
inspire their salesmen, then, with an energy, and
an intelligence, too, which will enable them to
show to dealers the folly of a hand-to-mouth
policy in ordering. But sales managers can
hardly do this unless they have the whole-
hearted support of the heads of the manufactur-
ing houses themselves. The problem is not
merely a salesman's problem, not merely a ques-
tion of the individual capacity of salesmen. It
is a problem for the heads of the houses, an
executive problem. And as such it ought to
form a vital part of the work of each executive
head of a manufacturing house during the next
few months. It may be thus formulated: "How
can we best resell the idea of talking machine
trade prosperity to the dealer?"

Likewise, from the retail standpoint, intelli-
gent salesmanship is not entirely a question for
the individual salesman. Speaking of the can-
vassing policy which is now so much being taken
up by dealers, one can plainly see that there is
nothing to be done by the ordinary outside sales-
man save, in most cases, at any rate, to gain
prospects. Talking machine selling is demon-
strative selling. To get the people down to the
store and show them the machine, optically and

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIlllllllllll
aurally, is the secret of success. Of course,
records could be sold from house to house wher-
ever a talking machine is already installed if
a salesman is good at his work and knows
how to gain the good graces of those on whom
he calls. Portable machines can be sold in this
way, and even better ones, if the salesman has
a motor car, with space for carrying one or two.
But to gain prospects is the outside retail sales-
man's best job.

Yet even here intelligent direction is the prin-
cipal need. Salesmen ought to be made to real-

1 A Settled Policy of |

M Talk., Terms, Prices |

I and Best Methods of m

m Approach Should Be J

I Adopted by Executive M

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still more right — or one of them, at least, was —
in pointing out that this is an executive problem
first and foremost. What is wanted is executive
control and direction of salesmanship, whether
wholesale or retail, based on conference between
all elements in the business and directed toward
the single end of
Reselling the talking machine into the affec-
tions of the people, so that there will never again
be a moment ivhcn the permanency of that
affection, and consequently of the talking ma-
chine, can be even remotely questioned.

NEW YORK CONCERN INCORPORATES

Lansman, Weinberg & Lansman, dealers in
furniture and talking machines, Brooklyn, N. Y.,
have been granted a charter of incorporation
under the laws of the State of New York, with
a capital of $15,000. Incorporators are B. and
I. H. Lansman and C. E. Weinberg.

ize that a regular settled policy of talk, terms,
prices and methods of approach can best be
worked out by the head of the house in consul-
tation with all his men, and unfortunately such
policies are not being generally worked out.

The eminent trade paper men were right about
the need for intelligent direction. But they were

■ BRUNSWICK SHOP AT TEPPER BROS.

Fort Wayne, Inp., December 2. — Tepper Bros.,
importers and jobbers, of this city, have turned
over part of their establishment to Arthur J.
Fcdewa and C. Sauers, who have converted it into
a talking machine department which will be
known as the "Brunswick Shop "at Tepper Bros."
A complete stock of Brunswick phonographs,
records and accessories has been installed.

Business building is the art of securing perma-
nent and profitable patrons. If the retailer se-
cui'es a sufficient number of permanent and profit-
able patrons he builds up his business.

Seaburg Mfg. Co .

Jamestown, N. Y.

No. 250T, List Price $250.00

Usual discounts to dealers

48"x28"x31" high. Finished all
around

Solid Mahogany, Walnut or Oak

THE TALKING MACHINE WORLD

December 15, 1921

N extending our greetings to the VICTOR
trade for a most joyous CHRISTMAS and
a NEW YEAR of unbounded happiness
and prosperity we do so with a sincere appreciation
of the patronage and friendship accorded us the
past year.

Although the year now closing provided more than
its share of problems and difficulties, we believe
that it has proven to be, at least from a prestige
standpoint, the banner one in the VICTOR history,
and that 1922 holds forth still greater possibilities
for the loyal and progressive VICTOR Retailer.

Vice-President

15 OTegt 37tf) B>tvttt, Btta gork Citp

^el£pl)onf: /Fit? Ko? 3271-2-3

"Victor lMi)o\t&ait Cxclugibclp

December 15, 1921

THE TALKING MACHINE WORLD

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I The Sales Formula of Advertising, Salesman- f
I ship and Hard Work Still Scores - By d. g. Baird I

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU^
There is an abundance of business to be had at
present by the aggressive talking machine dealer.
The reader who takes issue with this statement
need only read on to find proof, for this is the
story of one dealer who is at present doing nearly
four times as much business as he did during the
same season last year when business was almost
at its height. He has not changed his location,
his line of goods, nor his methods. He has
merely intensified the latter. He is working.

This shop has not sold less than $3,000 worth
of records during any month of the present
year, while it did not sell as many as $3,000
worth of records during any one month last year.
And to cap it all, this firm did not have a regular
record department — a counter and shelves, cabi-
nets, and the like — up until the middle of August
of this year. All it had was a kind of stock
room, the door of which was kept closed, and
two demonstration rooms for trying out records.

Nor are the records the only part of this
dealer's business that is growing. On the seventh
of one of the recent Summer months, when busi-
ness was supposed to be gone clear to the bow-
wows, the total business done by this shop dur-
ing the six working days of that month passed
the mark reached on the fifteenth of the same
month in 1920. During the month of April of
this year a young man just out of high school,
not yet twenty years old, sold $83,000 worth of
talking machines for this shop by direct can-
vassing, with a few sales picked up in the shop.
It Pays to Advertise
The explanation? The old, old formula of
advertising and salesmanship. The Brunswick
Shop, of Detroit, which is setting this pace, be-
lieves in advertising and salesmanship combined
with hard work.

"Persistent, intelligent, aggressive work is the
solution of the present problem," declares J.
Francis Quinn, president of the company that
operates this shop. "There is an abundance of
trade," he continues, "and there are many reasons
why we should go after it. More than fifty per
cent of the people are working, and many of
these are in better circumstances than they have
ever been before. Take office employes right here
in the shop, for example. When prices began
to mount, we had to raise their salaries to enable
them to meet the increased cost of living. We
raised them time and again; so did other em-
ployers. Now prices have declined, however,
while our employes' salaries remain at their high-
est point.

"Nearly all necessities are far cheaper than
they were a short time ago, yet clerks, sales-
people, clerical workers, professional people such
as teachers, civic employes and many others are

'llllllllllllllllllllllllllllllllllllllllliilllllllllllllllllllllllllllllllllllllll^^
working steadily at the highest salaries they have
ever enjoyed. They are in a better position right
now to buy talking machines than ever before.

"These people have money and it is their duty
to keep it in circulation. What is to become of
the country if all those who have a little money
run and invest it in bonds? We believe that it
is every person's duty to buy all he can right
now, because in so doing he is hastening the
return to normal conditions and we don't hesi-
tate to tell him so.

"In the interest of his organization, it pays
the dealer to go after business. Let him ease
up on his advertising and aggressiveness and
trade immediately takes a slump. Few people
enter his establishment and those who do so
probably come in just to look around. His
salesforce lose their initiative and make little

Business Depression
Cannot Exist Where
Persistent, Intelligent,
Aggressive Work Is
Practiced Assiduously

illllliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

effort to sell. The people forget his address
and by the time conditions improve to the
point where he feels justified in resuming his
advertising and sales efforts he finds that he
must build from the ground up again.

"By keeping up his advertising and his aggres-
sive methods the dealer keeps his business be-
fore the people, holds his organization together
and gets what business there is to be had. Then,
as soon as conditions begin to improve, he
feels the effects immediately.

"We firmly believe that one gets out of a
business just what he puts into it. We certainly
can't expect to get trade without expending any
effort or publicity. Therefore we are putting
more than ever into our business, and we are
getting more than ever out of it. At the same
time we are keeping our business before the
people all the time, giving them no opportunity
to forget that we are here to serve them.

"Not only this, but we are not in business for
the present only. We are in business for the
future as well as for the present. The firm that

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli

operates this shop has always been a heavy
advertiser, but we are doing fifty per cent more
advertising at present than we have ever done
before. We have always tried to use intensive
sales methods, but we are using more intensive
salesmanship right now than ever before.

"The result is that we are doing more business
right now than ever before. Take our record
business, for example. We are doing a record
business of $60,000 a year — some four times what
we did last year, and now that we have com-
pleted our remodehng and enlargement of the
main shop here we are in a position to handle
really worth-while trade."

As examples of how the Brunswick Shops is
(or are — there are four shops operated by the
Wallace Brown Co. in Detroit, but three of
these are merely branches of the main shop)
advertising, it may be said that the usual news-
paper space used is four columns by ten to
twentjf inches, the company has 300 billboards
in the county and twenty-eight in the city
proper, and street-car cards are displayed in
all the cars of the city.

At the present time the company is having
built a sixty-foot billboard, which is to be a
replica of the shop and is to contain real phono-
graphs and will be lighted up to represent an
actual talking machine establishment. This will
be located on the Grand Boulevard of the city,
where it will attract the attention of thousands
of motorists daily.

Brings Orchestra to City
Another advertising feature that was recently
used by this firm was that of bringing Isham
Jones and his orchestra to Detroit and giving a
dance at the Hotel Statler. Twelve hundred
invitations were sent out to a selected list and
then advertisements asking those who wished to
secure reservations to come to the shop and
secure their tickets were run in the daily papers.
Tickets were $5 each, plus 50 cents war tax.
About six hundred persons responded and a very
enjoj'able occasion was the result. This was
immediately followed up with newspaper pub-
licity featuring Isham Jones records and brought
a tremendous sale, of course.

This was a very expensive project, but it
worked out well in this case and Mr. Quinn
is persuaded that it brought excellent results.

This firm has advertised so long and so heav-
ily that its advertising pulls splendidly now.
For four, years it has been running all kinds
of publicity, from full-page advertisements to
little eye-catchers, and its slogan — "Just You
Hear a Brunswick Play a Brunswick Record" —
is as familiar to Detroiters just as are "His
{Continued on page 18)

RECORDS SELL BEST when they are

Records

We are the big distributors in the South

Let us serve you

J. K. POLK FURNITURE CO.

294 Decatur Street, Atlanta, Ga.

THE TALKING MACHINE WORLD

December IS, 1921

Get your share of this

Columbia

Decembeb 15, 1921

THE TALKING MACHINE WORLD

big Christmas business

When your customers
think ''Christmas" they're
sure to think ''Columbia
Grafonola" as a result of our
powerful advertising in news-
papers throughout the coun-
try.

Examples of this advertis-
ing are shown at the left.

Get your share of this big
Christmas business by back-
ing up this advertising in
your windows and in your
store.

Use the Salesroom and
Booth Hangers, the Monthly
Window Display Ser-
vice and the Dealer
Advertising Service to
turn prospects into
sales.

The business is

there. You'll get it if you go
after it. Let's go!

—and turn contracts
into ready CASH

Under our new Dealer Fi-
nancing Plan you can convert
installment contracts into
cash.

If you want immediate liq-
uid capital, simply turn over
as collateral your good install-
ment contracts which have
not yet matured, and get the
credit you need to expand
your business. Find out from
the nearest Columbia
Branch Manager, or
from us direct, what
the new Dealer Fi-
nancing Plan means
to you.

COLUMBIA GRAPHOPHONE COMPANY

New York

Grafonola

THE TALKING MACHINE WORLD

December 15, 1921

HERE IS YOUR CHANCE FOR A GOOD BARGAIN

Not seconds nor cripples, but NEW
Record Album stock, first-cleiss in every
particular.

We are manufacturing a large stock of regular
10" and 12" Albums, each holding 12 records, to
give our employees as much work as possible,
which stock we are offering for sale zi'ithout profit.
Write for prices, stating quantity. This offer will
expire January 15th, 1922.

OUR ALBUMS ARE MADE TO CONTAIN VICTOR.
COLUMBIA, EDISON. PATHE. VOCALION AND
ALL OTHER DISC RECORDS

SELECTING THEIR FAVORITES

NATIONAL PUBLISHING CO., 239 S. American St., PHILADELPHIA, PA.

THE PERFECT PLAN

SALES FORMULA THAT STILL SCORES

(Cinitiiiucd from page 15)

Master's Voice" or "Eventually, Why Not Now?"

A short time ago the shop ran an advertise-
ment of used machines, and on the following
day two salesmen sold twenty machines— most
of them new ones, by the way.

Enlarging Quarters

So rapidly has the business of this shop grown
that it has become necessary to find more room.
An adjoining store has been taken over and
the entire place has been enlarged and remod-
eled. The enlarged shop has a fifty-foot front-
age on Grand River avenue and contains four-
teen demonstration rooms, a record department
and a mezzanine floor for offices. Several of the
demonstration rooms are unusually large and
are furnished to represent living-rooms. Mr.
Quinn is very optimistic. He says he doesn't
merely believe that they are going to continue
to grow; he knows it. Therefore, he is going
right ahead with his plans for expansion while
nearly all other dealers are seeking means of
curtailment.

How It Is Done

As has already been pointed out, this firm
advertises very heavily. But it doesn't stop
there. "The whole law and the prophets," de-
clares Mr. Quinn, "hinge on persistent, intelli-
gent work." Believing this he sends his sales-
n>€n out into the homes of the people and they

sell phonographs and records. No better method
can be found, in his opinion. His canvas.".ers go
out in search of information. They tell the
lady of the house that they desire her assist-
ance in compiling some statistical information —
they would like to know what kind of phono-
graph is in the home, what kind of records are
used, and the like. In case there is no instru-
ment in the home, the canvasser is, of course,
greatly surprised, and remarks that the house-
holder is one of very few who do not have talk-
ing machines of some kind these days. This
naturally leads right into a sales talk. In case
the party has a machine she is invited to stop in
at the shop and hear a Brunswick record.

These canvassers are real sales persons. Mr.
Quinn doesn't believe in wasting time and an-
noying the people with merely finding out
v/hether a person has a talking machine, then
sending a follow-up salesman. Canvassers are
sales-persons themselves.

"The psychological approach is the most im-
portant feature of the sale," declares Mr. Quinn.
"Human sympathy and helpfulness are as nat-
ural as breathing. Get a person to help you in
some wav and you have gone a long way toward
selling that person. That is why we ask for
assistance in the matter of gathering informa-
tion.

"In developing the sale I believe in adopting a
simple, cordial relationship with the prospect.
We all have many things in common and what

BOSTON ALBUMS ARE MADE RIGHT

•

Patented
1914

BOSTON ALBUMS are made TO SATISFY YOUR MOST EXACTING CUS-
TOMERS. This means that Boston Albums are made right and have been since they
were Patented and introduced to the Trade in 1914. They have never been equaled.
We invite you to' send for samples of our four new models — all made right.

BOSTON BOOK COMPANY

501-509 Plymouth Court CHICAGO, ILL.

interests you is very likely to interest me also.
Very few sales are made on th€ strength of
mere technical, academic knowledge of sales-
rnanship.

"A good example of what I have in mind is
afforded by one of our salesmen. He is an ex-
service man and bears injuries received in France
that disable him on wet days. At the time he
came to us he was doing some other work and
could devote only half a day at a time to can-
vassing. I took him into the shop for a couple
of days and gave him some pointers, got him
interested in our product and sent him out. He
became so thoroughly convinced of the excel-
lence of our machine that he bought a $250
model himself and in three days' time sold three
others; all $250 models just like the one he
himself had bought.

"Those three machines were sold to good
risks, with a nice initial payment and the con-
tract all signed up properly, and the machines
were delivered to the homes before the pur-
chasers had seen them. In other words, these
people were so thoroughly convinced by this
salesman that they bought these expensive ma-
chines without having seen them once, much
less heard them."

Mr. Quinn cares little for the regular meeting
of salesmen kept up by manj' dealers. He has
had experience in such meetings, he says, and
has found that they usually result in depressing
the poorer or less fortunate salesmen rather
than encouraging them to make new' efforts.
Instead of the general meetings he encourages
each sales-person to come to him with his prob-
lems and to consider each case individually. He
takes a new salesman into the shop for a few
days, talks with him from time to time, and
lets him observe the methods of trained sales-
men in actual demonstrations.

No Machines on Approval

This company sends out no machines on ap-
proval. Prospects are invited to come to the
shop or are brought in by the salesman. In
case it becomes necessary to give a home dem-
onstration a definite appointment is made and
at that time a machine and records are taken
out by the salesman and he gives the demon-
stration. When he leaves he takes the records
with him, so that there is no opportunity for the
people to keep the machine and play it them-
selves for several days. The sale is made at
the time the" demonstration is given, or else the
instrument is returned to the shop on the fol-
lowing da}-.

Satisfaction is guaranteed in every case and
service men look after sold machines without
charge. Records that have been tried in the
shop before being purchased are not exchanged,
but others are, in case of complaint of imperfec-
tion, taken back and exchanged or money re-
funded. The latter expedient seldom becomes
necessary, however. Bulletins are sent out to
a mailing list of some 12,000 names, while can-
vassers are instrumental in selling many records
also.

The Talking Machine World, New York, December 15

1921

1922 and Normalcy

§HE Talking Machine Industry will
witness a return to normal conditions
during 1922.

Normal Buying — Not a Buyers' Strike.
Normal Competition — Not a Price

Cutting Riot.
Normal Service — Not "Doubtful
Service."

PREPARE for this Normalcy by bring-
ing your department to the highest
£ state of sales efficiency. Secure your
full share of this normal business.

HAT do you require in equipment?
Quality.^ The Highest!
Price.^ The Lowest!
Service.^ The Best!

HE answer is spelled in one word — of
five letters:

A Word from you will bring

'^Profit Building''^ service from us

UNIT CONSTRUCTION COMPANY

Rayburn Clark Smith, President
58th Street and Grays Avenue, Philadelphia, Pa.

NEW YORK, N. Y.
299 Madison Ave., Cor. 41st St.

LOS ANGELES, CAL.
274 I. W. Hellraan Bldg.

ATLANTA, GA.
49 Auburn Ave.

CHICAGO, ILL.
30 North Michigan Ave.

DENVER, COL.
1741 Champa St.

DALLAS, TEXAS
209 Dallas Bank Bldg.

SALT LAKE CITY, UTAH
150 Main St.

Address our nearest office TO-DAY

e Talking Machine World, Nezv York, December 15, 1921

1921 — New Unico Records Accomplished

At Home and Abroad

Hellrung & Griiniii, H. F., Co., St. Louis. Mo.

Hd(hir Mu.tic Sliofi/^i\ Tulsa. Okla.

1 tic uraiiiopiu

Our Clients Are Justifiably Ft

"We are told that we have the most complete and
up-to-date Victrola department west of A'ew York-
City." — Hellrung & Grimm, St. Louis, Mo.

"I think we have the best-looking \'ictor shop in the
Southwest, thanks to your company." — Edgar Music
SJwppc, Tulsa, Okla.

Unico Prices are Lowest

1922 Unico Prices — A New Low Level
Unico Demonstrating Rooms, Now ....$149.40 upwards

Unico Record Counters, Now 80.00 upwards

Unico Record Racks, Now^ 28.80 upwards

Complete Unico Departments, Now .... 334.00 upwards
Lower prices for Unico Quality are not possible.

Unico Prices are so guaranteed!

'"There is no doubi
we are going to lit
plane." — The Grav
la)id.

Unico Qi

in spite of lower prices,
duction.

Unico Quality — always .n
The letters above quoted ")r

Unico Quality from raw
be unfailingly maintaine i

Unico Quality

Resolve Now to Install The Unico System-.

UNIT CONSTRt

Rayburn C rr
58th Street and Gras

NEW YORK, N. Y.
299 Madison Ave., Cor. 41st St

ATLANTA, GA.
49 Auburn Ave.

DALLAS, TEX.
209 Dallas Bank B\dg.

I'
1,"

TJie Talking Machine World. New York, December 15, 1921

1922 — New Unico Standards Established

For Price — Quality — Service

ondon, Eng.

Krause Furniture Co., Cliiciigo, III.

((■(•(/ Bros. Furniture Co., iVt'w York Citv

H of Their Unico Departments!

iiis remarkable store
to a much higher
Ltd., London, Eng-

'"I want to thank you for giving me what I believe
to be the finest \'ictor store in Chicago." — Kraitsc
Furniture Co.. Chicago. III.

"We are very proud of our department and are satis-
fied that we have the best-arranged department in
New York City."— Weil Bros. Furn. Co.. N. V. City.

' is Highest

^ )f delivery, increased pro-

W— IS today finer than ever,
this.

wal to finished product will
'22.

guaranteed !

Unico Service is Unparalleled

We have amplified our service by establishing seven
branches at strategic points throughout the country.

These branches are under expert management, each with
complete organizations for instant real service which leaves
nothing to be desired.

Unico Service is so guaranteed!

Means Increased Sales and Profits for You !

TION COMPANY

aith, President

enue, Philadelphia, Pa.

COL.
pa St.

SALT LAKE CITY. UTAH
150 Main St.

LOS ANGELES, GAL.
274 L W. Hellman Bid?.

CHIGAGO, ILL.
30 North Michigan Ave.

The Talking Machine World, New York, December 15, 1921

Unico Accessories

The Two Cabinet
Stand Hits

Unico No. Fifty Portable Cabinet Stand
for Victor Portable Model 50.

Unico 4-6 Combination Stand
for either No. 4 or No. 6 Victrola.

Your Jobber Can Supply You All Products
on' This Page or Order Direct From Us.

Literature on Request.

Prepare Now for the Active
Record Season

Better Sales Facilities — Better Appointments
— will increase your sales and profits.

Get these Unico Sales Helps!

Unico Fifty
Dealer Price, $9.00 Each

Unico Four-Six
Dealer Price. $4.80

Unico Shelves for

Victrola 80
Dealer Price, $3.00

M
to

ake it easy for your customer
find his records, you will sell
more of them.

Unico Sales Stimulator
Dealer Price, $12.00

Three distinct purposes; used in
place of table, Record selection
feature, Record display feature.

Unico Lighting Unit
Dealer Price, $9.60 each

Unico Self-Service Record Display

Displays 24 records on four sides. Record capacity 1,000.
Dealer price, $90.00. Display or rack units separate if
desired. Other display units from $9.60 up.

Unico Ventilating Unit
Dealer Price. $19.20

BRAN'CH OFFICES
Xew York, N. Y.
Atlanta. Ga.
Dallas, Tex.
Denver, Col.

Good Repair Service
Makes Satisfied
Customers

The Unico Repair Bench for Victor Dealers
Price $120.00 each.
A convenient place for each part or tool.
Complete chart for keeping parts furnished with
each bench. Keeps down investment in parts,
saves loss and speeds up service.

UNIT CONSTRUCTION COMPANY

RAYBURN CLARK SMITH, President

PHILADELPHIA, PA.

BRANCH OFFICES
Chicago, 111.
Los Angeles, Cal.
Salt Lake City

December 15, 1921

THE TALKING MACHINE WORLD

MICA
DIAPHRAGMS

Absolutely Guaranteed Perfect
We get the best India Mica dirertly.
We supply the largest Phonograph Manu-
facturers.

A.tk for our quotations and samples before
placing your order.

American Mica Works

47 West St. New York

MERCHANDISING TOPICS DISCUSSED

Knickerbocker Talking Machine Co.'s Dealers'
Meeting Hears Plan of Moving Slow Records

chaser of records will in all probability not pur-
chase all these records, ten in number, at one
time, but he may purchase a part of these and
later on, from time to time, fill out the rest of
the program, thereby giving him an incentive to
purchase more records. The dealers present
received this idea very enthusiastically and it
is expected that it will prove a success.

At 12:30 p. m. all the dealers present were
entertained at hmcheon at the Hotel Theresa
by Mr. Davega and immediately afterwards re-
turned to the auditorium for a further dis-
cussion of topics of interest. The meeting was
adjourned at 3:00 p. m. and dealers went away
M'ith a feeling that much had been accomplished
in real dealers' service help.

DEMAND FOR THE PERIOD STYLES

Los Angeles Examiner Devotes Interesting Il-
lustrated Article to the Present Demand for
Elaborate Music Room Equipment

The Knickerbocker Talking Machine Co., Vic-
tor wholesaler. New York City, held a very
interesting and largely attended dealers' meet-
ing at its attractive uptown quarters on Tues-
day, November 15. The meeting was held in
the company's auditorium and concert hall and
more than fifty dealers were present. This
meeting was one of others to be held during
the coming months where dealers will meet and
discuss local problems in Victor merchandising.

Abram Davega, recently elfected president of
the company, was in charge of the proceedings
and many subjects of interest to the dealer were
discussed. One of these was a cleverly de-
signed plan for moving slow-selling records.
Mr. Davega is responsible for this idea, which
consists of intelligently laid-out programs of
Victor records that ofttimes become buried on
the shelves due to the dealers' lack of interest
or knowledge of the same. These programs
can be mimeographed and sent out to the deal-
ers' customers periodically and from them the
new Victrola owner can make his purchases in-
telligently, so that his selection will be ar-
ranged in an interesting manner, thereby increas-
ing his interest in Victor records. Any pur-

MATHUSHEK STORE REFURBISHED

Seven Talking Machine Demonstration Booths
and Other Improvements Installed

Nearly a page in a recent issue of the Los
Angeles, Cal., Examiner was given over to an
illustrated article regarding modern music rooms
and the period styles of talking machines and
pianos now being manufactured to put into such
rooms. After an introduction telling of the many
decorative styles in which talking machines can
now be obtained the article went on to give the
history of .several of the leading period styles,
including the Chippendale, William and Mary,
Heppelwhite, Adam, etc. The whole article was
most interesting and should have been put to
good use by local talking machine retailers.

New Brunswick, N. J., December 1. — The Ma-
thushek Store, this city, has been entirely re-
modeled and redecorated and it is now one of
the finest establishments in this vicinity. The
improvements consist of seven new sound-proof
demonstration booths, a service counter con-
veniently placed near the entrance to the store
and racks for talking machine records and sheet
music. The interior has been refinished in ma-
hogany and white. J. E. Harper, manager, states
that business has been remarkably good during
the past month and indications point to a bright
future.. Talking machines, records, musical in-
struments and supplies are handled.

FINDS IMPROVEMENT IN SOUTH

Change in Cotton Situation Has Saved the Busi-
ness in That Section, Declares Ray

DEVOTED TO WINDOW DISPLAYS

To bring the latest and unusual ideas in win-
dow trimming to merchants and display man-
agers is the object of The Window Display
Reporter, to be published by Ernest A. Dench,
the well-known trade paper writer of Sheepshead
Bay, N. Y. The first issue will be out early
ii! January. 1922.

Oscar W. Ray, manager of the wholesale
Vocation record department of the Aeolian Co.,
returned recently from an extended tour through
the South and brought back some good reports
from that section. The cotton situation has
saved business in the South, declared Mr. Ray,
but the business men of that section are not
experiencing any boom. At the present time
they are building business on a sound, con-
servative basis, and show a tendency to take on
only such lines as promise solidity and perma-
nency.

VOCOQRAPH CO. INCORPORATED

The Vocograph Co., . of Manhattan, was incor-
porated at Albany recently with a capital stock
of $20,000 for the purpose of manufacturing and
selling phonographs. Those interested are J. B.
Salwen, L. Levinson, I. N. Glas; attorney, A.
Schapiro, 261 Broadway, New York.

WHY NOT THE BEST?

The old established fact that the Best is the Cheapest
is particularly true of Talking Machine Needles.

Always Insist on Getting

LUXE NEEDLES

and you won't be disappointed.
Duo-|oNE Company, Incorporated

Sole Manufacturers of De Luxe Needles
ANSONIA, CONN.

Full Tone

DON'T FORGET THESE FACTS

Perfect Reproduction of Tone No Scratchy Surface Noise

PLAYS i00-200 RECORDS

Three for 30 cents (40 cents in Canada)

Medium Tone

THE TALKING MACHINE WORLD

December 15, 1921

ETCHED METAL NAME-PLATES

SA\ITHOLA

DMAOE BY
JOHN SMITHS CO.

NEW YORK, U.S.A.
MODEL ■■ SERIAL Nal

FOR MANUFACTURERS AND DEALERS

Write for prices
stating quantity
desired

HENRYJONES® CO.

81 UNION ST.
ALLEGHENY. PA.

EVERLASTING

NEAT IN APPEARANCE

ELECTRO-CHEMICAL ENGRAVING CO., Inc., 52 Vanderbilt Avenue, New York, N. Y.

LOUIS BUEHN'S TALK

TO NEW JERSEY DEALERS

Important Meeting and Luncheon of the Victor
Retailers of New Jersey Attended by Promi-
nent Distributors and Dealers in Newark

Newark, N. J., December 6. — The regular
meeting and luncheon of the Victor Retailers of
New Jersey was held on Tuesday, November
22, at the Robert Treat Hotel, this city. The
meeting was well attended, dealers coming from
all parts of the State, even from as far distant
points as Woodbury, N. J., which is only eight
miles out of Philadelphia.

After the luncheon had been served the speaker
of the day was introduced, Louis Buehn, presi-
dent of the Louis Buehn Co., Victor whole-
saler, of Philadelphia, Pa.- Mr. Buehn spoke
forcefully and interestingly on the subject of
soliciting business on the outside and empha-
sized the importance of this phase of doing busi-
ness. The points brought out were practical
rather than theoretical and were illustrated from
actual experiences of various dealers. Mr.
Buehn also stated that the subject as presented
was based upon discussions taken up at numer-
ous meetings of the sales staff of the Louis
Buehn Co. It was the speaker's contention that
while the developing of prospects might be
safely entrusted to a professional canvasser, yet
the actual closing of the sale ought to be con-
summated by a thoroughly experienced talking
machine man. Many useful hints were given for
the preparation of a prospect list. Mr. Buehn
referred to an exchange of lists between non-
competing houses, such as vacuum-cleaning
firms, etc., and suggested that lists be compiled
from daily newspapers, telephone directories, tax
lists and particularly the published lists of mar-
riage licenses. This latter class, he declared,
would possibly prove the most likely prospects.
[The relative values of straight salary, straight
commission and commission and salary for the
canvasser and salesman were discussed. That
outside solicitation pays was proved in an in-
stance cited by Mr. Buehn, in which one dealer
found that 43 per cent of his monthly business
was developed through outside work. Mr.
Buehn recommended that if a Victrola was
placed in a home it should not be allowed to re-
main there more than forty-eight hours and gave
as his reason the advantage of quick action and
also as a minor reason the lesser wear entailed
upon the instrument. In selling talking ma-

chines in rural districts the use of a large truck
with a number of instruments and a supply of
records was recommended as the best way. He
stated that a number of their dealers in central
Pennsylvania were doing considerable business
in this manner.

Mr. Buehn also touched on the selling of rec-
ords and on this subject recommended that in

Louis Buehn

canvassing for record sales more stress be
laid upon the securing of regular monthly pur-
chases of records rather than the immediate
sale. It was the speaker's idea that during the
progress of the sale forceful follow-up lit-
erature be mailed to the prospect from the
dealer's headquarters and urged that the dealer,
even though the sale is consummated, personally
call upon the customer, and declared that just

as the Victor distributor keeps in touch with
his dealers and knows tfieir preferences through
meeting them face to face so should the dealer
know his customers intimately through visiting
their homes.

Air. Buehn was given a rising vote of thanks
and after his address the meeting was thrown
open for general discussion. The entertainment
of the day was furnished by the Broadway
Music Corp., under the direction of S. Ross, and
several of its artists present featured four of
the popular hits entitled: "Dapper Dan," "Weep
No More, My Mammy," "June Moon" and "If
You Only Knew."

The meeting was well attended, not only
by New Jersey dealers, but by representatives of
the various neighboring Victor distributors.
Among the distributors present were: Louis
Buehn, president of the Louis Buehn Co.,
Philadelphia, Pa.; L. W. Collings and J. L.
Spillane, of Collings & Co., Newark, N. J.; J.
Newcomb Blackman, president of the Blackman
Talking Machine Co., New York City; Thomas
F. Green, president of Silas E. Pearsall & Co.,
New York City; Clarence Price, vice-president
and general manager of Ormes, Inc., New York
City.

FUNERAL ADDRESS BY PHONOGRAPH

Music Supplied Also at Burial Service Conducted
in Alaska — Requested by Deceased

Anchorage, Alaska, December 3. — A burial serv-
ice with the music and sermon on a talking ma-
chine was conducted at a railroad camp 386 miles
inland last week.

Ellis Donley, a popular track layer, was fatally
injured and left a dying request that he be buried
in the grade of the new Alaska railroad, and for
his obsequies W. J. Bryan's "Prince of Peace"
record at the camp bunk-house be used.

The man's desire was complied with by his
friends, and the services were uplifting and
largely attended. The trading foreman took
charge of the funeral and read some scripture,
followed b}' sacred music by several of the
world's greatest artists on the talking machine,
then part of the famous lecture.

SOME EFFECTIVE ADVERTISING

Plaut-Cadden Co., of Norwich and New Lon-
don, Conn., Features Victor Line in Big Way

The Plaut-Cadden Co., which operates suc-
cessful Victor departments in its two stores in
Norwich and New London, Conn., has been
carrying some particularly interesting and orig-
inal advertising in the local newspapers of those
cities featuring the Victrola and Victor rec-
ords. One of the effective pieces of advertising
couples up the Plaut-Cadden name with the Vic-
tor trade-mark in the lid of the machine, while
others serve to call attention to the new record
hits in no uncertain manner. A special piece
of copy featuring the song "Ma!" simplj' could
not be ignored.

It does not so much matter what a man knows
but rather what he does. The world measures
a man by what he accomplishes, and sets its
seal of approval upon those who succeed. The
world does not inquire into the process, it notes
the result; not the road he travels, but the goal
he reaches.

"RESOLUTION"

To Our Customers Wc Owe AH— To Them We Give AH

COHEN & HUGHES

Wholesale Exclusively
BALTIMORE WASHINGTON

December 15, 1921

THE TALKING MACHINE WORLD

Universal Motor $

Retail Price

A saving of $10.50 from the former
price, $30.00

It is a universal motor operating on all electric currents 105 to 125 volts. Special types are
made for 32 volt farm lighting current and 200 to 250 volts.

Distributors for State of Illinois
RUDOLPH WURLITZER CO.,

Chicago.

BRUNSWICK-BALKE-COLLENDER CO..

Chicago.

COLE & DUNAS MUSIC CO.,

Chicago.

A. WEYIHANN & SON.

Philadelphia. Pa.
Exclusive distributor for Eastern Pennsylvania, South-
ern New Jersey and Northern Delaware.

BUEHN PHONOGRAPH CO.,

Pittsburgh, Pa.
Exclusive distributor for Western Pennsylvania. East-
em Ohio and Edison Dealers In West Virginia.

MOTROLA SALES CO. OF NORTHERN OHIO,

1404 a 9th St. Cleveland, Ohio.
Exclusive distributor for Northern Ohio.

Distributors for Greater New York

CHARLES H. DITSON & CO.,

New Yorli City.

SILAS E. PEARSALL CO.,

New York City.

BLACKIVIAN TALKING MACHINE CO..

New York City.

CABINET & ACCESSORIES CO.,

New York City.

KNICKERBOCKER TALKING MACHINE CO.,

New York City.

GREATER CITY PHONOGRAPH CO.,

New York City.

INTERSTATE SALES CO.,

Milwaukee, Wis.

BADGER TALKING MACHINE CO.,

Milwaukee, Wis.
Exclusive distributors for Wisconsin.

KRAFT, BATES & SPENCER,

Boston. Mass.
Exclusive distributors for New Ensland 8tat«9.

COHEN & HUGHES,

Baltimore. Md. , and Washington. D. C.
B.TCluaive distributors for Maryland. District of
Columbia. Virginia, North Carolina, Southern Dela-
ware and West Vtrilnia.

BUFFALO TALKING MACHINE CO..

BuHalo. N. Y.
Exclusive distributor for Western New York.

STEWART TALKING MACHINE CO.,

Indianapolis. Ind.
Exclusive distributor for Indiana.

PERRY B. WHITSIT CO..

Columbiu, Ohio.
Exclusive distributor for Central Ohio.

LOUIS A. SCHWARZ, exclusive factory representative for the

United States and Canada

JONES-MOTROLA, Inc.

29 West 35th Street New York City

THE TALKING MACHINE WORLD

December 15, 1921

"Shipmates o' Mine" and "Five and Twenty Sailor-
men" are famous old deep-sea chanteys sung with
splendid spirit by the famous baritone, Louis Gra veur e.
Lovers of concert music will buy this record liber-
ally. A-3492,

Columbia Graphophone Co,

NEW YORK

GRANBY QUAKER CITY DEALER

How'S. Steinbrecher Has Developed a
Successful Busiaess Jn Philadelphia

Very

Philadelphia, Pa., December 6. — S. Steinbrecher,
1850-52-54 Ridge avenue, of this city, a Granby
dealer and in the furniture business, is a hustler.
Some time ago Mr. Steinbrecher took on the

S. Steinbrecher's Attractive New Home

Granby line and his store has become the
Granby headquarters in his part of the Quaker
City. The store is located on a corner and 100
cars pass every hour, so that the Granby mes-
sage, which has a prominent place on the point
of the building, gets wide circulation. When
Mr. Steinbrecher started in business it was in
a small way, but hard work and broadminded
principles of merchandising built up his business
to its present very satisfactory proportions. His

deliveries now require the use of several trucks.
The business to-day is crowding his store and
he is already beginning to see the necessity for
larger quarters.

OWEN PLANS ROCKRIDOE STORE

PHONOGRAPH ASA VOICE CRITIC

Miss Barbara Maurel, Exclusive Columbia Star,
Emphasizes the Value of the Phonograph as
an Aid to the Student of Singing

Second Garrett Owen Music Store Soon
Open — Singers to Entertain at Opening

Miss Barbara Maurel, well-known mezzo so-
prano, who records exclusively for the Columbia

RocKRiDCE, Cal., December 3. — Plans are under
way here for the opening of a new music store
at 5600 College avenue by Garrett Owen. The
new establishment, which will feature various
makes of the best-known talking machines, will
be the second store operated by Mr. Owen.
Alterations at the new location will soon be
completed and immediately following the instal-
lation of stock a formal opening will be held
at which Helen Clark, well-known contralto;
Joseph Phillips, baritone, and Thomas George,
pianist, will entertain those present.

BACH CO. MADE _BRl]NSWICK AGENT

Rochester, Minn., December 1. — The Bach Music
Co., of this city, has been made agent for the
Brunswick phonograph and will have the exclu-
sive sale of these machines in Rochester and
vicinity. The Bach concern possesses a fine
modern establishment and the policy of the com-
pany is of an aggressive nature, insuring success
with the new agency.

A $300,000 CAPITALIZATION

The Black Swan Phonograph Co. has been in-
corporated under the laws of the State of Dela-
ware, with a capital of $300,000, for the purpose
of manufacturing records.

It is the way a man sticks to a thing that marks
him as a success or a failure. Many a fellow
has won out at the eleventh hour just because
he wouldn't let go.

Miss Barbara Maurel

Graphophone Co., recently gave an interesting
interview to the newspapers regarding the value

TKe Needle of tke Centurij

A Near Permajient Needle _

A CACTUS NEEDLE

THAT
SELLS ITSELF

Produces clear, natural tones;
eliminates surface noise;

brings out all subtle details of
the music and preserves the
records.

Needles can be repointed on
sharpener enclosed in package, so
that each needle will play an in-
definite number of records.

THE TALKING MACHINE WORLD

December 15, 1921

of the phonograph as a voice critic. Miss
Maurel, who has attained exceptional success on
the concert stage, is keenly enthusiastic as to the
educational value of the phonograph, and her
interview in part reads as follows:

"Not only did I learn through listening to my
own records what mistakes I was making in
matters of diction and phrasing — details which
are extremely hard for the average singer to
judge in his own work — but I also learned much
about the quality and evenness of the tone I was
producing. The instrument is almost terrifying
to a singer, so inevitably does it record every
deviation from the perfect and then hold these
deviations.

"In some respects it is more useful than a
teacher, for no matter how intelligent a teacher
may be nor how retentive his memory, he can-
not be depended upon to notice every mistake,
nor, if he notices it, to hold the memory when
the singer has completed the song in question.
The teacher has only one recourse — to stop the
student whenever he makes a mistake. It can
be readily appreciated that in doing so he is
bound to break the full interpretative line and
sometimes even to reduce the singer's delivery
of a song to a mere succession of technical
phrases.

"But in the case of the phonograph the singer
wUl sing an entire song, and then at his leisure
can examine the effect, can take up the indi-
vidual mistakes one by one and rectify them, re-
taining at the same time the satisfaction that
comes from the interpretation of a complete
musical unit."

A TALKING MACHINE DAVENPORT

Electrically Operated Instrument Provides
Music and Comfort at One Sitting

One of the most interesting of the new wired
pieces of furniture is a davenport, in the arm
of which has been set a small compact electric
talking machine The davenport itself is massive
and has huge wide arms. The felt arm is utilized
to conceal the instrument, and a cabinet for
storing records is set in the right one, so that
it is possible to sit curled up in a corner of the
couch and play the machine at will without once
getting up.

The motor of the machine itself is said to
operate noiselessly on either current, and it has
an electrically operated automatic stop, as well
as a small electric light to illumine the records
for starting the machine. The arm of the daven-
port itself is also the lid, and this will remain
stationary in any position the player wants, or
close with a slight downward pressure, to suit
the player's whim.

VOCALION CHRISTMAS BULLETIN

December Record Supplement Is Particularly
Interesting — Special Lists of Christmas Music
Featured in Folder and Hanger

The December Vocalion record bulletin, just
issued by the Aeolian Co., is one of the most
attractive and interesting so far gotten out by
that company. In the bulletin are listed sev-
eral records particularly suited to the Christmas
season and in addition a well-balanced list of all
classes of records, accompanied by unusual por-
traits of various Vocalion artists. The title page
of the folder bears a typical old-time Yuletide
scene that is most appropriate.

In addition to the regular bulletin there has
been prepared for the holiday trade a special
folder of Christmas and sacred selections, to-
gether with an attractive hanger featuring the
same numbers.

In developing prospect-interest it should be
borne in mind that there is a big difference be-
tween "attention" and "interest." Interest must
be aroused before a sale can be closed. As a
writer in The Wanderer points out, "A salesman
can build a prospect-interest only through pros-
pect-attention secured by means of personal
calls."

BAND MUSIC BY WIRELESS PHONE

Distinguished French Expert Talks Across Six
Hundred Miles of Sea — Ship's Band Heard
Two Hundred Miles Away — The World Moves

Emile F. Giradeau, president of the French
Wireless Telegraph & Telephone Companies, was
in New York recently on his way to the Arms
Conference in Washington, and stated that dur-
ing his trip on the French liner "Paris" he had
conducted experiments proving the practical
utility of the wireless telephone.

"This means of communication has been known
for years technically," Mr. Giradeau continued,
"but it is only now that we have made practical
tests. On this voyage from Havre we conversed
with shore stations and with other steamships
over a distance of 600 miles with power not ex-
ceeding that required to light an ordinary 25-
candlepower electric lamp.

"Passengers on the American steamship 'Pan-
handle State' heard the orchestra playing 'La
Tosca' on the 'Paris' 200 miles away while they

_were only twenty-five feet from the telephone.

"The wireless telephone technically is good
for all distances, but practically it cannot be
used with success at sea beyond a radius of 5O0
miles. A storm would not interfere with the
conversation if it were some distance away, but
if the vessel were in the center of it there would
no doubt be some conversational difficulty. I
talked with the French Minister of Posts and
Telegraphs in Paris when the liner was fully 650
miles from that city."

SALES HELPS FOR VICTOR DEALERS

A handsome lithographed folder, showing the
various models of talking machines, is being
sent out by the Victor Talking Machine Co. for
distribution by dealers as an aid in the promo-
tion of Christmas sales. The folder displays the
machines in six colors on coated paper of fine-
quality.

Another Christmas sales help for distribution
to Victrola owners consists of a list of specially
selected records for the holiday season and em-
phasizes the value of records for gifts.

STANDARD
ELECTRIC
EQUIPMENT,
TRU-TIME
MOTORS

"The Instrument

with the
Human Throat"

THE

CONCORD

LD MAHOGANY! What thoughts that brings to the
minds of persons of taste and refinement. One of
America's largest furniture manufacturers told us
in his office he would not own a phonograph until

someone had learned how not to build the cases. He came to our
office and now says he'll sell ours as furniture. Your customers
will have satisfaction in owning an instrument which does not
proclaim itself a talking-machine by its very appearance, the
more so when it has other real utility, for instance, a desk
and chest of drawers, in addition to a wonderful musical instru-
ment, the one having a throat of carved wood instead of the
"piece of pipe." The character of these phonographs in design
and tone quality commands more sales. We guarantee more
profits. Write us, we will prove this.

THE MANOPHONE CORPORATION

4 West 40th Street MAKERS Adrian

New York Michigan

THE TALKING MACHINE WORLD

December 15, 1921

lllllllllllllllllllllllllllllllillllllllllllllllHIII^^ Ill IIIIIIIIPIHIIIIIIIIIIIIIIIIIIIIIIIIIIII

What are your plans for Christmas?

as any

Dalion Model 40 is a veri-
table jewel among phono-
graphs. It offers you a
leader which will change
the preconceived notions of
any prospect. Featured as
gift model.

If you look further than the product in making
a connection with manufacturers, Dalion fac-
tory and sales department policies will clinch
the decision.

There is still time to fall in with the Dalion
instruments for the Christmas Season. By so
doing, you might double — yes, triple — any
sales volume possible with a less interesting
proposition to your public. Correspondence
invited.

MILWAUKEE, WIS.

December 15, 1921

THE TALKING MACHINE WORLD

IllllllllilllllllllH

So me Sales Stunts of Prominent Dealers
that Merit Special Commendation

By I

W. B. Stoddard I

An excellent idea for calling attention to its
talking machines and records has been devised
by the Hennessy Music Co., Butte, Mont. Un-
der the direction of Maurice Tennis, head of
the Victrola department, it arranged a series of
five Saturday morning concerts, from 10 to 11.15.
At the first of these concerts fifteen selections,
chosen from a wide range of composers, were
played. The name of the composer and a brief
analysis of the composition were given before
each was played. At the second concert a week
later fifteen more compositions were played, also
with the composer's name and resume of the
pieces. On the following two Saturdays these
thirty records were repeated, with only the name
of the composer given. On the last Saturday
morning the entire thirty were played, with no
reference to the composer. On this occasion
substantial prizes were given to the persons
identifying the largest number of records. The
contest was open to any pupil above the sixth
grade and included all high school students.
In order to become eligible the entrant had to
register at the Victrola department two days be-
fore the first concert and attend all of the con-
certs, unless some valid excuse was given. The
contest excited much interest, and the papers and
the school board both gave it encouragement.
Making an Appeal to the Children

The Rudolph Wurlitzer Co., Cincinnati, recently
had a very effective window, which suggested to
a number of parents the great saving that could
be effected by buying a popular-priced talking
machine for the children. The display showed a
small boy placing a record on a machine, and

beside him was a card:
ggiii!iniiii!iiiiiiiiiiniiiiiiiiiiniiniiiniiiiiiiiiniNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!niiiiiiiiiii!iiiiiiiiiiiiiiiiiii^
S Little Tommy Tittlemouse has a Victor at his house, g
= His mother lets him use it to give him pleasant g
g music. g
g Give the kiddies their own Victrola — save the big g
— machine. g
g A nursery toy that grows up with the children — a =
g nursery outfit. =
= A No. 4 Victrola, with 6 nursery rhyme records, =
I $30.10. g
aimiiiiiiiiiiiiiiininiiiiiiiuiiiiiiiiniiiiiiiiiiiiiniiiiiiiiiiiiiiii^

Linking Talking Machines With the Movies
The wise music dealer takes advantage of
every timely event to increase his sales, and one
of the best plans along this line was recently
adopted by a group of leading merchants of
Helena, Mont., aided and abetted by an astute
newspaper solicitor. A movie film — "The Old
Nest" — which had attained considerable national
popularity, was scheduled to appear at one of
the local theatres. As it dealt with a mother and
children in the home it was deemed a good sub-
ject for exploitation, so a full page was taken in
the newspaper. In the center in bold letters
was placed "The Old Nest," together with a pic-
ture from- the play and a brief resume of the

lllllllllllllllllllll,

story. Forming a border all around were ads
of the different merchants, each of whom linked
up his lines with the title of the play. E. A.
Taylor & Co. in their ad said: "What can make
the old nest more pleasant than a phonograph?
It brings sunshine into the home."
How to Give a Concert in Your Own Home
During the Autumn an octet of male singers
who record for one of the talking machine com-
panies have been making a tour of the larger
cities, singing in person the melodies that have
made them famous in record land. It is not done
as an ad, as the artists charge a good stiff price
of admission to their concerts and distribute their
programs all over the surrounding towns. The
Parks Music House, of Louisiana, Mo., was
quick to see the advertising possibilities in play-
ing up this concert, so it had printed copies
of this program and sent it to each of the names
on its record list with a short letter:

gllllllllllllllllllllllllllllllllllllllllllHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII'lllllllllllllllllllllllillllH

g Dear Sir (or Madam) : =

g We hand you a program of the concert given by g

m Eight Famous Victor Artists in St. Louis on October 1

g 10th. You will note the price of admission of one g

= dollar. Would you like to hear this concert absolutely g

g free? If so, come to our store on the evening of g

m the 10th and this same group of young men will be g

g heard in the solos, duets, quartets and choruses, ren- =

= dered on the talking machine. Come and bring your g

g friends and enjoy an evening of entertaining music. g
siiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiniiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiN^

There was a large crowd assembled on the
evening in question, and the entire concert pro-
gram was rendered as had been announced. At
the conclusion the manager made a little speech
and told the audience how they could have a
concert like this any time they desired by merely
purchasing the records of these singers — and the
artists would respond to as many encores as de-
sired by placing the record upon the machine.
Calling Attention to New Records

The Columbia Grafonola Shop, of San Diego,
Cal., has an excellent method of calling attention
to the new records that are released each month.
The air is so balmy in this Southwestern town
that people stroll the streets in December as
freely as in May. As soon as the new records
have arrived the Columlbia Shop places a ma-
chine at the entrance of the store and promptly
at eight o'clock it is set in motion and all of the
records just received are played. The name of
each record is placed in a double groove affixed
to the side of the machine and remains there
all the time that particular air is being ren-
dered. Inside the store blanks are handed out
to all who ask for them, and on these the con-
testant writes his name and address and his esti-
mate of the three that will prove the most popu-
lar. For the one who estimates correctly all
three of the records a prize of $25 is offered; to
the one guessing two out of three, $10, and to

the guesser of a single one, $5. If more than one
person guesses all three the first prize is divided
■pro rata, and similarly with the others. The
prizes are distributed at the end of the month,
when it is found which records have had the
largest sale. Crowds gather to hear the demon-
stration and in this way many hear the new
records who would not do so otherwise, and,
being attracted by special numbers, make pur-
chases then and there — and thus the sale of the
new records is boosted to a considerable degree.

AN EFFECTIVE BONUS PLAN

Prize Money Plan Put Into Effect Among Edi-
son Employes Is Described in Detail by Vice-
president William Maxwell in System

A bonus plan, complicated, perhaps, but very
effective, is described in the December issue of
System by William Maxwell, vice-president of
Thomas A. Edison, Inc. The plan, which was
put into effect in the sales and advertising divi-
sions of the Edison phonograph industry, was
designed primarily for the upbuilding of the
morale of the workers in these divisions and to
fit them for promotion. It also enabled the
executives of the company to keep in close touch
with the work of employes.

Briefly, the plan described is as follows: Each
salaried employe is provided with a score card
on which is listed the basic mental and moral
qualities deemed essential to success in these
departments. Concentration, thoroughness,
comprehensiveness of thought and action, abil-
ity of analysis, co-operation and other qualities
of the employe are checked by means of a de-
merit system. The employe's rating for the
prize award was based on the lack of demerits
received. Every worker having less than fifty
and seventy-five demerits at the expiration of a
six-month period is entitled to prize money equal-
ing 25 per cent and 15 per cent of his salary
respectively.

VICTOR CO. SPEEDS PRODUCTION

Camden, N. J., December 3. — The approaching
holidays have been very keenly felt at the fac-
tory of the Victor Talking Machine Co. here.
For the past five or six weeks the demand for
Victor products has been stimulated to such
a degree that the working force at the factory
has been steadily increased to provide for more
rapid production. More than 1,000 additional
workers have been added to the Victor force,
bringing the total number employed up to ap-
proximately 10,000.

WHOLESALE

TI7HERE Service to Victor Dealers is Backed by Long,
First-hand Experience in the Field of Distribution.

DISTRIBUTOR

EMANUEL BLOUT

VICTOR EXCLUSIVELY
2799 BROADWAY, at 108th Street, : :

NEW YORK

THE TALKING MACHINE WORLD

December 15, 1921

25^

"Traumcrci" played by the greatest 'cellist
in the world, Pablo Casals ! There's a sell-
ing combination that's irresistible. Order
Columbia 49795 accordingly.

Columbia Graptiophone Co.

NEW YORK

WOMEN'S REST ROOM A WINNER

Its Installation in Every Talking Machine Shop
in U. S. Would Work Wonders for Trade-
Its Success Already Fully Demonstrated

If a sign with these words thereon, "Women's
Rest Room — Come Again and Tell Your
Friends," were hung outside of every talking
machine store, large or small, in the country and
stamped on the cover of each magazine flyleaf
of each book in the room itself, wonders would
be achieved in gaining the approval of women
folks for your store and making it more effec-
tual as a monetary proposition. So believes
Addison M. Clark, sales promotion manager for
Edison Phonographs, Ltd., of San Francisco.

Mr. Clark is a firm believer in rest rooms
for women in talking machine shops and thinks
that each proprietor of these should set aside
some corner of his store, no matter how small;
partition it ofT and furnish it as attractively and
costly as his means will permit. Money so in-
vested, he says, will yield dividends as surely as
money invested in gilt-edge bonds — and at a
higher rate.

"A small dressing room," he suggests, "with
toilet facilities, opening off the rest room, will
double your store's value and make it more
talked about — and that's the finest sort of adver-
tising there is. It beats printers' ink a mile."
Continuing, he says:

"While it may seeiji superfluous to mention it.

of course a phonograph should be a conspicuous
feature of the scenery — of the proper period
design, if you have 'gone in for' a period room.
Naturally, a few carefully chosen records should
be 'carefully' laid out on a stand near the instru-
ment— not in tattered envelopes, either.

"If the windows of the room look out on
attractive surroundings, have them curtained and
draped to disclose those surroundings. If on
an alley or dingy backyard, applj' imitation
stained glass decalcomanie, to the glass — the
lower sash at least — and choose drapes to suit
the case.

"A few magazines on the stand will provide
relaxation. Not too many, or your real end will
be defeated. They should be current ones,
though — not the ancient-history sort found in
the ante-rooms of some doctors and dentists. At
least one should be a musical periodical. A
record catalog with the latest supplements inside
can be unobtrusively included. Two or three
books on operas, composers and artists will
serve a good end also, by stimulating interest in
high-class records.

"Have the toilet room done in white enamel,
or in real or imitation white tile effect. A
small dressing table with a triplicate mirror, and
a bench or chair to match — such as Milady
would use in her own boudoir — can be had at
a reasonable price. A few accessories, such as
a bottle of fine talcum, comb and brush, clothes
brush, and the like, will suggest themselves. So
will other conveniences that will prove magnetic

In Concert and Entertainment
Personal Appearance of

Eight Popular Victor
Favorites on One Program

A. live attraction for live dealers and jobbers

Bookings now for season 1921-1922
Sample program and particulars upon request

P. W. SIMON, Manager

1658 Broadway New York City

Famous Ensembles including

Campbell & Burr - Sterling Trio - Peerless Quartet

to Madame and impel her to call soon again.

"Having equipped your rest room — set your
stage, as it were — your ne.xt move is to 'tell
the world.' Advertise it attractively on the
woman's page of your local newspaper. Adver-
tise it not once, but frequently. Advertise there
on shopping days in your morning paper, or the
nights before shopping days in your evening
paper. Publish a halftone cut of a photograph
of the room. Probably, on opening it to your
local public, the news value of it will appeal to
■ the city editors — particularly if they know you
are planning to use display advertising space! —
and they will come across with some news-
column publicity.

"The day you open your rest room to the
ladies, give a phonograph concert — a sort of
musical reception. Send out tasteful invitation
cards, and get the society editors to carry an
announcement (if you can!). On this occasion
Mere Man ma}' be allowed to enter its sacred
precincts; but thereafter never again.

"Does all this seem fantastic. Small Town
Dealer? Something to be thought of only by
the big corporations doing business in the
metropolitan centers? A thing superfluous and
not to be dreamed of in your scheme of things?

"The truth is quite the contrary. You are
just the chap who can cash in most profitably
on the plan — particularly if your town is a buy-
ing center for a farming region, whither farmers
and their families flock as to Mecca on Sat-
urdays, not to mention the other week days.

"If you add such a room to your plant, and
make the women folks of every farmer in your
tributary- territory feel that \-our store is their
headquarters whenever they come into town, and
that your rest room is theirs, you surely do
not belong in the phonograph business if you
cannot coin their approval and use of it into
dollars."

CONCERT HELPS EDISON BUSINESS

Wakefield, M.\ss., December 1. — L. .L. McMas-
ter, local Edison dealer, through the medium of
an Edison concert and comparison tests with
Re-Creations and the artists, has stimulated inter-
est in Edison machines and Re-Creations con-
siderably. Invitations to the concert were sent
out to more than a thousand residents of this
community and a large crowd attended the con-
cert, which was held in the town hall.

MISS C. FREES STUDIES AVIATION

Re.-\ding, Pa., December 1. — Miss Carrie Frees,
of the Metropolitan Phonograph Co., this city,
is probably the first woman connected with the
talking machine industry who is taking up avia-
tion seriously. Miss Frees has ahead}' taken sev-
eral lessons in flying at the Reading Fair Ground
and hopes, when the lessons are completed, to
qualify for a pilot's license.

Misrepresenting goods is taking chances with
your reputation. There may be ways in which
it is worth while to take chances, but never
with your reputation.

THt TALKING T^ACHiNt WORLD, NEW YORK ,I}EC&M5SR 15 .1921

CDewish

WOR DEALERS

A Merry Christmas

AND A NEW YEAR
FULL OF
PROSPERIT

^Buffalo
Talking imchine

COtlPANr

BUFFALO
NEW YORK

VICTOR WHOLESALI

S£E; OTHeR. 5IOe^

mmmmmmmmmmmimmmmmmmm

With Universal Motor $1Q.50

Retail Price

A saving of $10.50 from the former price, $30.00

THE New Motrola does not replace the spring motor or change
any part of the talking machine or phonograph, except winding
arrangement, and is quickly and easily attached to any and every
make instrument where the old-style crank handle comes out.

It is a universal motor operating on all electric currents 105 to 125
volts. Special types are made for 32-volt farm lighting current and
200 to 250 volts.

Novo Sold Exclusively by

The

BUFFALO TALKING MACHINE CO

IN THE STATE OF NEW YORK (Except in the Metropolitan District) and
IN NORTHWESTERN PENNSYLVANIA

It is much easier to sell than $19.50 worth of
Records and makes it much easier to sell Records
and sells more records.

Telegraph an Order for Your Holiday Supply

BUFFALO TALKING MACHINE CO.

VICTOR DISTRIBUTORS

'Every Motrola sold by us is guaranteed by us"

BUFFALO, N. Y.

December 15, 1921

THE TALKING MACHINE WORLD

mnMnninnmrniDramimmiiraraiiiiiinniinmiiitmiiiinminm

FILLING ALL WIRE ORDERS

Max Willinger Optimistic Over Conditions in
Middle West — Discusses the Situation

IROQUOIS SALES CORPORATION

BUFFALO, N. Y.

^^llolesale Distributors

Max Willinger, president, treasurer and gen-
eral manager of the New York Album & Card
Co., New York City, recently returned from a
trip throughout the Middle West which dis-
closed healthy conditions throughout the trade
in general. The holiday business had opened in
an auspicious manner and general optimism was
expressed regarding the coming year. Mr. Wil-
linger reports that dealers' stocks at the present
time are at a very low point and that orders
for "Nyacco" albums are invariably rush orders
and sent by wire. Mr. Willinger anticipated this
situation some time back and kept both the New
York and Chicago plants busy accumulating
stock. Therefore, at this present season of rush
orders the company has been able to make im-
m.ediate deliveries on all orders received.

MAY ABANDON VALUATION PLAN

American Valuation Plan May Be Discarded in
Favor of Another Program of More Merit, Say
Washington Officials — New Plan Ready Soon

No man can discredit his eraploj'er or his
co-workers and escape the shadow himself.

Washington, D. C, December 6. — The storm
of protest and criticism which has been in evi-
dence for some time over the proposed American
valuation plan has made itself felt here, with the
result that indications now point to the abandon-
ment of the plan. According to statements made
by several officials the administration is con-
vinced that the plan is not feasible, but prepara-
tions are under way for the formulation of a
new program which is expected to satisfy the
n£ed for protection to business interests and at
the same time will be clear of the defects in the
original plan. As yet details of the substitute
plan have not been made public, due to its in-
completeness, but it is understood that the basis
of the new program will prove satisfactory to
business interests of the country, who are now
in evidence both for and against the American
valuation plan.

OlKe^w/ Records j An Interesting Proposition for the

tmimnimimimnmmiiiiiiiniiiiraimnimiiimmmiiraimriraiiranraiiniiiinnmm

SOME RECENT GRANBY ACTIVITIES

ConneUy Doing Good Work in South — J. G.
Widener a Visitor — Harry Coplan Covering
Many Points in the South

Norfolk, Va., December 1. — Recent activities in
the Granby organization have been numerous.
Fred W. Connelly, of the sales staff, who is at
present in North Carolina doing special work for
the company, is a vocalist of some note and has
been using this ability to increase his sales. He
has already taken part in several church enter-
tainments in the larger cities of North Carolina,
singing to the accompaniment of the Granby
phonograph.

J. G. Widener, president of W'idener's, Inc..
distributor of the Granby phonograph, recently
spent several days in the State of Virginia on a
hunting expedition.

The Granby Corp. announces the appointment
of Austin L. Fordham to cover eastern Pennsyl-
vania.

Harrj- Coplan, Granby sales manager, is con-
tinuing to cover a large part of the country in a
short space of time. He recently spent two
weeks in North Carolina, attended a furniture
exposition in New York, covered Philadelphia
and was last reported in Pittsburgh making a
personal investigation of trade conditions in that
city.

Dorothy W. Ferrier, private secretary to H. H.
Schumaker, general manager of the Granby Pho-
nograph Corp., recently returned from Kansas
City, where she helped represent Virginia at the
recent convention of the American Legion.

JOBBER

Jobbers, who want
a real talking ma-
chine proposition,
should communi-
cate with us imme-
diately.

Our low manufac-
turing and distribu-
tion expenses per-
mit us to make a
jobber proposition
that is a real money
maker for the
jobber.

We appreciate the services of job-
bers who are organized to properly
exploit a line, and we meet such
jobbers more than half way.

The Harponola is the kind of

machine to tie to.
Its splendid merit
backs up the efforts
of both dealers and
jobbers.

With the Harpo-
nola line there are
never any "kick-
backs" from con-
structional defects,
for the Harponola
has n o construc-
tional defects. Har-
ponolas are right
and are backed by a company that
keeps them right. We suggest ^^--at
you advise, at once, if you are in a
position to handle a jobbing terri-
tory in an aggressive way.

SOLVE DOMESTIC HELP PROBLEM

The much-discussed servant question is at
last on its way to being solved. Those who
study the complexes of the human consciousness
will admit that it is possible for a domestic to
have the talking machine urge. All of which was
used to advantage by the suburban housewife.

"I advertised in the paper," she said to a re-
porter of The Sun, "that I supplied a small
talking machine for the exclusive use of the
maid. I also promised to get her four new
records a month. This was over a year ago
and I've had her ever since."

THE HARPONOLA COMPANY

101 MERCELINA PARK

CELINA. OHIO

Edmund Brandts, President

Bigness in a man may be roughly described
as the ability to foresee the possibilities of the
future, the intelligence to formulate plans for
turning such foresight to advantage, and the ca-
pacity and resourcefulness to push them through
to a successful conclusion.

The Phonograph with the Golden Voice"

HARPONOLA

THE TALKING MACHINE WORLD

December 15, 1921

i
1

The Brass Tacks Question

WHAT IS THERE IN IT FOR ME?

Boiled down, this is what interests the Phonograph
Merchant. He wants to know exactly what benefits
are his when he takes on a line.

GRANBY PHONOGRAPHS

"As Mellow as Southern Moonlight"

have special claims for your immediate consideration
because:

Their exquisite Tone — their Classic Period
Designs — staunch Construction — and tech-
nical features are backed by a genuine
Granby merchandising policy.

It is a policy that builds up business and
converts Prospects into Purchasers.

You profit by this active co-operation.

NOW is the time to get the benefits of
the Granby selling franchise.

Ask us about it— TODAY

Use the coupon.

Queen Anne Upright

GPANBY PHONOGPAPH CORPOPATION

LEVY BUILDING

SaN ORF O UK-V IRG INIAigl

Tear off Coupon — Sign — Mail TODAY

I shall be glad to receive the Granby proposition.

Name . . .
Address .

City

State . . .

December 15, 1921 THE TALKING MACHINE WORLD 29

iiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiim

I Promoting Record Sales Through the Me- 1
I dium of Suggested Home Programs ByAbramOavega I

g CJCy * f President, Knl.'kerbofker T. M. Co. M

IllllllllllWIillllllllilllillllill

How best to increase business is an everlast-
ing study and one worthy of earnest considera-
tion. Now, what is your main principle in con-
ducting your business? You are operating in a
legitimate way, making legitimate profits, trying
to meet competition in a fair manner. There-
fore, probably the most important business prin-
ciple which you could have is "that every owner
of a Victrola should obtain the most pleasure out
of the use of his instrument." It is your specific
duty to see that they do, and the dealer who
does see to this important essential will find, as
we do, that people who get constant pleasure out

SUGGESTED HOME CONCERT-List No. 1

A Progr-am Worth Hearing

1. Carmen — Prelude to Act I — "Light Instrumental En-
semble." Played by Phila. Symphony Orch.

Victor Record No. 64822

2. Madame Butterfly (Au bel di redrema) — "Emotional
Melodious Operatic Arias." Sung by Geraldine Farrar.

Victor Record No. 88113

3. The Fountain — "Melodious Piano Display." Played
by Alfred Cortot. Victor Record No. 74659

4. Carry Me Back to Old Virginny — "Southern Memory
Song." Sune by Alma Gluck. Victor Record No. 74420

5. Souvenir — Emotional Melodious Violin Selection."
Played by Mischa Elman. Victor Record No. 64644

6. Boheme (Racconto di Rodalfo) — "Passionate Melody,
Splendid, Thrilling Song." Sung by John McCormack.

Victor Record No. 74222

7. Danny Boy. — "Mother's Song of Devotion." Sung by
Schumann-Heink. Victor Record No. 88592

8. Pagliacci (Vesti la Giubba) — "Dramatic Operatic Aria."
Sung by Enrico Carusa Victor Record No. 88061

9. Love's Dream After the Ball — "Catchy Emotional In-
strumental Ensemble." Played by \'enetian Trio.

Victor Record No. 17720
10. Lucia Sextet (Chu mi Frena). — "Emotional Dramatic
Operatic Aria." Sung by Galli-Curci, Egener, Caruso,
deLuca, Joumet, Bada. Victor Record No. 95212

of their Victrolas will buy more records. This
is the best way to meet competition and keep
your trade.

Sending your customers a list of current re-
leases each month moves the new stock, but
there are many excellent numbers now on your
shelves that ought to be in the record library
of your customers. The following plan which
we outline herewith will, in our opinion, not only
move a large proportion of your stock of stand-
ard numbers, but, more important still, will in-
spire greatly increased interest in building up a
complete record library on the part of your cus-
tomers.

Have you ever gone to a vaudeville show and

and got bored and probably said to yourself that
you would not go to any more vaudeville shows
for a long time? This sameness should be elimi-
nated in playing Victor records.

Clerks should arrange the playing of records
for customers in some diversified order. Owners
of talking machines should do the same. We
have thought out a plan to help both obtain
more pleasure out of the Victrola with a better
understanding of the records themselves and
with a proper arrangement of the record play-
ings. This plan embodies the selling of practi-
cally every record in the catalog in due time.
For an experiment pick out ten different records
which you have in stock and try to arrange the
playing of them in an order which you think will
properly diversify them to give you the most
enjoyment. We are sure you will not find it so
easy as you think. We had a record expert ar-
range a program for us of ten Victor records.

SUGGESTED HOME CONCERT-List No. 2

A Well-arranged Evening's Home Entertainment

1. Walkure — "The Ride of Valkyries." Played by
Phila. Orch. Victor Record No. 74684

2. Call Me Thine Own — ^"Emotional Operatic Aria." Sung
by Mabel Garrison. Victor Record No. 74612

3. Troika en traineaux — "Melodious Splendidly Inter-
preted Piano Selections." Played by S. Rachmaninoff.

Victor Record No. 74630

4. Carmen, Habanera-^"Catchy Operatic Aria." Sung by
Gabriella Besanzoni. Victor Record No. 74613

5. Nocturne — "A Melodious Violin Selection." Played
by Mischa Elman. Victor Record No. 74643

6. E'lijah, if With All Your Hearts — "Sacred Oratorio
Ana." Sung by Edward Johnson.

Victor Record No 74654

7. Quartet m F Major — "Weirdly and Profoundly Ex-
quisite String Tones." Sung by Flonzalev Quartet.

Victor Record No 74611

8. Iris (Apri la tua finestra) — "Emotional Operatic Aria."
Sung by B. Gigli. Victor Record No. 64959

9. La Pisanelle Le Quai (du pot de Famagousto — "Nov
elty Concert Instrument Ensemble." Played by Tos-
canini LaScala Orch. Victor Record No. 64952

10. Beau Soir — "A Smooth, Floating Melody Song." Sung
by Giuseppe DeLuca. Victor Record No. 64934

and it took him quite a long time to select what
he thought was a real entertaining assortment.
When you stop to think that a theatre manager
spends all his time planning out a proper ar-
rangement of acts, and then again when you stop
to think of the five thousand and more Victor
records in the catalog, it is rather a difficult task
to properly select an assortment of records and
play them in a proper arrangement so as to give

Looking at Victor records from this angle,
don't you see the enormous possibilities of sell-
ing larger assortments of records to owners of
instruments? Record salespeople will only rec-
ommend the easiest selling records as a rule.
It is our belief that only 25 per cent of the Vic-
tor record library receives an active sale for this
reason alone. Now it is absolutely necessary
that all records should receive their proper share
of sales in order that the owners of talking
machines get the proper assortment of musical
enjoyment.

Before we can properly discuss an ideal plan
for selling all of the records in the catalog we
must first dwell upon the subject of properly
classifying Victor records. Some records appeal
to more people than others, but every record has
some particular appeal. Study each record and
find the customer to whom that record will ap-
peal and you've found the secret of selling more
records. Bring it to the attention of the listener,
and he will enjoy the record that much more. If
it were possible to classify every record in your
stock, you would have the real secret of sell-
ing more Victor records. This is an important
subject to get your customers interested in; the
very same principles which apply to you in sell-
ing records must be observed by them to ob-
tain more pleasure from their record libraries

SUGGESTED HOME CONCERT-List No. 3

A Night in Vaudeville

1. Light Cavalry Overture — "Dramatic Military Overture."
Played by Sousa's Band. Victor Record No. 35045

2. All by Myself — "A Serio-Comic Popular Song."
Sung by A. Stanley. Victor Record No. 18774

3. St. Louis Blues — "A Dance Record With Grotesque
Effects." Played by Original Dixieland Jazz Band.

Victor Record No. 18772

4. I Love a Lassie — "A Scotch Love Song." Sung by
Harry Lauder. Victor Record No. 55116

5. The Love Boat — "A Waltz Love Song." Sung by
John Steel. Victor Record No. 18695

6. Virginian Judge, Parts 1 and 2 — ."Comic Dialogue."
Walter Kelley. Victor Record No. 45180

7. My Old Kentucky Home — "A Novelty Record." Old
Black Joe — "Instrumental Number." Played by Meyers
and Hanford. Victor Record No. 18767

8. Please Keep Out of My Dreams — "A Dream Song."
Sung by Nora Bayes. Victor Record No. 45136

9. Songs of the Past, Nos. 3 and 4 — "Ensemble." Sung
by Victor Light Opera Co. Victor Record No. 35483

10. National Emblem March. Played by U. S. Marine
Band. _ Victor Record No. 18498

and a desire on their part to want a larger as-
sortment of records.

The Victor ready-reference labels are a big
aid to the clerk in classifying records. The Red
Seal Record Course given at the Victor factory
is the best suggestion we can give for a bet-
ter knowledge of classifying records.

Taking all these facts into consideration we
submit our special plan for selling a larger
variety of Victor records. Each week of the
year feature a special list of ten records. Num-
ber them consecutively. Arrange them in pro-
gram form — as illustrared on this page. Give
each record some classification appeal in writing
the title of the record, name of artist and the
record catalog number. Arrange the order of
their playing to give most pleasing results.
Diversify the lists each week, so that the variety
of the program is changed as much as possible.
Don't feature the same records in any two
lists. In a year's time you will have featured 520
records out of your stocks. Lists should be
saved, as they are valuable. They can be used
over and over again for different customers.
Perhaps it would be well to state upon these
lists your object in issuing them; that every
owner should obtain more pleasure out of the
playing of the Victrola. It would also be well
to give each list a general title. For example:
"An Evening at Home With the Victrola"; "At
the Vaudeville With the Victrola; "At the Opera
With the Victrola," and many other topics and
subjects too numerous to mention.

Did you ever have a customer ask you to play
some Victor records, not knowing what they
(Continued on page 32)

heard and saw too many acts of a similar nature, you the right variety and the best enjoyment.

Ward's Khaki Moving Covers

Grade "D" CoTer with

No. 3 Straps

THE C. E. WARD CO.

(Well-Known Lodge Regalia House)
101 William Street New London, Ohio

Also Manufacturers of Rubberized Cover*
and Dust Covers tor the Wareraom

Distributors

BRISTOL & BARBER. INC.
3 E. 14th St.. New York City

YAHR & LANGE DRUG CO.
207-215 E. Water St.. Milwaukee. Wis.

COHEN & HUGHES. INC.
Washington, D. C.

BECKWITH-O'NEILL CO.
, Minneapolis. Minn.

STREVELL-PATERSON HARDWARE CO.
Salt Lake City. Utah

C. L. MARSHALL CO., INC.
Beckman BIdg.. Cleveland, 0.
Butler BIdg.. Detroit. Mich.

THE REED CO.
237 Fifth Avenue. Pittsburgh. Pa.

C. J. VAN HOUTON & ZOON
140 S. Dearborn St.. Chicago. Hi.

SONORA DISTRIBUTING CO. OF TEXAS
Dallas, Texas

KNIGHT-CAMPBELL MUSIC CO.
1608 Wynkoop St.. Denver, Colo.

CHA8. H. YATES
311 Laughiin BIdg., Los Angeles, Cai.

W. D. & C. N. ANDREWS
Buflalo. N. Y.

SACHS & CO.
425 So. Wabash Ave.. Chicago

SHERMAN. CLAY & CO.
741 Mission St.. San Francisco. Cat.

JOHN A. FUTCH CO.
3S Auburn Ave., Atlanta, Georgia
1500 South Boulevard, Charlotte, N. C.
630 Washington St.. Jacksonville. Ft*.

ORTON BROTHERS MUSIC HOUSE
Butte. Mont.

GRAY 4 DUDLEY CO.. Nashville. Tenn.

ASSOCIATED FURNITURE MFR8.
8t. Louis. Mo.

W. J. DYER BRO.. St Paul, Minn.

AMERICAN PHONOQRAPH CO.
Burllnaton. Vt.

JOSEPH BARNETT & CO., Cedar Rapide, la.

THE TALKING MACHINE WORLD

December 15, 1921

BAGSHAW

Samples and Prices
„ Upon Request

Best By Comparison

Uy actual comparison, BAGSHAW
Nl^l^:i)LHS are the finest steel talking
machine needles manufactured today. Each
1^A(jSI IAW needle is backed by the reputa-
tion of the pioneers in the talking machine
needle industry. They are guaranteed by the
manufacturer, the jobber and the dealer alike.

Whether you desire needles packed in cans,
envelopes or in hulk — or under your own
trade-mark— W. H. BAGSHAW CO. can
best satisfy your requirements.

The famous BRILLIANTONH and
genuine PETMHCKY brands are manufac-
tured by BAGSHAW. The world over,
BAGSHAW steel talking machine needles
are renowned for their uniform length,
uniform points and uniform hardness.

W.HBAGSHAWCO

FACTORIES: LOWELL, MASS.

SELLING AGENTS

Rrilliantone Steel Needle Co. %

of america
incorporated

AT 34th STREET

347 FIFTH AVENUE
NEW YORK

SUITE 610

December 15, 1921

THE TALKING MACHINE WORLD

On With The Dance I

LET SALES BE UNCONFINED

Safjam Santa

Art l^irkman

HIGHEST GRADE NEEDLE IN THE WORLD

Made in U.S. A

{The Oldest and Largest Manufactitrers of Talking Machine Needles in the M^orld)

BRILLIANTONE

STEEINEEDIE CO . Incorporated

Selling Agents for

W H.BAGSHAW & CO. Factory. Lowell, Mass.

.T ..sx„..r 347 FIFTH AVENUE,

AT 3.. STREET JS^E W YORK "V-

SUITE 610

Canadian Distributors: The Musical Mdse. Sales Co., 79 Wellington St. W., Toronto
Foreign Export: Chipman Ltd., 8-10 Bridge St., New York City

THE TALKING MACHINE WORLD

December 15, 1921

Hulda Lashanska's sweet soprano will
bring back old memories to your customers
as you play "Long, Long Ago'* to them.
Each playing should mean a sale ol Columbia
49963.

Columbia Graptioptione Co.

NEW YORK

THE PROMOTION OF RECORD SALES TALKING MACHINE MEN HOLD DANCE

{Continued from page 29)

wanted? Isn't it a good stunt to get them sold
on this new idea? Give them a program and
play ten records in their regular order. If they
already have some of the records they will try
out the program idea in their homes and buy
the records they need to complete the program.
Don't you think it a good plan to go into the
customer's home after you have sold them a
Victrola, or if they already own one, and see
them on this idea? Arrange their records in
the album in an evening's entertainment order.
This very same idea with the albums can be
used in your stores. The main idea, however,
is to do anything that will help your customer
to get more pleasure out of the playing of his
records.

Have you ever given careful thought to the
educational features of the Victrola records?
For children, giving them a musical education;
for singers, helping them in their studies; for
all kinds of m!usical instrument students. The
Victrola, with its educational courses, is adopted
in 10,000 cities and forty-two States. Educational
records are staple, no cut-outs. Get children in-
terested so that when they grow up they will be
good music lovers — which means the permanent
upbuilding of business.

Association of Local Talking Machine Dealers
Holds Public Ball at Hotel Pennsylvania —
Very Interesting Program of Music

The Weber Music Co., of Red Wing, Minn.,
is making an aggressive drive on Brunswick
machines and records.

For the first time in the history of the talk-
ing machine industry a public ball was held
under the auspices of a talking machine dealers'
association. This ball took place on Thursday
night, November 17, at the Hotel Pennsylvania,
and was sponsored by the Talking Machine
Men, Inc., the dealer association, comprising
dealers located in New York, New Jersey and
Connecticut.

A most interesting program for this ball had
been arranged by the entertainment committee
of the Association, and over 500 attended the
ball, all of whom voted it a huge success. There
was continuous dancing from 8.30 p. m. till
2 a. m. and a diversity of dance music provided
plenty of entertainment for the guests. Etzel's
Elite Orchestra, a well-known and popular dance
organization, was engaged as the resident or-
chestra for the evening, but the most important
part of the program consisted of the appearance
of a number of prominent orchestras which make
records for the various companies and which
are well known in the recording field.

Among the orchestras which accepted the com-
mittee's invitation to visit the ball and play for
a half-hour or more were the following organi-
zations: Paul Whiteman's Orchestra (exclusive
Victor), Benny Krueger's Orchestra (exclusive

VELVET COVERED TURNTABLES

ADD TO THE QUALITY OF MACHINES

A.W.B.

VELVETS

THE BEST TALKING MACHINES ARE EQUIPPED WITH

A. W. B. BOULEVARD VELVETS

GRAND PRIZE— GOLD MEDAL, ST. LOUIS EXHIBITION

WRITE FOR SAMPLES AND PRICES

A. WIMPFHEIMER & BRO., Inc.
450-460 Fourth Avenue, New York

ESTABLISHED 1S45

Brunswick), Yerkes' Happy Six (exclusive Co-
lumbia) and the Vincent Lopez Orchestra. These
orchestras all played from thirty to forty-five
minutes each and were accorded an ovation by
the dancers. Between their visits Etzel's Or-
chestra supplied the music and occasionally
some of the representatives of the leading music
publishing houses appeared, rendering their
latest hits.

The success of the ball makes it probable that
similar events will be launched in the near
future, as it enables the public to visualize the
musical attainments of the dance orchestras
which make records for the different companies.
The dealers co-operated with the Association in
every possible way and Irwin Kurtz, president
of the Association, together with his brother
executives, well deserved the congratulations
that they received at the close of the evening.

NEW ARTO "BLUES" RECORDS

Recordings by the Well-known Colored Singer,
Lucille Hegamin, Appear in the December List
of Arte Co., Inc. — Proving Very Popular

Lucille Hegamin, the well-known colored
singer of "blues" songs who makes frequent
recordings for the Arto Co., Inc., and who
recently returned from a very successful tour

Miss Lucille Hegamin

of the principal cities of the Eastern States, has
been re-engaged by the Arto Co. for the coming
year.

In the December list of Arto records appear
several new recordings by this popular artist, in-
cluding "Mississippi Blues" and "Wabash Blues."
The latter number has already attained much
popularity and as "Mississippi Blues" is by the
writer of "Arkansas Blues," and is a typical num-
ber of that style of song, this new record will,
undoubtedly, be received most favorably.

JENSEN FILES BANKRUPTCY PLEA

Nils G. Jensen, proprietor of talking machine
establishments in the Florence Apartment and
the Greyhound Building, Utica, N. Y., has filed
a petition in bankruptcy in the Federal Court,
listing liabilities of $9,305 and assets of $6,357.

December 15, 1921

THE TALKING MACHINE WORLD

BEDTIME MUSIC FOR CHILDREN

The Talking Machine Is Proving a Big Factor
in Supplying Delightful Music for Children

It is a fact that we have two minds — a con-
scious and a sub-conscious mind — and that this
sub-conscious mind is busy all the time we are
asleep, or when the other mind also is busy with
practical affairs. If this were not so we should
never wake up, or suddenly think of something
we ought to do, or originate one of those "bright
ideas" which we say "occur" to us. It is be-
cause of the busy working of the sub-conscious
mind that children should be sent happy to bed
—with "Bedtime Stories," and other pleasant or
cheerful experiences and evidences of love and
of living in a beautiful world; for when the con-
scious mind is asleep, the sub-conscious mind is
"listening over again" to the entrancing bed-
time stories, and the inner spirit of the child is
having "a great time" all by itself, and is as
happy as can be; and so when the conscious
mind awakes the child opens its eyes on a
sunny world, and is, as we say, in a happy
frame of mind, says the Halifax Herald.

For the same reasons there should be "Bed-
time Music" for the little ones — and the parents
will derive just as much benefit from it as will
the children. For the fact is that even "Tom,
Tom, the Piper's Son," played from one of the
miniature records will pique the curiosity of the
older folks as well as of the children, and all
will laugh at Tom's funny experiences, while
the pretty though simple tune will "stick" in
the sub-conscious mind, sing itself there all
night when parents and children are asleep —
and, note this, will produce the same effect of
happiness and good cheer on the spirit that the
real music did when heard by the outer ear.
We advise parents to give their children a half-
hour of simple music — at any rate ten or fifteen
minutes of it — before bedtime. Unfailingly it
will, subconsciously during the night, refresh
and rebuild the body and mind of the children,
and prepare them to be happy — and "good" —

children the next day. This is an established
fact; not an opinion.

All that is needed in the way of music for
this end is the singing of a sweet hymn, mother
leading, or a cheery song; or some simple
brightening music from a phonograph or pianola.
Or let there be a simple folk dance, or, still
better, one of the many "musical games" now in
vogue in the day schools. It will make all
engaged the happier then and on the day fol-
lowing; and, above all, it will work a love of
harmony into their hearts and conduct.

TUiHULTY'S VIEWS ON MUSIC

Secretary to President Wilson Brings to Light
Interesting Wartime Letters Classifying Musi-
cal Instruments as Non-essentials

Joseph P. Tumulty, who figured prominently
in the affairs of the country during the late
Wilson Administration as secretary to the
President, has in his story of "Woodrow Wilson
as I Know Him," which has appeared in the
New York Times, revived many interesting epi-
sodes of the war period not generally known.

Of particular interest to members of the music
industry, however, was the attitude shown by
Tumulty during the war in connection with the
classification of essential and non-essential in-
dustries. In a letter he sent to the President on
January 17, 1918, and reproduced in full in his
story, there appears the following significant
paragraph: "It is a difficult thing, I know, to dis-
tinguish between essential and non-essential in-
dustries, but I am sure the country will under-
stand if such a distinction is made, if, for in-
stance, institutions that make pianos and talk-
ing machines and candy and articles that are
not immediately necessary for our life were cut
down altogether and things necessary to our sus-
tenance kept."

The letter throws an interesting sidelight on
the forces that were operating against the music
industry during the war period and which were
so successfully overcome.

"BLACK DIAMOND"

GRAPHITE

Spring Lubricant

The Lubricant

the n'Rlit consistency in

Supreme

Guaranteed not
to dry up or
become sticky
or rancid; re-
tains its
smooth, silky
touch Indefl-
nitely. P r e -
pared in just
collapsible tul)es;

1. 5, 10, 25, 50 lb. cans.

Manufactured only by

HARTZELL CRUCIBLE CO.

North Side, Pittsburgh, Pa.
Manufacturers' Representatives
LODIS A. SCHWARZ, INC.
1265 Broadway, New York City
21 East Van Bnren St., Chicago, 111.
525 Forsyth Bldg., Atlanta, Ga.
FOR SALE BY ALL LEADING JOBBERS

VICSONIAS FOR SOUTH AFRICA

Export Orders a Notable Feature of Demand for
the Vicsonia Reproducer

W. J. Sess, head of the Vicsonia Mfg. Co.,
makers of the Vicsonia reproducer for playing
Edison records on other types of machines,
reports that the demand for the Vicsonia is
showing a steady and gratifying increase. A
particularly noteworthy feature of the demand
is the volume of orders that is being received
from foreign countries. Only recently several
orders have been received from Johannesburg,
South Africa, and other distant points.

Polzin's Furniture Store, Rapid City, S. D.,

is featuring Victor fox-trot records made by the

Paul Whiteman Orchestra and the Benson
Orchestra of Chicago.

SKermaii,|pay& Go.

Pacific Coast Distributors

Victor Victrolas
Victor Records
Victor Accessories

Main Wholesale Depot:
741 Mission Street, San Francisco

Branch Wholesale Depots:

444 So. Broadway, Los Angeles, California

45 Fourth St., Portland, Oregon
Oceanic BIdg., Cor. University and Post Sts.,

Seattle, Washington
427 West First Ave., Spokane, Washington

THE TALKING MACHINE WORLD

December 15, 1921

VOCALION DISTRIBUTORS IN OHIO WAXED PAPER PROTECTS SHIPMENTS

Vocalion Co. of Ohio Organized in Cleveland
to Look After Wholesale Distribution of Vo-
calion Phonographs and Records in Ohio

Shipments of Pianos and Talking Machines Can
Be Protected From Atmospheric Changes by
Lining Cases With Waxed Paper

Cleveland, O., December 3. — ^The Vocalion Co.
of Ohio has just been organized here to act
as distributors for Vocalion phonographs and
records in the Ohio territory and has already
made arrangements to enter the field in a big
way. The new company has secured quarters
at 328 West Superior street, this city, where a
liberal amount of space is available for office
and wareroom purposes, and has arranged to
carry a complete stock of both machines and
records for the purpose of rendering quick serv-
ice to the trade. James Pentz, who formerly
looked after the distribution of the Vocalion
products in the Pittsburgh territory, is sales
manager of the new company and is rapidly per-
fecting a strong sales organization. Oscar W.
Ray, manager of the wholesale Vocalion rec-
ord department of the Aeolian Co., was in Cleve-
land last week completing the new distributing-
arrangements.

OPENS EXCLUSIVE OKEH SHOP

Atlanta, Ga., December 3. — Charles L. Adams
recently opened an exclusive Okeh record store
at 73 Decatur street, this city, which is known
as The Okeh Record Shop. Mr. Adams states
that he intends to confine his efiforts exclusive!}'
to the Okeh line, owing to the rapidly increas-
ing demand for these records. The Okeh Rec-
ord Shop is also handling the Steger phonograph
and an extensive local campaign on this line is
being planned.

PADDACK PRODUCTS ORGANIZED

Paddack Products, of New York, manufactur-
ers of sound-reproducing instruments, have re-
ceived a charter of incorporation in that State,
with a capital of $20,000. Incorporators are J. H.
Cerbone, S. D. Paddack and F. W. Kristeller.

The Music Industries Chamber of Commerce
has received from the Waxed Paper Manufac-
turers' Association, 505 Fifth avenue, New York,
the following communication of interest to ex-
porters in the music industry who ship instru-
ments to or through the tropics:

"I received a letter in this morningfs mail from
the Specialties Commodity Department of the
Bureau of Foreign and Domestic Commerce,
Washington, D. C, suggesting that piano and
talking machine people have a good deal of diffi-
culty with all transoceanic shipments on account
of the damage sustained by the cases through
the transportation across the warm and humid
tropics. I am also told that there is much diffi-
culty experienced even in shipping to Europe.

"The furniture manufacturers of Grand Rapids,
Alich., have devised a scheme for meeting this
situation, as far as office furniture is concerned,
by lining the cases with a very rough waxed
paper, sealed at the edges with hot paraffin
spray. This adds but a few cents to the cost of
the case and is a very complete protection for
the product.

"Waxed paper is manufactured in all grades
and weights. It is even manufactured in as
heavy weights as building paper and with all
degrees of toughness and durability, according
to the quality of paper lot ordered.

"This paper is handled for such cases as fol-
lows: The sides, top and bottom of the packing
case are made up separately and are completely
lined with heavy waxed paper sheets. Then "the
portions of the packing case are put together and
vvorkmen with a hot paraffin atomizer simply
seal the edges and all joints by spraying with a
little hot paraffin. Then when the cover is put
on the edges of that are sprayed. Consequently
the article of furniture and metal parts reach their
destination in exactly the same atmospheric con-

IT FV'^ GRAPHITE PHONO

mmjLjmj >j a j SPRING LUBRICANT

Usiejr'i Lubricut mAket the Motor make good
la prepared In the proper consistoicy, will not run out, dry un. or
become sticky or rancid. Remains in its orifnnaJ Eonn iad^utety.
Put up in I. 5. 10, 23 and 50-pound cans for dealers.

This lubhcant is also put up in 4-ouace cAns to ret^l at 25 ceats
each under the trade name ol

FITRFKA NOISELESS talking

RuKJM:\.RjM.xn. MACHINE LUBRICANT

IVrite for special proposition to johhen.

ILSLEY-DOUBLEDAY & CO., 229 231 Front St.. NewYoA

dition as that in which they were manufactured.
It has proved so satisfactory in the furniture
business that the metal office people have made
inquiry in regard to the possibilities of its use."

FOUR=RECORD TURNTABLE INVENTED

New Multiple-record Turntable Facilitates Dem-
onstration of Records

A late model multiple-record talking machine
which utilizes the motion of a turntable to effect
record changes is now on the market, says the
Popular Mechanics Magazine in an illustrated
article. Four revolving record tables carry- the
records and pass in consecutive order under the
tone arm for playing. Instead of the tone arm
being guided across the records by the record
grooves, a large revolving table, supporting the
four spinning discs, slowly moves the groove
under the tone arm. During the playing the
larger table moves very slowlJ^ When the piece
has been finished the tone arm automatically
rises and the larger table, after a short stop,
suddenly makes a partial revolution by which the
next record is brought into play.

BARTER & CO. DECLARED BANKRUPT

Involuntarj- petitions in bankruptcy have been
filed against Barter & Co., of Watertown, dealers
in talking machines, sporting goods, etc. Assets
are about $26,000 and liabilities are expected to
total $34,000. Harry A. Heikok and Fred W.
Empsall have been appointed receivers.

Individuality in Your Product Will Mean More Sales for You!

The New Empire Univer-
sal Ball Bearing Tone
Arm and Reproducer

Made in Two Lengths :

The Empire Universal
Pivot Base Tone Arm
and Reproducer

Made in Several Lengths.

THE EMPIRE PHONO PARTS COMPANY, 1362 East Third Street, Cleveland, 0.

Ettablished in 1914

Manufacturers of High Grade Tone Arms and Reproducers

W. J. McNAMARA, Pretident

The Talking Machine IVorld, New York, December 15,

. . . ■-

.■ 1

December 15, 1921

THE TALKING MACHINE WORLD

What better Cliristmas gilt tlian tlie "Sex-
tette" trom Lucia by Barrientos, Haclcett,
Straeeiari, Mardones, Noe and Meader ? A
year-round record, too, is Columbia 49768.

Columbia Graphopbone Co,

NEW YORK

THE MAN WHO STRIVES WINS OUT BREAKING SALES RECORDS ON COAST LANDAY SHOP GETS NEW MANAGER

No Salesman Ever Did His Best Without Trying
— Pays to Get the Habit

Only the man who thinks he has an opportunity
has a chance in this world. The fellow who
shackles himself with despair never gets there.
He can't. His load is too heavy, and the wool
he has pulled over his eyes hides opportunity.
He can't see her when she comes.

Most of us must serve others— only a few can
command. But the man who serves best eventually
holds the wheel. And it's the man who is striving
to serve best that does serve best.

No man ever did his best without trying— and
we all can try. The salesman can try to sell
a customer who has come in to look around. He
may or may not succeed— but he surely couldn't
have succeeded without trying.

His efforts, though fruitless for the present, may
have made a sale for the future. And the sales-
man has made himself a better salesman — he has
broadened his experience and developed his sales-
manship.

Even more important — he has tried, and trying
becomes a habit and it is continued trying that
pushes a man ahead.

Getting down to cases, salesmanship is the big
factor in present-day business. It's the "open se-
same" to big opportunity. But you've got to
see the opportunity. You've got to believe in it
and work for it.

Many of our greatest masters of industry were
clerks in cross-road stores who thought they had
an opportunity and set out to prove it.

Now the question is not, are opportunities equal
to all, but, are you equal to your opportunities.

"GRANBY WEEK" IN ST. LOUIS

Great Newspaper Campaign Brings Good Re-
sults to Talking Machine Dealers

St. Louis, Mo., December 1. — The week of Oc-
tober 16, which was inaugurated as "Granby
Week," was the beginning of a campaign which
has been conducted straight through to the pres-
ent date. Since that time Granby dealers have
been running advertisements in the daily and
Sunday papers and it is reported that the re-
sults from this campaign have been very gratify-
ing to Granby dealers in this city. It is also
reported that one Granby dealer who closed out
his line of relatively unknown machines at re-
duced prices found that instead of cleaning up
on old stock the preference was decidedly for
the Granby at regular prices. Elaborate win-
dow displays of particular note appeared recently
at the headquarters of the St. Louis House Fur-
nishing Co. and the Thuner Furniture Co.

The St. Louis headquarters of the Granby
Phonograph Corp., of Norfolk, Va., reports that
many of the dealers who have only recently
taken on the Granby line have already sent re-
orders. The Granby outlook is very promising.

John Breuner Co., of Sacramento, Gives Some
Interesting Facts — Takes on Brunswick Line

Sacramento, Cal., December 3. — L. C. Schroeder,
manager of the talking machine department of
the John Breuner Co., reports closing a splendid
November business, following the largest Octo-
ber trade in history. A big campaign was started
the first of that month and during the first week
fifty-one instruments were sold. This makes a
new record for the city of Sacramento and, with
the same enthusiasm, Mr. Schroeder and his
selling stafif expect a bigger increase in December.

The agency for the Brunswick line has just
been taken over by the Breuner Co., which now
handles a complete line of Victrolas, Brunswick
and Sonora instruments, including Victor and
Brunswick records.

Louis H. Jacobi Assumes Management of
Newark Establishment — Piano Sales Methods
Sell "Talkers"— Alterations Under Way

NEW USE FOR TALKING MACHINE

Dreamy Waltzes on Talking Machines Keep the
Hippodrome Elephants Good-natured

George Power, trainer of the New York Hip-
podrome elephants, has found a new use for a
talking machine. Power plays a slow, dreamy
waltz for his big pets before they make their
appearance in "Get Together." Power finds that
the music soothes the big beasts, which, like all
trained animals, become restless at the time of
the day when they usually do their tricks, and
ensures their giving a better performance.

Newark, N. J., December 3. — Louis H. Jacobi,
formerly sales manager of the piano department of
the L. Bamberger store and for several years con-
nected with Kaufmann's, "The Big Store," in
Pittsburgh, Pa., as buyer for the piano department,
has assumed the management of the Landay Shop,
Victor and Sonora dealer, succeeding Branson
M. De Cou. Although Mr. Jacobi has been in
charge of the local store but a short time he
has had a decided success. He has applied the
methods of selling pianos to the sale of talking
m.achines and courtesy and instant attention to
customers are two of the outstanding features
of his merchandising principles.

The Landay Shop is one of the finest in New-
ark. It occupies two floors and a basement. The
latter is given over to the piano and music roll
department and the first floor is devoted to rec-
ord demonstration booths and record racks.
Business has increased to such an extent under
Mr. Jacobi's mianagement that the demonstration
booths were found insufficient to take care of
customers. To overcome this difficulty several
of the booths are being cut in two, thus increas-
ing the number of hearing rooms to twenty-five.
The second floor is devoted entirely to display
rooms for various types of Victrolas and
Sonoras and the business department of the
store.

Emerson records are being pushed by Chas.
J. Gibson, music merchant, of Blair, Wis.

Your Problem Is Ours

Good Profits (to you)
H- Good Service (to your customers)

Answer: TONAR RECORD BRUSHES

(Trade Mark)

Have we solved the above problem correctly?

Write to-day for prices and sannple and see for yourself

;' , Made in mahogany, oak and ebony colored finishes

PARKS & PARKS, Inc.

TROY, N. Y.

New York Office, C. E. Peabody & Co., 1S6 Greenwich St.

THE TALKING MACHINE WORLD

December 15,

1921

LWAYS The Cheney has
been known for highest
standards of quality at fair
prices. Our recent price re-
duction on all models strik-
ingly emphasizes the value in
Cheney instruments. The
public has been quick to rec-
ognize this value and Cheney
dealers are reaping the benefit.

The

mMASTER PHONOGRAPH

CHENEY TALKING MACHINE COMPANY • CHICAGO

December 15, 1921

THE TALKING MACHINE WORLD

VICTROLA SHOW WEEK A SUCCESS

Lion Dry Goods Co., Toledo, O., Closes Sub-
stantial Business as Result of Show — Public
Keenly Interested in Details of the Event

Toledo, O., December 6. — Victrola Show Week
at the Lion Dry Goods Co., of this city, pro-
duced business. The advertising told people to
come in to see the "toy Victrola," the forefather
of the universal music instrument of to-day; to
see a "glass" Victrola, to see Rhadames, Gilda
and all the opera stars in their proper setting, to
see a complete showing of Victrolas, prices rang-
ing from $25 to $1,315. Crowds came, saw, and
once more the Victor conquered. People went
away talking of the care of cabinet construction,
beauty of finish, variety of price and the unique
ability to reproduce all kinds of music — bass, so-
prano, banjo, piano, violin, quartets — superiorly
welL Mr. Pete, the manager of the department
which is Victor exclusively, feels the week's work
the best he has ever done. Prospects and actual
sales far exceeded expectations.

A unique feature of the Lion's Victrola Show
Week was the hand-embroidered Victor trade-
mark. At first glance one takes it for an oil
painting, so perfect are the stitches. The work
was done by the mother of a salesman of the
Toledo Talking Machine Co., and was most
highly commended.

Mr. Pete, manager of the Lion Dry Goods
X'ictrola department, has found the Red Derby
Plan most successful. The girl who sells the
most Red Seal records wins the "Derby" — and
during a given time every girl works. Such a
plan shows the actual Red Seal sales of every
girl, no guesswork about it.

TO ERECT NEW VICTOR BUILDING

The Victor Talking Machine Co., of Camden,
N. J., has been granted a building permit for the
construction on Front street of an addition to
its great manufacturing plant.

ARTISTS JOIN IN CARUSO TRIBUTE

Impressive Ceremonies Mark Presentation of
Caruso's Bust to Metropolitan Opera Co.

The presentation of a bronze bust of Caruso,
the great tenor and Victor artist, to the Metro-
politan Opera Company, of New York, on No-
vember 27, was made the occasion of a memorial
tribute to the deceased singer. The opera house
was filled to capacity by a silent audience
throughout the ceremony. There was no ap-
plause for singers like Galli-Curci, Martinelli,
Farrar and other members of the company, nor
did they expect it. The artists wore black and
sang on a stage black-draped about the bust of
Caruso, which was presented by F. La Guardia,
of the city government, in behalf of the sing-
er's widow, who occupied one of the boxes.

The proceeds of the concert, swelled by indi-
vidual contributions from the artists, reached
$12,000, which, when converted into Italian
money, amount to some 300,000 lire, and the
entire sum will be given to the Verdi Home for
Aged Musicians at Milan, Italy.

INTRODUCE NEW PHILLIPS TONE ARM

Wm. Phillips, president of the Wm. Phillips
Phono Parts Corp., New York City, has an-
nounced the appearance of a new Phillips tone
arm on the market. This new tone arm is
known as the special throw-back arm No. 5, and
is also equipped with reproducer No. 5. Both
tone arm and reproducer are octagon in shape
and the combination is, as Mr. Phillips described
it, "pleasing to the eye and pleasing to the
ear." Mr. Phillips predicts a great future for
this combination and reports that orders are
coming in satisfactory volume for the entire line.
He also predicts that 1922 will be a year of gen-
erally good business for all.

Pathe phonographs and records are being fea-
tured at Kuch's Palace, Robbinsdale, Minn.

CO=OPERATE WITH CENSUS BUREAU

Manufacturers in the Talking Machine Industry
Should Promptly Fill Out Forms Covering
Status of Manufacturers for the Year 1921

Shortly after January 1, 1922, manufacturers
in all branches of the talking machine industry
will receive from the Census Bureau at Washing-
ton, D. C, detailed forms covering the 1921 cen-
sus of manufactures. The schedules have been
broadened out somewhat this year so as to make
a more complete analysis of the various depart-
ments of the industry.

The Director of the Census makes a special
appeal through The World to manufacturers,
urging them to promptly fill out and return the
schedules when they are received early in Janu-
ary. If manufacturers generally will do this it
v/ill make no mean saving of governmental ex-
penditures, and inasmuch as the manufacturing
industries pay about two-thirds of the Federal
taxes, when they can save two-thirds of a dollar
they ought to be interested in doing it.

In this connection the board of directors of
the National Association of Manufacturers re-
cently passed the following resolution:

"Resolved, That the National Association of
Manufacturers recognizes the importance of the
census of manufacturing industries in the United
States, which is required to be taken by the Act
of Congress approved March 3, 1919, and it rec-
ommends to manufacturers that they co-operate
earnestly with the Director of the Census and
furnish the information required to make the
statistics full and accurate."

TRUMOPHONE CO. INCORPORATES

A charter of incorporation has been granted
to the Trumophone Co. under the laws of the
State of Delaware, with a capital of $1,500,000.
Incorporators are: Henry Boyd, James Hutch-
ii'son and E. F. Callan. This concern will en-
gage in the manufacture of talking machines.

Collings & Co. And You

Victor dealers in the territory to which we confine
ourselves — Northern New Jersey and Northeastern Penn-
sylvania— know almost every trolley line stops within a
block of Collings' headquarters.

So they drop in and discuss their problems cozily with
us — instead of writing further away.

They bring their customers in, too, to look at various
Victrola styles which Collings can always deliver in time
to complete the sale.

"Buy Where You Sell."
"Collings Covers Your Wants."

COLLINGS & COMPANY

Victor Distributors for Northern New Jersey and Northeeistern

Pennsylvania

Clinton & Beaver Sts.

(Plum Building)

Newark, N. J.

THE TALKING MACHINE WORLD

December 15, 1921

SUCCESSFUL

DEALERS

will tell you that there is a demand for Sonoras
that results in steadv sales.

Many dealers who have carried other makes
of phonograph are now concentrating on
Sonoras because thev know that

•3

TlnlS JMSTIsytisaillfilT QUALIW

has the confidence of the purchasing public
and is EASY to sell.

Sonora owners enjoy the Pride of Possession
which accounts to a large degree for the full
measvire of success that Sonora dealers enjoy.

December 15, 1921

THE TALKING MACHINE WORLD

NEW DEALERS

ARE NOW BEING ADDED

A Sonora agency is increasingly valuable. Write for
information to

Gibson-Snow Co.,

Syracuse, N. Y.

State of New York with the excep-
tion of towns on Hudson River below
Poughkeepsie and excepting Greater
New York.

W. B. Glynn Distributing Co.,

Saxtons River, Vt.

States of Maine, New Hampshire,
Vermont and part of Massachusetts.

Griffith Piano Co.,

605 Broad St., Newark, N. J.

State of New Jersey.

Hessig-Ellis Drug Co.,
Memphis, Term.

Arkansas, Louisiana, Tennessee, Mis-
sissippi.

Kiefer-Stewart Co.,

Indianapolis, Ind.
Entire State of Indiana.

Lee-Coit-Andreesen Hardware
Co.,

Omaha, Nebr.
State of Nebraska.

M S & E,

221 Columbus Ave., Boston,
Mass.

Connecticut, Rhode Island and east-
ern Massachusetts.

C. L. Marshall Co., Inc.,

514 Griswold St., Detroit, Mich.

Michigan and Ohio.

Moore-Bird & Co.,

1751 California St., Denver, Colo.

States of Colorado, New Mexico and
Wyoming east of Rock Springs.

BESIDES possessing im-
portant patents of
its own, Sonora b licensed
and operates under BASIC
PATENTS of the phono-
graph industry. Sonora's
future and the future of
Sonora's dealers' business
are secure.

The Magna vox Co.,

616 Mission St., San Francisco,
Cal.

Washington, California, Oregon, Ari-
zona, Nevada, Hawaiian Islands,
northern Idaho.

Southern Drug Company,

Houston, Texas.
Southeastern part of Texas.

Southern Sonora Company,

310-314 Marietta St., Atlanta, Ga.

Alabama, Georgia, Florida and North
and South Carolina.

Southwestern Drug Co.,

Wichita, Kans.

Southern part of Kansas, Oklahoma
(except 5 N.E. counties) and Texas
Panhandl*.

Sonora Distributing Co. of
Pittsburgh

4130 Jenkins Arcade Bldg., Pitts-
burgh, Pa.
Western Pennsylvania and West Vir-
ginia.

Long Island Phonograph Co.

150 Montague St., Brooklyn, N. Y.

All of Long Island and Brooklyn.

Minneapolis Drug Co.,

Minneapolis, Minn.

States of Montana, North Dakota,
South Dakota, Minnesota.

Robinson-Pettet Co., Inc.,

Louisville, Ky.

State of Kentucky.

C. D. Smith Drug Co.,

613 Arcade Bldg., St. Louis, Mo.
St. Joseph, Mo.

Missouri, northern and eastern part
of Kansas and 5 counties of N.E.
Oklahoma.

Strevell-Paterson Hardware Co.,

Salt Lake City, Utah

Utah, western Wyoming and south-
ern Idaho.

jC. J. Van Houtra & Zoon,

Marquette Bldg., Chicago, 111.

Illinois and Iowa.

Yahr & Lange Drug Co.,

Milwaukee, Wis.

Wisconsin, Upper Michigan.

Sonora Co. of PhUa., Inc.,

1214 Arch St., Philadelphia, Pa.

Eastern Pennsylvania, Maryland, Del-
aware, District of Columbia and Vir-
ginia.

Greater City Phonograph'Co., Inc.

311 Sixth Avenue, New York

All of New York City except Brook-
lyn ; counties of Westchester, Putnam
and Dutchess, south of Poughkeepsie
and all Hudson River towns and cities
on the west bank of the river, south of
Highland.

THE TALKING MACHINE WORLD

December 15, 1921

"Does It Play All Records?"

Certainly MAGNOLA does; and withont any extra
attachments, too. This is only one feature, albeit »
most important one, in the thorouehly up-to-date equip
ment of the MARVELOVS MAGNOLA.

MAGNOLA "Boat by Tone Specialists"

WfctcKirjj the Music Come Out

May we send you our hondtomt. illustrated catalog
chock full of information concerning the wonderful
construction system of Magnola and the beauties of
its musical results, its artistic appearance and \lt
moderate price?

Send your name and let us tell you morel

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHUL2. Pr«5idenl
General OAcu Southern Wholesale Branch

711 MILWAUKEE AVENUE IS30 CANDLER BLOC.

CHICAQO ATLANTA. GA.

VICTOR DEALER ACTIVITY IN IOWA

Business Assumes Wonderful Strides, Owing to
Holiday Demand — Baxter Co.'s Victrola Drive
— Iowa Mercantile Co. After School Trade —
H. L. Woodward's Views — Other News Items

Des Moines, Ia., December 6. — With the coming
of the hoHday season the talking machine busi-
ness throughout the State has taken on wonder-
ful strides. Not only are the dealers feeling
more optimistic, but are actually worrying
whether they will be able to secure enough mer-
chandise with which to take care of their de-
mands. This is especially true of the business
along the Mississippi River and in the eastern
part of the State, which contains the larger num-
ber of better towns.

In conversation with the officials of Mickel
Bros. Co., Victor wholesalers, we learn that for
some reason or other their sales took a wonder-
ful jump during the month of October, and the
month of November exceeded all previous months
of the present year.

"Never before," said Geo. E. Mickel, president
of Mickel Bros. Co., "have we felt the Christ-
mas business as early as we have this year.
Commencing around the latter part of Septem-
ber, our dealers placed large orders with us for
delivery during October and November. Our
travelers report that their estimates were en-
tirely too low and that the stocks with which
they had hoped to conduct their Christmas busi-
ness are practically exhausted. This is verified
by the orders which we are receiving."

The Baxter Piano Co., of Davenport, has just
closed a very wonderful ten-day campaign on
Victrolas. After the period was over it adver-
tised in the local papers that it had twenty-five
empty Victrola cases for sale. The Arnold Jew-
elry & Music Co., of Ottumwa, and the Des
Moines Music Co., of Des Moines, have also con-
ducted campaigns on the Model 80 and both re-
port unusual success.

"Larry" Richards, the Iowa representative of
the Victor Co., is making his headquarters in
Des Moines and is doing some very effective
work in assisting the dealers to market the Vic-
trola. "Larry," as he is familiarly known, has
already made a host of friends. He formerly had
charge of the New England territory, having
covered that section for two years for the Victor
Co.

Harmony Hall, of Iowa City, reports wonder-
ful success with the musical census. This work

required the services of four people and took
them two weeks to complete. During the two
weeks twelve Victrolas were sold, ranging in size
from the No. 80 to the No. 130. Besides this
Mr. Spencer, the manager, is holding over fifty
good prospects which he has every reason to
believe will be closed before Christmas.

H. W. Burnett, or "Burnie," as he is known to
the trade, shyly denies the reports of his en-
gagement to Miss Eloise Burkheimer, of Des
Moines. "Burnie" travels for Mickel Bros. Co.,
calling on the trade in southeastern Iowa.

The Iowa Mercantile Co., of Newton, is con-
ducting a very successful campaign among the
rural schools in an effort to equip them with
small Victrolas. The plan consists of a letter,
offering them co-operation in putting on an en-
tertainment for the purpose of raising funds.
The plan has been working but two weeks at
this writing, and already four sales have been
made. Two were for the Victrola VI and two
for the Victrola XXV.

One of the very well-known talking machine
men in the State is H. L. Woodward, owner of
the Des Moines Music Co., of this city, an ex-
clusive Victor store. "Woodie," as most folks
know him, was at one time a traveler for the
Chicago Talking Machine Co., and later man-
ager of the Victor department of Gimbel Bros.,
of Milwaukee. For a few months he was out of
the game and it was only a few months ago that
he was able to secure the agency for Victrolas
in Des Moines. "Our business," said Mr. Wood-
ward, "has simply grown by leaps and bounds.
Of course, with our location and organization we
naturally expected some business, but it exceeded
our greatest imaginations."

Prof. C. A. Fullerton, of the Iowa State Teach-
ers' College at Cedar Falls, is quite enthusiastic
over the new Victrola 50. "It is just the thing
for rural schools," said Prof. Fullerton. "With
the addition of the leather carrying case, pro-
viding a space for records, it suits the rural needs
exactly." There was never a more ardent sup-
porter of the music in the rural schools than
Mr. Fullerton. He is visiting them practically
all of the time and much of the musical advance-
ment among the schools in the country districts
is directly traceable to him.

Among some recent visitors to the Mickel
Bros. Co. were Jos. Britt, of the Crary Hardware
Co., Boone; John Vance, of the Vance Music Co.,
Mason City; L. A. Murray, of the L. A. Murray
Co., Davenport, and L. R. Spencer, of Harmony
Hall, Iowa City.

SELLS "DAILY DOZEN" TO SCHOOLS

Hahne & Co. Talking Machine Department Fea-
tures "Health Builder" Records— Installs Three
Sets in Perth Amboy Schools

Newark, N. J., December 6. — Walter Camp's
"Health Builder" records, distributed by the
Health Builders, with headquarters in New York,
are being pushed with excellent results in the
talking machine department of the Hahne & Co.
store. Broad street, this city. These records
have been prepared with a view to furnishing
the rhythm for a selected list of exercises, known
as the "Daily Dozen." Five double-disc records,
twelve charts showing the various exercises, a
booklet of instruction and an album complete
the set.

J. A. Bliesenick, manager of the department, is
enthusiastic over the "Health Builder" records
and the result of his advertising and energy thus
far is the sale of three sets to the schools of
Perth Amboy.

"CHILDREN'S HOUR" A SALES HELP

A clever plan which was very successful in
stimulating interest in the talking machine
through children was recently tried out at the
establishment of Emanuel Blout, of New York.
This consisted of a Saturday morning "Chil-
dren's Hour." Customers were invited to bring
their children to the store at these periods and
various programs were given on the Victrola.
'[The plan was productive of fruitful results and
might be put into effect by other dealers with
profit.

EXHIBIT THAT ATTRACTS ATTENTION

High Point, N. C, December 5. — The Granby ex-
hibit at the Southern Furniture Market, in this
city, has been attracting much attention from the
many dealers who attended. F. D. W. Connelly,
of the Granby Phonograph Corp., of Norfolk,
Va., is in charge of the exhibit. He has had
much success in opening new accounts in the
Southern territory.

The Brunswick Music Shop is the latest ad-
dition to the talking machine stores of Muske-
gon, Mich. Attractive quarters have been
opened at 91 West Western avenue, under the
management of Harry Riddell.

To the Victor
Retailers in Iowa

We extend our hearty greetings
for 1922, wishing them unlimited success
and prosperity.

The experience and knowledge of this or-
ganization will be at your service in 1922
with greatly augmented facilities for prac-
tical service.

MICKEL BROS. CO.

DES MOINES, IA.

Sales Manager.
VICTOR Wholesale Eiclnsively.

ii„,iiiinuun>l<

December 15, 1921

THE TALKING MACHINE WORLD

Stephenson Movement

Contains a

Unit Push Button Brake, Speed and
Tempo Regulating Device

Push buttons to start
and to stop motor.

Regulating screw to
synchronize R. P. M.
of turntable with nor-
mal reading of speed
regulator.

( ^yiJanufacturer' s
adjustment)

Tempo regulating de-
vice for user.

This new feature in table board equipment
is a part of the Stephenson Movement* for
Phonographs. Its operation is positive. Its
handsome appearance and its unique opera-
tion will add a tangible sales value to your
phonograph.

Send for special circular describing other
novel features of the Stephenson Precision-
made Movement for Phonographs.

STEPHENSON

DIVISION

DE CAMP <L SLOAN INC.

One Hundred and Seventy Pennington Street

THE TALKING MACHINE WORLD

December 15, 1921

MEETING OF CENTRAL OHIO DEALERS

Important Subjects Discussed at Gathering in
Columbus With President King Presiding —
Big Show of Talking Machines Interest — Lec-
tures on the Operas — Other Happenings

Columbus, O., December 5. — More aggressive-
ness and greater concentration in the talking
machine trade by the dealers were the points
impressed upon the delegates from thirteen cities
in the central part of Ohio, who came to Colum-
bus for the first meeting subsequent to the organ-
ization meeting of the Central Ohio Victor Talk-
ing Machine Retail Dealers' Association, held in
Columbus in November.

Leslie I. King, president of the Association and
manager of the Victrola department of the
Morehouse-Martens Co., presided over the meet-
ing and introduced a novel plan of adopting the
method of questions and answers in preference to
general discussions. "To our surprise, many
things were learned in this way that were not
known before. In so doing we actually con-
ducted an educational campaign and members
felt benefited by this innovation," said Mr. King.

Already the organization has increased 120
per cent, which is phenomenal, indeed, for the
short time it has been in existence and it is an
augury of greater development.

Plans are now being formulated by the execu-
tive committee of this Association for a con-
vention, to which all Victor dealers, whether
members or not, will be invited. The convention
is to be held in Columbus some time during the
month of February, 1922.

These members were represented at the meet-
ing held in November: R. D. Adair, Xenia; W.
H. Bowron, Caldwell; M. G. Chandler, Chilli-
cothe; F. G. Mardis, Mt. Vernon; Johns Music
Store, Lima; Harry Ackerman Piano Co., Mari-
on; Elite Music Co., Columbus; Gem Pharmacy,
Nelsonville; Goldsmith Music Store, Columbus;
Heaton's Music Store, Columbus; People's Store,
Columbus; Phillips & Son, Mt. Gilead; Sell
Bros., Delaware; Stewart Bros., Columbus;
Spence's Music Store, Columbus; Spence Music
Co., Zanesville, and Chas. M. Zitzer, Mansfield.

The public is getting its disc music cheaper
now than it did fifteen years ago is the conten-
tion of Leslie I. King. "The people do not re-
alize that fact, but we intend to prove it to them
in our 'Progress Victrola Show,' when we will
demonstrate records that the public seldom hear,
yet which contain the best volume and value of
music to be had for the amount of money they
sell for."

Let One Man Deliver
Your Talking Machine

The Lea Talking Machine Trucli will handle the large machine
with ease and safety.
No stairs too steep.

Quickly adjusted to any size or make of machine.
Equipped with rubber-tired wheels.

The saving of the second man on the wagon will soon pay
for the truck.

Write for Circular and Prices

Also

Piano Trucks, Hoists, Covers and Straps

Made only by

Self Lifting Piano Truck Co.

FINDLAY, OHIO

In securing the different models of Victrolas the
Morehouse-Martens Co. has been successful in
obtaining the first talking machine that was ever
brought to this city, which was forty-four years
ago. This machine is an Edison and when first
brought to Columbus a charge of twenty-five
cents was made to listen to it. W. H. Fish, of
this city, upon hearing this machine, immediately
bought it and thus became Columbus' first
owner and purchaser of a talking machine.
Strange as it may seem, that particular machine
was sold in a store located on the same site
where the Morehouse-Martens Co. is now lo-
cated and where the show is to be held.

The show opened the last week in November
and lasted for ten days. Two thousand invita-
tions were mailed to customers, prospective buy-
ers, prominent citizens and to all the local news-
papermen.

Great interest was manifested in the opera
"H Trovatore" during the course of Prof. Low-
den's lecture on this opera in the Winter Gar-
den of the New Southern Hotel. This was the
fourth lecture in a course of five.

" 'II Trovatore' is considered by many as the
greatest of gypsy stories," said Prof. Lowden.
"It has been a great favorite with many of the
present-day artists. Among those who have
taken part in the beautiful arias, duets, trios and
choruses are Martinelli, de Luca, Zerola, Jour-
net, Amato, Tetrazzini, Gadski, Destinn, Schu-
mann-Heink, Homer and McCormack.

Records by these artists were played on the
Victrola by Prof. Lowden during his discourse
of the opera.

The opera "Carmen" is the fifth and last opera
in the series and the lecture on it will be given
during the month of December.

EDUCATIONAL RECORDS FOR SCHOOL NEW POSTS FOR COLUMBIA MEN

Marion, O., December 3. — The purchase of edu-
cational talking machine records for use in the
public schools of Marion is announced by Miss
Sarah Taylor, supervisor of music in the public
schools. The Board of Education, at a recent
meeting, appropriated money for the purchase of
such records as she decided were appropriate
for this work. Talking machines are to be found
in all leading Marion school buildings.

The W. W. Mertz Co., Torrington, Conn., has
organized a Victrola Club as a means of stimulat-
ing business.

H. L. Tuers, manager of the Dealer Service
department of the Columbia Graphophone Co.,
announced recently the appointment of G. T.
Harris as Dealer Service supervisor at the com-
pany's St. Louis branch, succeeding W. John-
ston, who has resigned. Mr. Tuers also an-
nounced the appointment of W. W. Schumacher
as Dealer Service supervisor at the Detroit
branch, succeeding J. F. Megirt, who has re-
cently been appointed a member of the Cleveland
staff.

During the coming year

Records

will be a profitable friend to
you — if you start the year
with an QKetL Record Agency.

EVERHART & BROWN

1705 E. BROAD ST.

RICHMOND, VA.

Why Break Records?
Just File Them!

That is if jrou have the wonderful Record filing $ys
tern which is a feature of

The Marvelous MAGNOLA

W&tcKif^ tKe Music Come Out

This is only one feature of many that will command
your interest and attention. Let us send you hand-
some illustrated catalog and information as to our
plans for helping you to make money mith MAGNOLA.

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ. PntMtiit
Osnenl OflltM toathcni Wtdetali Braiik

711 MILWAUKEE AVENUE ISSe CANDLER BLDS.

OHIOASO ATLANTA, lA.

The Talking Machine World, New York, December 1

General Phonograph Corporation

President

25 West 45th Street, New York City

-a

ECEMBER 15. 1921 THE TALKING MACHINE WORLD 43

liiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

I Why the Unrestricted Exchanging of Records |
I Is a Reprehensible Practice - - By Hayward Cleveland |

iiiiiiiiiiniiiiiiii^

In addition to the excellent suggestions made
by Harry Drew on page 146 of the September
Talking Machine World the following thoughts,
born of many experiences, are presented:

The unrestricted exchanging of records is a
reprehensible practice and every plan known to
the trade for checking it should be published.
The semi-perishable character of J:he records, par-
ticularly of their surfaces, imposes this as a
duty upon all good storekeepers who value the
continued patronage of the best class of clients.

The record salesmen of the country should act
as a unit in their approach to this vital subject.
They should educate the buying public into a
better understanding of the problem. Enough
is not said, placarded, stamped, printed, written,
upon the question. By common inaction, call it
consent, neglect, avoidance, what you will, it is
passed up, when the better way is to meet the
trouble more than half way. "Help us protect
you from yourselves" should be the salesmen's
slogan. They should preach the necessity of
protecting their stocks by every conceivable
method and make the public understand that their
co-operation, to this end, is sought, for 90 per
cent of the exchanged records must, and do,
find their way back into the bins to be sold
again.

In this process of educating the public the
following additional means are available:

First as to booth signs. Neat little framed
signs can be hung on the walls of the booths,
worded in any one of the following ways:

"We take pride in the condition of our record
stock. Help us maintain our high standard by
not requesting that we exchange records you
have heard and accepted."

Or—

"Please do not ask us to exchange records you
have heard and accepted. We make this re-
quest for your protection."

Or more abruptly —

"Records that have been tested and accepted
cannot be exchanged."

Then, on the packing bench, there can be placed
two rubber stamps and a stamp pad. The first
and most frequently used stamp should read:
"These records have been tested and accepted
and cannot be exchanged." The second stamp
should read: "These records, bought without test,

can be exchanged within days." The

individual dealer must decide as to the number
of days. Once the package is duly wrapped

up the first or second stamp can be used, accord-
ing to circumstances. This precaution would
seem easy to evade, but it has acted as a positive
deterrent in actual practice.

Coming down to the sales tickets, some such
rule as this can be printed thereon: "Records
that have been tested and accepted cannot be
exchanged. This rule has been adopted in the
best interests of our clients." The reason is
obvious to anyone of average intelligence and
dealers will be surprised to find out how large
a percentage of their patrons take comfort in the
protection this policy insures. Also, on the sales
tickets two little squares can be placed. Over
one can be printed "Tested," over the other
"Not tested." Then the salesmen can put X's

in one or the other of tlic two squares accord-
ingly when making out sales tickets.

One more precaution would seem to be in
order. Often a customer will attempt to ex-
change records other than those just bought, us-
ing a recent purchase as a shield. To guard
against this the very simple expedient can be
resorted to of entering the numbers of the rec-
ords purchased on the left-hand margin of the
ticket. It is a good practice, anyway.

Finally, by requiring, in all cases of dispute or
exchange, that the duplicate sales ticket be also
returned, the chances of imposition or fraud
would seem to be minimized. This requirement
is one common to retail merchandising every-
where.

U. S. Player
Rolls

At Your Own Price

We are confining our
business strictly to
Talking Machine
Accessories and have
several thousand rolls
to sell at auction by
mail. Will gladly send
you a list of numbers
on hand. Make your
bid.

WALTER S. GRAY CO.

942 Market Street, San Francisco

Do you remember this Phonograph?

IT was not so many years back that this was the
only kind of talking machine you could get. Phono-
graphs in those days were amusing novelties — bought
and sold as such. If you tried to sell one of these
machines today, people would laugh at you. The phono-
graph has been improved and perfected to such an
e.xtent that it has won a recognized place for itself in the
American home.

The design of the phonograph has kept steady pace
with mechanical improvements. It is but natural that
an instrument bringing the world's finest music to the
home should be beautifully designed.

And it is but natural that phonograph manufacturers
should favor Genuine Mahogany, the "King of Woods"
— the inspiration of master cabinet-makers from the
time of Chippendale and Sheraton. No other wood can
rival the beautiful color tones and rich grain found only
in Genuine Mahogany. Always in style — ever in good
taste — Genuine Mahogany is perfectly at home in beau-
tiful interiors.

The Mahogany Association is conducting a nation-
wide campaign to further the sale of Genuine Mahog-
any phonographs and furniture. It is felt that the
staining of a less beautiful, less durable wood in imita-
tion of Mahogany and the sale of it as Genuine Mahog-
any is poor business policy. It is evident that this cam-
paign strikes a receptive note with those people who buy
beautiful phonographs and beautiful furniture. Already
they are beginning to ask: "Is it Genuine Mahogany?"

After all — there's nothing like

MAHOGANY

MAHOGANY ASSOCIATION, 347 Madison Avenue, NEW YORK

THE TALKING MACHINE WORLD

December 15, 1921

Christmas Greetings

and may

Records

Bring

Prosperity and Cheer

To All

During the coming New Year, when in need of the
best m Service, call upon

The Consolidated Talking Machine Co.

and remember that increased business depends upon your
being an agency for

Records

CONSOLIDATED TALKING MACHINE CO.

227 W. WASHINGTON STREET CHICAGO, ILL.

December IS, 1921

THE TALKING MACHINE WORLD

Barrientos, the golden- voiced soprano, sings
Salul a toi soleil" from Le Coq d'Or; her
flexible coloratura sweeps to new heights
in this record, Columbia 49386.

EDISON SALESMANSHIP SCHOOLS

Plans Completed for Coast-to-Coast Itinerary of
Salesmanship Schools — First Schools Will
Open During February in Boston and Phila-
delphia Simultaneously — William Maxwell in
Charge of Important and Far-reaching Sales
Work Instituted by Thos. A. Edison, Inc.

Orange, N. J., December 5. — The program for
the salesmanship schools to be conducted by the
phonograph division of Thomas A. Edison, Inc.,
is progressing very rapidly and successfully.
The total enrollment of dealers and their repre-
sentatives now exceeds two thousand, and twen-
ty-two classes have been definitely established
in twenty-two leading business centers.

The first two schools will be conducted during
February in Boston and Philadelphia. The dates
on which these schools will be opened will be
simultaneous and, in fact, most of the school
program has been worked out so that two con-
ventions will go on simultaneously.

William Maxwell, first vice-president of
Thomas A. Edison, Inc., with a staff of assist-
ants, will make a coast-to-coast trip, during
which he will play, together with his staff, an
important role in each salesmanship school.

As stated above, Boston and Philadelphia will
be the first two cities; New York and Syracuse
will come next, then Toronto and Cleveland,
Detroit and Chicago, Indianapolis and Cincin-
nati, Atlanta and Richmond, New Orleans and
Dallas, St. Louis and Kansas City, Des Moines
and Minneapolis, Winnipeg and Seattle, San
Francisco and Ogden, Utah. The whole series
will involve a period of about three months.

The program in each city will embrace one
day of dealer conference, one day of mechanical
instruction and the rest of the week will be
devoted to salesmanship instruction, including
special features to be staged by William Max-
well, his associates and the special instructors
who have been trained and developed for this
salesmanship school idea.

The Edison conception of the salesmanship
school, the actual material and features to be
included in the school and the plan of literally
putting the school on the road clear across the
continent are the combined work of William
Maxwell and Thomas Leonard, sales manager of
the phonograph division.

THOS. F. OREEN AN ADMINISTRATOR

Popular Victor Wholesaler Elected a Trustee of
Village Where He Resides — Returned a Win-
ner by Substantial Majority

Thos. F. Green, vice-president and general
manager of the Silas E. Pearsall Co., New York,
Victor wholesaler, is now fulfilHng civic duties,
as he was recently elected a trustee of the in-
corporated village of Kensington. This village
was only recently formed, having formerly been
a part of Great Neck, L. I., and, upon its incor-
poration, an election was held, at which trustees
were chosen for the coming year. Mr. Green

Columbia Graphophone Co

NEW YORK

was elected by a substantial majority and he is
appl3ang the same high-power energy to his new
duty as he has given to Victor activities for so
many years.

CLEVER CONTEST WINS PROSPECTS

Los Angeles Victor Dealer Offers Prizes for
Oldest Victrola and Gains Live Prospects —
Numerous Replies Indicate Interest

the third prize consists of a $5 order. Contest-
ants are requested to fill out a blank form with
name, address, model number, serial number and
date on which the machine was purchased.

The success ot the experiment is attested
by the fact that over 400 replies have been re-
ceived and more are coming in every day.

Los Angeles, Cal., December S. — A clever ad-
vertising stunt designed to build up the prospect
list and also to get a line on owners of old Vic-
trolas, with a view to selling later models to
these owners, has been inaugurated by Richard-
son's, Inc., dealer in Viotrolas, Grafonolas, rec-
ords, etc., at 727 West Seventh street, this city.

In his advertising William H. Richardson,
president of the concern, announces that a model
80 Victrola will be given to the owner of the
oldest Victrola in the city in exchange for the
old machine; the owner of the second oldest ma-
chine will win a $10 order for merchandise, and

ACTIVITY ATOQDEN PLANT

Lynchburg, Va., December 1. — The Ogden Sec-
tional Cabinet Co., Inc., of this city, is receiving
very satisfactory orders for its line of knock-
down stands for use in the demonstration room
and for the portable and table models. J. B.
Ogden, president of the company, reports that
they are receiving a heavy press of business and
are compelled to increase the production force
to take care of it.

A number of small, apparently insignificant
sales pay the overhead if you get enough of them.
Don't neglect small sales.

1922! Udell Leads Off!

IN the last moments of the old year we
want to thank you for your fine ap-
preciation of the quality and price-
reasonableness of Udell Cabinets.

And now let's get started on a bigger
and more profitable 1922.

Udell leads ofif with a real leader — a
real money-maker for talking machine
dealers — our No. 1402, here illustrated.

It's a Udell-dependable-quality cabinet
through and through. And sensationally
priced. Its patented hinged rim over-
comes selling resistance^ to table-type
Victrola IX's.

Wire your order now, collect, and let
this cabinet start making 1922 records for
you.

Here It Is—

Made in either mahog-
any or quartered oak.
Holds eight Victor al-
bums. The cut only
suggests its superior
appearance.

$10.15

F.O.B.

INDIAN.

APOLIS

TS^UdellWorks

at Indianapolis

THE TALKING MACHINE WORLD

December 15, 1921

COLUMBIA CO. SECURES ELKINS HOW MUSIC IN THE SCHOOL HELPS

Eddie

Elkins Orchestra to Record Exclusively
for Columbia Co.

The Columbia Graphophone Co. announced
last week that arrangements had been com-
pleted whereby the Eddie Elkins Orchestra
would record for the Columbia record library
exclusively. This organization is one of the
most famous dance orchestras in the country
and is known in musical circles from coast
to coast. The orchestra is now playing at the
Knickerbocker Grill, in New York, and its first
Columbia records will be released to the dealers
at the earliest possible moment.

If there is a place where tact, talent and
ability can be displayed to advantage, it is in
a retail store. It is the place where politeness,
courtesy and intelligent service are necessary in
the highest degree; it is art to smooth out the
objections and complaints of the customers, and
sell goods repeatedly at a reasonable profit.

CROFT

Bee

Delivery Envelopes

Art Series
New Designs

Now that many of the good old records
are coming, the 60-day service will be
more appreciated than ever.

NEW LIST OF RECORDS

\ /
Every 60 Days

A Selected List of Victor Records

We Will Be Pleased to

Play Any of Them for Vou

Write for samples
and prices

Order Now for the Holidays

CLEMENT BEECROFT

5546 North 5th Street
PHILADELPHIA

The Talking Machine Inculcates a Desire for
Music as Well as for Education Generally

Much to her parents' surprise, a little girl in
a certain Ontario city came home one day lately
after having been in a new room at school for
a week or so. and intimated that she didn't
want to go back, says the editor of the musical
page of the Toronto Globe. This attitude towards
school was something new, as the child had
always been very fond of school. When ques-
tioned further, she explained that the former
teacher had taught them for a little while each
day how to like music. By using the talking
machine they were taught the tone of the vio-
lin, cornet, flute and the other instruments of
the orchestra; they were allowed to hear such
selections as children can appreciate, sung by
famous artists, and they had march records for
marching.

The new teacher paid no attention to music
other than to sing "O Canada" or some other
song now and again. And this was the reason
the little girl balked at going to school. The
boys and girls themselves know very well how
music puts life into all school activities. Music
attracts them. It makes them more alert and
more responsive. The teacher knows that after
a spell of fifteen or twenty minutes at music
the child's mind is much better fitted for the
lesson in arithmetic, spelling, geography or
grammar. This is one of the reasons why music
is being given a much bigger place on the
school curriculum than in the past, because as a
study in itself, and as a stimulant to other
studies, music has no superior and few equals.

KEEP IN TOUCH WITH LEGISLATION

The business man is the king bee of the
epoch, and his worst enemy could not call him
a drone. He might, under constant temptation, be
a drone in political matters, but he is now learn-
ing how much good money this is sure to cost
him in the end. It is mere business prudence that
the merchant should keep his eye on legislation.
The business man has the future of the country
in his hands — the business-banker, the business-
farmer, the business-manufacturer, the business-
man-merchant— these are the men whose counsels
and thoughtful influence must be the safeguard
of confidence and the guarantee of prosperity.

Let us insure the permanency of the new pros-
perity by making future legislation show as
clearly as possible that we are running a business
men's government.

MERIDEN FIRM BUILDING NEW STORE

Meriden, Conn., Decernber 2. — Construction of
the new Griswold, Richmond & Clock store here
is well under way and the company expects that
the new quarters will be ready for occupancy by
January 1. The Victrola department will be
given considerable space in the structure, which
is one story in height. There will be seven dem-
onstration booths furnished in Louis XVI style.

AN ENTERPRISING DEALER

The J. L. Roark Estate, Greenville, Ky., in ad-
dition to running a general store in which its
large talking machine and record department
is one of the features, prints a four-page weekly
newspaper which is devoted entirely to matters
of interest to members of the immediate com-
munity. Much of the advertising space is taken
up with excellent copy pertaining to Victrolas,
records and other specialties.

SOLIDIFYING THE BUSINESS

When a business shows the character that has
been drawn from the personality of the strong-
est men in the organization; when every mem-
ber of that working force knows and under-
stands what the goal for the business is, then
there need be no fear that with the passing of
any one man the business will go to pieces.

H. N. McMenimen

Consulting Engineer

Consultation by appointment on
every phase of the phonograph in.
dustry, including:

Recording, Plating and
Pressing

Motor, Tone-Arm and
Reproducer Design

Patent and Model
Development

Sales Promotion and
Advertising Plans

Laboratory:

Scotch Plains, N. J,

Tel. Fanwood 1438
Offices:

2 Rector Street, New York

Tel. Rector 1484

TEACHERS FAVOR TALKING MACHINE

Huntington, W. Va., December 5. — 'One of the
outstanding features of the discussions at the re-
cent convention of the West Virginia State Edu-
cational Association was the use of the talking
machine as a teaching aid in the public schools.
The point was emphasized that the talking ma-
chine was particularly valuable in teaching very
small children.

WARTIME STATUE AT AEOLIAN HALL

In the center of the main floor at Aeolian Hall
there was recently on display a large bronze
statue that recalled the days of the war. The
piece, entitled "Backin' 'Em Up," showed a
group of American doughboys in the act of re-
pulsing an attack. Solim H. Borglum is the
sculptor, and his work attracted much attention
from the crowds of visitors to the hall.

Don't neglect the customer who says "I'm only
looking." The chances are she's interested or she
wouldn't look, and a little special interest shown
on your part is likely to result in a substantial
sale. Your attention in such instances will be
appreciated, at least, and maj^ make a friend
for vourself and the store.

No. 35861
HOLLY
WREATH

Why pay $1.00 eai'h
year for Holly
Wreaths while my
natural prepared
Holly Wreaths No.
35861 for $1.00 last
you ten to twenty
years at cost of $.05
to $.10 per year?

My XMAS CATA-
LOGUE No. 35

with illustrations in colors of Artificial Flowers Plants
Ji^i^,^^"^"^ Baskets, etc. mailed FREE FOB THE

FRANK NETSCHERT

No. 61 BARCLAY ST.,

NEW YORK. N. Y.

December 15, 1921

THE TALKING MACHINE WORLD

(5^

nnouncmci

Newe/t Model
o/ ^^^e

Mo/t^Modern
Or

7/ie Outstanding Feature

In 1922

The Modernola for 1922 represents the "latest word" in
phonographs. Its ensemble is perfect — absolutely different
shape, beautiful finish, artistic appearance and what is most
important — wonderful tone. It is built for Tone, Beauty and
Utility. The same tender care that a violin maker puts into
his instrument is put into the Modernola and makes it more
than just a phonograph.

Our New Plant

Our new building and new and improved equipment
give us wonderful facilities for taking care of all production
demands. It means that we are able to take care of orders on
the very shortest notice and thus increase the value of our
Service. Don't overlook the fact that we guarantee our
instruments.

Vigorous Advertising

Already we have begun a campaign for our Eastern
Dealers, using New York Sunday papers directly in the
interest of our dealers. It is part of a plan which we will
extend over our entire territory
and is sure to be beneficial to
you. Advertising and Merchan-
dising Helps and real sales-pro-
ducing ideas are included in our
plans for 1922. They are all
every bit as unique as the
Modernola.

The Modernola Company

Johnstown, Pa

We desire to ex-
tend our Heartiest
Greetings and Best
Wishes. The many
kind words and sym-
pathies expressed
after our fire have not gone un-
noticed. Our new duty now is
to give fullest support to the
movement to spur the nation's
business to full production in
1922. Let us all join in this.

The Modernola should
form a big part in your
plans for 1922. It offers
an absolutely new angle.
Just write at once and
address Dept. D.

Eastern Sales Representatives

Modernola Sales Co., Inc.

Offices

929 Broadway New York City

THE TALKING MACHINE WORLD

December 15, 1921

It makes no difference whether Furniture is of the highest grade or of the lowest grade

DOMES of SILENCE

still remain

the perfect furniture footwear and are standard equipment for all furniture except
Pianos and Refrigerators. They protect furniture, floors and floor coverings.

HENRY W. PEABODY & CO.

17 STATE STREET NEW YORK CITY

Specify DOMES OF SILENCE ,

A mark of better furniture regardless of its cost f3 ■

What we say above about Furniture applies also

to Phonographs

December 15, 1921

THE TALKING MACHINE WORLD

LEARNING LESSONS FROM CARUSO'S AND OTHER RECORDS

Henry T. Finck, the Eminent New York Critic, Says DeGogorza's Ar^ Models — His Tribute to
Caruso as a Teacher in the Domain of Music — Praise for Elena Gerhardt

In his always delightfully written and interest-
ing musical department in the New York Evening
Post the veteran Henry T. Finck "took his pen
in hand" the other day and paid tribute to the
musical value of the high-class records of to-day,
placing special emphasis on the Victor record-
ings of Caruso, De Gogorza and, incidentally, the
great singing of Elena Gerhardt. Progressive
dealers and salesmen should find this comment,
which follows, worthy of their consideration:

"When Caruso was first asked to make talking
machine records he wanted 200,000 francs ($40,-
000), for which sum he was willing to sing at
any time whenever a new record was wanted.
The Victor people tried to make him sing for
them on a royalty basis, but for a time he stub-
bornly refused. At last he yielded — fortunately,
for the very first year's royalties exceeded the
lump sum he had asked. Then they doubled and
trebled, and to-day, I have read somewhere, his
heirs get $200,000 a year from the royalty on his
records in place of the 200,000 francs for all time
he wanted.

"The Caruso records have done a great deal
not only to delight but to educate the American
public. He sang the great operatic airs, and he
sang them as few tenors have known how to
sing them — not only with a voice of ravishing
beauty, but with the superlative art of a great
musician. Had he possessed nothing but a fine
voice his records would still have given pleasure,
but they would not have been educational. What
makes them educational is that Caruso was a
musician as well as a singer; that is, unlike most
singers, he phrased melodies and shaded them
with the same subtle art we admire in Kreisler
or Paderewski. Teachers of singing who do not
use the Caruso records to help them in their
difficult task are not up io date. I would not
trust them round the corner.

"Last Sunday recitals were given here by two

vocalists whose records also should be used
everywhere for educational purposes as well as
for the pleasure they give. They were by Elena
Gerhardt and Emilio de Gogorza. It has been
said that all singers, however great, are aided in
their art by making records for the talking ma-
chine. Knowing that every little flaw in their
singing for the machine will be perpetuated,
maybe for all time, 'they do their very best, real-
izing vividly that trifles make perfection and
perfection is no trifle.

"Now, Emilio de Gogorza has not only made
many records, but he was for seven years artistic
director of one of the talking machine com-

panies, during which he had to show many prom-
inent singers, including Caruso, just what to do
to get the best results. It is therefore not sur-
prising that his own records are not only a de-
light musically but are probably the most finished
— shall I say idiomatic? — of all singing records.
Both his voice and his style are 'great.' I wish
he would sing in opera as well as in concert
halls.

"Concerning Elena Gerhardt, I suggested last
Monday that her wonderful singing of Schubert's
'Death and the Maiden,' with the incomparalde
Coenraad V. Bos at the piano, ought to be per-
petuated in millions of talking machine records.
Much excellent work is now being done in the
schools to give pupils an elementary musical
education. What is most needed is to teach them
how to enjoy good music and hate vulgar ditties
and fashionable rubbish of the day."

SONORA PRODUCTION SPEEDS UP

Rush orders from Sonora dealers in prepara-
tion for the holiday business boom are keeping
the Sonora factory at Saginaw, Mich., speeded
up to capacity. Experienced workers are being
added daily to the force at the plant and during
the past six weeks the total number of workers
has been increased to 600 men. More men are
receiving employment as rapidly as possible and
production has also been given impetus.

SERVICE AFTER THE SALE

The Peerless Phonograph Shop Sends Personal
Letters to Buyers of Victrolas and Secures
New Prospects and Builds Good Will

BAKER BUYS VLCTROLA STOCK

Columbus, O., December 3. — Announcement is
made that C. C. Baker, music dealer, at 43 South
High street, has purchased the stock of Vic-
trolas, Victor records and sheet music in the
Goldsmith Music Store, 69 South High street.
The stock will be transferred to the Baker store.
Goldsmith will continue to handle pianos.

Colorado Springs, Col., December 3. — The Peer-
less Phonograph Shop, Victor dealer, has gone a
little further than most talking machine mer-
chants in the way of service to customers.
Shortly after the sale of each new Victrola a
personal letter signed by the salesman responsi-
ble for the sale is written to the buyer, enclosing
a card to be filled out and returned to the store.
The cards have space for the names of new
prospects and questions as to whether the pur-
chaser is entirely satisfied with the new machine,
asking also if there is any further service which
the firm can render. A personal letter of appre-
ciation is also sent to anyone who has completed
his payments on a Victrola.

It was Garfield who said, "If you are not too
large for the place you occupy, you are too
small for it," and it was the succinct expression
of a truth older than Babylon.

The Hamilton Shop, musical instrument dealer,
of 49 Wall street, Norwalk, Conn., has been en-
tirely renovated and redecorated. The Victor
department has been greatly enlarged.

FEATURES

LARGE diaphragm and
long stylus bar length-
ens vibrations, producing a
deeper and more natural
quality of tone.

Throw-back design permits
of easy access to needle
socket. Saves records from
unnecessary scratching.

PLAYS ALL RECORDS

No. 2 Round Tone Arm and Reproducer

Made only in 8'/2->iich length. Can be furnished with or
without Mute Tone Modifier, with Mica or - - , »

diaphragm. NOM-Y-KA

THE JEWEL MUTE

Perfect regulation without
in any way changing char-
acter of tone.

JEWEL PHONOPARTS COMPANY - 154 W. Whiting St., Chicago

THE TALKING MACHINE WORLD

December 15, 1921

VICTOR ARTISTSJN CINCINNATI

Appear in That City Under Auspices of Bald-
win Co. and Praise Baldwin Grand Piano

Cincinnati, O., December 3. — The Eight Fa-
mous Victor Artists, who have been making a
concert tour of the country, appeared recently
in this city, under the auspices of the Victrola
department of the Baldwin Piano Co., and at-
tracted a capacity audience.

Following the concert the Victor artists
visited the Baldwin Piano Co. warerooms and
are shown herewith grouped about the Bald-
win concert grand piano, an instrument similar
to the one used at the concert. The artists
were enthusiastic regarding the Baldwin piano
as an instrument to accompany their voices.

They are from left to right: Frank Croxton,
Billy Murray, John Meyer, Henry Burr, Monroe
Silver, Frank Banta and Albert Campbell. Fred

DIRECT FACTORY PRICE— JUST MENTION THE QUANTITY

MOTORS CASTINGS
TONE ARMS Grey Iron

REPRODUCERS and Brass for

TURNTABLES
MOTOR FRAMES
TUNE ARMS
HORNS and THROATS

Direct Quantity Importations On

Stylus Bars
Screw Machine Parts
Talking Machine Hardware

JEWEL and STEEL (Bulk or Packed)
PHONOGRAPH NEEDLES
GENUINE RUBY BENGAL MICA

D. R. DOCTOROW

Vanderbilt Ave. Bldg.
SI East 42nd Street, New York
Tel. Vanderbilt 5462
Murray Hill 800

TELEGRAPHONE CO. INVESTIGATION

Supreme Court Orders Inquiry Into Affairs of
Telegraphone Co., of Springfield, Mass.

The Eight Victor Artists in Baldwin Co.'s Warerooms

Van Eps, the eighth member, was not present
when this group picture was made.

Cincinnati hospitality overwhelmed the gentle-
men and their appreciation reflected itself in the
song, "When Good Fellows Get Together," just
before the camera clicked.

DOLLS DANCE TO BRUNSWICK MUSIC

One of the unusual shops on Fifth avenue,
New York, is that of Mme. Georgene, who spe-
cializes in walking dollB. Novelty is added to
the display of the dolls by having them dance in
almost human manner to the music of a Bruns-
wick phonograph presented to Mme. Georgene
by the Brunswick Co. for that purpose.

Washington, D. C, December 4. — An examina-
tion into the records of the
Telegraphone Co., of Spring-
field, Mass., has been ordered
by the District of Columbia
Supreme Court. Herbert L.
Davis, auditor for the court,
has been ordered to make
the examination of the cor-
poration, which has a capital
stock of $5,000,000 and 17,-
000 stockholders, with a view
to going over the accounts
of the company and listing
the stockholders, the amount
of stock owned by each and
their addresses.

The company, which has
been in the hands of Will-
iam Clark Taylor, Federal
receiver, since December 13,
1920, manufactured the in-
strument which was recently
perfected by the Bureau of Standards to such an
extent that it would record human heartbeats,
the sound of a person breathing and the almost
inaudible sound of a bubble passing through
water.

The receivership was due to a quarrel among
the stockholders, one faction being led by Hugh
P. O'Reilly and certain officers. The company
is a going concern, its principal product being
the Telegraphone, the invention of Vlademir
Poulsen, a Danish scientist, and which is not un-
known to the talking machine industry, as in
years agone a number of exhibitions of this de-
vice was made. The mechanism consists mainly
of a spool of wire of high carbon content, more
than 15,000 feet long, which, as it unwinds and

winds up on another spool, will record, with the
aid of an electro-magnetic device, delicate sounds.

Experiments are now going on in Springfield
to produce a high-powered recording machine
which can be used to produce conversation and
music with motion pictures.

RECORDS AS CHECKING SYSTEM

Novel Suggestion From Paris Is to Check Up the
Singer's Progress in a Conservatory by Means
of Frequent Recordings of the Voice

Judging from a recent dispatch from Paris, the
talking machine record laboratory should become
a very important appendage to the conservatory
of music. It is now proposed to start a checking
system which will show whether a professor is
really aiding his pupils. When the latter enter a
master's classes a phonograph record of each
voice in some aria is to be made and kept under
seal for six months, when the pupils will be com-
pelled to make new records to be compared with
the originals. Judges will then decide whether
the voices are developing, and if the professor's
work is not showing results, and if opera is
thereby likely to be robbed of new stars, the
pupils will be recommended to try a new teacher
and a new set of phonograph records.

VICTOR SALES IfELPS DISTRIBUTED

Camden, N. J., December 5. — The Victor Talking
Machine Co. has distributed to dealers through-
out the country three hangers containing special
December lists of records. One of the hangers
contains a list of foreign records. In addition,
dealers are supplied with window streamers, nu-
merical pasters and advance copies of Victor ad-
vertisements which are to appear in December
issues of publications with a national circulation.

The T. P. Dulion Merc. Co., of Biloxi, Miss.,
has installed a new Victrola department, with
C. W. Baker in charge.

• The year that is ending has accomplished much in the stabilizing
of conditions and the return towards normalcy in the Talking
Machine Trade. The outlook for the year ahead is bright. At
this important period we therefore extend our heartiest holiday
greetings and our wishes for a prosperous New Year.

The William Phillips Phono Parts Corp.

Manufacturers of Tone Arms for Portable, Medium and Higfx Grade Macfiines
145 West Forty.fifth Street New York City

The Talking Machine IVorld. Nczv York, December 15. 1921

December 15, 1921

THE TALKING MACHINE WORLD

THE MAQNAVOX RADIO AMPLIFIER

INAUGURATES SALES SCHOOL

JOINS STRAND ORGANIZATION

Proving Very Popular as a Means of Stimulat-
ing Interest in Records — General Condition
of Business Shows Steady Improvement

Sonora Jobber Meets Success With Salesmanship
School — Discuss Practical Sales Problems

E. N. Burns Will Direct Strand Export Activi-
ties— Well Known in. Export Field

The New York office of the Magnavox Co.
reports that talking machine dealers throughout
the East are making timely use of the Magna-
vox in promoting the sale of records and many
Magnavox sales to new dealers have been made.
It seems that the record business has not shown
the same measure of improvement as has that of
talking machines, Magnavox officials state, but
dealers who have featured the Magnavox are
more than holding their own in record sales.

One particular phase of Magnavox business,
the Radio Amplifier, has been meeting with great
success in every section of the country. This
device is being sold to talking machine dealers,
who are placing it in the homes of their cus-
tomers, thus enabling them to enjoy the nightly
concerts sent out by radio stations situated in
many localities throughout the country. The
Radio Amplifier is designed for this particular
use and will reproduce music sent from many
miles away as loud and clear as the ordinary
talking machine in the home.

"The Radio Magnavox," remarked W. R.
Davis, Eastern sales manager of the company,
"is bound to meet with unlimited demand, as it
opens up a field never before exploited. We
firmly believe that in time every home will be
equipped with this device, as not only music can
be heard through its use, but the latest news,
market reports, etc., can be received as well
under the most desirable conditions." Mr. Davis
said further that talking machine dealers are get-
ting real results in record sales by use of this
new and novel way of advertising their records,
as machine owners, after listening to a radio
concert, write down the name of the record that
appeals to them and telephone or call for that
record, which the dealer delivers at a saving of
the time which would be used in demonstrating
the record at the store.

Salt Lake City, Utah, December 3. — Albert L.
Kirk, who for several years was associated with
several well-known talking machine concerns in
this territory, recently joined the Sonora division
of the Strevell-Paterson Hardware Co., of this
city, Sonora jobbers. Mr. Kirk is already mak-
ing his presence felt among the Sonora dealers
in this section, as he is giving them augmented
service and co-operation.

One of Mr. Kirk's first innovations was the
organization of a class in Sonora salesmanship.
Some of the subjects that have been discussed
at this class are: "Securing Prospects for Upright
and Period Models," "House-to-House Canvass-
ing," "Competitive Demonstrations," "Demon-
strating Records," "Contracts," "Refinishing
Damaged Cabinets," "Motor Repair Demonstra-
tions," "Advertising Your Store and Service."

Speaking of this undertaking, Mr. Kirk said:
"Every class will be full of good practical work.
No fine-drawn theories, but the accumulated re-
sults of actual experience in selling Sonoras and
collecting the money. Every important phase of
the Sonora business will be discussed and ex-
plained by men who, by training and experience,
are recognized experts in their line, and attend-
ance at these classes cannot help but make a
better salesman or saleswoman out of every per-
son who attends the course.

"Dealers are privileged to send not more than
two persons to each class, the men and women
most capable of absorbing what we have to offer,
for on their return we want every dealer to real-
ize in dollars and cents the benefit they have
derived from our co-operation at this end."

George W. Lyle, president of the Manufac-
turers Phonograph Co., New York, announced
recently that Edward N. Burns, formerly vice-
president of the Columbia Graphophone Co., had
joined his company's organization and will be in
charge of the export department, introducing
Strand phonographs for export trade in connec-
tion with the line of Cameo records that Mr.
Burns is now preparing for the market.

Mr. Burns is probably one of the best-known
- talking machine men in the export field, having
traveled the world over, and numbering among
his friends prominent talking machine dealers in
all of the leading Latin-American trade centers.
He is keenly enthusiastic regarding the sales
possibilities for Strand phonographs in the ex-
port market, and it is interesting to note that
Cameo records will be sold on the same basis as
Strand phonographs, namely, direct to the dealer.

FORBES-HUNTOON MUSIC CO. FORMS

Cheyenne, Wyo., December 5. — Warren A.
Forbes, proprietor of a local drug store, and
L. C. Huntoon, formerly manager of the local
Knight-Campbell Music Co.'s branch, have com-
bined forces, forming the Forbes-Huntoon
Music Co. In addition to pianos and musical
instruments, Victrolas and Brunswick phono-
graphs and records are handled by the enter-
prising men who are back of this company.

Frederick T. Stone, proprietor of the Colonial
Inn, Keene, N. H., has organized the Colonial
Music Co. and is handling Puritan phonographs
from his hotel. He plans to open a music store
in the near future.

NEW JERSEY INCORPORATION

A charter of incorporation has been granted
to the Spraytone Phonograph Co., of Paterson,
N. J., under the laws of that State, with a capi-
tal of $250,000. Incorporators are Robert B.
Linden, of Ridgewood, N. J.; Walter Gilfillan, of
Hoboken, N. J., and Garrett Van Cleve, Clifton,
N. J.

No. 558

Universal Self-Service Displayors
Are Necessary in the Busy

Neat — Inexpensive — Attractive — They Earn Many Times

Their Cost in Increased Sales

Ask Your Jobber — or Write Direct to

UNIVERSAL FIXTURE CORPORATION

133 WEST 23rd STREET

NEW YORK

No. 566

No. 551

No. 501

No. 550

THE TALKING MACHINE WORLD

December IS, 1921

The most careful discrimination
has been exercised in selecting
an Emerson list for January
that excludes records whose
popularity must be limited, to
give place for the best that the

early new year has to offer.

It's a gratifying experience to
start a new year auspiciously.

Insure your gratification thru
Emerson Records.

10467-

January Emerson Release

DANCES

:MY sunny TENNESSEE (Kalmar-Ruby-Ruby) . Fox-trot

GYPSY BLUES (Sissle-Blake). Fox-trot.

j-Lanin's Southern Serenaders

(WABASH BLUES (Fred Meinken). Fox-trot \

lO'^eSjBLUE MOON (Burtnett-Mareasie). Fox-trot ]^^^ ^^^^'^y

fSAL-O-MAY (Robert Stolz). Fox-trot "1

10469|jjKE^^ OF ME (Hickman-Black-Jerome). Fox-trot |Plantation Dance Orchestra

rSUSQUEHANNA SHORE (Harry D. Squires). Waltz.. 1

10470 GOOD-BYE, PRETTY BUTTERFLIES (Hellen-Cooke-Olman).Fox- ^Green Brothers' Novelty Band
I- trot J

(DAPPER DAN (Brown- Von Tilzer). Fox-trot Lanin's Roseland Orchestra

10476|^jj£ MISSING LINK (Chris Smith). Fox-trot Ray MUler's Black and White Melody Boys

10466

10475

VOCAL NUMBERS

SAY IT WITH MUSIC. From Musical Production "The Music Box Revue" (Irving "
Berlin). Tenor Solo, Orch. Accomp

SONG OF LOVE. From Musical Production "Blossom Time" (Romberg-Donnelly).
Tenor Solo, Orch. Accomp

Richard Bold

rWHEN FRANCIS DANCES WITH ME (Ryan-Violinsky). Comedy Song, Orch. Accomp.,

Fred Hillebrand

li'VE GOT MY HABITS ON (Smith-Schafer-Durante). Character Song, Orch. Accomp ... Ernest Hare

STANDARD AND SPECIAL SELECTIONS

fOWL AND PUSSY CAT (R. de Koven). Male Quartet "t

IO'^^Ua college MEDLEY. Male Quartet |Strand Quartet

(DIXIE MEDLEY. Banjo Solo, Orch. Accomp ■)

10472|j.Qj,Q^j^U^ DANCE (A. Hermann). Banjo Solo, Orch. Accomp j

(AT DAWNING I LOVE YOU (Eberhart-Cadman). Tenor Solo, Orch. Accomp. . . ."(
^"'^'^lASTHORE (DARLING) (Bingham-Trotere). Tenor Solo, Orch. Accomp j-Walter Vaughan

10474

DOAN YA CRY, MA HONEY (Noll-Smith). Male Quartet
SWEET ADELINE (Gerard- Armstrong). Male

ale Quartet )

Quartet j-Four Harmony Kmgs

^mersoTU

Records and
Phonographs

Emerson foreign language catalogs are listings of the best
recordings in Italian, Hebrew- Jewish, German and Polish

The Emerson Phonograph Go.

317 So. Wabash Avenue
Chicago

206 Fifth Avenue
New York City

December 15, 1921

THE TALKING MACHINE WORLD

HOUSEKEEPING SET TO MUSIC

Floors Mopped in Waltz Time and Other Home
Duties Cared for in Rhythm

"Housekeeping, like dancing, is simply a mat-
ter of rhythm," announced the music student as
she moved about the living-room, picking up
papers and flicking ashes off the mahogany
table to the tune of a smart fox-trot ground out
by the talking machine. The early . morning
visitor blinked as she removed her umbrella and
gloves from the contralto's cyclonic path.

"You do such interesting things, Marion," she
said. "Tell me, do you always lubricate the
domestic machinery with fox-trots?"

"No," returned Alarion, pausing to rewind the
talking machine, "but I make it a point to do
all the housework to music of one kind or an-
other." As the fox-trot died a polychromatic
death she continued:

"I figured it out myself from an article I read
somewhere about bricklayers or factory work-
ers i:sing rhythmic movements so they wouldn't
get tired so easily. If factory workers, why not
housekeepers, and if rhythm why not the talk-
ing machine? So I tried sweeping to music one
morning — you _ know I never did care much
about sweeping — and you've no idea how much
easier the music made it. Easier and more
endurable, too, because I found that if I play
something I like I don't think as much about
the sweeping.

"It's the same with other sorts of housework,
too, and mother is charmed because I make her
go out and vote and shop and attend her club
meetings while I just turn on the talking ma-
chine and whizz through the work. A little
swing, a little sweep and there you are."

"But not always to fox-trots," pleaded the
visitor. "Your mother would never let you
wash that Sunday-go-to-meeting china and cut-
glass of hers to fox-trots."

"Well, no," the music student admitted. "I
vary the music, of course. For instance, when
I'm just going around - picking up things I play
something light and high-stepping, something
rather Broadwayish."

She started toward the talking machine again,
but the visitor held out a warning hand. "Not
yet," she urged. "Do sit down and rest for a
moment. You must be tired."

The music student balanced herself provok-
ingly on the arm of a chair and began sorting a
pile of old newspapers. "When I sweep," she
went on, "I usually play Wagner, especially
the 'Ride of the Valkyries,' and there are some
nice long broom strokes in the 'Magic Fire'
music.

"I mop the floors to slow waltz music and
for scrubbing I play the most funereal piece I
can find — Chopin's 'Funeral March' or some-
thing like that. On wash day I leave the doors
open and stuff clothes into the washing machine
to the tune of the 'New World Symphony,'
while for washing dishes I play something

glllllllllllllllllllllllNIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^

I Value of the Approaching Inventory Season |

I By J. H. TREGOE, Secretary-Treasurer, National Association of Credit Men |

Financial statements should be asked and de-
manded most generally at the close of this year,
probably the most difficult and complicated year
of the nation's industrial history. Every credit
manager should know what his customers have
been doing, how wisely they have handled con-
ditions, how prudently they have bought mer-
chandise, how skilful they have been in main-
taining themselves during adverse conditions.
Securing the statement in proper form and hav-
ing the ability to interpret it are good equip-
ment for the credit manager. There should be
read in every statement given these days the real
character and capacity back of it. These human
qualities should be analyzed and weigh far more
in determining the intrinsic value of a credit
risk than has ever before occurred in the inter-
pretation of financial statements.

This paragraph will not permit us to point out
the relations of various parts of the statement
to one another, but this information is available.
It should be patent to every credit manager, and
even when confronted by a diminished business
there should be no hesitation — in fact, there
should be a firmer determination than ever to
obtain financial statements and have future
credit favors governed in the largest measure by
what they tell. Nothing is really needed more
than just this kind of an effort so as to. put the
financial statement in its proper place, and, to-
gether with the ledger experience, make one of
the finest and safest determinators of credit
risks.

We are approaching the close of the year and
credit departments all over the land are begin-
ning to consider the receipt of financial state-
ments. The financial statement, when reflecting
the exact condition of business or a financial
enterprise, is its best barometer, but somehow or
other the freedom indulged by many in the mak-
ing of statements has reflected on their service,
and with some types of enterprises the financial
statement is not rated at all high as a channel
of dependable information. In our judgment it
is incumbent upon credit managers to instill into
the minds and hearts of their customers the need
and value ot making accurate financial state-
ments.

One of the great questions at this juncture is
how merchandise shall be appraised. It takes
real courage for a business, especially one of
long standing, to offer a financial statement
which shows a loss of ground from former
years and due largely to a depreciation in mer-
chandise.

Meanwhile, unless the statement reflects the
liquidating value of a business it is of no advan-
tage either to the maker or receiver. Even
though the statement merely balances, when it is
made in good faith and reflects the liquidating
value of the business, the character and capacity
of the makers to take into account will be ac-
cepted as a basis for further credit favors in a
larger measure than if the statement were padded
and did not show exactly the liquidating value
of the business.

soothing — Mozart or Haydn or one of those
nice old ducks."

"My dear," said the visitor, "you are a genius.
Perhaps you can suggest some musical accom-
paniment for the baby's squalling, though it
probably can't be made any more rhythmic or
mitigate the annoyance.

The music student paused for a moment with
a furrowed brow.

"That's easy," she announced at last. "Play
some of this ultra-modern music that has scales
and keys and things all its own and that sounds
like a milk wagon rattling down an empty street
at dawn or a swarm of flies buzzing around a
sugar bowl." — N. Y. Sun.

OPEMNO OYSTERS TO MUSIC

Oyster Packing Concern Increases Production
by Means of a Grafonola

Cambridge, Md., December 4. — The Eastern
Shore Music Co., of this, city, Columbia dealer,
recently sold an A-2 Grafonola to the Robbins
Oyster Packers Co., which is being used in the
shucking room. Referring to this purchase, Mr.
Robbins recently said: "We can now get a sur-
plus of shuckers who turn out half again as
many oysters as the men formerly did before the
Grafonola was installed. It is certainly an unu-
sual sight to see the negro shuckers opening
oysters to the tune of the 'Wang Wang Blues.'

CLOSE OUT THE BUSINESS

The stock of Cushman & De Verner, Inc.,
music dealers, at 58 Green street, New York
City, who recently were declared bankrupt and
placed in the hands of a receiver, was sold at
auction this week by Chas. Shongood, auctioneer
for the Southern District of New York. The
stock consisted of musical instruments and sup-
plies of all kinds of sheet music, talking machines
and records.

VICTOR CHRISTMAS WINDOW POSTER

Camden, N. J., December 5. — Artistic window
display helps in variegated colors for the Christ-
mas season have been sent out by the Victor
Talking Machine Co. to Victor dealers through-
out the country. The displays consist of posters
bordered by holly wreaths and a four-page folder
showing various ways in which the posters can
be used to the best advantage in the window.

i;o (Bm Jfrientisi:
Pcgt Wi&^t& for ^ Mmv Cfjrigtmasi
anb ^ ^appp Mt\a gear

THE TOLEDO TALKING MACHINE CO.

- - TOLEDO, OHIO

WHOLESALE

EXCLUSIVELY

THE TALKING MACHINE WORLD

December IS, 1921

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll»^

^pionqcjraph

is appreciated by the best trade.
All

WINDSOR PHONOGRAPHS

are carved in solid wood with
distinctive effects in keeping
with the highest skilled work-
manship.

36 years of experience making Windsor
quality in Windsor Furniture

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU

fr£x g)!e>*. wssnei^ wt^ .^^^^^^^^ rt£>^ gre^ gr^x gtix gs^

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU^

December 15, 1921

THE TALKING MACHINE WORLD

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^^

We Can Make Immediate Delivery

This is important to dealers in view of the heavy holiday
demand for good phonographs. Write or wire your order
immediately to Windsor Furniture Co., 1420 Carroll Ave.,
Chicago,

EASTERN DISTRIBUTORS:

HYMAN BROS. & COMPANY,
47 West 34th Street,
New York City.

Exhibited January, 1922, and succeeding market seasons in

BLODGETT BUILDING,

Grand Rapids, Michigan,

and

continuously at
1411 Michigan Avenue,

Chicago.

illllUlllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllilllllllll^

THE TALKING MACHINE WORLD

December 15, 1921

Greatest Musical Hit Of Ages

SOHG ofIoYE

^om'mossOH TIME

c<9/7 if Wrong
W/fh em/jeist song ''^

DETROIT'S STORES ASSOCIATION INSPIRING EMPLOYES MARION HARRIS WELL RECEIVED

C. A. Grinnell, of Grinnell Bros., Playing Prominent Part in Association Which Has Music as Its
Central Theme — Attracts Attention of Merchants in All Lines — To Meet in January

Detroit, Mich., December 6. — Following on the
heels of the successful opening meeting of the
Detroit Music Stores Association comes the
announcement that in January there will be held
in the Light Guard Armory in Detroit one of
the biggest meetings of its kind ever held in
this section with music as the central theme.

The Detroit Stores Association was formed
several weeks ago with the main idea of in-
spiring employes of the various music stores in
their work and arranging for various commu-
nity sings, etc. The first meeting two weeks
ago was attended by more than 3,000 employes
of the eight stores now comprising the Associa-
tion and its success is history.

When other merchants discovered just how
enthusiastically the employes took to the first
community sing of the Stores Association they
attempted to fall in line with the movement
and as a result the committee has literally been
besieged with requests from merchants in other
lines of trade asking if there is a possibility
that they can enter their employes. Some came
from banks, others from dry goods heads and
so on down the line.

The first meeting was inaugurated with a
four-minute talk by C. A. Grinnell, vice-presi-
dent of the Grinnell Bros, stores, in which he
told the employes of the benefits that were
to be derived from such periodical meetings.

At the big sing meeting to be held in Janu-
ary prizes are to be awarded the different stores
and the competition is already beginning to
show signs of competition that spell success.
It is believed that this meeting will be attended
by 8,000 employes in eight different stores.

W. T. Lewis, manager of the mail order de-
partment of Grinnell Bros., is a member of
the committee and the whole organization is

wholeheartedly backing the idea to the limit.

An interesting angle of the music spread in
Detroit stores is the idea introduced at the Grin-
nell stores of having a community sing for em-
ployes each morning before work is started. At
five minutes after eight all of the employes
gather on the lower floor of the main store
and until eight-thirty they sing patriotic,
operatic and popular songs. An orchestra on
the mezzanine floor of eight pieces, and com-
posed of employes, furnishes the accompani-
ment and e\^ery employe from the officials down
takes part in the affair.

Vice-president Grinnell is firmly imbued
with the idea that the community sing, whether
it is in the individual store or in groups, is
boimd to create a better working spirit for the
employe and he says that he will see the plan
through to a rousing success.

Popular Columbia Artist Entertained by Colum-
bia Dealer at Syracuse, N. Y. — Handsome
Painting Specially Prepared for Event

Si-K.'^CUSE, N. Y., December 3.— With the aid
of Markson Bros., Columbia dealers, the recent
appearance of Marion Harris, exclusive Colum-
bia artist at B. F. Keith's theatre in this city,
was a signal success. Not only was Miss Harris

URBAN SHOCKER BUYS SONORA

St. Louis, Mo., December 8. — The Mengel Music
Co., of this city, Sonora dealer, has reported the
sale of an "Intermezzo" model to Urban Shocker,
star pitcher of the St. Louis "Browns" and one
of the greatest twirlers in the national game.
Mr. Shocker is delighted with the Sonora he
purchased, having selected this instrument after
an extended survey of the market.

A new music establishment has been opened in
Lake City, Minn., by the firm of Schmidt &
Thomas, which operates another store at Red
Wing, Minn. Pianos, players, musical instru-
ments and talking machines are handled.

Marion Harris at Markson Bros. Store

royally entertained at the store, but this enter-
prising dealer installed a window display which
was artisticalh- arranged and listed all of Miss
Harris' Columbia records.

The B. F. Keith theatre designed an unusual
picture of Miss Harris, using as a background a
large Columbia record measuring approximately
five feet in diameter and in the front featuring
Miss Harris.

This novel painting was the work of Robert
M. Berman, a graduate of the College of Fine
Arts and Syracuse University, who prepares the
publicity in connection with all artists' appear-
ances at that B. F. Keith theatre.

Tenhoff's Pharmacy has secured the Victor
agency in Balaton, Minn.

Those qualities which make for success in life
deserve a better and more dignified name than
the expression, "tricks of the trade," for tricki-
ness really has no part in the right order of

success.

GLORIA REPRODUCER— AN IMPORTANT MESSAGE

A sound-box and diaphragm of entirely new principles

After four years' use and exhaustive test the GLORIA REPRODUCER
is now placed on sale, with VOLUME— NATURAL TONE — NON
SCREECH — NON BLAST and improvement with age.

The diaphragm of SPUN aluminum f^fo of an inch thick. Hear a cornet
solo, piano, violin, cello and soprano voice, with the absolute fidelity of
the original.

To the trade: The Gloria Reproducer will be shipped in sample
lots for $3.25. Tone Arm and Sound-box $6.00. Send for yours.

Remittance must accompany all orders for samples

GLORIA PHONOGRAPH CO.

Ready for use

Factory
226 15th Street

Salesroom
559 Fifth Ave., Brooklyn, N. Y.

PAT.
FRANCE
GERMANY
GREAT

BRITAI
CANADA

Open face

December 15, 1921

THE TALKING MACHINE WORLD

I ^Uhe New Scotf ord Tonearm

and Superior
Reproducer

^©
©

CA new external shape
of ace and heauty^
without chan^in^ the
internal design:

The

NEW

That same ang,le turn with tKe solid inclined plane
deflecting the sound waves straig,Kt downward into
amplifying chamber. That same famous Scotford
tone — ^the tone of refinement. — genuinely musical.
Now in a tonearm of accepted, conventional, popu-
lar design. WRITE FOR SAMPLES.

1 New Construction 1

The long, straight tube is of drawn
Yellow Brass. Tonearm Base, Main
Elbow and Connection Elbow and
the Reproducer Frame, Face Rin^
and Back Plate are cast of TENSO
White Brass Alloy. — ^an alloy more
than double the tensile strength of
cast iron. — .much strong,er, harder
and lighter in weight than ordinary
white metal alloys. New dies have
been produced for casting all parts.
The new parts are solidly cast, and
are very substantial and durable.

STYLE No. 1 FINISH
A combination of Nickel or Gold Plate and Black Rubber Japan

STYLE No. 2 FINISH
A different combination of Nickel or Gold Plate and Black Rubber Japan

STYLE No. 3 FINISH
All parts Plated in Nickel or Gold

In ordering specify whether Reproducer should have Plain Gilt Plate or" Superior" Name
Plate. To obtain Individual Name Plate, customer must furnish Decalcomania Transfer

Samples Will be Submitted on Approval

Style 1 Tonearm lon^tube and main
elbow, Reproducer face rinfe and
back Black Japanned; other parts
Plated.

Style 2 Tonearm lonfe tube and main elbow Plated, base Black Japan-
ned; Reproducer back Black Japanned, the face rin^ and frame
Plated.

Style 3 All parts of Tonearm and Reproducer are Plated.

Gold $ 9.00
Gold 10.00
Gold 11.00

No. 1 New Scotford Tonearm and Superior Reproducer . Nickel $7.00
No. 2 New Scotf ord Tonearm and Superior Reproducer . Nickel 7.75
No. 3 New Scotf ord Tonearm and Superior Reproducer . Nickel 8.50

Samples Prepaid at the Above Prices

Write for Our
Specification Sheet and Quantity Price List

BARNHART BROTHERS
& SPINDLER

CHICAGO, ILLINOIS

THE TALKING MACHINE WORLD

December 15, 1921

|iiiiiiiniiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

I The Importance of Instalment and Collection |

By L. G. Lincoln |

Methods in Making the Store Pay

Adv. Mgr. Sonora Phonograph Co., New York ^

llllllllllllUIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIII^

There is an old saying among experienced in-
stalment men that a sale is not a sale until the
last payment is made. It is one thing to induce
a customer to sign the contract and another to
have him make the payments promptly as they
fall due.

When a customer buys a phonograph from
you and signs your instalment contract there is
a definite understanding that he is to pay a
stated amount each week or month. As long as
he lives up to the letter of the agreement you are
powerless to compel him to pay more. If he
pays you $10 down on a $100 machine he owes
you the entire balance no more than you owe
the rent for the term of your store lease. He
owes you nothing until a week or a month from
date of purchase, according to the terms of the
agreement, and then owes but the first instal-
ment.

Merchants selling on the instalment plan are
seldom so exacting about the credit and stand-
ing of the purchaser as those selling a bill of
goods amounting to $100 or $200 without se-
curity for the reason that an instalment cus-
tomer invariably gives the dealer a lien on the
phonograph or other merchandise.

A dealer with a goodly number of accounts
usually maintains a loose-leaf ledger or card
ledger system. When an instrument is sold
on the instalment plan the account is opened.
Information pertaining thereto is transferred to
the ledger page or card and this usually includes
the name and address of the purchaser, business
or occupation, whether married or single, names
of references, the name, number and style of the
phonograph, the name of the salesman, date de-
livered and other vital information for check-

Ill

ing or tracing in the event of contingencies.

Some bookkeepers enter a charge for the en-
tire string of payments at once. In other words,
if a machine is sold for $100 and the customer
is to pay $10 down and $10 a month, a debit of
$10 will be entered for the first payment together
with a credit of $10, showing that the first pay-
ment has been made. Then follow nine debits of
$10 each and the date due. If partial payments
are made, because of the customer's inability to

_ A Sale Is Not a Sale §

I Until the Last Payment J

I Is Made, Hence the H

B Value of Bookkeeping |

H and Collection System m

pay the entire instalment, these are applied on
the first payment to become due.

Other bookkeepers simply enter a debit for the
entire balance and credit payments as paid,
whether partial or in full, and then show the un-
paid balance on the account. The former sys-
tem, while entailing a little more work at the
outset, is advantageous, as it always shows
whether or not the customer has paid to date or
is in arrears without the necessity of checking

the account. If in the rnonth of July, for in-
stance, the bookkeeper sees . that credits have
only taken care of payments up to and including
April it is known at once that the account is
three months in arrears.

The customary manner of using a loose-leaf
ledger is this: an alphabetical index consisting of
blank pages is in the front of the book. The
ledger pages are separated by thirty-one guide
pages each of which is numbered for one day of
the month. The page or account is placed in the
ledger on top of the date on which the payments
fall due and the name of the customer is then
placed in the alphabetical index.

When John Jones calls to make a payment
the cashier immediately finds the name in the
index and notes that the account is in section
No. 18, which means that his payments are due
and payable on the 18th of each month. If there
are many accounts each one is given a special
number, so that 15-18 would mean that the ac-
count is the fifteenth page in the eighteenth sec-
tion. The cashier notes what payment is due,
marks it paid on the ledger and immediately in
the cash book. These two entries are made at
the same time, which saves posting later.

Experienced instalment houses invariably mail
a notice of the payment to each customer about
ten days before it is due and this is brought to
the store with the payment. It gives the page
and section numbers of the ledger, so that the
cashier can refer to the accpunt without any
loss of time; the notice is then marked paid and
returned to the customer as a receipt, thereby
saving the cashier the extra work of writing one.

If the card system is used instead of the loose-
leaf ledger the same operation is followed.

The time has come

When every Record Dealer

Should carry

Records

The excellent recordings

Are the wonder and admiration

Of all who buy them.

STERLING ROLL and RECORD CO.

Pittsburgh, Pa., 436 4th Ave.

Cincinnati, Ohio, 137 W. 4th St.

The Talking Machine World, Nezv York, December 15, 1921

As an advertising medium, THE
TALKING MACHINE WORLD
TRADE DIRECTORY will have
tremendous value. It will be the
industry's only complete reference
guide and the dealer's stand-by. The
available advertising space will be
limited, and reservations are being
made daily. We would, therefore,
suggest that you reserve your space
without delay.

EDITOR'S NOTE:— If you have not yet returned the
information data sheet that we sent you, please do so
by return mail. It will be to your distinct advantage to
be hsted properly in THE TALKING MACHINE
WORLD TRADE DIRECTORY.

i THE TALKING MACHINE WORLD TRADE DIRECTORY

^ Compiled by

37i Fourth Avenue ■«A„/>--k^3* ~~ New York City

The Dealer Will Use J

The Talking Machine World Trade Directory t

. J)

As His Standard Reference Book ^

The talking machine dealer has been handicapped in the past ^

by not having at his disposal an up-to-date reference book that °/

gives him accurate information on all matters pertaining to Vd
talking machine products.

THE TALKING MACHINE WORLD TRADE DIREC-
TORY solves the dealer's problem in this respect, for it will ^
contain accurate and up-to-date lists of manufacturers and job- ^
bers of all products relating to the talking machine industry.
The dealer can use it with safety, for it will be authentic and Vb
authoritative, because it is published under the auspices of
THE TALKING MACHINE WORLD. ^

When in the market for new or additional lines of machines, ^

records, supplies, accessories, etc., the dealer will refer with Jj

o full confidence to THE TALKING MACHINE WORLD If
If TRADE DIRECTORY for information and guidance. The

Q\ data he will find there will enable him to reach his merchan- J)

)l dise markets readilv and efficientlv. ^

December 15, 1921

THE TALKING MACHINE WORLD

Customers should not be permitted to fall be-
hind in their regular payments without first
advising you of their inability to meet them and
secure your permission for an extension of time.
Opinions vary as to what policy should be pur-
sued in making collections and enforcing pay-
ments. Some believe in allowing customers to
let their payments become past due for several
months before taking a firm stand, but it is a
noticeable fact that the greater number of large,
experienced instalment merchandisers use the
most aggressive methods to enforce payments,
and this fact would seem to indicate that this
policy is the one most productive of results.

If you secure a loan from your bank and give
your note payable on a certain date you are
going to pay that note or see the banker on or
before the date due and make arrangements for
a renewal. You will not expect the banker to
call you up a few days or a month later to
remind you that you have not met it. There
is no more reason why you should expect one
of your customers to consider his obligations to
you any differently or as something of no im-
portance, and if the payments are not met
promptly you should learn the reason at once,
with a definite promise when they will be made.

Accounts cannot be watched properly unless it
is done in a systematic manner. A good way
is to refer to the ledger every Monday, see
what payments were not made during the past
week and write a letter to all delinquents, call-
this fact to their attention. One week later it
will be necessary to look again to see if all
those having received letters responded or made
the payment in question.

If no attention has been paid to the letters
the accounts should then be placed in the
hands of your collector, in many stores the man-
ager or proprietor himself. It should be re-
membered, however, that your customers should
be taught to call at the store with the money
and not encouraged to wait for a collector or n.
salesman to call at their homes for it.

Houses employing one or more collectors find
that these men seldom seem to grasp the fact
that accounts are payable at the office and not
at the homes, but collectors, with few exceptions,
seem to like to return from the day's work with
a pocketful of money, probably to show that they
have been on the job and, accordingly, encour-
age the customer to wait for them to call.

Large establishments catering to the poorer
class are the exception, for the reason that people
of this class must be seen as soon as they receive
their pay, otherwise other houses will get it all,
leaving nothing for the house that does not send
collectors.

The use of printed forms notifying people that
their payment is past due is not encouraged. A
printed form immediately discloses the fact that
there are many others who are in arrears.

Letters written individually to each are far
more effective. The first letter to be sent when
a payment is missed should be very fair, ex-
plaining the situation to them, appealing to their
good intentions, giving them an opportunity to
call and either make the payment or explain
why this cannot be done at once. The second
should be along the same lines, but expressing
surprise that the first one was given no attention.
The third should be much stronger.

If no attention has been paid to three letters
you are justified in writing very pointedly and
setting a definite time to make settlement "be-
fore you take steps to enforce collection which
might prove embarrassing to them." By send-

Warbletone Record Renewer

Cleans and polishes old records and makes them
sound and look like new.

Cleans the grooves and the general surface,
removing dust, grit and foreign matter without the
least injury to the sound grooves themselves.

This new invention gives new voice and renewed
tone to records and will positively clarify articula-
tion.

One bottle will last indefinitely. Very simply
applied.

Immensely valuable to dealers as ^ well as to
machine owners. "2 drops to a record."

If your jobber cannot supply you order direct.
Price 50 cents per bottle retail. Liberal discounts.

WARBLETONE MUSIC CO.

225 Ma.«achu8elU Ave. INDIANAPOLIS. IND.

ing such letters no one would be justified in
complaining about receiving strong letters, be-
cause you have written at least two which ex-
plained the situation to them and given them
every opportunity to call at your store to explain
matters if their intentions were good. By writ-
ing a mild letter in the beginning and gradually
working up to a strong one you have the best
of an argument before it starts.

Ordinarily, the first letter should be sent out
a few days after the first payment has been

NEW LIBROLA FOLDER

Seaburg Mfg. Co. Issues Artistic Folder — Li-
brola's Distinctive Features Illustrated

J.\MEST0WN, N. Y., December 5. — The Seaburg
Mfg. Co., of this city, manufacturer of the Librola
phonograph, has just issued an artistic four-page
folder which can be used to splendid advantage
by Librola dealers. The front page is designed in
several colors, featuring an illustration that com-
bines a sales message with human interest. In
the two center pages are illustrated various

missed, as has already been stated, and the other
letters should follow about one week apart.

If you have good reason for doubting the abil-
ity or intentions of a new customer to make
the payment it would be advisable to send a rep-
resentative at once, but in ordinary cases a letter
system works out in a satisfactory manner and
teaches the new customer that payments are to
be made at the office and all extensions of time
must be granted by your office before the pay-
ment becomes due.

models in the Librola line, among which are the
No. 125, retailing for $125; the Louis XVI, re-
tailing for $150, and another model of the Louis
XVI, retailing for $200. All of these models are
designed as consoles, and, in addition, there is a
No. 110 upright, Adam design, retailing for $85,
and a console cabinet design to accommodate
the small table models of the standard machines.

On the fourth page of this interesting folder
there is presented a brief sales message, calling
attention to some of the distinctive merits of the
Librola. One of the features of this instrument
is the fact that two-thirds of the top is stationary.

Write for prices

1 '

<Sphinx Gramophone Motors Lc.

21 East 40th St.

NEW YORK CITY

THE TALKING MACHINE WORLD

December 15, 1921

MAGNAVOX

TYPE MV-1
Music and \^oice Telemegafone

MAGNAVOX INCREASES THE VOLUME OF ANY PHONOGRAPH
MAGNAVOX INCREASES THE VOLUME OF YOUR BUSINESS

Because it raises the usefulness of phono-
graphs to a degree never before attained.

CONSIDER it a moment. With a
Magnavox attachment a phonograph
can be heard in the farthest corner of a
vast hall distinctly and clearly. At a big
dance you can have band music without
the expense of a band. At the theatre
you can have orchestra music without
an orchestra.

For school, summer camp, community
center and playground the Magnavox is
in great demand. It can be attached to a

phonograph easily and quickly, and the
volume of sound regulated to the exact
degree desired — extremely loud or a mere
whisper.

The Magnavox is operated by a small
storage battery so that it can be used in
the wilderness, where there is no electric
current, just as easily as in the city.

The Magnavox will increase your sales
and add a handsome profit.

Se7id for Full Particulars

THE MAGNAVOX COMPANY

General Offices and Factory
Oakland, California.

New York Office
370 7th Ave., Perm. Term. Bldg.

VOLUME

December 15, 1921

THE TALKING MACHINE WORLD

BIIIIIIIIIIUIIIIIIIIIIIlllllllllllllllllllllllllllllillllllllllllllllllllllllH^

I Helping the Talking Machine Retailer With |
I His January House Gleaning :: :: By Thornton Haii |

llllllllllllilllllllllllH^^^

Anything well begun is half done. Getting
away to a good start is more than half the bat-
tle in the retail talking machine business, just as
much as in any other walk of life. With the
old year practically off the books and a year
rich in possibilities knocking at the gates it is
time for the dealer to consider his opportunity.

The wise talking machine dealer will not waste
the month of January. For him it is a golden
month of opportunity. This is his time to put
his business house in order for another year.

The coming January shapes up right now as
even more important than usual in this re-
spect because many a talking machine retailer
has just weathered a lean year. When he turns
over his New Year's business leaf he must make
sure that his slate is just as clean as he can
make it.

The way to clean the business slate is by elimi-
nating the "deadwood" that has been clogging the
works and impeding progress. Look into your
business records and sales methods carefully,
discover what is wrong, search for what is right
and get started in January without a handicap.
The competition for 1922 business will be keen.
The dealer who is going to get the lion's share
must dig his spikes in the dirt and not be left at
the post.

The 1922 starting mark should be scratch. This
January dusting off the wheels of merchandis-
ing machinery should be thorough. Too many
dealers content themselves with a perfunctory
slock-taldng of the old-fashioned variety. With
the new style retailer this matter of inventory
becomes of minor importance, for he generally
keeps himself posted daily with a perpetual in-
ventory system. He is ready to spend this
time brushing up for the year's work.

There is a Passaic, N. J., dealer who extends
his January overhauling to all his departments.
All phases of his business are placed on a fresh,
clean basis for the coming year. His window
trimming plan for the year is determined in ad-
vance and the ideas for the various displays for
each month are chronologically indexed. This
plan is carefully followed throughout the year and
the result is an efficient system of keeping the
windows fresh and bright with new ideas. His
community observes from his windows that he
is an up-to-date merchant. Of course, this ar-
rangement of detail in advance does not at all
preclude the staging at any time of impromptu
displays suggested by events of the day.

Similarly this modern music merchant arranges
his advertising campaign in advance. He studies
conditions in the national and local markets and
what its problems are likely to be during the
year. He then works out a central idea on which
to base the campaign calculated to sell his quota
of machines and records. He then writes out all
his copy and secures what illustrations he needs,
after which he confers with the representatives
of the local advertising media. He allots 5 per
cent of the estimated sales total for the year for
advertising and makes his plans to spend that
sum in the most effective way.

In the same way he goes right down through
the various departments and the problems con-
nected with each — sales promotion, floor selling,
canvassing, personnel, repair, stock and fixtures,
bookkeeping and credits, delivery, mailing lists,
service, etc. The clerk in charge of each is asked
for suggestions which should build business dur-
ing the new year. These suggestions are usually
helpful and are talked over. If they are prac-
tical they are adopted.

Sales promotion, which, for the purpose of ad-
ministration, should be distinguished from sales-
manship, lends itself readily to this plan of get-
ting ready for the year's work in advance. It
covers the collection and follow-up of the pros-
pect list, both by mail and by canvass from house

to house. At the start of the year the merchant
should go over his prospect list, weeding out the
"deadwood" and adding as many new names as
have accumulated. Get the list ready for busi-
ness, then proceed to work it just as thoroughly
as it will stand. A good plan is to prepare a
regular schedule of dates for sending out letters
throughout the year, say the 14th and 28th of
each month. Then prepare the letters to be used
in the campaign and adhere strictly to the sched-
ule. As fast as a prospect is converted into a
customer he should be changed from the pros-
pect list to the customer file and kept informed
of the regular record releases, etc.

The matter of canvassing should be considered

m January Is the Golden |

I Month of Opportunity |

I For Dealers Desiring M

I to Perfect Their Plans |

I and Policies for 1 922 |

for its true worth. Because of the store location
or other cause canvassing is the most important
piece of sales machinery in many a store. Be
sure your business is "all set" in this respect.
Lay out the various routes that your canvasser
will follow during the course of the year. At the
end of each month have him report to you in
detail and analyze and discuss this report. At
this time add on the new names for each route
that are continually coming up in the course
of each day's business.

Selling on the floor is your ace of trumps.
Right here is the make or break of the success
of any talking machine retail establishment. The
dealer who is going to make his 1922 ledger
show a substantial profit will on January 1 say

to himself: "What is my equipment for selling
on the floor, and in what sort of shape is it?"

Look back over 1921. What was the record?
Who made the sales and who did not? Deter-
mine who of your salesmen is keeping up with
or is above his quota and who is not. It is the
latter with whom you should most concern your-
self. Find out why he is falling down. Have a
talk with him. Is it his personal appearance or
manner? These can be corrected. Does he lack
faith and enthusiasm in the product or in you
or your methods? Perhaps you can show him
in a few well-chosen words how to convince
himself and in like manner the customers. Is
he a poor closer? Drill him in this important
point. Remember that salesmen are not born,
they are made !

Personnel is a closely allied subject. While
you are giving this January analysis to your sales
force, go over the other members of your staflf.
There must be no square pegs in round holes in
1922.

Your repair department should be overhauled.
Did it pay in 1921? If not, why not? If it did,
how can it pay more during the coming year?
Is it functioning properly and giving the proper
service to customers? Are you running it on a
system of scientific economy — in other words, a
strict record of costs?

Little need be said of the annual inventory of
stock and fixtures, except that it should not be
omitted. This is a good time for those dealers
who have not a perpetual inventory system to
install one. Only by means of this system do
you know the state of your business at any time.
If you are not acquainted with any system your
manufacturer or jobber will probably be glad to
help you. Or, better still, arrange to have a local
bookkeeper or accountant help you install it.

Are your books in order? Don't say to your-
self: "Of course they are; they balance."
Rather, "Are they telling me all I want to know
about my business?" It is easy for the mer-
chant to deceive himself as to the actual amount
of his profit. Sometimes he fails to charge him-
self a personal salary. Some dealers omit the
item of rent when they own the building. All
(Continued on page 62)

311 SIXTH AVE. Te!:Chelsea9237 NEWYORK
SONORA DISTRIBUTORS EXCLUSIVELY

.for New York, Staten Island r the lower Hudson Valley

The supepiopil^ of tlie Sonova is as mopked
as ite ease vitli vliicli il $el]$.

"Sonora 6^ Sales are Synonymous**

THE TALKING MACHINE WORLD

December 15, 1921

enliiilefin^^ers
andfen liiileToes

mucan 'f go wrong a C _1

wif/iangjeisf'son^" POdCJt Ol d SOIlo!

ASK TO HEAR IT!

DEALERS' JANUARY HOUSE CLEANING

(Continued from page 61)

these things mean a false profit and that the
selling price of the merchandise is too high or
too low.

If the talking machine deakr, large or small,
will say to himself, "1922 offers me a big oppor-
tunity; how am I going to make the most of it?"
and will think over the above suggestions, there
is no reason why he cannot "make the most of
it." Start 1922 with a clean slate, and plug hard
six days a week for fifty-two weeks.

NEW KENT "SPECIAL" ATTACHMENT

Latest Addition to F. C. Kent Co.'s Line of
Attachments, Designed for Use on Edison
Disc Phonographs, Just Announced

The F. C. Kent Co., Irvington, N. J., manu-
facturer of bent pipe and tubing specialties, which
is well known for its talking machine attach-
ments particularly designed for Edison disc
phonographs, has just announced its newest
product, the Kent "Special," for playing lateral
cut records on the New Edison phonograph,
regarding which an attractive folder is now being
forwarded to the trade.

The new attachment is made entirely of brass
tubing and, it is said, insures the highest tonal
qualities and is so fashioned as to preclude all
possibilities of rattle or blast. It is lowered and
raised on the machine in exact accordance with
the method employed in using the regular repro-
ducer. It is manufactured with either a mica or
a composition diaphragm and is of the best
workmanship consistent with the high standards
established by the F. C. Kent Co.

In commenting upon this new device an offi-
cial of the F. C. Kent Co. stated: "In ofiFering
the Kent 'Special' to the trade we feel that we
are adding a most worthy member to our large
family of special attachments for the Edison disc
phonograph and one which will successfully

meet the demand for the highest grade of at-
tachment and at a modest price. Having made
the first marketable attachment for the Edison
disc phonograph and being particularly well
qualified by experience, tradition and training to
determine the requirements of the trade in this
direction, we feel safe in recommending the
Kent 'Special' as being without a peer in its par-
ticular class. With our Kent Attachment No. 1,
our Kent Universal Attachment No. 1, our Kent
Master Adapter and our Kent 'Special,' together
with our Type 'B,' our Type 'S' and our Type
'X' sound boxes, permitting of a very large va-
riety of combinations, it is fair to assume that
we are now in a position to satisfactorily supply
the wants of every taste and pocketbook. It
has been our experience that no one attachment
can satisfy everybody and we believe that, so
far as our present vision can encompass, our
line is now complete.

"As an exponent of the merits of advertising
3-ou may be interested to learn that we attribute
a large measure of our success to the consistent
use of advertising space in the trade papers.
This statement, to our minds, is amply substan-
tiated by the fact that our phonograph acces-
sories are now sold not only to dealers and job-
bers in every State of the Union, but also directly
to dealers and jobbers in Alaska, Australia, Brit-
ish West Indies, Canada, Canal Zone, China,
Cuba, Denmark, Ecuador, England, France, Ger-
many, Greece, Holland, Honduras, Hawaii, Haiti,
India, Ireland, Japan, Mexico, Newfoundland,
New South Wales, New Zealaiid, Nicaragua,
Nova Scotia, Philippine Islands, Porto Rico, Scot-
land, South Africa, Spain, Turkey and the Vir-
gin Islands, although we have never employed
traveling salesmen to market our line. Of course,
we have endeavored to make good in service,
utility, workmanship and material, but the ini-
tial impulse was always conveyed by our adver-
tising copy. We say 'It pays'."

NORA BAYES WINDOW SCORES

Alhambra Music Co., of Cleveland, Features
Vaudeville Star in Window Display Which
Created Considerable Interest and Sales

Cleveland, O., December 8. — The Alhambra
Music Co., of this city, Columbia dealer, prepared
recently an artistic window display featuring
Nora Bayes, the famous vaudeville and musical
comedy star. Mi5= Bayes. who i; an exclusive

Alhambra Music Co.'s Attractive Window

Columbia artist, appeared here two weeks ago
in a headline act on the Shubert circuit, and was
accorded an ovation hy Cleveland's theatregoers.

The window display prepared bj' the Alhambra
Music Co. was enthusiastically praised by passers-
by, and Miss Bayes was personallj- delighted at
the distinctiveness of this window. During her
staj"- in Cleveland the local Columbia dealers re-
ported a marked increase in the demand for her
popular Columbia records.

W. D. Wiley, of Anna, 111., recently opened a
\^ictro!a department in his book store.

The Automatic Repeating Phonograph Sales
Co., of Binghamton, N. Y., which recently
opened its store, is pushing the Brooks auto-
matic phonographs.

There is none better than

Records

Popular music so good they sell as fast as released

Standard music of such superior quality that they enjoy steady,

satisfying sales

Independent Jobbing Company Okeh Record Distributors Goldsboro, North Carolina

December IS, 1921

THE TALKING MACHINE WORLD

ni^iiiiii^iuiii;iiiiiii^liiMii>iiiiiiiij^'Miii|iiiMijiiiiii^iiiiij^iiiiii^iinnj^ j^iiiiiil^iiiiiii^i ^iiiiiinjii ^iinii;^

Besides this Simplified
Sheraton console, the
Jewett line includes
attractive upright and
console models priced
from $125 up.

hi!

A Finer Console Than You Ever
Dreamed Possible at $145

In offering this exquisite new Sheraton console to the trade, we wish to
make it clear that this is not "just another phonograph."

It is the greatest single achievement made in recent years in the building
of fine phonographs.

Your first thought will probably be that it is impossible to build a really
high-grade instrument to sell for $145. That is because you have in mind
the range of prices of other makes of consoles.

The tone is absolutely superb. No "blasting" — no lost tones — no metallic
vibration. Just pure music, amazingly lifelike with a fullness and richness
that will delight the hearer who appreciates faithful reproduction.

Hear this new Jewett, Play orchestral or brass selections and hear instru-
ments you have never been able to "pick out" before. Then see if you do not
agree with us that this console is truly wonderful value — an unusual mer-
chandising proposition at $145.

Write today for our dealer discounts and
liberal advertising and financing plan.

II:

THE JEWETT PHONOGRAPH COMPANY

General Sales Offices: 958 PENOBSCOT BUILDING, DETROIT

THE TALKING MACHINE WORLD

December 15, 1921

INDUSTRIAL CONDITIONS WEST OF THE ALLEGHENIES

Manufacturers and Supply Men Have Removed Their Indigo-hued Glasses and See Bright Times
Ahead for the Industry, Says L. H. Crabtree, of the International Mica Co.

[Editor's Note: — L. 11. Crabtree. of the International Mica
Co., Philadelphia, Pa., who recently returned from an exten-
sive trip covering the talking iftachine industry west of the
Alleghenies, has written the following interesting analysis of
conditions as he found them in this territory.]

In our travels we meet a number of gentlemen
who are now convinced there is a hell, for they
ask, "Where else could business have gone?"
But these men are slowly removing their dark
glasses.

The disastrous year of 1920, phonographically
speaking, is quickly drawing to a close and the
joys are quickly overcoming the glooms. Some
of the manufacturers in their hustle and bustle
feel as though the industry has shot its bolt, not
realizing the tremendous number of talking ma-
chines which have been sold during the year, but
which volume, on account of the very great
number of machines of all descriptions which
had been manufactured ahead in anticipation of
the Fall rush of 1920, and which to our sorrow
did not materialize, were thrown on the market,
under the hammer, through forced liquidations,
etc. Therefore, while the volume of business
was there, the results were not felt by many of
the operating manufacturers on account of re-
placements being taken care of through these
other channels.

This condition, however, has been eliminated
to a very marked degree, and those who have
survived the ordeal are being rewarded by a con-
tinued increase of orders. The tremendous
change of heart which occurred in Chicago, for
instance, between the first week of November
and the second week was very marked, and for
practically the first time during the year there
was evidenced the fact that prices had reached
the bottom and that it was safe to order a little
further ahead than for one's immediate require-
ments. The more efficient sales forces have suc-
ceeded during the past eleven months of this
year in closing out their tremendous stocks of
high-priced supplic'^ and are ready to proceed

with new stocks of raw materials, lower wages
and minimum overhead, on a cost plus basis.

This is the condition which must be arrived at
by all manufacturers to be able to stand the gaff.
The evidence of this condition is further illus-
trated by the fact that practically all orders
which are being received for parts going into the
talking machines are telegraph and rush orders
for immediate delivery.

The quality manufacturers specializing on ex-
clusive art models are busy and have been busy
for quite some time. This specializing during
depressions is particularly adapted to these times
and conditions and is practiced by the larger in-
dustries— for instance, the woolen and worsted
cloth industry — in dull periods as follows: The
designers work their hardest to bring out a new
style in desirable suitings, and if successful their
mill remains at maximum production while the
other fellows are running at reduced production
on the staples. Where this applies to the woolen
and worsted industry it also applies to cabinet
manufacturers, tone arm manufacturers and
hardware manufacturers, and offers food for
thought. The older concerns manufacturing ma-
chines in Chicago report business quite satisfac-
tory. The tone arm manufacturers also report
business picking up quite considerably, with re-
quest for samples and quotations possibly 100
per cent more in November than in October, and
orders proportionately.

These accounts also report the "hand-to-mouth"
buying of the manufacturer, with deliveries re-
quested immediately, and one account illustrated
one of the more abnormal conditions as follows:
A talking machine manufacturer — or, more ac-
curately, assembler of talking machines — required
some tone arms and proceeded to this tone arm
manufacturer with the statement that he would
buy tone arms provided the manufacturer ac-
cepted caliiiiets in payment. This condition.

however, is now eliminated and the tone arm
manufacturers are feeling more optimistic, for
they realize the previous surplus of tone arms
has been practically eliminated and advise that
once the "buying power" is turned on and confi-
dence is restored so that at least a fair amount
of stock can be safely carried we should be able
to proceed on a much more substantial basis.
Further, with the manufacturers keeping all
stocks at a minimum it is quite possible, should
the reserve buying power which has been ac-
cumulated be turned on too quickly, that a
scramble for parts would not be an impossibility.

The accessory and mail-order houses catering
to mid-West and Western accounts report busi-
ness quite satisfactory and state it is now worth
while to send out literature. With the recent pick-
up in business it has given the entire trade incen-
tive to go after things, and those who have
survived are right after business with satisfac-
tory results for their efforts.

The "Imico" representatives in Cleveland, V. T.
Shultz; in Kansas Cit3% Steinola; in St. Louis,
Artophone; in Davenport, Davenport Phono-
graph & .A.ccessor>- Co.: in San Francisco, Walter
S. Gray Co., and our factory branch in Chicago,
find a very much better feeling among the va-
rious dealers and manufacturers in their respec-
tive vicinities. The continued pessimism in con-
junction with the talking machine industry, one
of the real large industries of this country, is
certainly, in their opinion, without proper founda-
tion, for all businesses have been affected, and
seriously affected, during the past year. The
talking machine industry, on account of its very
rapid strides, possibly burned the bridges on the
advance, not anticipating any such calamity, and
we were possibly not so well entrenched as some
of the older industries. The same cry was also
made in reference to the automobile industry in
its infancy. There will always be a demand
for talking machines, for those who have not
bought, for replacement of worn-out machines
and for those who started with the smaller ma-
chines and replace them with larger machines.

The Tanan office of the International Mica Co.

ORO-TONE
FEATURES

Extension A telescopes into large
elbow B, giving a length adjust-
ment from 7% to 9!/2 inches.
Adjustment screw C engages an
indexed channel in extension A,
assuring perfect alignment. Slight-
ly releasing locking thumbscrew E
permits height adjustment of large
elbow in base ring D. Releasing
locking screw E entirely permits
tone arm to be removed from base
ring D for packing separately be-
fore shipping, if desired.

ASK FOR ILLUSTRATED AND DESCRIPTIVE
CATALOGUE

1000 to 1010 GEORGE ST.
CHICAGO, ILLINOIS

MODEL L S

COMPOUND
BOCKEK
ACTION

The highest
grade and most
scientific repro-
ducer ever offered
the trade.

PAT. APPL'D FOR.

Illustrating Angle Throw Back ImproTement. Fermitg
reproducer to clear tone arm when thrown back regard-
less of whether it is In position for playing Hill and
Dale or Lateral-cut records.

December 15, 1921

THE TALKING MACHINE WORLD

reports business very good at present, resembling
more the talking machine business two years ago,
when the question of "When can you deliver?"
was the important requisite for receiving the
order.

The various "Imico" representatives are particu-
larly pleased*with the recent considerable reduc-
tion for the standard "Imico" imported India ruby
mica diaphragms, which has been made possible
by the success of the "Imico" mining engineers
in working up during the recent slump and finally
"bringing in" a shaft producing the best quality
of flat ruby mica in large quantities.

SHIPS SONORAS ABROAD

Gray & Martin, Pittsburgh, Pa., Report Sales of
Sonoras for Foreign Climes — Total Business
for Present Season Is Very Satisfactory

The sales department of the Sonora Phono-
graph Co. received recently an interesting letter
from Gray & Martin, Sonora dealers at Pitts-
burgh, Pa., this letter reading in part as follows:

"It may be of interest to you to know that we
have in our shop for very slight repairs one of
the early models of Sonora, with sloping top,
tone arm of which travels on a horizontal rod,
and as we have only been handling Sonora for
six or seven years its design and construction
make it quite unusual in appearance.

"This Sonora was in our shop about four years
ago for new mainspring, and at that time the
owner said the machine had been in use, without
any repairs whatever, for eight or nine years.

"While the later children of the Sonora family
have improved marvelously in size, finish and
appearance over this older brother, his voice still
is 'Clear as a Bell,' and is scarcely any worse for
the wear; in fact, looks good for another twelve
or thirteen years.

"At diflferent times our old Sonora customers
have purchased another one to be sent for use
in other climes and countries or to a considerably
distant point in the United States, amting them
being a Grand to Stockholm, Sweden; an In-

The Superior Lid Support

CA touch of one Finder lifts or closes
the Lid, which stops at any point desired
Does not warp the Lid

MUSICAL EQUIPMENT FOR COLLEGE

Mrs. B. M. Shanley Presents Knabe Grand With
the Ampico, an Organ, a Talking Machine to
the Value of $5,000 to the Villa Victoria

Supemor Specialties for Phonographs

I Sample Prepaid, $0.75 Nickel— $1.25 Gold BARNHART BROTHERS & SPINDLER

i Quantity Prices on CApplication Monroe and Throcp Streets CHICAGO

vincible to Budapest, a Sonora Portable to Shang-
hai for a missionary, an Invincible to Palatka,
Fla., and other Sonoras to Sheridan, Wyo., and
Bocas del Toro, Panama, Canal Zone. These
sales in every instance were made upon the

known dependability of Sonora.

"Our Sonora business has been of good volume Trenton, N. J., December 4. — Mrs. B. M. Shan-
this month, being a little larger in volume than ley, of Newark, N. J., has presented a complete
any October since we sold this line." musical equipment to Villa Victoria, the normal

training college for sisters of the Italian Catho-
lic schools of the Trenton diocese. The equip-
ment cost approximately $5,000 and consists of a
Knabe grand piano with the Ampico, an organ,
an upright piano for practicing purposes, a large-
size Cheney talking machine, music cabinets, a
fine complement of Ampico recordings by great
artists, as well as an abundant supply of talking
machine records. The equipment bears the name
of the donor and was purchased from the E. A.
Barlow's Son Co., of Trenton.

A RECORD SUPPLEMENT FOLLOW=UP

Salt Lake City, Utah, December 3. — The John
Elliot Clark Co., Victor dealer, this city, is
stimulating record sales by sending to customers
a postcard announcing four or five records which
are meeting with popular approval. These cards
are sent out shortly after the monthly record
supplement has been mailed to customers and
the results have proved most satisfactory.

WW:

FLEXLUME
SIGNS

They Bring in Sales
24 Hours a Day

YOUR sign's first aim is
to command attention —
to make your store stand
out from all the other
stores. That is what brings
business.

Flexlume Electric Signs are built for exactly that pur-
pose. A Flexlume will work for you day and night — raised,
snow-white glass letters in the daytime, solid letters of light
at night. Flexlumes have greatest reading distance, lowest
upkeep cost, most artistic designs.

Let us send you a sketch showing a Flexlume to
meet the particular needs of YOUR business

FLEXLUME SIGN COMPANY

36 KAIL STREET BUFFALO. N. Y.

Flexlumes Electric Signs Made Only by The Flexlume Sign Co.

THE TALKING MACHINE WORLD

December 15, 1921

TWO NEW SONORA MODELS

"Imperial" and "Intermezzo" Models Well Re-
ceived by Trade — Sonora Factories Working
to Capacity to Meet Increasing Demand

The Sonora Phonograph Co. recently placed on
the market two new models known as the "Im-
perial" and the "Intermezzo," the former retail-
ing at $140 and the latter at $175. Both of tliese
instruments are finished in golden and fumed oak,
brown mahogany and mahogany, and contain all
of the mechanical features which have made the
Sonora one of the recognized leaders of the in-
dustry. The "Imperial" is 18 inches wide, 42)4
inches high and 18 inches deep. The "Inter-

Do You Throw Money Away?

It is not a popular pastime — but still it is
unconsciously done by many who just don't
know that Repair Parts can be bought for less

RENE MADE SPRINGS AND PARTS ARE BETTER

COST LESS

RENE MFG. CO. Montvale, N. J.

BUBBLE BOOK DEMAND BROADENS B. M. GRUNEWALD A DOG=FANCIER

Leading Stores Throughout the Country Report
Big Holiday Sales, Thanks to Intelligent
Presentation to the Buying Public

Well-known Piano Man of New Orleans Wins
Five Prizes With His Latest Acquisition, a
German Pohce Dog, "Joselle Rex"

The Imperial

The Intermezzo

mezzo" is 2031 inches wide, 46^ inches high and
19^2 inclies deep.

Referring to the reception accorded these new
models by the trade, Joseph Wolff, secretary of
the company, stated in a chat with The World
that Sonora jobbers and dealers report an un-
expectedly heavy demand for these two instru-
ments. In fact, the Sonora factories have been
working to capacity to take care of the dealers'
requirements for these two models, as well as
for all of the other models in the Sonora line,
and there is every reason to believe that the
month of December will be one of the greatest
in the history of the Sonora Phonograph Co.

The Fall and Winter campaign of the Bubble
Book division of Harper & Bros., New York, in-
augurated in September, is now beginning to
produce gratifying results for talking machine
dealers who feature Bubble Books in their stores.
In addition to the wide advertising campaign
carried on in all the leading national magazines,
daily newspapers in every large city are to carry
every week, from now until after the holidays,
timely and attractive advertising featuring Bub-
ble Books as desirable gifts for children.

Many of the large stores are featuring Bubble
Books during the holiday season by special dis-
plays and by the attendance of an expert woman
demonstrator, especially trained in the art of
child verse, who can present each book in an
interesting manner to the parents visiting this
department. Among the prominent stores in
New York featuring this method of demonstrat-
ing Bubble Books are Lord & Taylor, James
McCreery Co. and John Wanamaker, while
Houghton & Dutton and the Jordan Marsh Co.,
of Boston, and many leading stores in other
cities report an increasing public interest.

New Orleans, La., December 6. — The trade
friends of B. M. Grunewald, of the Louis Grune-
wald Co., Inc., are not generally acquainted with
the fact that Mr. Grunewald shines as a dog-
fancier, as well as a successful talker man. Mr.
Grunewald's pet at this particular time is "Joselle
Rex," a German police dog, thirteen months old,
who made his debut recently in the Dog Show
at the Jefferson Parish State Fair, and not only
attracted much attention, but won five prizes.
The mother and father are owned by P. A. B.
Widener, of Philadelphia, and are both valuable
prize-winners.

RECEIVABLES CO. INCORPORATES

A charter of incorporation has been granted to
the Receivables Co. of North America under
the laws of the State of Delaware, with a capi-
tal of $5,500,000. The concern will handle Vic-
trolas and pianos.

Get men who think more of the winning than

the}' do of the recompense.

There is a strong reason why —

YOU SHOULD SELL

Records

First Released on CM^L Records

The gay melodies that are a part of the luxurious life of popular cabarets,
fashionable restaurants and ball-rooms, are the dance melodies heard on

Records

The seeker for the musical hits of the day is always satisfied with

Records

If a product satisfies, it increases sales and it is the reason why customers
return to your particular store. You sell what they want when you sell

Records

THE KENNEDY-SCHULTZ COMPANY

1865 PROSPECT AVE. CLEVELAND, OHIO

The Talking Machine World, New York, December 15, 1921

^4056^ J TOY PARADE, THE— Instrumental Okeh Concert Orchestra

85^*^ 1 DAY IN TOYLAND, A— Instrumental Okeh Concert Orchestra

^4193^ [march of the TOYS— Instrumental Conway's Band

85c*^ [^TEDDY BEARS' PICNIC, THE— Instrumental Conway's Band

4207 [silent night, HOLY NIGHT— Vocal Trio With Orchestra Gounod Mixed Trio

^°8Sc*^^[ CHRISTMAS HYMNS (Medley)— Vocal Trio— Orchestra and Chimes Croxton Trio

4208 fRAGTIME IN A TOY SHOP— Instrumental Conway's Band

lO-inch CHRISTMAS EVE IN THE TOY SHOP— Recitation and Song, With Orchestra Accompaniment,

85c Irving Gillette — Maud Randolph— Sterling Trio

,4463 TaDESTE FIDELES (Rung bv James Ha^er) Cathedral Chimes and Church Chimes

10-mch o . ,/ ^ /

85c I^CHRISTMAS MEMORIES (A Fantasie) Hager's Concert Orchestra

4464 rSILENT NIGHT, HOLY NIGHT (Stille Xacht. Heilige Nacht)— Chorus— (In German),

10-inch J With Orchestra and Chimes

85c I^COME, LITTLE CHILDREN (Ihr Kinderlein Kommet)— Chorus— ( In German) With Orchestra and Chimes

4465 [THE CHRISTMAS TREE (O Tannenbauni)- (In German) Carl Nebe Quartet, With Chimes

10-inch ; SILENT NIGHT, HOLY NIGHT (Stille Nacht, Heilige Nacht)— Chorus— (In German).

85c ] Carl Nebe Quartet, With Chimes

^4n7^|'HOLY GHOST WITH LOVE DIVINE— Tenor ..Reed Miller

SSc*^ BEAUTIFUL ISLE OF SOMEWHERE— Soprano— Baritone Duet Jean Nealson— James Jordon

4189 I ROCK OF AGES— Contralto-Baritone Duet, With Orchestra Helen Clark— Joseph Phillips

^'gSc'^^^I NEED THEE EVERY HOUR— Tenor-Baritone Duet, With Orchestra Charles Henry— James Jordon

4190 f JESUS, SAVIOUR, PILOT ME— Tenor. With Orchestra Henry Burr

10-inch

85c

LEAD, KINDLY LIGHT— Vocal Peerless Quartet

4272 [crucifix— Sacred Duet, With Orchestra '. Charles Henry— James Jordon

g5c [PALMS, THE— Baritone, With Orchestra Bernard Ferguson

4273 f BEAUTIFUL SAVIOUR— Vocal ,. Shannon Four— J. Neilson

10-inch WHEN CATHEDRAL BELLS AT TWILIGHT CHIME— Orchestra, With Celeste and Chimes,

85c 1^ Shannon Four — J. Neilson

4290 f JESUS, LOVER OF MY SOUL— Duet. With Orchestra Charles Hart— Elliott Shaw

10-inch

85c

OPEN THE GATES OF THE TEMPLE— Baritone, With Orchestra James Jordon

4320 J WHERE IS MY BOY TO-NIGHT?— Sacred Baritone, With Orchestra Elliott Shaw

85c (face to FACE— Sacred Baritone, With Orchestra James Jordon

4431 [saved by GRACE— Baritone, With Organ Wilfred Glenn

^°8Sc*^'^[jUST AS I AM— Baritone, With Organ Wilfred Glenn

4437 TgO DOWN, MOSES; 'WAY DOWN IN EGYPT LAND— Spiritual Colored Quartette.
10-inch^ Virginia Female Jubilee Singers

85c LWHEN JESUS CHRIST WAS BORN— Spiritual Colored Quartette Virginia Female Jubilee Singers

4209 [the VOICE OF THE CHIMES— Male Quartette Shannon Four

^*85c*^*^lTHE HOLY CITY— Baritone Joseph Phillips

Records

General Phonograph Corporation

OTTO HEINEMAN, President

25 West 45th Street, New York City

December 15, 1921

THE TALKING MACHINE WORLD

INDIANAPOLIS A NOTABLE CENTER OF TRADE ACTIVITY

Holiday Sales Now Under Way — Baldwin on Deck Following Fire — Miss Hobson's Fine Educational
Campaign — Splendid Feeling of Optimism Prevails Regarding Prospects Present and Prospective

Indianapolis, Ind., December 5. — Although the
Baldwin Piano Co. suffered a fire loss of approx-
imately $25,000 last month there was compara-
tively little damage to the stock of talking ma-
chines, according to C. P. Herdman, manager of
the talking machine department. Many of the
instruments were marred through handling by
the salvage corps, thus necessitating special
prices which, on many of the machmes, were 50
per cent of the original prices. The special prices
quickly moved the greater part of the stock so
damaged.

Water damaged practically the entire stock of
Columbia and Brunswick records and Q R S
player rolls. Instead of placing this stock on
sale Mr. Herdman decided that the reputation
of his house for the distribution of only first-
class goods could best be preserved by dis-
posing of the stock otherwise. He therefore
disposed of all the damaged goods through in-
surance adjustment to the Underwriters' Sal-
vage Co., of Chicago. The transaction involved
approximately $13,000. Mr. Herdman says he
is receiving especial attention from distribu-
tors, with the result that he will be in good
shape for handling the regular Christmas holi-
day trade in records and rolls.

Demand for Records Grows

C. E. Collins, of the Collins Talking Machine
Co., reports business in Emerson records in-
creasing rapidly. He says that Dumbald &
Burns, Emerson dealers at Huntington, have
thus far this year increased their record busi-
ness 30O per cent over last year. Mr. Collins
reports also a healthy increase during the last
two months in sales of talking machines, particu-
larly in the Indianapolis territory.

. Thos. E. Hendricks a Busy Man

Thomas E. Hendricks, formerly manager of
the talking machine department of the Pearson
Piano Co., left that company to accept a posi-

tion as special agent for the Crescent Life In-
surance Co., a Masonic insurance organization.
He is supplementing the insurance work by con-
ducting a wholesale talking machine accessory
business for the Stewart Talking Machine Co.,
Victor distributor. He also has accepted tem-
porary employment as floor salesman for the
Indianapolis Talking Machine Co. during the
holidays.

A. C. Hawkins, manager of the latter com-
pany, reports both machine and record business
picking up, as the result of the near approach
of the holiday season. Business, he says, is
coming chiefly through the efforts of the outside
crew of salesmen, with sales of the $150 ma-
chines leading.

Finds Large Increase in Business

C. A. Grossart, of the Brunswick Shop, says
that business has increased at a remarkable rate
in both machines and records during the last
two weeks. He finds it difficult to keep his rec-
ord stock up to where it should be, he says,
and he credits that fact chiefly to a large de-
mand for the Isham Jones record of the
"Wabash Blues" and "Ma." He says his last
consignment of that record was 750 and that
he sold the entire consignment in three days.
Price Stability Inspires Confidence

People have increased confidence in the Edi-
son phonograph as a result of the unchanged
prices of that instrument, says W. O. Hopkins,
of the Edison Shop. He says that despite price
cutting m other lines his business for Novem-
ber ran a little better than during the same
month of last year. The fact that several Broad-
way hits were received in this city on Edison
records before the sheet music arrived, he says,
has gone far in calling attention to Edison pro-
gressiveness.

Mr. Hopkins has won some worth-while pub-
licity through the fact that the Indianapolis post

olace is trying out an Edison in the mailing
room for the purpose of testing the value of
music in connection with the activities of the
clerks and carriers in the office. The machine
has been in satisfactory use there two months.
A recent issue of the London Illustrated News
showed the picture of a "gramaphone" in use
in the London post office and gave the explana-
tion that the London postal authorities were
contemplating adoption of the music plan on
trial in Indianapolis. The Edison Shop has
added the Gulbransen line of player-pianos.
Reduced Prices on Germett Records

The .Starr Piano Co. has announced a return
to pre-war prices on the Gennett records. The
reduction has been from 85 cents and $1 to 75
and 90 cents. T. H. Bracken, manager of the
Indianapolis store, says he has been pushing the
record sales, with the result that his business
in that line increased rapidly during the latter
part of November. There has been no appre-
ciable increase in the sale of machines, he re-
ports. Business in the Indianapolis store and
in the branch stores of the State, he says, has
been generally satisfactory the last few months,
with every indication of a healthy increase
through the Winter.

Reports Business Expansion

Miss Minnie Springer, manager of the Vic-
trola department of the Taylor Carpet Co., re-
ports that business has increased to such an
extent during the last few weeks that she is
having difficulty in supplying machines. She is
meeting particularly with a shortage of the No.
300 models and certain finishes in the No. 100.
Becherer's Cheery Report

C. H. Becherer, manager of the Sonora de-
partment of Chas. Mayer & Co., says that the
sales of baby grands and the cheaper period
models have kept up his business so well that
October and November this year brought re-
turns equal to the business during the corre-
sponding months last year.

John McCormack Scores

The appearance of John McCormack at the
(Continued on page 68)

THE
IMPROVED

Showing Reproducer of Jewel Attachment turned up to
change needle. Also position when not in use.

Plays all types of records. Operates the same as
the "EDISON" with the LEVER.

No adjustments necessary when changing from
lateral to vertical cut records. Stop prevents
swinging to the right.

Needle scratch almost entirely removed.

Turning back of Reproducer permits of easy
access to needle socket and saves records from
unnecessary scratching.

Is the ONLY attachment that plays vertical cut
records in the proper "EDISON" position with
the Reproducer turned FACE DOWN to the
record, giving it a floating action.

Showing Jewel Attachment in position for playing vertical
cut records.

NOT

Just Another Attachment

BUT

a distinct improvement in Tone
Reproduction as well as in Me-
chemical Construction and Finish.

Send for descriptive circular which
contains "HINTS REGARDING
THE CARE OF A PHONO-
GRAPH."

If your jobber does not handle,
write us.

Price the same. Liberal discount
to dealers.

GUARANTEED IN EVERY
WAY.

MONEY BACK IF NOT SATIS-
FIED.

We handle highest grade Jewel
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Showing face view of Jewel Attachment in position for
playing lateral cut records.

Needle CENTERS on all records.

Straight air-tight construction and absence of
movable joints insure perfect reproduction and
great volume.

Pivoted ball-joint insures perfect reproduction and
freedom of movement both vertically and hori-
zontally.

Weight is the lightest that can produce perfect
results, thus saving the record, and permitting a
freedom and sweetness of tone considered impos-
sible.

Indestructible NOM-Y-KA diaphragms do not
blast, crack, split or warp, and are the greatest
development in phonographic sound reproduction
in years.

JEWEL PHONOPARTS COMPANY

Showing back view of attachment in position for playing
lateral cut records.

154 W. Whiting St., Chicago

THE TALKING MACHINE WORLD

December 15, 1921

TRADE ACTIVITY IN INDIANAPOLIS

(Continued from page 67)

Murat Theatre on Sunday, November 20, re-
sulted in a renewed interest in the Victor rec-
ords made by that artist. Victor dealers
throughout the State have been ordering heav-
ily on the three Victor records released as
"specials," according to reports from the Stew-
art Talking Machine Co. Indianapolis deal-
ers say those records have had an unprece-
dented sale, but only two dealers reported the
same record as being in the lead so far as the
Sfreatest number of sales was concerned.
Talks to Kiwanians on Child Music

Miss Caroline Hobson, educational director of
the Stewart Talking Machine Co., in an address
before the Kiwanis Club on the subject of music
appreciation, made '"six-year-olds" out of 200
dignified Kiwanians and illustrated how young-
sters in the primary schools are being taught
better grades of music.

Miss Hobson had the Kiwanians humming
childhood lullabies, such as "Rock-a-bye Baby"
and "Old Mother Hubbard," to phonographic ac-
companiment. Putting the club to a test, she
discovered that only three out of the 200 knew
the name of America's foremost composer. She
said that was not strange, since business men
are too busy making money to concern them-
selves greatly about music. She urged her
hearers not to permit the children to become
fond of jazz. People may obtain a liberal edu-
cation in music by listening to good music, she
declared.

The Stewart Talking Machine Co. will hold
an educational meeting for store salesmen De-
cember 8 and 9. It will be attended by repre-
sentatives of the Victor stores in the Indiana
territory. Miss Hobson will conduct the classes,
giving particular attention to the handling of
records.

To Feature the Motrola

Under a new plan of national distribution for
the Jones Motrola, a winding device for phono-
graphs, the Stewart Talking Machine Co. has
been made the exclusive wholesale distributor
for this State. A new type of the Motrola is
noiseless and sells at little more than half the
price of the old type.

Harry Diehl, popular traveling salesman for
the Stewart Co., has successfully solved the
problem of "Music in the Home." Ask him
about it and he will straightway proceed to ex-
plain that her name is Helen Louis and that she
weighed nine pounds when she arrived.

Kimball Phonographs Are Moving Rapidly

The movement of Kimball phonographs is be-
ing stimulated by advertising and sales cam-
paigns conducted in conjunction with dealers by
E. H. Jarrard, manager of the talking machine
department of the Capital Paper Co. Increased
sales efforts, supplemented by special prices,
resulted in successful sales by the Reliable Fur-
niture Co., the Phoenix Furniture Co. and the
White Furniture Co., of this city.

After making an extended trip over Indiana,

Equip Your Booths

with Stewart Record Stands

COMPACTLY built
and designed espec-
ially for handling re-
cords conveniently in the
demonstration rooms, this
stand brings efficiency to
your record selling.

No. SA 010

$8. 70

f. o. b.
Indianapolis

In Mahogany, Golden Uak and Birch
finish. Height, 43% inches. Top, ISyi
X ISyi inches. If you have no account
with us please send check with order.

STEWART

.TALKING MACHINE CO.,
Victor Jobbers

INDIANAPOLIS

been in the Edison game less than one year. He
attributes his success to the great assistance
given him by the Edison laboratories, with their
various sales plans. Conditions in our terri-
tory indicate that we are going to have the last-
minute rush that always appears during the
holiday season."

Takes Both Auto and Victrola

E. F. Routh, Victor dealer at Salem, Ind., is
looking for a thief who stole his Hudson super-
six and a $250 console model Victrola. The
Victrola was in the automobile when the thief
decided to depart with the car. Routh is offer-
ing a reward for the return of the property.
The serial number of the Victrola is 26,238. The
series number of the automobile is 100,452, the
license number is 279,131 and the motor num-
ber is 153,624.

Says the Outlook Is Rosy

O. C. Maurer, manager of the talking machine
department of the Kiefer-Stewart Drug Co.,
Sonora distributors, says the outlook for Sonoras
is "rosy." The dealers have responded, he
says, to aid given them by the Sonora Co., with
the result that there has been considerably in-
creased enthusiasm among them all and a general
toning up of business throughout the State.
Much Advertising in Evidence

It was estimated by a phonograph dealer of
Indianapolis that one of the city's newspapers on
the afternoon of Friday, November 25, carried
$1,500 worth of phonograph advertising. This
advertising included announcement of a $42,615
purchase of Sonata talking machines to be sold
at one-third the factory price, an offer of Vitan-
olas and other machines at special prices.

Illinois, Ohio and West Virginia Mr. Jarrard re-
ports the market flooded with inferior machines
and says the retailing of such machines is mak-
ing it hard for dealers in standard machines, but
that the discriminating buyers are still demand-
ing the good quality of the standard makes. He
says the standard machines are apparently not
so easily sold now, but that they stay sold when
once they are in the hands of buyers.

Pathe Business Improving

The business in Pathe machines is about the
same as a year ago, according to C. O. Mueller,
of the Mooney-Mueller-Ward Co., Pathe dis-
tributor. The record business, he says, is pick-
ing up rapidly. It is Mr. Mueller's observation
that dealers are remaining close to their busi-
ness and are visiting in the city frequently, as
they were in Lhe habit of doing a y^ar or two ago.
Business to Be Had if Solicited

H. G. Anderson, general sales manager of the
Kipp Phonograph Co., Edison distributor, says
the cash prize contest just closed by the com-
pany proved very successful. "Our cash prize
contest," he explains, "has proven to us that
there is business to be had for the salesman who
has unwavering faith in his ability to go out, face
the odds and sell. A very remarkable fact is that
one of our cash prize-winners near the top has

SELLS SIXTY=FIVE MACHINES

Enterprising Columbia Dealer in Texas Closes
Successful Week — Intensive Sales Efforts Pro-
duce Results Which Convey a Salutary Lesson

Dallas, Tex., December 5. — In the books of the
Dallas branch of the Columbia Graphophone
Co. Eagle Pass was formerly indicated by a
small dot representing a town of 5,655 people.
At this writing, however, the dot has assumed
imposing proportions, owing to the unusual cam-
paign conducted by the New Furniture Co.,
Columbia dealer in that city.

This dealer inaugurated a Grafonola Week re-
cently and, working in conjunction with Mr.
Parker, of the sales staff of the Columbia branch
in Dallas, sold sixty-five Grafonolas in one week.
Newspaper advertisements, sales letters, personal
calls and, in fact, every form of sales effort was
utilized in making this campaign a success and
the New Furniture Co. is well deserving of the
congratulations which it has received from the
Columbia organization at Dallas.

Now with the smoke of battle cleared away
is not the time to discuss about what might
have happened. See that you are prepared for
the next fight — we mean the fight for business
in 1922.

Complete Stock and Excellent Service on

Records

THE ARTOPHONE CORPORATION

1103 OLIVE ST., ST. LOUIS, MISSOURI

Wholesale distributors of Records for the South and Southwest

December 15, 1921

THE TALKING MACHINE WORLD

December IS, 1921

Imagine ''Rocked in tlie Cradle of tlie Deep
as a saxophone solo! And for good meas-
ure, Clyde Doerr records "Jeunesse," too,
as ttie coupling. A-3491 will sell big to
your customers.

Columbia.Graphoptione Co

NEW YORK

ACTIVE HOLIDAY BUSINESS PROMISED IN NEW ORLEANS

Retailers Encouraged by Fact That Christmas Savings Funds Are Large — Extensive Advertising
Bringing Results — General Improvement in Business Reported This Fall

New Orleans, La., December 5. — With the pay-
ing out of over $2,000,000 in Christmas savings,
and with the hoHday season just opening, the
talking machine trade is preparing for a deluge
of buyers. From the early start made by the
slioppers and with the savings twice the amount
of 1919 the merchants predict a bigger season
than last year. All stores have attractive and
inviting window advertisements, and with the
club plans in operation, providing easy payments,
they expect to put talking machines in the homes
of rich and poor alike.

In the words of B. G. Powell, manager of the
Victrola department of Philip Werlein, Ltd., the
public this year is not as reckless as it was last
year, for it has learned the lesson during the
period of depression better than the War Sav-
ing and Thrift campaigns could ever hope to
teach them — it has had the effect of making the
people ponder longer before buying and in the
end buying better machines — machines that would
last. In brief, the people are buying closer this
year than they did in 1920.

In commenting upon the Victrola business
done by the Werlein house, Mr. Powell claims

that while the month of November as a whole
was not exceptionally good and sales were slow,
the last week of the month was notable for
a whirlwind finish which is still in evidence the
opening days of December, and which will merge
into the regular Christmas rush. Mr. Powell has
inaugurated a Red Seal derby among the selling
force which has stimulated sales considerably.
It will be a regular monthly feature beginning
with November.

Another thing brought to the attention of your
correspondent by Mr. Powell was that a survey
of the papers of New Orleans and of other
Southern cities showed that the talking machine
people here have been advertising more exten-
sively than any other city in the South.

The Edison Co. conducted the Elizabeth Spen-
cer tone test at the Little Theatre in the Grune-
wald, November 23, at which there were 1,500
people. She was accompanied by Emil Bertel,
pianist. The Edison people have also been con-
ducting a drive among the restaurant people and
have placed fifteen machines in the restaurants
in different parts of the city. Among the big
buyers were Harris Ice Cream Co., $1,000; Comus

PHONOSTOP

5th Successful Year

ACCURATE— SIMPLE— DURABLE

Reasonable
Price

Guaranteed Fully

Nickel or Gold

UNIVERSAL
STANDARD

D-A-CLIP

Needle Clipper
Guaranteed
RETAIL

75 cents

Trade Discount

PERIOR TOOL

THE PHONOMOTOR CO., 121 West Ave., Rochester, N.Y.

Restaurant, .S900, and the Thermol Chain. Edi-
son record sales have been increasing steadily
and popular hits have been appearing even be-
fore the selections were released by the publish-
ers. Sales of Edison record cabinets also show
a big increase;.

The Maison Blanche has just finished a Vic-
trola week which kept them hopping for the
whole six-day period. The $1.S0 machine proved
to be the most popular and the best seller. In
the Brunswick machine the Console type was
the best seller. "Ma" and "Wabash Blues" are
two records that they have been unable to keep
in stock, so fast have they been selling, says
J. D. Moore, in charge of the department. Mr.
Moore had been kept at home for the past two
weeks with his son, who had been critically ill,
and has just returned.

Guenard's Music Shop on University Place,
which at the last report was rather upset, having
just opened, is now quite an up-to-date music
store. Starting with the Columbia line exclu-
sively, Mr. Guenard has now added the Kranich
(S.- Bach piano and the U. S. player roll to his
stock, in addition to musical merchandise. Both
this shop and the store on Dryades street are
going at top speed. Ted Lewis records are in
great demand, says Mr. Guenard. With the
player rolk he is inaugurating an exchange plan
whereby his customers may exchange old rolls
for new, allowing 33 cents on every roll re-
tnrned.

Junius Hart Piano House reports an increase
in every month this year over the same month
of last year, the greatest-^jflcrease being in the
medium-priced machines. '

As a whole the New Orleans trade seems to be
very optimistic over the outlook for the holiday
season and for 1922. There has been no price
cutting in this section of the country, though
some dealers coinplain that other dealers are
selling terms instead of phonographs.

PERFECT CARUSO FOUNDATION PLAN

Plan to Raise $1,000,000 Foundation Fund by
Public Subscription

At a recent meeting of the Bankers Club in
New York steps were taken to perfect the or-
ganization of the Caruso Memorial Foundation
which was started some time ago. The plan pro-
vides for the raising by public subscription of
$1,000,000, the income from which will be used
to establish scholarships in music and to de-
velop a wider appreciation of music in this coun-
try as a perpetual and practical memorial to the
noted tenor. The headquarters of the Founda-
tion are in the Woolworth Building at 233
Broadway, New York.

PHONOGRAPH SALES CO. BANKRUPT

Omaha, Nebr., December 8. — A petition in bank-
ruptcy against the Phonograph Sales Co., 2415
Farnam street, this city, has been filed by credi-
tors, including the Knittel Music Co. and the
Columbia Phonograph Cabinet Co. Liabilities
are estimated at $40,000.

December 15. 1921

THE TALKING MACHINE WORLD

Mr. John D. Rockefeller — Mr. Alfred 1. Dupont — Mr. Henry Ford
— Have Equipped Their Phonographs With

THE SHELTON MOTOR

The Perfect Motor for Phonographs

EDISON and VICTOR DEALERS ! ARE YOU INTERESTED

IN SELLING THE BEST?

Owners of phonographs throughout the country have been quick
to see the many advantages of the compact little Shelton Motor
which transforms any phonograph — Edison — Victor — ^Columbia— into
an electrically driven machine. There are more than 20,000 satisfied
users today.

Can be installed in a minute. So small it will fit in your pocket.
Invisible when lid is closed. Cost of operation less than five cents
a month. Never gets out of adjustment. Guaranteed indefinitely.

Exceedingly simple to operate. A light push on turntable auto-
matically turns on current. Motor always runs at even, uniform
speed, which insures perfect musical reproduction. Absolutely
noiseless.

Your customers will want the Shelton Motor when they see what
an ideal addition it will be to their machines. Takes only a minute
to demonstrate its superior points.

Write today for name of your nearest distributor.

Eliminates Winding — Never Runs Down — Noiseless — Not a Winding Device

SHELTON ELECTRIC COMPANY

16 EAST 42nd STREET

NEW YORK, N. Y.

THE TALKING MACHINE WORLD

December 15, 1921

ffiSS^JAlKIN^IilACHIH

[Editor's Note: — This is the fourteenth of a new series
of articles by William Braid White, devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talkmg machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the mxisical possibilities of
the talking machine.]

"KNOWLEDGE IS POWER"

The simplest and most obvious principles are
often the hardest to put before the consciousness
of bodies of men in practical form. Nothing should
be easier to understand than that the talking ma-
chine business is simply the business of mer-
chandising music. Yet the merchant who acts
upon this obvious principle is the exception.

Let us take one of the simplest examples.
Anyone who troubles himself enough about the
internals of his business to study them at all
must realize that the record catalogs contain vast
quantities of music which is imperfectly known
and very little exploited. Yet there is as much
profit in each dollar's worth of these records as
in any others. A well-balanced retail business
will be one which can command the sale of all
parts of its stock with relatively equal facility.
A badly balanced business is one which runs to
extremes, which is always short on whatever
happens to be the fad of the moment and always
encumbered with dead stock of everything else.
No merchant is foolish enough to wish that a
condition of this sort should continue, but, very
often, merchants simply do not know what to
do about it and so let it continue against their
own better judgment.

The Clear Aspect

The musical aspect of the talking machine is
the aspect which ought most clearly to be kept
iti view in all decisions as to merchandising pol-
icy. But this musical aspect cannot be so kept
in view when there is no settled principle on
which to base a policy. If one just sells what
the uninstructed public wants to buy then it is
certain that one's selling will be one-sided and
ill-balanced and that neither the manufacturer nor
the dealer will make much profit out of the
efforts which are put into the business.

The value of the talking machine, of course, is

A RECORD RACK

Particularly for

DEALERS IN WARM CLIMATES

Vertical racks
cause warped
records.

Warped records
are a dead loss.

This handsome
horizontal rack
holds 400 twelve
inch, and 800 ten
inch records, in
addition to
drawer space,
occupies an area
^---"^ only 1 foot by 3

feet, 8 feet high, solid dustproof
back, enamel or mahogany
finish ; ready for shipment ; write
for price,

VAN VEEN & COMPANY

Hearing Rooms, Record Racks
and Counters

47 West 34th Street, New- York City
1711 Chestnut St., Philadelphia, Pa.

relative to the use which is made of it. The
talking machine can only be sold at all for what
it will do. The record, then, is the determin-
ing element in the talking machine business, and
it is the first affair of the seller to master all
available knowledge as to the contents of the
record catalogs, the styles, types and values of
various instrumental and vocal recordings and
the relative success which each meets with in
filling the wishes and fancies of the buyers, the
people.

All this seems obvious enough when it is put
down on paper, but there seems to be a good
deal of difficulty in applying it. Yet this diffi-
culty is more apparent than real.

A Practical Example

There is a certain retail talking machine store
in a large city which represents almost to per-
fection the results which flow from applying
steadily the principle of knowing the goods one
sells. The store is not large, but it attracts the
most cultivated and musically wise people in the
community. The proprietor is himself interested
in music, though he is not a musician by any
means. He, however, first became interested in
the talking machine after he had bought a good
machine years ago. He gradually collected a
library of fine records, which he has built up
year by year, till to-day he has one of the finest
private collections to be found in the country.
Now, this man became so much an enthusiast on
the subject of talking machine music that he pro-
ceeded to enter the selling field himself. One of
his most sincere convictions is that he owes the
success he has made principally to the extensive
and minute knowledge he began to acquire years
ago concerning the riches of the record catalogs.

This man knows the line of records which he
sells. He possesses in his private collection
specimens of every style of recording, voices of
all sorts, ranges, powers and qualities, orches-
tral records, solo instrumental records, quartets,
trios and quintets. He has the complete operas
"Faust" and "Pagliacci." He has specimens of
accordeon, concertina, barrel-organ, bag-pipe
(Scotch, Irish and Italian), ocarina, zither, xylo-
phone. He knows them all. He knows the tone
of each one instrument and how that instrument

is distinguished from its associates in or-
chestra and in the band. He knows the selections
under the different headings, orchestra, military
band, string quartet, etc. He can pick out from
the catalog an orchestral number which will suit
a cultivated customer who shows a knowledge of
music. His knowledge embraces, likewise, the
entire range of modern popular music in voice
and instrumental recordings, and he is at no loss
to suit any taste. But he knows that any fool
can keep up with the hits of the moment which
are here to-day and gone to-morrow.

The Foundation of Good-will

On the other hand, he also knows that his
talking machine business, if it is to continue as
successfully in the future as it was in the past,
must continue to be built on the good-will of
the entire community. He knows — what so few
merchants seem to realize in a practical way —
that the patronage of the best and most highly
cultivated families in the community has a reflex
effect far greater than can be measured in any
direct amount of buying by these families. He
knows that if he is the purveyor of home music
to these cultivated circles by means of the talk-
ing machines and records, if he can advise these
customers of his, show them that he knows their
wants and can anticipate them intelligently, that
he has the same love for the beautiful that they
have, and that he can speak their own language
in these matters, they in their turn will cry
aloud his virtues and the beauties of his store
from one end of the city to the other. He
knows this and profits by his knowledge, which
he applies in practical fashion.

It Does Pay

It does pay directly and definitely to know the
records one sells, to know them not merely by
name but by actual acquaintance. It does pay
to know why the records of a band conducted
by Sousa differ from similar records made by
a band imder the baton of Pryor. It does pay
to know what a concert overture is and why
Mendelssohn's "Fingal's Cave" differs from Bee-
thoven's "Consecration of the House." It does
pay to know the sound of an oboe and to dis-
tinguish it from the sound of a clarinet.

So, also, it pays to know why the Kneisel Quar-

soss

Soss Invisible Hinges

Write for Catalogue

SOSS MANUFACTURING COMPANY

778 Bergen Street,

Brooklyn, N. Y.

December 15, 1921

THE TALKING MACHINE WORLD

THREE OtiOCKin
™^HORNING

^^^^^^^^

Tempo di Valse Lente

h It's three o' <^lock in the morn

Ing,

tet was once world-famous and why the Flon-
zaley and the London quartets are famous to-
day. It pays to know something of the differ-
ence between the fiddle styles of Heifetz and of
Kreisler, between the vocalizations of Galli-
Curci and of Florence MacBeth, between Mura-
tore's mannerisms and Caruso's.

"Blues" and Burr!
Yes, and it pays to know why a saxophone
is needed to give the "blues" effects in music
and why Mamie Smith and Marian Harris have
totally different styles in blues work. It pays
to know all about Henry Burr, beloved of thou-
sands for years back, Henry Burr of the sweet
high tenor. It pays to know his history and
how many records he has made and which are the
best-liked by the general public.

It Pays

It pays to know all this and a great deal more.

For how can the talking machine be sold profit-
ably save by featuring its musical possibilities?
And how can its musical possibilities be fea-
tured if not by means of its records? And how
can records be used for that purpose and sold
at a profit — how can it pay to keep records at
all if the selling of them is not guided by some
system?

The man or woman who is unwise enough to
suppose that a knowledge of music, and espe-
cially of music as given by the records listed in
the great catalogs, is not essential is too silly
to stay in the talking machine game. There can-
not be too much knowledge of the sort. There
cannot, we repeat, be too much knowledge of
that sort. And the more profound it is, the
broader, deeper, clearer, more extensive it is, the
better for the talking machine business of the
man or woman who possesses it.

chine will be appreciated and how the record-
ings of the great artists will be enjoyed, etc.
He emphasizes the surprise and pleasure of
such a gift from husband to wife and sets Smith
to thinking.

Jones waits a few days and sends a follow-up
letter to Smith requesting an appointment, and
in many cases the sale follows. Of course, the
sale sometimes falls through, but if the letters
are tactfully written Smith will at least try to
find out from his wife whether or not she favors
the idea and if he is disinclined to make the
purchase himself he may delegate to his wife
the task of selecting a machine.

TAMPA HOUSE FEATURES COLUMBIA

Tampa Hardware Co., Columbia Grafonola Dis-
tributor, Institutes Big Ad Campaign

SENTIMENTALITY OF MEN OFTEN A REAL SALES FACTOR

Study of the Men Folk as Buyers of Talking Machines and Records Well Repays the Inquisi-
tive Progressive Dealer or Salesman — Some "Experiences" Here Set Forth

It is an established fact that women are the
buyers of the country and merchants, knowing
this, concentrate their attention on them, often
excluding entirely the possibilities of making
sales through the head of the house, the man.
The man offers a mighty good field for the talk-
ing machine dealer and he should not be
neglected as an avenue to sales.

While it is true that men, as a rule, allow the
women to do most of the buying for the home,
there are a number of methods of influencing
them so that they either will buy themselves or
use their influence with their wives to purchase
a certain article at a certain store.

The best method of approaching most men is
through sentiment. Men to-day are just as
chivalrous and sentimental as they were in the
days of old, despite reports to the contrary, and
if the talking machine merchant approaches a
prospective male customer and tackles him from
the standpoint of sentimentality he enhances his
chances of making a sale. Of course, any man
with a grain of sense will have to be convinced
that the machine he is interested in is durable
and that he is getting his money's worth, from
a practical standpoint, but no man is going to
buy a talking machine simply because he makes
a good bargain and it is up to the dealer to
convince him that he desires music in the home
and the particular make of machine which is be-
ing demonstrated to him before he will buy.

For example: John Smith is a hardheaded
business man. He has a wife and perhaps chil-
dren at home, but personally he doesn't care a
hang about a talking machine. However, his
name is on the prospect list of Jones, the local
dealer, who decides to sell Smith a machine.

Jones tries all the usual ways of interesting
the prospect in a talking machine and fails.
Circulars, ads, letters and the usual sales talks
are without any visible effect. Jones is persist-

ent, however, and spends much time in thought.
He recalls that Smith is devoted to his wife and
decides to approach him from a new angle. Ac-
cordingly he sends Smith a personal letter, using
distinctive paper of good quality, in Which he
draws a pen picture of the home, how a woman

Tampa, Fla,, December 8. — The Tampa Hard-
ware Co., the only exclusive wholesale hardware
jobbing concern in Florida, and one of the larg-
est concerns of its kind in the South, has in-
augurated an extensive publicity campaign in the
Tampa Sunday Tribune in which Columbia Graf-
onolas, for which it is a distributor, are featured
prominently in a full-page spread. The adver-
tisement of the company in one edition of the
paper covers many pages and urges the buying
of Columbia Grafonolas and other merchandise

loves music and how the gift of a talking ma- from local dealers.

DID YOU GET YOURS?

// not, write today for circular illustrating our latest creation,

THE KENT "SPECIAL"

to play lateral cut records only on THE EDISON DISC PHONOGRAPH

Operates only with the lever, same as EDISON,
Made of brass tubing, carefully finished, beauti-
fully fashioned and modestly priced, it is easily
the best buy on the market. Do not overlook
this opportunity of supplying your trade with a
product really worth while. We guarantee THE
KENT "SPECIAL" to add materially to your
profits and prestige.

We specialize in attachments for Edison and
Victor machines, also sound boxes, diamond,
sapphire and steel needles. Drawn brass tone
arms made to order. Tube and pipe bends of all
kinds successfully executed. Inquiries solicited.

F. C. KENT COMPANY

IRVINGTON, N. J., U. S. A.

Whose phonograph accessories" Win their way by their play"

THE TALKING MACHINE WORLD

December 15, 1921

NEW EDISON JOBBER IN IOWA

Silzer Bros. Succeed Harger & Blish in Des
Moines and Sioux City— H. H. Blish Will
Move to California — C. G. Silzer Heads New
Jobbing House — Well Equipped to Serve Edi-
son Dealers in Important Territory

Orange, N. J., December 3. — ^Announcement was
made to-day at the Edison headquarters to the
effect that a new company, to be known as Silzer

C. G. Silzer

Bros., will be organized within the ne.xt thirty
days. The territory embraced in this jobbing
enterprise will be the same as that covered by
Harger & Blish, the concern to which Silzer
Bros, are the successors, and the headquarters
and executive office address will be the same, in
both Des Moines and Sioux City, la., as was
formerly occupied by Harger & Blish.

The change described above is the result of
the failing health of H. H. Blish, who will hence-

forth make his permanent residence in Califor-
nia. It is his intention to organize and operate
in that State, in conjunction with his son, H. H.
Blish, Jr., a financial company, which will dis-
count Edison paper.

C. G. Silzer, who has for many years been a
prominent member of Harger & Blish, will head
the new company of Silzer Bros. He will have
associated with him his two brothers, G. U. and
Herman F. Silzer.

In chatting with a representative of The W'orld
C G. Silzer stated that conditions in the Middle
West covered by the business operations of his
companj' are showing steady improvement.
While the corn market is not in satisfactory
shape at the present time, the hog market is in
excellent condition. In a recent trip which Mr.
Silzer made to make an analysis of the territory
which his business covers he found that 60 per
cent of the farmers own their own farms and
that 80 per cent of the farmers are practically
certain to go through the depression of 1921
sound and solvent. Of the remaining 20 per
cent he estimates IS per cent will have a very
hard time to pull through and 5 per cent will go
under. This analysis, Mr. Silzer believes, indi-
cates a fundamentally good status and one which
will mean a substantial volume of Edison busi-
ness during 1922.

At the present time, he says, business is some-
what spotted — very good in certain cities and
behind in others. He believes that this varia-
tion indicates positively that the opportunity for
sales exists, provided the retail merchant and his
sales staff are fighting aggressively every hour of
every business day. He also said that price-
cutting of standard lines has not assumed the
threatening aspect which is the case in some of
the large Eastern cities.

RECENTLY INCORPORATED

The Wonder Phonogrraph Co., of Dover, Del.,
has been granted a charter of incorporation un-
der the laws of that State, with a capital of
$150,000.

THE RESURRECTONE

Patented
June 15th,

1915
June 22nd.
1915

Patents Pending " ■'^^"iQiF^''
Our new Tuning-fork and t,.„. 01..
c* , T, J 1 (JTine ^Ist,

Single Prong models are J921
standards of simplicity
and perfection. Superb quality — increased voliune.
Order sample, return if not satisfied. Reasonable prices.
HOFFAY PHONOGRAPH CO.. 160 Pearl St, New York City
Makers of the "air-tight" Tone-arm and Hoffay Phonograph

CATHEDRAL CO. PROPERTY SOLD

Real and Personal Property of Bankrupt Phono-
g^raph Co. Disposed of at Trustee's Sale

Mariox, O., December 3. — Real and personal
property of the Cathedral Phonograph Co., bank-
rupt, was sold at a trustee's sale on November
26 to Dimon Herring, Mansfield, O., for $44,900.
Mr. Herring stated that it was his intention to
open the local plant for the salvaging of the
personal property.

The real estate in Marion County went to Mr.
Herring for $24,500. The appraised value of
this property was $35,000. The personal prop-
erty was sold in bulk to Mr. Herring for $20,400.

Personal property of the company consisted
of some 800 completed phonographs, 100 other
phonographs previously sold on consignment, of
which seventy are at San Francisco and thirty at
various other points; one lot of other phono-
graphs, approximately 900; raw materials, mis-
cellaneous hardware and machinery located in
the plant; miscellaneous tone arms, parts and
dies at Chicago, and all accounts, bills receivable
and claims due the bankrupt company.

The Deeken Music Co., at 2017 East Grand
avenue, St. Louis, Mo., one of the latest addi-
tions to the local talking machine business, is
featuring A'ictor products.

anti

^ llappp Mt\3) gear to Mil

1922

is going to be a RECORD year

Let us help you make it so by pressing

your records

Samples and Prices on request

THE BRIDGEPORT DIE AND MACHINE CO,

170 ELM STREET
BRIDGEPORT, CONN.

The Talking Machine World, New York, Liccctubcr 15, 1921

THE BRUNSWICK COMES
TO HARDMAN HOUSE

As its inherent fitness made manifest the Brunswick's right
to highest musical recognition, it became manifestly fitting
that wc should welcome it to Hardman House.

Our ideals of artistry and the artistic achievements of the
Brunswick were too alike to remain permanently apart.

So now the inevitable becomes the actual. The Brunswick
and Hardman House! One and inseparable. Complementing
and mutually complimenting.

The brilliant gem in a rich new setting; the lovely blossom
on a thriving stem; a distinguished stage for a new attraction.

Fifth Avenue's Phonograph Headquarters now invites
you to new Headquarters for the Brunswick.

Individual Concert Chambers at Yoiir T)isposal

We invite you to hear the Brunswick in
repertory of your own choosing. Convenient
main-floor Concert Chambers! Sound'proof.

CONVENIENT TERMS

HARDMAN, PECK €r CO.

Eighty YeaTs of Fine "Piano CJl^a^ing

433 FIFTH AVENUE • NEW YORK

Also at 47-51 Flatbush Avenue • • Brooklyn

Fifth Avenue's Latest Convert

Above, a reproduction of a 400-line advertisement inserted in
The New York Times of November 4th, and other papers,
by the famous old music house of Hardman, Peck & Co., of
New York and Brooklyn.

"a man is know7i by the company he keeps"
THE BRUNSWICK-BALKE-COLLENDER CO.

General Offices: 623-633 S. Wabash Ave., Chicago
Branch Houses in Principal Cities of United States, Mexico and Canada

New England Distributors: Canadian Distributors: The Brunswck-Balke-Collender Co.

Kraft, Bates & Spencer, Inc. Musical Merchandise Sales Co. la Calle de Capuchinas No. 25

1265 Boylston Street, Boston, Mass. 79 Wellington S.reet, West, Toronto Mexico City, Mexico

PHONOGRAPHS AND HEC

December IS, 1921

THE TALKING MACHINE WORLD

One of the leading phonograph man-
ufacturers in the country having
more than 70 per cent of their output
sold, wants a few high grade distrib-
utors in territories where they are
not now represented. The proposi-
tion is a very attractive one for the
right concern. Get particulars. Box
No. 2, Talking Machine World, 373
Fourth Ave., New York.

SALESMEN ARE MADE, NOT BORN

The Most Successful Salesmanship Can Be
Analyzed as Merely the Unremitting Applica-
tion of Essential, Every-day Qualities.

Frederick W. Nash, writing in a recent issue
of the American Magazine, says that in his
opinion good salesmen are made; not born, and
says in part:

"The object of salesmanship is to sell and it
is proper and normal for the prospect not to
want to buy. The reason that men fail as sales-
men is that they think of themselves more than
they do of those they want to have as custom-
ers. The first principle of salesmanship is not
persuasion. It is not a division of oratory or
hot air. Neither is it a kind of glorified beg-
ging. We speak of 'selling a man' or 'putting
over' a deal. A real salesman does not think
in those terras; he thinks how what he has to
sell can make money for someone else, and
when he has that all planned he goes out and
tells that someone of the plan. Not infre-
quently salesmen who are unable to place a
satisfactory order with a doubting merchant go
right out into the neighborhood and by a house-
to-house canvass prove to the merchant that a
demand exists for the goods.

"Sometimes a salesman becomes too accus--
tomed to his territory. At first he will know
that he has to sell, and, if he is a good man, he
will sell part of the trade so well that he be-
comes an order-taker as far as they are con-
cerned. He will try for months, and perhaps
for years, a certain number of other prospects,
until it comes about that they know exactly how
to refuse him. His arguments and their argu-
ments stalemate; finally he stops calling. It is
very difficult to keep a fresh fund of arguments
over a well-beaten, accustomed route, and more
especially when a satisfactory portion of the
people on the route buy anyway. The sales-
man loses his resource, and for his good as
well as for the good of his employer he ought
to be shifted to harder ground. Easy going will
spoil any salesman that ever lived."

In spite of all the opinion that salesmanship
is an art and that sales come through the activ-
ity of inspired salesmen, Mr. Nash clings to the
belief that salesmanship is merely an unremit-
ting application of essential, every-day common-
sense qualities.

FILE PETITION IN BANKRUPTCY

A voluntary petition in bankruptcy has been
filed by Walters & Barry, Buffalo, N. Y., talking
niachine dealers. Liabilities are given as $46,-
670.32, and assets are listed at approximately
$19,637.39.

Sound Boxes to fit Victor and Columbia.
Samples, $.60 each.
Tone Arm and Sound Box, Per Set $1.35.

We carry in stock parts for all makes ma-
chines. Write for our catalog and prices.

Pleasing Sound Phonograph Co.

Manufacturers — Jobbers
204 East U3th St., New York City
Jobbing Territory Open

J. J. REILLY JOINSJEWETT STAFF

Well-known Wholesale Traveler Will Cover
Pennsylvania for Jewett Phonograph Co. —
Identified With Trade for Many Years

Detroit, Mich., December 6. — A. A. Fair, sales
manager of the Jewett Phonograph Co., of this
city, announced recently that John J. Reilly had
joined the company's sales staff and would cover
Pennsylvania territory. Mr. Reilly has already
started work in this territory and is producing
splendid results.

John J. Reilly is well known to the retail music
trade, as he has been identified with the industry
for many years. For over four years he was de-
partment manager of the music roll section of
John W^anamaker, and for two years traveled for
the Aeolian Co., visiting the trade in Pennsyl-
vania, New York, New Jersey and Virginia. He
then joined the staff of the Philadelphia Show
Case Co., Vocalion jobber located in Philadel-
phia, being appointed sales manager of the Mel-
O-Dee branch of this business. He resigned

from this position to become identified with the
Jewett organization, and his thorough knowledge
of the retail business will undoubtedly enable
him to co-operate to splendid advantage with
Jewett dealers in Pennsylvania.

EDISON ARTISTSJN CANTON, 0.

Interesting Recital Held Recently Under Aus-
pices of Rhines Edison Shop

Canton, O., December 2. — A novel and thorough-
ly pleasing recital was offered Tuesday evening,
November 29, in the new McKinley high school
auditorium under the direction of the Rhines
Edison Shop. The artists appearing were Sibyl
Anderson Fagan, whistler; George Wilton Bal-
lard, baritone, and Willard Osborne, tenor. The
artists performed in comparison with their re-
creations on the New Edison phonograph.

A capacity audience attended a similar concert
at Alliance. O., given under the auspices of J. H.
Johnson & Sons, music dealers in that progres-
sive city.

Durable

ONNORI2ED

PHONOGRAPH
RECORDS

10-inch DOUBLE DISC

WITH A POPULAR HIT
ON EACH SIDE

— Clear Tone —

Musical

If you have not tried these records send for
some at once. Their reproducing qualities
will prove to you why they are so popular
and profitable. The latest hits are found in
the list for December.

{I Wonder If You Still Care for Me (Sraith-
Wheeler- Snyder). Fox- trot.
Merry Melody Men
It's You (Davis-Conrad). Fox-trot,
Lanin's Famous Players

( Dapper Dan (Brown-Von Tilzer). Orch.

3026 J Ac' iiniiJ Sung by Irving Kaufman

Vocal j Oh, Brother, What a Feeling. Orch. Arcomp.

^ Sung by Ernest Hare

{Bring Back My Blushing Rose. Fox-trot
(Intro. : "Sally, Won't You Come
Bank?") Merry Melody Men
Cho Cho San. Fox-trot.
Harry Raderman's Orchestra

{Bimini Bay (Kahn-Egan- Whiting). Fox-
trot Lanin's Famous Players
Leave Me With a Smile (Hoehler-Burtnett).
Fox-trot Lanin's Famous Players

C I've Got the Joys (Askt). Fox-trot (Intro.:
3029J "Cry-Baby Blues"),

Inst, j Bennie Kreuger's Orr-hestra

''Wabash Blues. Fox-trot. .Lanin's Famous Flayers

( Gypsy Blues (Sissle-Blake). Fox-trot,
3030 J Connorized Jazzers

Inst, j I've Got the Blues, But I'm Just Too Mean

to Cry (Parish-Toung-Squiers). Fox-trot.

C Sabre and Spurs (Sousa). March,
303 1 J Knights of Columbus Band

Inst.) Knights of Columbus March (CUfford).

^ Knights of Colximbus Band

{0 Sanctissima
Chimes and Sterling Brass Quintette
Adeste Fideles
Ctiimes and Sterling Brass Quintette

NUOVI DISCHI ITALIANI

(Voca E Ganta — Barcarola (Cinquegrana-Va-
lente). Arc. Dell' Orchestra Xapole-
tana Sung by V. Summa, Tenore
E C hitarre (Bovio- Silvestri ) . Acc. Dell '
Orchestra Napoletana.
Sung by V. Summa, Tenore

rPilava Filava (O. A. BLxie). Acc. Dell'
I Orchestra Napoletana.

Sung by M. Scialpi. Tenore
Come Pioveva. A. Gill (M. Testa). Ace.
Dell* Orcliestra Napoletana.

Sung by M. Scialpi, Tenore

Gore Signore (N. Valente). Acc. Dell' Or-
chestra Napoletana.

Sung by M. Scialpi, Tenore
'A Ganzena Sittu! (Murolo-DeCurtis). Acc."
Df ir Orchestra Napoletana.

Sung by V. Summa. Tenore

I27J
12 inA

128
10 in.
Vocal

CONNORIZED MUSIC CO.

ALSO MAKERS OF CONNORIZED MUSIC ROLLS
817 E. 144th St., - - New York

UNITED MUSIC STORES

PHILADELPHIA BALTIMORE

THE TALKING MACHINE WORLD

December 15, 1921

December IS, 1921

THE TALKING MACHINE WORLD

Superior Universal Reproducer on the Edison

^ SuperiorReproducer with 21 -E Connection for Edison — Sample Prepaid

g to Dealer,$4.75 Nickel— $6.25 Gold Superior Specialties for Phonographs |

g Retail Prices, $7.50 Nickel- $10.00 Gold BARNHART BROTHERS & SPINDLER I

REPAIRS

TALKING MACHINE TROUBLES AND
HOW TO REMEDY THEM

Conducted by Andrew H. Dodin

EFFECT OF A DOUBLE DIAPHRAGM

Baltimore, Md., November 22, 1921.
Editor Talking Machine World:

Will a reproducer with a double diaphragm
worked with one needle give greater volume and
clearer tone than a single diaphragm?

R. Eisenberg.

Answer: The question of using a double dia-
phragm vibrated by one needle is one that has
been worked over by almost all sound-box ex-
perimenters.

There are many things to be considered in suc-
cessfully making a sound box of this description
which will produce any greater volume of tone
without blasting or blurring.

In the first place, it is absolutely impossible
tc get two pieces of mica or of any other ma-
terial that are exactly the same. They may
measure alike to the ten-thousandths part of an
inch as to thickness and diameter, but still the
fiber and vibrating qualities of each will vary.
As a consequence the tone or pitch of each dia-
phragm would be different, sufficient to cause
blasting or blurring.

To overcome these inherent defects certain
experimenters have worked out the following
method of constructing a sound box in order to
get the maximum results.

Constructing the needle bar with a forked end
in such a way that it is connected to the center
oi each diaphragm, means is then provided to
take the sound waves from the same surfaces of
each mica and carry them off into the horn or

INDUSTRIAL MUSIC BUREAU FORMED

Los Angeles Chamber of Commerce Forms Bu-
reau for Music Advancement in Industry

Los Angeles, Cal., November 30. — Taking the
lead among American cities in a new line of
endeavor, the Los Angeles Chamber of Com-
merce has instituted a Bureau of Industrial
Music. The new department is said to be mak-
ing a strong appeal to the leading merchants
and manufacturers in this district.

In telling the objects of the Bureau, Miss An-
toinette Ruth Sabel, who has been made director,,
stated: "The aim of the Chamber of Commerce
is to furnish a clearing house for the musical
activities of Los Angeles — not for supervision,
but in order that the culture already existing
here, together with its further development, may
be available to newcomers, as well as to the
citizens who may now be at a loss as to where
they may use their musical ability to the greatest
advantage."

"What kind of reception has the movement
received?" Miss Sabel was asked.

"The very kindest from almost everybody,"
she replied. "Heads of industries employing
large numbers of men and women have become
enthusiastic when the meaning of the effort has
been explained to them.

"The functioning of the Bureau will result in
the establishment of choruses, bands and orches-
tras among employes and their gradual training
and development into effective and permanent
forces, which will mean much to the city's life.

"This is no experiment, for, a few years ago,
such a movement was started among the work-
ing people employed by Marshall Field & Co.,
of Chicago. To-day the Marshall Field chorus
is recognized as having passed the amateur stage
and is rated as a professional organization, giv-
ing great oratorios to large audiences every year.

"I have long since learned from actual con-
tact with the people that any amount of the
best talent is snuffed out because its posses-
sors are compelled to labor daily for a living,
without the opportunity or the means which
musical culture demands. To the thousands of
such people an opportunity like this comes as

tone tubes. It is obvious that were the sound
waves drawn from the opposite sides of the
diaphragms the result would be blurred or
jangled-up tones, for when one side of the one
diaphragm was pushing against the air the other
side of the opposite diaphragm would be pulling
away from the air.

I know of a sound box constructed in the
following manner in which this trouble was over-
come. The tones from one diaphragm were
drawn off into a large horn (attached in a fixed
position) and the tones from the other diaphragm
were drawn off into a smaller horn (placed paral-
lel to the large horn), which was made movable,
much in the same manner of the slide trombone.
In practice this smaller horn is moved in or out,

a God-send. All of the city's clubs are extend-
ing their whole-hearted co-operation. I am
strong in the belief that our efforts will meet
with success."

RUDD & RIX OPEN NEW STORE

Central New York Victor Dealer Opens Attrac-
tive Branch Store in Herkimer

Herkimer, N. Y., December 8. — Rudd & Rix,
Inc., of Ilion, N. Y., have opened an attractive
branch store on Greene street, this city, which is

in relation to the diaphragm, and the sound box,
as a whole, is tuned. The different lengths and
sizes of the horns compensate the difference in
time it takes the tone to travel from the dia-
phragm surfaces; it must be remembered that
the tone from one diaphragm is always a little
ahead of the other.

This subject will lead one to consider the pos-
sibilities of taking the tone waves from both
sides of one diaphragm, and in doing this means
must be provided for the use of a double horn
system.

The actual result (answering your question)
is a considerable increase in volume, but not as
clear and brilliant a tone, with more liability to
blast and blur than with a single diaphragm.

the equal in appointments of any store in this
section of the State. A comprehensive stock of
Victrolas and records has been installed and, in
addition, a sheet music department is being ar-
ranged. Robert Bothwell, formerly in charge of
the talking machine department of the Sheperd-
Norwell Co., of Boston, Mass., has assumed the
management of the new establishment. Miss
Helen Mover has been placed in charge of sales.

The expansion of the Rudd & Rix concern is the
direct result of their aggressive sales policies in
connection with the Victor and other lines of
merchandise which they handle.

One Man Delivery Cover

A. BRUNS & SONS

50 RALPH AVE.
BROOKLYN
N. Y.

Hill

"BRUNS MADERITE"

Phonograph Moving Covers

Not mere price, but quality consistent with
price — that's the basis of real economy

Made in two grades — Grade "A" eight ounce
Brown Ducli — Grade "B" Standard Khaki Drill —
lined with heavy flannel — interlined with heavy
cotton felt and closely quilted.

REGULAR CLOSED TYPE COVER
Medium Size Large Size

43x20x23y2 49x23x24%

A— $7.00 $7.50

B— 6.00 6.50

With Moving Straps Attached

A- 9.50 10.00

B- 8.50 9.00

CONSOLE OR PERIOD TYPE COVER

Grade A— $9.50 Grade B-$8.50

Write UB for special prices on the BRUNS One
Man Phonograph Moving Covers — also about the
MADERITE Fleece Lined Rubberized Phonograph
Dust Cover.

One way delivery straps with handles, $1,50
Two way delivery straps with handles, $2.50

A. BRUNS & SONS

Manufacturers o'f Everything Made of Canvas

THE TALKING MACHINE WORLD

December 15, 1921

lllorentzen-

Manufacturer of

Exclusive Cabinet Hardware and Accessories

New York City

60 Grand Street

CAMEO RECORD CORP. FORMED

Edw. N. Bums President of New Company Capi-
talized at $1,900,000 — Will Manufacture Rec-
ords to Retail at Fifty Cents— Earle W. Jones
Vice-president of This Organization

plants in the country. The Cameo Record Corp.
has made arrangements to handle the entire out-
put of this record-pressing organization.

In a chat with The World, Mr. Burns outlined
his plans for the Cameo Record Corp., stating

Edward N. Burns, vice-president of the Co-
lumbia Graphophone Co. for eleven years, and
associated with that company in important ex-
ecutive posts for twenty-seven years, is now
president of the Cameo Record Corp., a new
organization that was recently incorporated for
$1,900,000 under the laws of the State of New
York. Associated with Mr. Burns in this new
company are Earle W. Jones, who has been
elected vice-president; Samuel Geneen, who is
vice-president and treasurer; Thomas F. Mc-
Mahon, secretary, and Carl Siemon, who is a
director.

Earle W. Jones was formerly head of the
Jones Recording Laboratories, New York, and
these laboratories are now absorbed by the
Cameo Record Corp. The equipment has been
moved to the Cameo laboratories at 102 West
Thirty-eighth street, where the executive offices
are also located. Mr. Jones has for many years
been prominent in the recording field and is
recognized as one of the best posted recording
experts of the industry. Samuel Geneen is owner
of the National Concerts, Inc., a well-known
and successful organization, and is also identi-
fied with several important industrial concerns
in New York. Thomas F. McMahon is a New
York attorney, and Carl F. Siemon is president
of the Siemon Hard Rubber Co., of Bridgeport,
Conn., one of the finest equipped record-pressing

Edward N. Burns

that the company will confine itself exclusively
to the production of records that will retail at
50 cents. The record library will be cofnplete,
comprising all types of music, and the records
will be merchandised direct to the dealers. The

first Cameo record list will probably be ready
for the trade within a fortnight and it is planned
to issue regular supplements.

The company has taken over the ninth floor
of the building at 102 West Thirty-eighth street,
New York, which incidentally was the home of
the recording division of the Columbia Grapho-
phone Co. for many years. A complete and fully
equipped plating plant is located at Eleventh
avenue and Twentieth street.

Wallace Downing, formerly a member of the
Columbia recording staff, has joined the new or-
ganization as recorder. John Pearsall, previously
connected with the plating department of Thos.
A. Edison, Inc., is in charge of matrix produc-
tion. Frank Ilennigs, formerly associated with
the Emerson Phonograph Co., as general repre-
sentative of the recording department, has joined
the Cameo staff in a similar capacity. Among
the artists that will be represented in the first
supplement are Bennie Krueger's Dance Orches-
tra, the Velvetone Trio and Lanin's Roseland
Orchestra.

As vice-president of the Columbia Grapho-
phone Co., Mr. Burns concentrated his activities
or. the recording end of the business, and he is
known through the trade as one of the
foremost authorities on recording. He is thor-
oughly familiar with every phase of the business,
and, assisted by his present executives, he will
be in a position to give the dealers invaluable
service and co-operation in the development of
record business.

The chief defect of the human mind is its
unwillingness to learn from those it considers
inferior.

Qln nur many fripn&a pxtrnb tljp rnmplimpittH of tl|p araaon anii nur btat mial)pa for 1 922

Mutual Tone Modifier
On Sound Box

Throw back Tone Arm
No. 3

The MUTUAL TONE ARMS and REPRODUCERS

Are of the Highest Quality

We manufacture tone arms and reproducers for all makes of machines. Our product has
a reputation that will always be maintained. Sizes are 8", 8j 2" and 9". Our new prices
will interest you.

We are also manufacturers of the Mutual Tone Modifier, which does not muffle, but decreases the
sound and may be secured for every type of reproducer made. Particularly appropriate for the portable

Manufacturers, Jobbers, Dealers, write for our proposition TODAY

The Mutual Phono Parts Mfg. Co.

Manufacturers of Mutual Tone Arms and Reproducers

149-151 Lafayette Street

NEW YORK

December 15, 1921

THE TALKING MACHINE WORLD

JOHN H.VflLSON.Mana^er

324 WASHINGTON ST.,BOSTON.MASS.

BOSTON

ENGLAND

Boston, Mass., December 5. — A holiday (Thanks-
giving), the two days following, which were
filled with bad weather, and the subsequent
Monday and Tuesday, when scarcely anyone
ventured forth from their firesides because of
the inclement weather, made a big dent in
business right at the beginning of the holiday
season. Jobbers had stocked up well and their
fcoods have been well distributed among the
dealers, but at this writing the trade has not
been coming in as fast as was hoped for,
though this is not to say that there will not be
a rush from now until the eve of Christmas.
The demand for records has been quite brisk,
but the volume of business thus far in machines
lias not been of such a character as to make
the trade sit up and take notice. Competition
is very keen everywhere, and the concerns that
are doing the best business, always barring
those older houses which have built up a large
and dependable business, are those which ex-
ercise the greatest consideration, courtesy and
tact in dealing with that floating patronage which
is as likely to drop into one store as another.
Record Sales Are Helped by Concerts

One thing that has helped the sale of records
a great deal thus far this season is the excellent
talent that has appeared on the concert plat-
form here in the city, singers and instrumental-
ists alike. A very profitable line of advertising
is that in the concert programs and one cannot
take up any such sheet as a Symphony Hall
or Jordan Hall or Steinert Hall concert with-
out seeing the names of leading talking machine
concerns, most of them especially featuring the
singer or player of that particular day or eve-
ning. It is an interesting fact that many of
the patrons of these concerts do not wait until
after a concert to purchase an artist's records,
but buy them in advance of the concert, and
are thus made familiar with the singer's or
player's ability and style, by the time they sit
through the concert.

Tired of the "Gyp" Stuff
One encouraging piece of news to the rep-
utable dealers is that the public is getting tired
to death of the "gyp" stufif that has been put
on the market in the past few months. As one
dealer said the other day, the public has been
fed on this material until it is sick and it will
have no more of it. Cut rates somehow or
other do not seem to interest the music lovers

any longer, and the case is cited of a proposition
that lately was well advertised in the daily
papers at a low price and which carried the
endorsement of a large department store; but
even the weight of this name did not seem to
avail much and the sales petered out rather
unsatisfactorily. It all seems to come to this:
reputable dealers only carry reliable goods
which the public must pay a reasonable price
for, and this is the policy that these same
houses have not deviated from one single iota
throughout their honorable careers.

Well Satisfied With Columbia Progress

George W. Hopkins, vice-president and gen-
eral sales manager of the Columbia Co., visited
Manager Fred E. Mann a few days ago and
expressed himself as well satisfied at the way
Columbia business was moving along in this
territory. At this writing Manager Mann is
making a tour of the dealers in the western part
of the State and will be away several days. He
has been writing back to the Boston office in
high appreciation of the manner business is
booming everywhere. For the last two months
the demand for goods here has been splendid
and carload orders seem to be the regular thing
these days.

J. O. Morris Guest of Jos. Burke

Manager Joe Burke, of the Musical Supply &
Equipment Co., had for his guest the middle of
the month J. O. Morris, president of the con-
cern, who came over from New York to attend
sales conference. A week or so later Mr. Burke
started off on a business trip which took him
through Connecticut and New York. He says
that the Sonora is making great headway in his
territory and that several new concerns have
taken on this line of machines.

Take on Okeh Agency
E. B. Shiddell, of the E. B. Shiddell Co., Okeh
distributors for the New England territory, has
lately . signed up with houses in Manchester,
Laconia and Berlin, N. H., and all three con-
cerns have taken on a large line of the popular
numbers.

New Puritan Agencies in New Eng'land

The Puritan has lately been introduced to the
Fitchburg, Mass., and Bristol, Conn., public, ac-
cording to John W. Ellsworth, of the Puritan
Co., who has lately signed up with agents in
these two cities. Mr. Ellsworth says the Puri-
tan is going strong and a large number of hand-

some new models have lately been installed in
the warerooms at 429 Boylston street. Benja-
min F. Drake, who is associated with Mr. Ells-
worth, has had several very successful busi-
r.ess trips through the New England territory
lately.

Planning Vocalion Expansion in 1922

A trip which Edward M. Wheatley, local man-
ager of the Vocalion, took over to New York
the latter part of November was for the special
purpose of mapping out a program for the holi-
day campaign. A. C. Barg, head of the whole-
sale end of the business hereabouts, went over
with him. Among the plans decided upon was
an extensive series of advertisements in the Bos-
(Contiiitied on page 80)

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giiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

HIS MASTERS VOICE.

VICTOR SERVICE PLUS

for

NEW YORK and NEW ENGLAND

We offer to the Victor Dealer co-operation that is intel-
Hgent, experienced and helps him get out of the rut, and
put that "plus" business on his books, with two service
centers that make for promptness in deliveries.

THAT'S DITSON SERVICE

OLIVER DITSON CO.

BOSTON

CHARLES H. DITSON & CO.

NEW YORK

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiililliillliiiliiiiliiiililiililiiliiiiiiiiiiiiiiliiiilliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

^iiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiimiin

THE TALKING MACHINE WORLD

December 15, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 79)

HORTOM-GALLO-CREAMERCP

NEW HAVEN

■HIS MASTEH'i VOICE"'

CONNECTICUT

VICTOR SERVICE SPEGALISTS

ton newspapers by way of calling the attention of
the public to the merits of this instrument. Added
interest in the Vocalion has been displayed the
past few weeks through the presence in Boston of
John Charles Thomas, who is a featured mem-
ber of the company playing in "The Love Let-
ter," and who is an exclusive Vocalion artist.
One of his big song hits, "Chansonette," is soon
to be released on the Vocalion.

F. T. White's Department Broadening Out
Francis T. White's department at the C. C.
Harvey Co.'s large and beautiful warerooms,
at 144 Boylston street, is booming right along
and calls for the Victor, Edison and Brunswick
lines, which this company carries, are being
received from a widely scattered area around
Greater Boston, and even from more distant
points. Two additions to Manager White's
staff are Frank Berghous, formerly with Kraft,
Bates & Spencer, Inc., and Miss Martha Held,
who has come to the Harvey warerooms from
Henderson's. Miss Held has been employed at
several large establishments in the last few years
and has been specially trained in handling the
Victor line. Winthrop A. Harvey, head of the
house, spent the end of November on a hunt-
ing trip down on Cape Cod, bagging much small
game.

Join Gilchrist Co. Forces
Norman Stocker, manager of the talking ma-
chine dep-^rtment of the Gilchrist Co., is well
pleased over the demand that there has lately
been for the Brunswick and Victor lines, and
because of the need for extra service he has
added to his staff Mrs. Eunice D. Moran and
Miss Elizabeth Smith, both experienced in han-
dling machines and records.

Artistic Bubble Book Window
The window of the Grafonola Co. of New
England has a very attractive holiday display
in which the Bubble Books are delightfully ad-
vertised. The scene represents a bit of coun-
tryside in mid-Summer, and all around are

Mother Goose figures (large-sized dolls), each
of which holds one of the Bubble Books. The
window, which was arranged by Manager Ar-
thur C. Erisman, is dailj' the center of attrac-
tion for large crowds.

Important New Columbia Accounts
One of the latest concerns reported from
the Columbia headquarters as . having taken on

this line is the G. Fox Co., one of the largest
department stores in Hartford, Conn., which has
installed a fine talking machine department, with
L. H. Webber as manager. Mr. W^ebber for-
merlj- was associated with Widener's, in Worces-
ter. This Hartford house has lately undertaken
a house-to-house drive which was supervised by
{Continued on page 82)

KRAFT BATES^-SPENCER

NEW ENGL-J^ND DISTRIBUTORS

PHONOGRAPHS AND RECORDS

FACTS AND FIGURES

vs.

PLANS AND PROMISES

As a business man, you are interested in seeing the actual figures.

In our office we can give you the facts which show our own success in hand-
ling The Brunswick Phonograph and Brunswick Records.

We can give you facts which prove the success of dealers supplied by us.

And we can give you facts from all over the country which will convince you
that the Brunswick is the most profitable line you can sell today.

KRAFT - BATES & SPENCER, Inc.
1265 Boylston Street - - Boston, Mass.

Steel Needles

NEW ENGLAND DISTRIBUTORS
Albums Record Brushes

Khaki Covers

December IS, 1921

THE TALKING MACHINE WORLD

We are facing the New
Year with utmost optimism
and with the firm purpose
of making Steinert Service
even more valuable and help-
ful to the Victor Retailer
than ever before.

Steinert Service Serves

M. STEINERT & SONS

Victor holesaiers

35
Arch St»

Boston,
Mass.

THE TALKING MACHINE WORLD

December IS, 1921

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 80)

E. H. AlcCarthj', who went down from Boston
for this special work. Another new Columbia
account reported from the local headquarters is
the Poole Dry Goods Co., of Springfield, Mass.,
which has laid in a large consignment of hand-
some Columbia models.

Hearty Welcome for Mr. Frye

Jimmie Frye is back in town and a host of
friends are glad to know it. He is here as the
successor to C. B. Estabrook, who recentlj'- re-
signed as the Victor traveling representative for
this territorj' to go into other business. For
about two years Mr. Frye has been in the West,
but a pleasant experience in this field several
years ago brought him many friends, whom he
has happily retained in the interim. He has
always held a warm place for Boston, so it's not
surprising that this very popular Victor repre-
sentative is glad to be back in this territory.
Kraft, Bates & Spencer Report Progress

The Brunswick proposition is going big, so
one learns at the Boylston street establishment
of Kraft, Bates & Spencer, Inc., where the only
trouble is that the orders are coming in far
out of proportion to the ability of the factory
to supply machines. The house would like to
sign up with several good houses in New Eng-
land which are anxious to take on this line, but,
as Manager Phinne}' says, "What's the use when
we can't properly take care of those we have?"
The Brunswick output for New England for
December, judging by the way conditions have
begun, promises to make a highly creditable
showing.

Visited the Victor Headquarters

Kenneth E. Reed, wholesale manager of the
\'ictor department of M. Steinert & Sons, ar-
rived home to-day from Camden, N. J., where he
had been spending several days at the Victor
factory. The Steinert house has had a very good
season thus far and it has been able to make a
good distribution of the December list of rec-
ords, which dealers have been eager to grab.
There has been a heavy call for the higher-

priced models of machines, which means that
dealers are having a very persistent demand
from the purchasing public.

Spent Thanksgiving in Philadelphia

Herbert Shoemaker, of the Eastern Talking
Machine Co., and Mrs. Shoemaker spent Thanks-
giving with his family in Philadelphia and, inci-
dentally, he was able to visit the Victor plant.
His time was limited to several days because of
the press of business on this end. The Eastern
Co. reports business as very good and there has
been a heavy drain on the stock of Victor goods.
New Quarters for Lansing Sales Co.

Due to the continuation of Stewart and Eliot
streets and the widening of this combined thor-
oughfare through to the South Station, the Lan-
sing Building, at the corner of Eliot and War-
renton streets, is about to be torn down.

Anticipating this event, however, the Lansing
Sales Co., manufacturer of the Lansing covers
for talking machines and distributor of general
accessories, secured new quarters at 170 Harri-
son avenue on the first of the month. The new
quarters represent a noticeable increase of space
over the old and comprise the entire ground floor
of 5,000 square feet in the modern fireproof build-
ing located at the above address. No expense
has been spared in equipping the new headquar-
ters in the most approved manner, both from
the standpoint of efficiency and attractiveness.

Under the able direction of A. J. Cullen, presi-
dent, and R. G. Lipp, secretary and manager,
the business of this concern has had a steady
growth and the extensive sales plans mapped out
for the coming year indicate that 1922 will be a
banner year in the history of this business.
Business Steadily Growing

The New England Talking Machine Co., of
this city, manufacturer of Perfection tone arms
and reproducers, reports that business has been
increasing in a steady manner and the month of
November has surpassed the record of last year.
It is predicted at the offices of this company
that 1922 will be a prosperous year.

The "Perfection" Ball-Bearing Tone Arms

and

The "Perfection" Reproducers

For the New Edison

Excel in Clarity and Swceiness of Tone. Best quality of
material and workmanship. Descriptive catalog, terms
and discounts sent on request.

Manufactured by

NEW ENGLAND TALKING MACHINE CO.
16-18 Beach Street Boston, Mass.

Factory Representative

L. A. SCHWARZ, Inc.. 1265 Broadway, New York City

(Greetings

At this season of good will I extend
my hearty wishes for a Merry Christ-
mas and a Prosperous and Happy
New Year.

The friendship and cordial business
relations with dealers in the territory
I cover have been much appreciated
and it is my intention to continue
throughout 1922 a service that will
well merit its continuance.

L. W. HOUGH

Factory Representative

LONG QUALITY CABINETS
PEERLESS RECORD ALBUMS
20 Sudbury St. Boston, Mass-

BATCHELDER DIRECTS TREMONT CO.

Chas. F. Bruno Retires, His Interests Being
Purchased by Eastern Talking Machine Co.
as a Temporary Expedient — Details of an Im-
portant Move in the Boston Retail Field

Boston, Mass., December 5. — The special news
of the month is the retirement of Charles F.
Bruno from the local talking machine field.
Mr. Bruno, it will be recalled, came over from
NcAV York less than two years ago, purchasing
the Tremont street establishment of the Eastern
Talking Machine Co., which thereafter became the
I'remont Talking Machine Co., one of the finest
retail establishments of its kind in the city. Mr.
Bruno's interests in this growing concern have
been taken over by the Eastern Talking Ma-
chine Co., which originally controlled it before
Charles H. Farnsworth and George A. Dodge
purchased the Eastern Co.'s business. One of
the first things that Mr. Farnsworth and Mr.
Dodge did on acquiring the business about two
years ago was to cause the Eastern Co. to
retire from the retail field entirely, but now that
the Tremont Co. has again come back into their
hands the dealers must not get the idea that the
Eastern Co. is deliberately entering the retail
field, as only force of circumstances has brought
tilings about as they now are.

This Victor store, at 177 Tremont street, by
conmion agreement is to be kept in the highest
state of efficiencj' and supremacy in line with
all Victor establishments. To do this it be-
came necessary to provide a large amount of
capital for the corporation, which is a Massa-
chusetts one.. As Mr. Bruno just at the time
did not feel that he was in a position to pro-
vide the necessary additional capital for the cor-
poration he decided to sell his holdings. The
Eastern Co., which is one of the largest whole-
sale distributors of Victor goods in New Eng-
land, therefore purchased Mr. Bruno's holdings
in the Tremont Co. as a temporary expedient,
and this action is simply in line with the East-
ern Co.'s broad policy of co-operating with its
Victor dealers in every way.

Warren A. Batchelder, who has been associ-
ated with the Tremont Co. for some time, and
is thoroughly acquainted with the Victor prod-
uct, will manage the Tremont Co.'s business.

POPULAR IN FOREIGN CLIMES

Warrex, Mass., December 8. — "Reorders from
leading dealers who sell U-Sav-Your cleanser
and polishes are coming in steadily," stated B. D.
Perkins, general manager of the company, to a
representative of The World. "We consider this
the highest form of testimonial." U-Sav-Your
cleanser is also meeting with popularity in for-
eign climes. Samples sent abroad in response to
inquiries have resulted in substantial orders.

The optimist goes about in the bright sun-
light looking for the beautiful things and sees
more than the pessimist can with, his dark lantern.

December 15, 1921

THE TALKING MACHINE WORLD

THE TRADE IN BOSTON AND NEW ENGLAND— (Continued from page 82)
STARR DEMAND IN NEW ENGLAND TO HANDLE CHENEY IN NEW ENGLAND

Manager Fales Reports an Expanding Business
in Machines and Records in This Territory

Boston, Mass., December 3. — The New England
branch of the Starr Piano & Phonograph Co.
reports that the demand for the now well-known
Starr phonograph and Gennett record has been
verj- far beyond expectations, which reflects the
thorough work done by this branch during the
past few quiet months in preparation for an an-
ticipated active Fall and Winter business. John
R. Fales, manager of this branch, in addition to
his many duties at headquarters, has made sev-
eral trips in the territory, working with his sales
stafi calling on the trade, and the result has been
that manj' new dealers have been added to the
growing number of agencies who feature Starr
phonographs and Gennett records. This branch,
since its inauguration a j'ear ago, has shown ex-
ceptional progress and Starr products are now
being sold in most every town in New England.

UNSING KHAKI
COVERS

The Pioneer Moving Cover

High
Grade

Govern-
ment

Khaki

Dealer's Prices NOW :

$gQfl

medium
size
43"x20''x23>^"

large size
49"x23"x2434"

$V 35 extra large
1 ^= 52"x22i/^"x23H"

Fitzall Leather or No. 3x Strap
$2.50

Piano Moving Covers $18.00

SLIP AND RUBBER COVERS
FOR PHONOGRAPHS AND PIANOS

170 Harrison Avenue
BOSTON, 11, MASS.

Stephen A. Colahan Appointed Representative
for the Cheney Talking Machine Co. in That
Territory, With Headquarters in Boston

Boston, Mass., December 5. — Stephen A. Cola-
han, lately with the Pathe department of the
Hallet & Davis house, has been appointed New
England i epresentative for the Cheney Talk-
ing Machine Co. and his territor}"- will be New

Stephen A. Colahan

England, which'he has exclusively. Mr. Colahau
will make his headquarters in the warerooms ol
the A. M. Hume Music Co., at 196 Boylston
street.

Mr. Colahan formerly was with Frederick
Loeser & Co., Brooklyn, N. Y., in the capacit\
ol salesman. Later he was manager of the talk-
ing machine department of Flint & Co., Provi-
dence, R. L, subsequently holding the same posi-
tion with Kelley & Cowles, Hartford, Conn. He
came to Boston a year and a half ago as man-
ager of the retail department of the Hallet &
Davis Co. Later he entered the wholesale end,
traveling through New England for the Pathe.

He has just returned from a trip to the Cheney
headquarters in Chicago and the factory al
Grand Rapids, Mich., where he familiarized
himself with the manufacture of the product in
all its details. Air. Colahan is a world war
\eleran, having served overseas with the 105th
Machine Gun Battalion, 27th Division. He is
a son of Dr. and Mrs. Thomas P. Colahan, of
Brooklyn, N. Y.

THE "STRAND" IN NEW ENGLAND

A. C. Erisman Now Distributor for Manufac-
turers' Phonogpraph Co. in That Territory

Boston, Mass., December 8. — After having given
long consideration to the new proposition put
forth by the Manufacturers' Phonograph Co., of
which George W. Lyle is the most active factor,
Arthur C. Erisman, head of the Grafonola Co.
of New England, has taken on the line made by
this new concern and will act as distributor for
New England. The line is called the Strand and
thus far only one model, selling for $125, is avail-
able, but Mr. Erisman has been able to interest
a great many talking machine concerns through-
out New England in the proposition, as well as
managers of talking machine departments of de-
partment stores and other places. The handling
of the Strand is solely Mr. Erisman's own under-
taking and has nothing to do with the' Grafonola
Co. of New England, which he has been suc-
cessfully conducting for several years. Mr. Eris-
man's twentj'-three years in the business have
given him an established prestige in the trade and
he has become a conspicuous factor in the New
England business.

We Challenge
Comparison

Exclusive Patented Features,
Attractive Library Table and
Phonograph Combined.

The exquisite tone of this new patenter!
Clnyola Phonograpli distinguishes it from nil
other phonographs.

The foinidation of artistic worth in a phono-
graph is mechanical excellence. Painstaking
oare to secure perfection in every detail of
construction. The most artistic, the most use-
ful of all phonographs. We have added to the
cost of this table money which might have
been added to our profits.

My idea of introducing the new style Clayola
is not to make the most profit but to make the
best phonograph.

We are more than sure of your approval of
the exclusive patented features of major impor-
tance, features other phonographs do not have.

We can furnish these library table machines
in the William and Mary period if you de-
sire.

Attractive prices to dealers forwarded on
application.

THE PHONOMOTOR

The standard electric phonograph motor for
seven years. Universal motor, A. C. or D. C.
current, 110 volts, with current consumption of
less than a twenty watt lamp. Automatic stop.

Always true to pitch. Silent, durable and
dependable. Write for our new prices.

GEO. CLAY COX

Manufacturer

Offices: 73 State St.
ROCHESTER, N. Y.

John W. Canavan, Jr., of the Oliver Ditson
Co.'s Victor staff in Boston, has been laid up at
home with a severe cold which has kept him
away from his duties the better part of a week.
Before being taken down Mr. Canavan made sev-
eral successful trips among the company's Vic-
tor dealers.

DOING BUSINESS OF $1,000 A DAY

Talking Machine Department of Shepard Stores,
Boston, Sets High Sales Record

The talking machine department of the Shep-
ard Stores. Boston, Mass., under the manage-
ment of R. O. Danford, handled over $14,000
worth of talking machine business during the
first sixteen days of November. With two Sun-
days taken out, it meant a business of approxi-
matel}^ $1,000 a day. The great bulk of the busi-
ness was done in Heywood-Wakefield reed
phonographs, offered at special prices «:hrough
the medium of striking advertisements in the
local newspapers.

THE TALKING MACHINE WORLD

December 15, 1921

SPEAR CO.'S ARTISTIC PUBLICITY

Dover Merchant Features the Granby by Means
of a Hallowe'en Party and Wins Third Prize
for Granby Float in Parade

Dover, O., December 1. — The Spear Music Co.,
of this city, recently entertained through the me-
dium of a Hallowe'en party, and the honored
guest was Virginia Granby, impersonated by
one of the prominent young ladies of this city.
She appeared masked in various parts of the
town and everyone endeavored to discover her
identity. It is said that her identity still re-
mains a mystery. In the Hallowe'en parade,
which was also held in this city, the Granby
float, under the auspices of the Spear Music Co.,
won third prize among more than ninety floats
which were in line. The structure at the front
of the float represented the well-known Granby
slogan: "As Mellow as Southern Moonlight,"
showing a door with moonlight flowing through,
which was made possible through the medium of
a spotlight placed back of the car. A number
of Granby models were placed on the float and
were played during the parade. Seated next to
one of the instruments was Virginia Granby and
H. C. Schultz, garbed as the Father of his coun-
try, stood beside Miss Granby. This display
attracted much attention and considerably in-
creased Granby prestige in this city.

PHONOGRAPH CASES

' Reinforced 3 -ply Veneer

1 ne oianusira v^eise ror I silK-

ing Machines and Records

Let us figure on your requirements

1 MADE BY

PLYWOOD CORPORATION, Goldsboro, N. C.

Mills in Va., N. C, and S. C.

GENERAL PRICE REDUCTIONS ON VOCALIQNS ANNOUNCED

Aeolian Co. Puts Into Effect Radical Price Readjustments, Rebating Dealers for Machines in
Stock — W. H. Alfring Explains the Significance of the Move — Back to Pre-war Basis

A "PROGRESS VICTROLA SHOW"

Columbus, O., November 30. — Visitors from both
small and large cities are arriving every day here
in order to see the "Progress Victrola Show" at
the Moorehouse-Martens-Martens Co. store.
The cities represented thus far include Detroit,
Toledo, Dayton, Mt. Gilead, Cleveland, Delaware
and Camden, N. J.

The Tone Shop, Inc., Worcester, Mass., filed
articles of incorporation a few days ago for the
purpose of dealing in musical instruments and
talking machines.

The Aeolian Co. announced, on November 28,
that, effective on that date, prices on all conven-
tional models of Vocalions had been reduced
to a point as low, or lower, than pre-war prices.
At the same time it was stated that the new
prices were guaranteed until July 1, 1922, and
that all Vocalion dealers would receive rebates
from the company covering the difference in
price on all machines on their floors. The Aeo-
lian Co. also announced that between now and
January 1, when the excise tax is taken off talk-
ing machines, the company will absorb that 5
per cent tax, thus making the quoted prices net.

W. H. Alfring, manager of the wholesale de-
partment of the company, in making the an-
nouncement, said: "The trade generally has rec-
ognized that there must be some readjustment of
prices to meet new conditions and we have simply
taken a forward step by announcing prices based
upon anticipated replacement costs rather than
the prices we paid for the materials entering into
the manufacture of Vocalions.

"The many improvements which have been
made in the Vocalion during the past two years
have added materially to the intrinsic value and
quality of the instrument and have included the

SAY IT WITH MUSIC

AND LET YOUR CHRISTMAS WISH
AND NEW YEAR'S RESOLUTION BE

''That every Victrola Owner shall obtain
more pleasure from his Victor Records"

?|oIibap #reetins2i to all our frienb£(

KNICKERBOCKER

TALKING MACHINE CO.

VICTOR WHOLESALERS

138 WEST 124th STREET, NEW YORK CITY

We will gladly furnish gratis to any Victor Retailer
our new idea, "How to sell more Victor Records."

introduction of a new tone arm and sound box
which has served to improve the tone quality
to a point where it is far beyond criticism. Then,
too, special attention has been given to both the
designing and finishing of the cases and the cabi-

Period Model: Florentine

net work found in the Vocalion to-day is ac-
cepted as a standard. ;> •
"In order that dealers may have sorrie definite
basis on which to place their orders -and antici-
pate their requirements we have guaranteed the
new prices until July 1 of next year, at which
time there is no question but that the process of;
readjustment will have been completed and some
sound foundation established for the conduct of
business.

"We have arranged to rebate our dealers on all
Vocalions on their floors on November 28, paying
them the difference between prices charged for
the instruments on hand and the new prices for,
the same models and, in order to avoid confu-j
sion, have arranged to absorb the S per cent"'
excise tax from this time until January 1, when^
it will be eliminated through the operation of'
the new revenue law. ^

"There is no question but that this readjust-
ment of prices, properly brought to the attention
of the public, should prove a substantial factor'
in stimulating holiday business for all Vocalion
dealers and enable them to increase their volume
of trade to a considerable degree during the next
few months."

COTTON FLOCKS

FOB .

Record Manufacturing
THEPECKHAM MFG. CO., ^l^TiV^rV.

December 15, 1921

THE TALKING MACHINE WORLD

HERE IT IS!

FLETCHER UNIVERSAL
TONE ARM and REPRODUCER

Gives Proper Playing Weights for All Records. No Adjustment Screws or Springs.

SAMPLES $8.00

Specify 83^" or 9H" arm

FLETCHER -WICKES CO., 6 East Lake Street, Chicago, Illinois

THE McLAGAN PHONOGRAPH CORPORATION, LIMITED, STRATFORD, ONTARIO, EXCLUSIVE CANADIAN AGENTS

giiiiiiiuiiiiiiiiiiiiiiiuniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiHiiiiiiiiiiiiiiiiiiiiiiiiii!

I Scientific Treatment of Taxation Necessary j

j By J. H. TREGOE, Secretary-treasurer, National Association of Credit Men |

^Miiiiiiiiiiiiiiiiiiiiiiiiiiinuiiiiiuiiiiiiiuiiiuuiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

We are about to receive from our Congress,
after many months of pulling and howling and
the clashing of diverse interests, a Federal reve-
nue bill that will be satisfactory to no one, a
regarnishment of the old bill, when conditions
demanded a scientific measure, a measure of new
alignments, a measure that would produce the
needed revenue by equal application and without
burdening any special interests. The increased
normal tax on corporate profits is unwise. To us
it seems strange that our representatives in Con-
gress should not appreciate that a provision of
this kind will frighten away capital, will drive it
into recesses difficult to discover, and that, after
all, it isn't possible to place the burden of taxa-
tion on any class of individuals or enterprises
without hurting our entire economic scheme.
Waiting patiently for the production of a bill
that would respond in a large measure to the
demands of the nation at this juncture accentu-
ates the disappointment we feel that nothing
better has been accomplished. The measure we
are about to receive can be regarded as nothing
more than an emergency in its character, not

feel happy in so doing. We must become articu-
late on this subject, one of the most important
before the nation at present, if we are to restore
ourselves and become broad enough to meet the
new conditions with earnestness and success.

something deserving of actual perpetuation.

We are led to question in this situation whether
it is possible for Congress, representing, as it
does, so many diverse interests, to do so delicate
a piece of work as framing a scientific revenue
bill, and if the time hasn't arrived, therefore, to
place this work in the hands of a commission
with sufficient powers to do if in a broad and
intelligent fashion. We never realized what tax-
ation meant until profits of corporate individuals
and the incomes of individuals were penetrated
to the very quick, but so long as it is necessary
to take from the pocketbooks of the people a
sum nearing or exceeding three billions a year,
so long will it be necessary to conduct this opera-
tion equably and to make as a basic factor the
imposing of taxes according to the abilities of
people to pay.

We believe the corporate enterprise should not
be penalized. Every business should have a real
freedom in the making of reasonable profits, and
the people should pay from their incomes accord-
ing to the income and the manner of its produc-
tion, so that we may share and share alike, and

LIVE DEALER IN PONCE, P. R.

Ponce, Porto Rico, December 2. — Luis V. Mar-
tinez & Co., talking machine retailers of this
city, are doing an entirely substantial business on
the island. A large measure of the success of
this company can be attributed to the energetic
publicity emanating from this house. In a re-
cent issue of "El Dia" this enterprising retailer's
publicity appeared in seven different places.
This publicity covers such well-known lines as
the Pathe phonograph and records, Wall Kane
needles and other well-known accessories. This
forceful publicity might well serve as an example
for other progressive dealers.

The business that relies absolutely on one man
is a business that is always walking along the
precipice of oblivion. This is no iconoclastic
statement; it is merely a red signal for business
men who overlook or push aside the fact that
to-day a business that has character itself is the
business that will continue when the person-
ality of any one member is no longer available.

SOMETHING ENTIRELY NEW IN TONE ARMS

THE FLETCHER "STRAIGHT"

STRAIGHT INSIDE— Taper Outside
BALL BEARINGS THROUGHOUT

NEW DESIGN NEW CONSTRUCTION

tarsal and equipped with the Regular Fletcher

giving the same natural tone quality as heretofore

Made in two length*, S'A* uii9}4* SEND FOR PRICES AND TERMS

FLETCHER- WICKES COMPANY

6 EAST LAKE ST.

CHICAGO

THE McLAGAN PHONOGRAPH CORPORATION, LIMITED, STRATFORD, ONTARIO, EXCLUSIVE CANADIAN AGENTS

THE TALKING MACHINE WORLD

December 15, 1921

Al Jolson, acclaimed the greatest comedian
in tlie country, sings "April Showers," from
Bombo, his new show in his own new
theatre. You know how a Jolson hit goes.
A-3500.

Columbia Graptioplione Co.

NEW YORK

SAN FRANCISCO DEALERS EXPECT LARGE HOLIDAY TRADE

Elaborate Preparations Made for Effective Holiday Window Displays — Exhibitors at Industrial
Exhibition — Recitals Stimulate Public Interest — Many New Agencies and Trade Changes

Sax Francisco, Cal., December 6. — Notwith-
standing that general business conditions have
not improved greatly in the last month, the lead-
ijig dealers say that interest in machines and
records is encouragingly alive. It is expected
that the holidaj' season will turn out well in
San Francisco and vicinitj^. Many of the dealers
are making elaborate preparations for effective
displays in their windows and stores. Merchan-
dise is plentiful in most lines.

"Talkers" at Industrial Exposition

At the present time there is being held in the
Civic Auditorium in San Francisco a monster
Industrial Exposition. Sherman, Clay & Co.
have very attractive exhibiting space and give
continuous musical demonstrations on the
player-piano and talking machine. The booths
are beautifullj' finished in old ivorj- and the gen-
eral tone of the furnishings is light brown. The
Victrola is featured in one booth.

The Sonora Phonograph Corp. has a booth
at the exposition, at which demonstrations are
given. Several attractive models are exhibited
and obliging attendants are explaining or dem-
onstrating the special features of the Sonora.
Melodiola Exhibit Arouses Interest

One of the most interesting exhibits at the big
industrial show is that of Frank B. Long, which
shows the Melodiola, made bv the Melodiola

Mfg. Co., in this city. The machine comes in a
number of pleasing and artistic styles, mostly
of period design. The special feature of the
Melodiola is its tone color device, which is an
improvement invented by Mr. Long.

Robert Coltart Joins Thayer Music Co.

Robert Coltart, manager of the Music store
of the Einselen Music Co., has resigned his posi-
tion to accept a post with the Thayer Music Co.,
of Honolulu. Mr. Coltart was formerly with
the Columbia Graphophone Co. in various capaci-
ties on tlie Coast.

Alterations at Einselen Co.'s Stores

The two music stores of the Einselen Co. have
been undergoing extensive alterations in prepa-
ration for the holiday rush. The facilities of the
talking machine departments have practically
been doubled.

Pathe Shop Moves

The Pathe Shop, which has been conducted bj'
Charles H. Fyfe in the store of the Baldwrin
Piano Co., has been moved up the street two
blocks to 470 Sutter street. The new location
affords more space for the business. A recital
with Pathe Actuelle demonstrations and vocal
and instrumental solos was given at the formal
opening of the new shop.

Victor Artists Coming Soon

The famous "Victor Eight," the arfasts who

The General Phonograph Mfg. Go.

Model ''E" Table Phonograph

The Greatest Value on the Market

IMMEDIATE DELIVERIES IN AN^i' QUANTITY

Plays All Makes of Records Superior Tone Quality

Write for our Proposition

The General Phonograph Mfg. Co., Elyria, Ohio

are giving recitals throughout the country, are
expected in California in February. Billy Mor-
ton, of Sherman, Clay & Co., is arranging a
series of concerts for the troupe.

Columbia Co.'s Music Campaign

The Columbia Co. conducted a great music
campaign in the San Francisco territory this
month. Machines and records were loaned with-
out charge to prospective customers, who thus
had the opportunity to test out the merits of the
Columbia products. Many sales resulted from
the plan and the educational value of the cam-
paign has already been most noticeable.

Edison Recitals Stimulate Interest

The enterprise of the Edison Co. on the Coast
is little short of colossal these days. Many new
agencies have been opened and the popularity of
Edison machines and records was greatly in-
creased in the last year. By co-operating with
dealers in giving tone-test recitals the Edison
Co. has stimulated unusual interest in its prod-
uct. The most successful recitals given re-
cently were those by Miss Helen Clark, con-
tralto, and Joseph Phillips, baritone, assisted by
Thomas George, pianist. These artists gave a
recital at the St. Francis Hotel, under the aus-
pices of the Edison Shop, and the same program
was repeated at different dates in a number of
California cities. In some instances the recitals
celebrated the opening of new Edison agencies.
Among the musical houses which sponsored the
joint recitals are the following: The Garrett Owen
Music Stores, Oakland and Berkeley; Modesto
Music Store, Modesto; Hockett, Bristol &
Cowan, \'isalia and Fresno; Santa Rosa Furni
ture Co., Santa Rosa; Nielsen Furniture Co.,
Petaluma; M. Newfield & Sons, Lodi, and the
Ellas Marx Music Co., Sacramento and Marys-
ville.

H. C. Capwell Co. Opens Studio

On the occasion of the dedication of the new
talking machine studio of the H. C. Capwell
Co., of Oakland, recently the Clark-Phillips re-
cital was given to a large specially invited audi-
ence.

Concert Features Alameda Opening

Louise M. Pates is the proprietor of the
Phonograph Studio, 2412 Santa Clara avenue,
Alameda, a new "Home of the New Edison" for-
mally opened for business last week. The occasion
was made glorious by a special concert, featuring
Stella Jelica, Tessa Dent McGuire, John Wharry
Lewis and Hollister B. McGuire. The recital
was held in the Rialto Theatre.

New Kohler & Chase Store

Kohler & Chase have opened a new store at
1346 Stockton street, this cit}-, in order to bet-
ter cater to the trade in the North Beach dis-
trict. M. T. Alalatesta is the manager.

Three New Brimswick Agencies

The Brunswick-Balke-Collender Co. placed
three new agencies for Brunswick phonographs
and records this month, all of them large dealers.
They are: The John Breuner Co., Sacramento;
the Jackson Furniture Co., Oakland, and the
Sterling Furniture Co., San Francisco. Mr.
Corcoran, sales manager for the San Francisco

December 15, 1921

THE TALKING MACHINE WORLD

territorj', says business continues good. He has
400 machines oversold in his territory.

Magnavox Interests Football Fans

The Magnavox was a much-talked-of feature at
the big football game between the teams of the
University of California and Stamford at the for-
rnal dedication of the new Stamford Stadium at
Palo Alto last week. About 60,000 people saw
the big game and the announcements through
the Magnavox were clearly intelHgible to all.
Some Staff Changes

Robert Kane has resigned as assistant man-
ager of the Sherman, Clay & Co.'s wholesale
Victor department and his place for the time
being is being fi.led by B. R. Scott.
- Miss Gertrude Kingston has just resigned her
position of manager of the exclusive Victor de-
partment of the Emporium.

Raymond E. Wolfinger Is Promoted

Raymond E. Wolfinger, formerly assistant
manager of the Wiley B. Allen Co., in this city,
talking machine department, has been appointed
manager of the department, to succeed Mr.
Corcoran, who is now with the Brunswick Co.

Mr. Wolfinger is a young and energetic man,
and he has had a wide experience in the talking
machine business. His selection for the respon-
sible position he now holds is no surprise to the
local fraternity.

Newberry Electric Co. Enters Field
The new store of the Newberry Electric Co.,
359 Sutter street, is a marvel of artistic arrange-
ment in old ivory and luxurious equipment. The
company handles (he Sonora phonograph and
Vocaiion records. There are two large display
rooms for phonographs and three sound-proof
dcmonstrat on rooms. The manager of the de-
partment is J. Wallace McKellar, an experienced
business man.

New Okeh Agencies

The Remick Song Shop, San Francisco; the
Dorman Furniture Co., of Sacramento, Stock-
ton and Roseville, and the Marysville Music Co.,
Marysville, are recent concerns to take on the
agency for Okeh records.

Morley Somers, manager of the Sonora Phono-
graph Shop, has gone on a ten-day trip to Ore-
gon.

NEW LAW HELPS TRAVELERS

Revenue Measure Calculated to Lighten the
Burden of Commercial Travelers

The music industry has not alone benefited by
the new revenue law in that excise taxes have
been eliminated on talking machines, but the new
Act also provides for the elimination of trans-
portation and freight taxes after the first of the
year — a factor of no little importance and cal-
culated to reduce the cost of selling to some
degree at least.

Traveling men are favored in the new law under
Section 214, which states: "That in computing
net income there shall be allowed as deductions:
All the ordinary and necessary expenses paid or
incurred during the taxable year in carrying on
any trade or business, including a reasonable al-
lowance for salaries or other compensation for
personal services actually rendered; traveling ex-
penses (including the entire amount expended
for meals and lodging) while away from home in
the pursuit of a trade or business," and so on.
This is welcome news to our traveling friends.

GREAT BRILLIANTONE MONTH

President Forster Sending in Large Orders as
Result of Extended Trip — Business Very
Brisk — L. J. Unger in Canada.

The Brilliantone Steel Needle Co., New York
City, reports that the past month was one of
the finest from a business standpoint in the his-
tory of the organization. The sales staff of this
company is going out after business in an ener-
getic manner and its efforts are being well
rewarded. B. R. Forster, president of the com-
pany, spent some time in Chicago and the Mid-
dle West, after which he journeyed to Toronto,
Canada, and other points in the Dominion.
Orders sent in by Mr. Forster are indicative
of the resumption of good business in the terri-
tories through which he journeyed. Harry W.
Acton, secretary of the company, left on the 4th
of the month for points in New England, and
his first stop was at the factory of the W. H.
Bagshaw Co., in Lowell, Mass., where the Bril-
liantone needles are made. Following this visit
Mr. Acton made a number of calls throughout
the New England territory,

L. J. Unger, of the Brilliantone sales stafT,
has left for Canada. Mr. Unger had made a
number of trips through Canada previously, with
each additional trip adding more Canadian
dealers to the Brilliantone list. He will en-
deavor to ascertain the requirements for 1922
business and renew his cordial friendship with
the Canadian dealers.

The wide range of tone available in the Bril-
liantone line makes this needle have an appeal
to all tastes, and therefore has created a uni-
versal demand.

AEOLIAN ANNIVERSARY IN BRONX

Bronx and Fordham Stores of Company Cele-
brate Fifth Business Anniversary

The Bronx branch of the Aeolian Co., at 367
East 149th street, of which M. P. Stein is man-
ager, has been recently celebrating the fifth
anniversary of the establishment of the branch,
which has met with great success in that popu-
lous section of the city. The new Fordham
branch of the company, which is also under the
direction of Mr. Stein, participated in the cele-
bration, which really marked the anniversary of
the company's entrance into that territory. Both
stores were handsomely decorated and attrac-
tive musical programs were arranged for vari-
ous days of the week.

ISSUE HOLIDAY SUPPLEMENT

The Pathe Freres Phonograph Co., of Brook-
lyn, N. Y., has produced a special holiday supple-
ment of the popular classical and sacred selec-
tions obtainable on the Pathe Actuelle records.
This latest supplement contains thirty-nine new
A.ctuelle records, every one of which ■ s a popu-
lar and standard selection.

A REAL CHRISTMAS OFFERING

To Victor Dealers

AY/HILE they last, we are offering high-
grade cabinets to be used with Victrolas
IV and VI at manufacturers' prices. The
Victrola is inserted within the cabinet so as to
give the appearance of a cabinet type Victrola.
These cabinets will greatly stimulate your
Christmas Victrola sales and also your sales
directly after the holidays, when the public is
spending its gift money.

PRICES

Oak Cabinet for Victrola IV $13.25

Oak or Mahogany for Victrola VI . . . $14.50
Oak or Mahogany with castors and fer-
rules accommodating Victrola VI .... $16.25

Manufactured by well-known cabinet
manufacturers.

Order Immediately

CURTIS N. ANDREWS

Court and Pearl Streets Buffalo, N. Y.

THE TALKING MACHINE WORLD

December 15, 1921

0nx

"A happy, joyful Christ-
mas, with an assurance of
our sincere friendship and
loyal pledge to render to
our customers a more com-
plete merchandising service
and helpful co-operation
for the todays and tomor-
rows of the coming year."

1 1

f?<*,0hio

rnv

December 15, 1921

THE TALKING MACHINE WORLD

DE FOREEST SEES TRADE REVIVAL MARTIN BROS. PLAN ALTERATIONS SPRINKLE PLVNO CO. BUYS BRANCH

President of National Association of Music Mer-
chants Responds to Call of National Prosper-
ity Bureau With Optimistic Message

Extensive Alterations, Including Talking Ma-
chine and Record Departments, to Be Made
by This Well-known Springfield House

Webb Piano Co., Inc., of Richmond, Is Pur-
chased by Well-known Norfolk Concern

What he calls a "new era of expansion of
trade" is seen by M. V. DeForeest, of Sharon,
president of the National Association of Music
Merchants, whose large retail music interests at
Sharon and Greenville, Pa., and Warren, O., are
in the heart of a large producing center of the
steel industry.

In response to a call of the National Prosper-
ity League, which is promoting a program calcu-
lated to restore confidence, stimulate buying,
speed up manufacturing and relieve unemploy-
ment, Mr. DeForeest sent a message as follows:

"With the Federal tax on music removed by
Congress, good cheer, confidence and smiles have
succeeded the frowns and lassitude of the past.
Music-loving folks were hindered in their desire
for music and musical instruments during the
discouraging industrial period just past. Manu-
facturers and retailers are alert to supplying bet-
ter merchandise at lower costs. The confidence
of the buying public is enhanced by this rapid
return of the music industry to normalcy. We
are already well started on a new era of expan-
sion of trade, which is now felt in increased em-
ployment. The steel industry, termed by many
as the barometer of business, is operating at its
largest capacity of the year. The Middle West
States are registering more business and in-
creased industrial improvement, the textile cen-
ters show a marked business betterment, and a
sympathetic improvement is spreading over the
country in all trades. A general good tendency
for increased business obtains everywhere."

Mr. DeForeest appointed E. H. Droop, of
Washington, to represent the National Associa-
tion of Music Merchants at a joint Congres-
sional commission meeting recently in the Capi-
tol Building at Washington, in response to an
invitation from the National Prosperity League.

ARTISTIC COLUMBIA DISPLAY

C. C. Baker Features Columbia Record of "My
Sunny Tennessee"

Columbus, 0., December 5. — C. C. Baker, of
this city, one of the leading Columbia dealers in
the country, makes a specialty of preparing artis-

Columbia Records Featured by C. C. Baker

tic window displays. In the accompanying illus-
tration Mr. Baker's display features the popular
song hit, "My Sunny Tennessee," and a Colum-
bia Grafonola is utilized as the background for
one of the most artistic displays that this dealer
has featured in some time.

REDUCE CANADIAN FREIGHT RATES

Ottawa, Ont., December 3.— The Board of
Railway Commissioners of Canada have issued a
formal order providing for drastic reductions in
railroad freight rates. The order, which provides
only for reductions in domestic freight rates,
notifies railway companies that tariffs must be
filed, effective December 1. The reduction is
based on transportation charges as of Septem-
ber 13, 1920, and the average reduction fixes
rates approximately 20 per cent higher than they
were on that date.

Springfield^ Mo., December 8. — Martin Bros.
Piano Co. is planning extensive alterations to the
interior of its building on McDaniel avenue im-
mediately after the holidays. The three floors
of the building vnll be completely remodeled and
many improvements will be added to the talking
machine, musical instrument and piano display
rooms.

The first floor will contain the talking machine
demonstration booths. Woodwork and decora-
tions throughout will be in gray ivory. A spe-
cially constructed balcony along one side of the
room will contain the record racks. The second
floor will be devoted to display rooms for talk-
ing machines, tone test rooms and demonstrating
parlors. When finished this will be one of the
most modern stores in the Southwest devoted to
the sale of all kinds of musical instruments and
supplies.

Norfolk, Va., December 5. — The Sprinkle Piano
Co., Inc., announces the addition of another
store. The lease and stock of the Webb Piano
Co., Inc., of Richmond, Va., have been pur-
chased, making the fourth store operated by
this company, which has branches in Greens-
boro, N. C; Winston-Salem, N. C, and the home
office in Norfolk. The Richmond store is lo-
cated at 214 North Third street and occupies two
floors. Alterations and remodeling will start
shortly after the holidays. The same line of
pianos will be carried in Richmond as in the
other three stores, namely, Sohmer, Jacob Bros.,
Cable & Sons, Davenport-Treacy and Hazelton
Bros. Brunswick phonographs and records and
Q R S music rolls will also be handled.

The A. Hospe Co., Victor dealer, of Council
Bluffs, la., is featuring these machines and rec-
ords in a "Buy Your Victrola Now" drive.

An Ideal Holiday Proposition

— and Just as Good for All
The Rest of the Year!

Bubble Booics

"that Sing''

Here Are Seven Good Reasons
Why Bubble Books Are a Good
Proposition Every Day in the Year.

First: They pay a liberal return on a small invest-
ment.

Second: They solve the problem of selling children's
records.

Third: Bubble Book records are good records — made
by a company which is internationally famous.

Fourth: Bubble Books form a buying habit. Children
hear one, learn that there are others and give
their parents no peace until they have the
entire set.

Fifth: The reduced price of $1.25 greatly stimulates
their sale.

Sixth: Bubble Book interest is not limited to any par-
ticular season. Children love them any time.

Seventh: Prominently displayed Bubble Books will take
first place when it comes to rapid turnover.

Start the New Year right! — Display Bubble Books — and remember when you sell
one — you sell a habit — and when you are selling a habit you are doing a business

HARPER & BROTHERS

Bubble Book Division
130 West 42nd Street New York City

THE TALKING MACHINE WORLD

December 15, 1921

the finest reproducing
Phonograph in the World

HAPPY, indeed, is the home
that possesses a S t e g e r
Plionograph on Christmas day —
as weU as on every other da}- of the
year. For the artistic Steger is a magic
entertainer that brings unhmited en-
joyment and fun to every member of
the fainily. It plays all makes of disc
records correctly with such sparkling
vivacity that a listener may readily
imagine himself in the presence of the
living artist.

The patented, adjustable Steger tone-
arm and the 'wonderful sound chamber
of even-grained spruce are eloquent
reasons for Steger supremacy in sound
reproduction ; the artistry and beauty
of cabinet stjdes proclaim Steger mas-
tery of design.

SELL THE STEGER

The merchant who sells the Steger
does so \yith the stable confidence that
is inspired by a phonograph which wins
friends wherever it goes. And he is
not dependent solely on his own sales
efforts. A strong national advertising
campaign in magazines which appeal
to those who appreciate the best in
music, is assisting him throughout the

= year.

Desirable Territory Open

Write today for the Steger proposi-
tion and our latest Style Brochure, if
you want satisfied customers and sub-
tantial profits.

Phonograph Division

STEGER dc SONS

Piano Manufacturing Company
Steger Building, - - CHICAGO, ILL.

Factories: Steger, Illinois, where the "Lincoln"
and "Dixie" Highways meet.

"If it's a Steger— it's the most raluable Piano in the world."

Yf Mode A 1^

504

December 15, 1921

THE TALKING MACHINE WORLD

JfHILADELPHIA'

and

IPCALITX

^33^

Philadelphia, Pa., December 8. — The talking
machine business in Philadelphia during the past
month showed a considerable increase over the
previous month, and was slightly better than
business for the same period in 1920. It was the
best month the dealers have thus far had this
year, and it looks as if there were going to be a
heavy talking machine business, at least during
the holiday period.

Aid in Getting Records to the Public

Several months ago the North American, of
this city, commenced to devote a special section
of its paper on the first of the month to the rec-
ords issued for that month by the various firms.
It not only gives a list of the selections, but also
a description of them. The records are well
classified, thereby giving the public an excellent
idea for selection. The December lists are un-
usually attractive, and the following firms are
represented: Victor, Brunswick, Edison, Vocal-
ion, Columbia, Arto, Emerson, Gennett, Pathe
and Okeh.

Great Columbia Activity

A verj- fine display of Columbias, showing all
their exclusive features, is at present being made
in the window of the Philadelphia Record, and
is attracting considerable attention. The Co-
lumbia Co. reports a very excellent business all
through November and notes that a number
of its dealers are selling carloads of Grafonolas,
included among which are the Columbia Grafo-
nola Parlors, Wilmington, Del.; the Union
Music Co., of Harrisburg, Pa.; the Frankford
Music Stores, of Frankford, this city, and the
Berks Supply Co., of Reading, Pa.

Dealers Entertained

During the month the Columbia Co. gave a
most enjoyable evening at its headquarters at

Sixth and Filbert streets to all the Columbia deal-
ers in this city and vicinity, more than one hun-
dred being present. The chief entertainers were
Van and Schenck, who are appearing here in the
"Follies." There were also vocalists from the
Leo Feist offices, the Fred Fischer Co. and others.
The entertainment lasted from 7 to 10.30. Cigars
and cigarettes were supplied by the firm. The
entertainment was so much enjoyed that the
firm has decided to repeat it whenever there
are prominent Columbia artists in this city. To-
ward the end of the month Hulda Lashanska, an
exclusive Columbia artist, entertained a very
large audience in the Ball Room of the Bellevue-
Stratford.

Some Recent Visitors

Toward the end of the month Manager Cum-
min, accompanied by Robert Porter, the field
sales manager of the Columbia Co., spent sev-
eral days up the State among Columbia dealers.
Among the recent Columbia visitors here were:
H. B. Newkirk. of Salem, N. J.; W. B. Hill, of
Pottsville, Pa.; J. A. Sortman. of Newark, Del.;
Neal Cunningham, Mt. Carmel, Pa., and early
in the month the local offices were paid a visit
by G. W. Hopk'ns. president of the Columbia
Co. A. J. Lawler has been added to the Colum-
bia Co.'s sales force and Messrs. Strahl, Law-
rence and Harrigan have been added to the
Columbia record department.

Penn Phonograph Co.'s Extensive Moves

The Penn Phonograph Co. reports having had
a very satisfactory November on both Victor
machines and records and that its supply of
both is affording it the opportunity of keep-
ing its dealers fairly well supplied, especially
with records. T. W. Barnhill, the president of
the company, is making considerable prepara-

tions for the coming educational convention, to
be held here next March.

During the month the Penn Co. built an ad-
ditional shelf space on the fourth floor of its
building, which will give needed facilities for
handling an additional 45,000 Victor records.
During the month Henry F. Miller, the secre-
tary of the company, was away on a gunning
trip through northern Pennsylvania and suc-
ceeded in liagging considerable game, some
tiophies having already been mounted aid d.s-
played in the Penn Co.'s offices.

Among the Penn Co.'s visitors this week was
Paul Britz, of the Marigold Music House, of
Reading, Pa. He states that recently he has
been making considerable improvements in his
store and has been doing extensive work in the
way of window displays. A recent Thanksgiv-
ing display was so striking that the Victor Co.
sent a photographer up the State to photograph
the window, which it will shortly use in its maga-
zine, The Voice of the Victor.

Difficult to Get Enough Stock

The Louis Buehn Co. is going along at a very
satisfactory rate and it looks forward to a verj
kirge holiday business. It is not getting ma
chines through fast enough to keep its dealer;,
supplied, but it states that records are coming
through in large numbers.

Distributing Gennett Records

The Gennett records in this city are being dis-
tributed by the Witlin Musical Instrument Co.,
at 807 Chestnut street, which is advertising
cjuite an attractive December list, all records be-
ing sold for 75 cents.

Wilson's Unique Advertising

The advertising of the J. R. Wilson Co., which
(ConUnucd on page 92)

THE TALKING MACHINE WORLD

December 15, 1921

THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 91)

has four different stores in various sections of
the city, is always unique. One of its advertised
claims is that it can deliver a Victor machine
within one hour of the receipt of the order to
any part of the city, and one of its striking
lines is: "Our service is next door to you no
matter where you live."

Doing Big Business in Supplies

Everything is coming the way of Every-
body's Talking Machine Co., which firm of talk-
ing machine parts has been doing a very good
business all through November. It has been
shipping large orders to all parts of the country
and especially large is its business on springs
and Umantone needles. This week shipments
have gone to Texas, to a large department store
in Pittsburgh, to St. John's, Newfoundland; Los
Gatos, Cal., and Grand Junction, Col.

Mr. Fischer, the head of the firm, states that
he has been receiving more orders recently than
the house can conveniently handle. It is just be-
ginning to put out a new style of spring. No. 57,
for the small Thomas and Saal motors, which
makes thirty-two styles of springs which it now
carries in its stock — probably the largest of any
firm in the country. Among the recent visitors
to Everybody's Co. was Ralph Foster, who rep-
resents the Brilliantone needle; Otto Heineman,
of the General Phonograph Corp., and Mr.
Cohan, of the Greater New York Novelty Co.
The firm's traveling salesman, Philip E. Gra-
busky, is at present covering the State of Texas.
G. D. Shewell Visits Cheney Headquarters

G. D. Shewell, president of the Cheney Sales
Corp., of New York and Philadelphia, recently
spent some time at the factory of the Cheney
Talking Machine Co., in Chicago. Mr. Shewell
reports that he found conditions exceptionally
good and that the factory was working day and
night to take care of the large number of orders
being received. Mr. Shewell further reports
that in the territory covered by his own organi-
zation conditions are equally favorable. The
new Cheney price scale which took effect some
weeks ago is reported to be meeting with much
public favor. A number of new Cheney dealers
have been added within the past month and
everything looks bright and promising for the
coming year.

Reports Good Brunswick Demand

Manager Nelson, the Philadelphia representa-
tive of the Brunswick, reports that his firm has
had a most satisfactory amount of business in
November, although it has been quite short of
machines, especially certain types. Mr. Nelson

Guard

Victor]

Penn-Victor Dogs are the best watchmen of Victor
Welfare in the Home.

Sold by most Victor Distributors.
Write them or us for prices.

Penn Phonograph Company

913 Arch Street

Victor Wholesale Only

Philadelphia, Pa.

says: "We have had to call our salesmen off from
establishing new representatives. We cannot
take the care we should like to of those already
handling the Brunswick. We are short on mostly
all Brunswick machines, in spite of the fact that
the factories have never been turning out such
a large number as at the present time. Business
is especially good in the coal regions, but a lit-
tle spotty in Philadelphia. The biggest demand
this year seems to be for the medium-priced
models and the console type. There is also a
greatly increased demand for Brunswick records
and the company has been able to keep us sup-
plied with a very good stock."

Columbia Line With North & Co.
The most important new connection that the
Columbia Co. recently made in this territory was
the placing of its line with F. A. North & Co.,
which has branch stores in a large number of
cities throughout Pennsylvania and New Jersey.

The Master Instrument

We offer the maximum
of service to Cheney deal-
ers in the follow^ing terri-
tory—

— Connecticut

(Western)

— New York

(Metropolitan District)

— New Jersey
— Pennsylvania

( Eastern)

— Delaware
— Maryland

(Eastern)

An American Walnut art cabinet. Equipped with automatic

S^''«ctt°nS%^&uTr.'!'T.^7"^f': $250 —Dist. of Columbia

We have an interesting proposition. Write for details to-day

CHENEY SALES CORPORATION

G. DUNBAR SHEWELL, President

Philadelphia Office

1105 Chestnut Street

New York Office

1107 Broadway

■

For some time the North Co. has been trying to
nta'Ke a ccnnection other than that made when
it entered the talking machine business, and at
least in Philadelphia it expects shortly to handle
the Brunswick exclusively.

Among the recent Brunswick visitors here
were Mr. Brown, of the Williams Department
Store, of Wilkes-Barre, Pa., an exclusive Bruns-
wick account, and J. L. Monroe, of the Bruns-
wick Shop, Williamsport, Pa.

H. W. Weymann TeUs of Business Growth
H. W. Weymann, of H. A. Weymann & Son,
Inc., Victor wholesalers of this city, reports
that there is already a decided scarcity in all
mahogany-finished Victrolas from the No. 6
table model straight through to the popular No.
300. Mr. Weymann stated to the World: "We
are making every possible effort to take care of
the demands of our many dealers. The special
finishes and special types of Victrolas we are
able to ship from stock. I expect that the
scarcity of mahogany finishes will continue
through the early part of 1922, and it would,
therefore, behoove dealers to anticipate their
requirements in this finish for the next three
months."

H. A. Weymann & Son, Inc., are also dis-
tributors of the Jones-Motrola, the electric wind-
ing ■ device for the talking machine, which is
proving very popular. Mr. Weymann reported
that dealers are going out after Motrola business
in an energetic way and that some dealers are
going over their machine sales lists for the past
five years and equipping a remarkable portion
of this list with Motrolas. One dealer is plac-
ing the Motrola on machines which he has sold
in the past for a ten days' free trial and reports
that 80 per cent of the cases have resulted in
sales of the Motrola.

December IS, 1921

THE TALKING MACHINE WORLD

Recent Victor callers on Mr. Weymann
were E. M. Watts, of Burlington, N. J., and
Charles H. Godfrey, of Atlantic City.

Enlarging of Hill Store

A recent Philadelphia visitor to Pottsville
states that the extensive improvements and en-
largement of the W. B. Hill store room, 205
North Center street, in that city, have made this
store one of the handsomest music exhibit parlors
in the country. The work was under way for
six weeks and was well worth the time, expense
and inconvenience. The interior of the big store
room has been finished in light and dark buff
colors, blended beautifully by the artistic deco-
rator, Charles Faust. The main demonstration
side room is so large that a party of prospective
patrons may sit in it and test out a piano, talk-
ing machine or other musical instrument. Also,
there are individual demonstrating rooms. A
large music rack has been added to the store
equipment, capable of receiving thousands of rec-
ords in a horizontal position. In addition to the
large assortment of regular records there are on
hand records in the Hebrew, Polish, Lithuanian,
Hungarian and other languages.

Some Recent Visitors

Among recent talking machine men from out
of town noticed on this market were J. P. Can-
non, manager of the J. H. Troup Co., of Lan-
caster, Pa., and Mr. ShaefiFer, manager of the
C, M. Sigler Co., of Harrisburg, Pa., both well-
known business men.

Some Local Retail Changes

The Vocalion Shop, at 1626 Chestnut street,
was closed two weeks ago. This shop was con-
ducted by the Philadelphia Show Case Co. and
was started a short time after this company took
over the handling of the Sonora, when it was
named the Sonora Shop. When the Show Case
Co. relinquished the Soriora and took over the
Vocalion it was called the Vocalion Shop, and
now that the Show Case Co. is going out of the
talking machine business the Vocalion Shop has
been closed. The new distributor of the Vocalion

THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 92)

jHap pour QItris;tmag

anil tijp

iSetu gear faring pou
unfaounbeb prosiperitp

H. A. WEYMANN & SON, Inc.

1108 Chestnut Street Philadelphia

products in this district has not as yet been an-
nounced, although a number of firms are after
the handling of this fine machine in this mar-
ket. Mrs. Carolyn Ross, who was connected
with the Vocalion Shop, has gone back to the
Gimbel employ. She is one of the most efficient
saleswomen of talking machines in this city.
Brieflets

J. E. Williams, 1703 Snyder avenue, has just

completed extensive alterations in his Grafonola
Parlor, and can now boast of having one of the
most attractive shops in South Philadelphia.

A. J. Johnson is the new Pathe manager in
Philadelphia.

Recently J. M. Calloway, Victor dealer at Haz-
leton. Pa., was in Philadelphia, securing some
extra equipment for his store, including new
(Continued on page 94)

AND
SINCERE
WISHES FOR

a jgeto gear of ^appinesis^

anb ^^ro^peritp

are extended to the entire industry, carrying with them our expression
of faith in American business and an assurance to our own
dealers of plans for 1922 which will bring bigger and better business.

SONORA COMPANY of PHILADELPHIA

Distributors of CJKe^^ Records

1214 Arch Street Philadelphia, Pa.

THE TALKING MACHINE WORLD

December 15, 1921

hearinjT bootlis. addit'onal racks and show cases
to display his musical instruments.

Joins Penn Co. Forces
D. H. Dows, for a considerable time connected
with the Victor Co., has joined the Penn Co.
forces, with a view to working with, and organ-
ising, the firm's dealers for more effective work.

ESTEY PIANO CO. FORCES IN PHIL.\DELPHIA CELEBRATE

ORNSTEIN CO. JNJSEW QUARTERS

Noted Jobbers Established in New Building at
1025 Arch Street — Admirably Equipped

Philadelphia, Pa., December 2. — The George D.
Ornstein Co. is now established in its new build-
ing at 1025 Arch street. This street is rapidly
becoming a center for Victor wholesalers. The
Louis Buehn Co. is situated on the 800 block;
the Penn Phonograph Co. on the 900 block, and
now George D. Ornstein & Co. have their head-
quarters on the 1000 block.

The entire first floor, basement and mezzanine
floor are occupied. The first floor is used entirely
for display purposes and record filing, and the
basement for the storage of machines. Excel-
lent shipping facilities are available through the
fact that the store runs from street to street and,
therefore, the rear entrance is solely used for
shipping purposes. The new headquarters con-
tain double the amount of floor space of the old
and it is planned to handsomely equip them with
the newest developments in wareroom equip-
ment.

The George D. Ornstein Co. was established
in 1918 and enjoyed rapid groW'th in the four
years of its existence. F. E. Ransley, manager
of the company, who has directed its destinies
during the illness of Mr. Ornstein, reports that
conditions among the dealers served by them
are very fine and believes that the coming year
will be a good one from every angle.

THE VALUE OF DECISION

Maybe and Perhaps are two sleepy microbes.
They throw their victim into a state of lethargy.
You may find them in the brain of a man who
is in a rut and knows it. Yet these foes to
success keep him inactive. Decision is a powder
which will destroy these microbes.

Philadelphia, Pa., December 6. — Grouped in the
accompanying picture are the employes and a
few of the friends of
the Estey Co., piano
dealers and \'ictor re-
tailers of this city, who
gathered on a recei'.t
holidaj' to celebrate, not
only the occasion, but
also the accomplishment
of a good Fall business.

Louis Quinby and
Mrs. Quinby, who are
in charge of the Estey
Co.'s activities here in
Philadelphia, find time
in their ' busy business
life to bring relaxation
and pleasure to the ca-
pable organization with
which they have sur-
rounded themselves.

The reader's eye can
easily fall with pleas-
ure upon all composing
the group above, but
especial attention is
called to the charming
hostess, Mrs. Louis
Quinb}', on the right.
Also to the two French
chefs, who are none
other than Bill Nolan
and Ed. Bliss, of the
Louis Buehn Co.. \ 'c-
tor wholesalers, whose
rating as salesmen of
Victor merchandise is

considerably higher than as dispensers of food
a la carte or table d'hote.

Attendants at Recent Estey Celebration

TO OPEN NEW VICTOR DEPARTMENT

M.\ssiLLON, O., December 5. — Announcement is
made by C. J. Duncan, local jeweler, who now
has a store at Plum and Mill streets, that his
new store will be opened within the next month.
It will be located at 8 East Main street, and -will
be one of the most modern shops in the citj-.
A complete Victrola shop will be installed on the

second floor of the store, v\'hich will be fitted up
to represent a temple of music.

MAGNET DECALCOMANIE NAMEPIATE

SOtO BY

HURTEAU.WiLLIANS&COr

MONTRCAl. OTTAWA

FOR TALKING MACHINE
CABINETS Etc

r Pamphlets with fac-simile illus-
trations' and prices mailed
on request.

S^SMITH-SCHIFFLIN CO.

149 Church Street

New York City

' THE PHONOGRAPH

I ROAD (^oxImtAa!^

sot® nyif

/Oldest Music HokJ
' '03 E BRQfl

1 a"d H-t

STREET

THE POWER OF WORDS

Everyone knows the power of words. We
pass through periods dominated by this or that
word — it ma}' be development, or it may be com-
petition, or education, or purity, or efficiency,
or even sanctity. It is the word of the time.
We might add strenuosity, or conservation,
or reform, or system, or science, or organization,
and ever and always "advertising"; and now —
preparedness for a bigger business in the new
year soon to be ushered in.

PLACES VICTROLAS IN SCHOOLS

Newton, Ia., December 6. — The Iowa IMercan-
tile Co. has just completed a successful campaign
for the placing of Victrolas in the rural schools
here. The plan consisted of a letter explaining
how to raise the necessary funds, and was fol-
lowed up with a personal call by C. P. Hunter,
manager of the compan}'.

December 15, 1921

THE TALKING MACHINE WORLD

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiieiiiiiiiiiw

I ENTIRE TRADE PROVES OPTIMISTIC I
I REGARDING PROSPECTS FOR 1922 j

I Sees a Clearing Up of the Uncertain Situation Next Year and a Gradual Return to |
I Normal Business Conditions — Real Opportunities Ahead for Energetic Retailers |

iiiiiiiiiiiiiQiiiiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy

'"pHE members of the talking machine industry, as a rule, take a most optimistic view of the business prospects for 1922, particularly

as they relate to their own trade, and, in inost cases, have excellent reasons for their confidence in the future, according to the reports
gathered by The World from various sections of the country and presented herewith.

While it is admitted that general business conditions this year, and particularly during the past few months, have been discouraging,
it is believed that the situation is being cleared up gradually, and that as industrial activities are resumed in the various sections and the
farming element disposes of crops and takes its loss there will be a gradual return to a permanent normalcy.

One of the problems that the trade in certain centers had to contend with was that of overcoming the effect on the buying public
of the throwing on the market of thousands of machines of little or no reputation, offered at liquidating prices. This had a bad effect
on legitimate business, but it is felt that the worst of the unloading is about over and that the first of the year will see a return to the
practice of handling standard and recognized products in a businesslike way.

As a general thing, there seems to be an increasing demand for the more expensive and elaborate models of machines, particularly
the console types, although the standard styles still hold their own in public favor. The record situation shows material improvement,
both in the matter of supplies and in the demand.

Taking it as a whole, there is every indication that the year 1922, in the opinion of those members of the trade in a position to
speak with some authority, will offer real opportunities for the retailers who go after business in an energetic and systematic manner
and who actually work to sell the products for which they are representatives.

VICTOR TALKING MACHINE CO., Camden,
N. J., by Ralph L. Freeman, Director of Dis-
tribution.

"It seems to us that the year 1921 must always
stand out in the memory of every man who has
been in any way actively engaged in business.

"The line of progress has been as jagged as
the temperature chart of an invalid. We feel,
however, that it is gradually becoming steadier
and more normal, and that general conditions will
be better in 1922.

"In point of volume our own business has been
wonderful, exceeding that of any other year, but
the margin of profit has been so narrow that if
only the present were considered we would have
to consider it a case of 'Love's Labor Lost.' We
feel satisfied, however, because the public has run
true to form in showing a gratifying discrimina-
tion in favor of good merchandise. The progress
of the year will show more clearly in retrospect
than it now appears.

"For 1922 we expect slightly better general
conditions and decidedly better opportunities for
dealers in Victor products. We do not mean to
predict abnormal demand, but we believe that the
public, having less fear of impending hard times,
will evidence less resistance to intelligent sales
efforts."

UNIT CONSTRUCTION CO., Philadelphia, Pa.

"Nineteen twenty-two will undoubtedly witness
a return to normalcy in the talking machine in-
dustry. We should not anticipate abnormal ac-
tivity such as prevailed during the last half of
1919 and the first half of 1920. Conditions which
have prevailed during the past six months, how-
ever, clearly indicate that we may expect the
following in 1922:

"Normal buying as against 1921 buyers' strike.

"Normal competition as against 1921 price-
cutting riot.

"Normal service as against 1921 'any old thing.'
"Normal price levels as against 1921 price in-
flation.

"Unico sales volume during the past six months
has been 25 per cent greater than during the
corresponding period of 1920, and the ratio is
increasing monthly."

MINNEAPOLIS DRUG CO., Minneapolis,
Minn.

"Conditions throughout the Northwest at the
present time are not very promising. The States
of Minnesota, North and South Dakota, Iowa
and Montana, in which we operate, are very badly
hit, owing to the extremely low price of all farm
products.

"This is strictly an agricultural territory, and
we see little debt-paying ability in the present
crop at prices now prevalent, and the farmers

are going to fall far short of getting square on
the books this Fall. This is resulting in a de-
pressed condition and afi^ects'business in all lines.
\\'e look for a little stimulation in trade from
now until after the holidays, but it will be only
a small per cent of what ordinarily should be
expected at this time and will give no depend-
able indication of conditions for 1922. In fact,
we look for extremely light trade during the first
half of 1922 or until another crop at good prices
is assured us. The record business is affected
in very much the same way as that of talking
machines.

"There seems to be an increasing demand for
period and console models. We do not think,
however, that the present demand for these styles
will be over 5 per cent of the total. Our feel-
ings are, however, that this will increase rapidly
each year.

"There have been a great many off-line in-
struments on the market at extremely low prices,
which, no doubt, has affected business."
MICKEL BROS. CO., Omaha, Neb.

"Business has not come back to the volume of
last year, nor will it as long as rural communities
(Continued on page 97)

ELMIRA,N.Y.

It is with genuine full-heartedness that we wirh
Victor dealers throughout the country a Merry
Christmas; and it is v/ith true sincerity that we
predict a more successful and prosperous New
Year for Victor dealers.

ELMIRA ARMS COMPANY

VICTOR DISTRIBUTORS

ELMIRA NEW YORK

THE TALKING MACHINE WORLD

December IS, 1921

QUA!-.! T -y , ^

fcTtlHIIIIIII

LONG
CONSOLES

"MADE GOOD"

When we introduced our "CON-
SOLES" the early part of the year,
we knew that we were offering the
trade a quality product with un-
limited sales possibilities.

Our sales during 1921 substantiated
our belief that the dealers would find
LONG CONSOLES an important
sales stimulant, for we have been
working day and night to meet the
requirements of the trade.

LONG CONSOLES have "made
good," and for 1922 we are planning
to give the dealers enhanced service
and co-operation. You will find it
distinctly profitable to carry a com-
plete line of LONG cabinets during
the coming year.

Write for Our Catalog

The Geo. A. Long
CabinetCompany

HANOVER, PA.

iiiiiiiiiiiii

Si'

Style 600
Sheraton

Style 601
Colonial

Style 602
Louis XV

Style 603
Chippendale

Style 604
Hepplewhite

December 15, 1921

THE TALKING MACHINE WORLD

TRADE OPTIMISTIC REGARDING PROSPECTS FOR 1922— (Cont. from page 95)

are in the condition they are at the present tin.e
— as one of our customers whom I was urging
to put in machines said to me: 'Now, Mr. Mickel,
corn is onh' 17 cents a bushel and I do not need
to tell you anything more.'

"You are well aware that they are all farmers
out in this territory, whether they are running
a bank, selling talking machines or running a
peanut stand — the basic industry is agricultural,
and, when prices on their products are such as
they are now, it is impossible to get a volume of
business. Things are in a little better shape in
the larger centers, but in the strictly rural com-
munities— nothing doing.

"During the Summer the record situation held
up better than machines, but even this was not
up to former volume. The tendency in machines
is toward the cheaper models, the higher-priced
ones are not selling so readily. General con-
ditions of the trade, so far as any price cutting
is concerned, is good — we have had nothing of
that kind, and the marketing of talking machines
has been kept so far on a very clean basis.

"Of course, we are coming into the holiday
trade, and there is some additional demand. I
am not pessimistic over the outlook for I know
this country is absolutely right and we are going
to get back into volume, but it is not going to
be during the holiday season of 1921-22.

"We have many dealers, however, who are on
their toes and ready to go — are doing everything
they can to stimulate business, and, through the
inauguration of Christmas clubs in a number of
the larger towns, there has been some volume
of business done, but it seems to require a forced
draft in order to get them to buy. and this never
runs into big volume."

W. B. GLYNN DISTRIBUTING CO., Saxtons
River, Vt.

"We have the Northern New England terri-
tory, where most of the International Paper Co.'s
mills are located, and strikes that have been in
progress since May have brought about an un-
usual condition with us. Other industries here-
abouts are on part time, and the situation is in
no sense near normal. The result is that dealers

Main-Springs

For any Phonograph Motor
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X 10 feet for all small motors $ .40

X 10 " " Pathe, Columbia, Heineman... .45

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I 11 " " Columbia with books 55

X 13 " " Vlntor, old style 50

X 15 " " Victor, new style 55

X 18 " " Virtor, new or old style 75

X 12 " Heineman and Pathe 55

X 10 " " Saal. Silvertone. Krasberg 55

X 13 " " Saal, Sllvertone, Brunswick 65

X 16 " Sonora, Brunswick, Saal 75

X 18 " " Heineman and Pathe 1.00

X 25 " " Edison Disc 1.80

SAPPHIRES— GENUINE

Pathe, very loud tone, each 15c, 100 lots $11.00.
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TONE-ARMS

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PHONOGRAPH NEEDLES

We can give you best price on Brilllantone. Magnedo, Wall-
Kane, Tonofone, Napolnt, Gilt Edge, Incas and Yelvetone
Needles.

ORDER RIGHT FROM THIS AD

Send for price list of other repair parts and motors.
Terms — P. O. B. St. Louis, Mo. Send enough to cover
postage or goods will be shaped by express.

The Val's Accessory House

1000-1002 Pine St. St. Louis, Mo.

are carrying only enough stocks for present
needs and are not anticipating their wants to
any degree.

"There is very little price cutting in this terri-
tory except on machines that have been dumped
on the market and have little name value.

"We find our business for the eleven months
is larger than for the same months of 1918 and
only slightly less than the total for the same
months in 1919. On the whole, therefore, we
feel that business is healthy and sound, and that,
when existing conditions are overcome, there will
be a gradual business increase and a return to
prosperity. We do not, however, look for the
unprecedented buying of 1920, but, rather, for a
safe and sane prosperity."
SCHMELZER CO., INC., Kansas City, Mo.

"We are enjoying a very healthy business. To
be frank, it is greater than we had anticipated.
The dealers are selling Victor goods, and the
stocks that the dealers have on hand will go by
Christmas. Things seem to look up. The ten-
dency is toward the medium-priced outfits.

"We have not experienced any price cutting
in this trade territory. We look for a very satis-
factory holiday business, which we feel satisfied
will run into 1922.

"We look with confidence to a constantly in-
creased volume of business in the line we are
interested in as exclusive distributors for the
Victor Talking Machine Co.'s products."
GIBSON-SNOW CO., INC., Syracuse, N. Y.

"Business has come back this Fall, but not
quite so strong as we expected. Orders are com-
ing in very good. Dealers order often, and in
small quantities. The western and southwestern
sections of the State seem to be picking up more
rapidly than the eastern section. Our orders are
all for machines ranging from $100 and up, with
a very fair percentage running around $300.

"Period models have increased in sale. We
have had very little, if any, price cutting in our
territory.

"We are looking for a good holiday business
and a good increase for the first two or three
months of 1922. To our mind advertising is the
only thing that the retail music dealer can do to
increase his sales."

MICKEL BROS. CO., Des Moines, la.

"Business has come back. Of course, it has
not come back to the war period, but neither
do we expect it nor want it. It is really back
to normal, and by that I mean it is in excess of
what was considered normal before the war. This
revival has been evident since September 1, but
more so since October 1. The increase, however,
is not as great in record sales as we had hoped, as
the gain is shown particularly in machines. Most
of the sales have been in the $135 and $150
types, particularly in mahogany and E. B. M.
finishes.

"We have yet to find a case where Victor mer-
chandise has been sold at less than the list price.
There is a lot of price cutting going on in almost
every other line, and it is very gratifying to us
to be able to state that the Victor has held its
own all through that period of depression.

"We have, and are still looking for, more busi-
ness as Christmas draws nearer. We do not ex-
pect any business from smaller towns to amount
to much, as the smaller towns depend upon the
farmer, and, inasmuch as the market price on
his products is so low, he is not in the humor
to make any purchases for other than bare neces-
sities. In the larger towns, where people are
working on fixed salaries, is where 90 per cent
of the business is coming from to-day."
STEWART TALKING MACHINE CO., In-
dianapolis, Ind.

"We are exclusive Victor wholesalers, and our
business has not varied from month to month,
as in the case of retailers. We have done just
as well this year as in previous years and cannot
complain of lack of orders. Right now our stock
of Victrolas is lower than it has been at any
period in our history, with the possible exception
of the Christmas of 1918, during the war, not-
withstanding the fact that shipments from the
{Continwd on page 98)

Increase

your profits!

S^^VERY phonograph
'^Wi owner who buys
records from you will
buy needles too — and you
should sell a great many
needles.

STHE INSTRUMENT OF QUALPTY
0tt01
CLEAR AS A BELL

SEMI-PERMANENT
NEEDLES

Are the Best Talking
Machine Needles on the
Market.

They are called for by
owners of every make of
phonograph because they
will play every make of
steel needle record.

If you haven't these
needles in stock order at
once from

Company, inc.

GEORGE E. BRIGHTSON

President

279 Broadway New York

Canadian Distributors:
I. Montagnes & Co., Toronto

A f TTI^^XIf ^"w^r* of similarly
^AU 1 iUIN I constructed needles
of inferior quality.

THE TALKING MACHINE WORLD

December 15, 1921

ENTIRE TRADE PROVES OPTIMISTIC REGARDING THE PROSPECTS FOR 1922— (Continued from page 97)

Victor Co. have been unusually large. Shipments
of records from the factory are considerably
larger than ever before. A recent stock list sent
out brought splendid returns, so we are very
optimistic in this department of the business.

"The greatest increase in business this Fall has
been in the popular style machines, such as the
Victrolas Nos. 80, 90 and 100, in the mahogany,
English brown mahogany and American walnut
finishes. It is hard to say whether the demand
is toward medium or high-grade outfits. We
doubt if any change of this kind has taken place.
It is noticeable, however, that the small table
machines have not sold as well as in former
years. In other words, the trade seems to de-
mand cabinet machines more than in any pre-
vious period. The expensive machines — over $250
— are selling as quickly as heretofore, but the
increase in business has possibly been greater
in the medium-priced machines.

"The regular models outsell period or console
models twenty to one. Our Victrola No. 300 is
very popular, and, although n'ew in the field, we
predict the sale of it will exceed the sale of our
Victrola No. 110, which retails for $225. Pos-
siblj' as time goes on in this territory we^will
notice a slight change in this ratio in favor of
the console models. However, we feel safe in
saying that for the next year at least the sale
ot the regular models will greatly exceed the
sale of the console type.

"Price cutting in Victor products is practically
unheard of in this territory. A good many other
makes, however, are suffering from this evil, and
dealers here and there are extensively advertising
reduced prices on some of the better-known ma-
chines.

"Business conditions, locall)', are not satisfac-
tory; since Summer, however, there has been a
slight increase in employment which has been of
some help. Small weekly payments have done
more than anything else to bring in machine
sales during this period.

"We predict a splendid holiday and \\'inter

business in both machines and records. We
really believe that the average Victor dealer in
this territory will do a larger business this Win-
ter than in the corresponding period of last year,
but we can hardly think of anything that can be
done by the trade to improve conditions."
VICSONIA MFG. CO., INC., New York.

"It is our opinion that the phonograph indus-
trj' has not yet reached normal, but the indica-
tions are that beginning immediately after the
holidays a noticeable change for the better will
occur. This, we believe, will be due to the end-
ing of all liquidations by the new year. Easier
money and the Fordney tariff bill will also help
not only the phonograph industry but all indus-
tries. We look forward to a very busy New
Year."

CARDINAL PHONOGRAPH CO., New York.

"In the record end of our business we find
that the sales have increased each month during
this Fall in a healthy ratio and believe that busi-
ness in this department will be practically normal
inside of the next sixty to ninety days.

"We are not in a position to advise regarding
the sale of machines, as we have been out of
machines for nearly four months, due to the fact
that we changed our entire line, and the new
samples were placed on the market last week.
From the advance orders we believe that the de-
mand is about 25 per cent for a Period or Con-
sole model and balance for uprights. Greatest
demands seem to be for a medium-priced ma-
chine not over $200.

"We believe that the business will show a
steady increase for the next few months and by
Spring things will be nearly normal.

"We believe that the dealer has a great deal
to do with the poor sales at the present, as he
is still living in the war period. Personal ob-
servations in a great many cases show that deal-
ers are not lifting their hands to increase their
sales and spend most of their time lamenting the
fact that they are not showing as much business
as they did two years ago. In a great many cases

they do not give the customer the attention and
courtesy that are required and cannot understand
why the customer does not come back again. I
believe that if dealers will work and co-operate
more with their manufacturers and jobbers there
will be a great deal of improvement in the situa-
tion; but so many of the dealers have an idea
that the houses they purchase from are only in
the market to load them up with goods that they
absolutely refuse to listen to any suggestion
whatever that will enable them to increase their
sales."

PHONOGRAPHS, INC., Atlanta, Ga.

"Our business has improved considerably this
Fall, but, of course, it is not what it was eighteen
months ago. We notice a gradual improvement
and believe that within a few months normal
conditions will be back again.

"The ratio in increase is greater on Re-crea-
tions than instruments and the tendency is
toward the higher grade instruments. The sale of
period and console models has increased in our
territory.

"There has been no price-cutting by any of
our regular legitimate dealers that we know of,
and we do not anticipate anything of this kind.

"Prospects are good for the holiday trade and
we look for a steady improvement, beginning
with the first of February.

"We might state that the hardest-hit section
of our territory has been that embraced by the
cotton belt, but our business in Florida, Ten-
nessee and North Carolina is very satisfactory."
WM. H. LYONS, Chicago, 111.

"Business has shown a decided improvement
with us the last two weeks. Previous to this we
have not been receiving many stock orders, but
on the December list of Blue Amberol records
the dealers have come back as strong as in for-
mer years.

"The Edison factory makes no console types
in the Amberolas, so the sales have all been
uprights and the small table models.

(Continued on page 99)

A New Model in the Natural
Voice Line

To the models already manu-
factured to meet the needs of
the trade we have added this
new style.

The NATURAL VOICE is
a high-quality product selling
at a popular price. It is a com-
plete line including several
period models.

Manufactured by expert
cabinet makers it has achieved
a position of prominence as a
sales creator and profit maker.

Also a Full Line of
Cabinets Without
Equipment.

Write for Prices

It will pay you to investigate

rvnt- rirnriocif-inn The New Style No. 9 i» a worthy addition to this

our proposition. complete Uno

Natural Voice Phonograph Co.

ONEIDA, NEW^ YORK

December 15, 1921

THE TALKING MACHINE WORLD

ENTIRE TRADE PROVES OPTIMISTIC REGARDING THE PROSPECTS FOR 1922— (Continued from page 98)

•"We have not heard ot any price cutting on
Edison goods, although many of the fly-by-night
cheap machines are being sold at any price in
Chicago to get rid of them. We look forward to
a steadily increasing business from now on and
expect to be back to normal about February or
March."

BUFFALO TALKING MACHINE CO., Buf-
falo, N. Y.

"Our Fall business compared very favorably
with that of last year, the biggest year that we
have had, and November ran considerably ahead
of November, 1920. December is somewhat prob-
lematical, but if we can get the goods we are
very confident that we will exceed last Decem-
ber. We do not feel that business has become
normal in our territory— not by any means.

"There are many dealers who still are not
working — many who are on a non-productive
basis, but the Victor business being done by
those dealers who have not forgotten how to
sell is of greater volume than heretofore.

"There has been absolutely no price cutting
in our line in this territory. The Victor Co.'s
policy of giving us improved models at good
prices has gone a long way toward maintaining
this condition.

"We are very confident that there will be more
actual selling done in our territory in 1922 than
ever before and are equally confident that the
volume of sales will exceed any hitherto."
STREVELL-PATERSON HARDWARE CO.,
Salt Lake City, Utah

"In our territory business has not yet got back
to normal, nor will it for some time. Our busi-
ness depends on three factors principally — the
mines, the farmers and the stockmen. All three
have been hit so hard during the past two years
that it will take them some time to get back
on their feet. The farmers had fair crops, but
the prices were low and they owed so much
money to the banks that what money they did
get for their crops did not do them much good
as far as immediate purchases are concerned.
The mines have been closed down since early in
the year and it is doubtful when they will reopen.

"As far as phonographs are concerned, all of
our dealers have good stocks which they have
been carrying throughout the year and they will
do well if they move what stocks they have on
hand. We do not do a large record business, but
we imagine that the record division has shown
a greater increase than the machines. There is
a tendency to buy medium or low-priced outfits.

"The sale of period models in this territory is
very small and will only run 3 or 4 per cent of
the sale on the regular models. There has been
little or no price-cutting on the .standard lines.

"We believe that there will be a fair holiday
phonograph business and the record business
should be good during December and also early
in the year.

"In our territory we believe that one way to
improve conditions is to educate the dealer to
know better the product he is selling — to know
how to properly display it and to give service to
the consumer. The manufacturers could also
help out by making arrangements to handle the
dealers' phonograph paper, as most of the deal-
ers in our smaller towns are not in a position to
put out machines on time without assistance.

"We do not want to appear pessimistic, but
are giving the true facts in our case; and, while
we believe that conditions are going to continue
to get better, yet it is going to be slow and it
will be several months before we can really say
that conditions are anywhere near normal."
UDELL WORKS, Indianapolis, Ind.

"Our business certainly has come back since
September 1, and, in fact, right now we have
al! that we can do, but, of course, there will be
a let-down after Christmas. There is an increas-
ing demand for the Console type, and we are
making them for the Victrola VI, as well as
for player-piano rolls. Of course, there have
been a great many jobs of plunder thrown on
the market, but these are gradually being liqui-
dated.

"We think the prospects for holiday business

are splendid. As for 1922, it looks good to us;
in fact, we got a beautiful order this morning for
delivery in Januarj'.

"1 do not know of anything that can be done
by the trade itself, but it does seem that the
United States Congress would help the condi-
tion more by helping the farmers than by any-
thing else. The market on corn and other prod-
ucts is shot full of holes, and we all know that
the price on farm products is fundamental. Wc
also know that the recent flurry in cotton is what
got the South to come back so splendidly."
THOS. A. EDISON, INC., Orange, N. J., Wil-
liam Maxwell, Vice-president

"iVIy present conception of business develop-
ments during 1922 is that there will be a steady
improvement. I am afraid of inflation in some
directions. In textiles, for example, there are
likely to be shortages of some kinds of goods,
which may set on foot a secondary inflation in
the prices of wearing apparel.

"The tendency to stimulate and, to a certain
extent, subsidize building operations will make
it difficult to readjust wages in the building trades
and to prevent building materials from being
marked up in price.

"It seems to me that no one need fear that
general conditions will not improve during 1922.
The thing I most fear is that, under the stimulus
of cheaper money and the Government's efforts
to speed up business, we may have a sort of
psychological boom, from which there will be an
ultimate reaction. However, the taxation law
which Congress has passed tends to minimize
the effect of plentiful and cheap money, as the
high surtaxes on incomes will continue to divert
a great deal of money from commercial channels.
STARR PIANO CO., Richmond, Ind.

"Our business has shown a very satisfactory
volume as compared with last year, with a par-
ticularly remarkable increase in the sale of Gen-
nett records. The products of the Starr Piano
Co. have kept full pace with varying business
conditions and have enabled our customers to

obtain maximum results under most adverse con-
ditions. Wc, ourselves, in the volume obtained,
have a very rosy opinion of the immediate
future, which we believe is equally shared
among our distributors and dealers."
GREATER CITY PHONOGRAPH CO., New
York City.

Prospects for a good holiday business and for
the first quarter of 1922 are fine, judging from
the influx of orders at the offices of the Greater
City Phonograph Co., Inc., Sonora jobbers in
New York, according to Maurice Landay, presi-
dent. Mr. Landay declared that the trend of
the demand at present is for the period models,
with the new additions to the Sonora line in pop-
ular favor.

"The increase in entertainment this Fall has
resulted in a larger demand for machines than
was anticipated and the fact that the season of
entertainment is just beginning augurs well for
the business," said Mr. Landay. "However, it is
my opmion that business could be even better
if proper steps were taken by the dealers with
this object in view. For example, an associa-
tion of dealers similar to the Florists' Associa-
tion, having a strong treasury to be spent in
advertising the cultural entertainment value of
the talking machine would do much to stimulate
business generally. - '

"In the last few years the jazz element has
been emphasized, practically to the exclusion of
the real value of the talking machine as a me-
dium for bringing beautiful music to the home.
The future of the talking machine must rest on
its recognition as a 'musical' instrument. A
talking machine association such as suggested
above could accomplish this result."

PUTTING THE IDEA TO WORK

Columbus had a theory and was called an idiot.
He proved his theory and became a hero. In
salesmanship, as in astronomy, the best idea is
worthless until it is put to work.

W A K IN I N G

Wail Kane Needles Are

^ Being Imitated

WALL KANE NEEDLES

are the standard, trade-

marked needles of the

phonograph industry. They

are guaranteed to play ten

records without injuring

the grooves, the last record

playing as clear as the first.

Beware of Imitations

Inquire for our new

jobbing proposition

The

Greater New York Novelty Co.

3J22

14th Avenue Brooklyn,

N. Y.

100

THE TALKING MACHINE WORLD

December 15, 1921

^sife for tfje Eeb Eecorb

You'll Know it by its Color

You'll buy it for its Tone

VocALioN Records

gVERYBODY SAYS Vocalion Records are the

best records to listen to and the best records
to dance to because you get every note. Everybody
knows they're the best records to buy because they
last longer.

Everybody should know that they are the best
records to give because their red color says: "Merry
Christmas" even before you know what the record is.
And Everybody will feel when they hear the mellow
richness of their tone that they express the spirit of
all the Christmases.

Play on any Phonograph

Everybody will like a
releases.

gift of Vocalion special

^ITH THE GRADUOLA Tone Control, you
play The Vocalion. You attain the Great
Desire — self-expression. The Graduola, found only
on The Vocalion, raises the Phonograph from a
talking machine to the standard of a Musical In-
strument. It gives you the power to create — ^to put
your heart and your soul into the Music. And this
is not surprising when you remember that The
Vocalion is made by the world's foremost makers of
musical instruments — The Aeolian Company. You
have but to hear The Vocalion to know that it is the
Phonograph Supreme.

December 15th Specials

When Francis Dances with Me —

Billy Jones

I Want My Mammy — Irving Kaufman
June Moon — Wledoeft's Californians
When Buddha Smiles —

Wledoeft's Californians
Say It With Music — Arthur Bums

I Ain't Nobody's Darling: —

Billy Jones

Tuck Me to Sleep —

Al Jockers' Dance Orch.

Wabash Blues —

Al Jockers' Dance Orch.

14257
10"

85c
14231

10"

85c
14260

10"

85c

14262
10"

85c

Conventional
Models
from $45,
With Graduola from S125

These 1922 Model

VOCALIONS
are priced on the
basis of pre-War
Values

Table Period Models
with Graduola from $245

Upright
Period

Models with Graduola from $300

These beautiful

Period
VOCALIONS
are obtainable in
over forty different

designs

THE AEOLIAN COMPANY

NEW YORK

CHICAGO

CINCINNATI

BOSTON

ST. LOUIS

Decejibek is, 1921

THE TALKING MACHINE WORLD

101

Two yodel duets this month by Fritz Zim-
merman and Marcelle Grandville, ''Sleep,
Baby, Sleep*' and ''Homeland Switzerland."
A delightful novelty, a sure seller. A-3462.

Columbia Graphophone Co.

New York

HOLIDAY TRADE IS SHOWING UP STRONG IN CINCINNATI

Sales StafEs Being Enlarged to Handle Business — Scarcity of Popular Machine Models Reported
— New Stores Being Opened — Bubble Book Party Proves Big Success

Cincinnati, O., December 4. — Dealers through-
out the city have closed a highly satisfactory
month of business and December has opened with
a rush. There is no doubt but that the holiday
business will be a record breaker, according to
predictions. A number of houses have taken on
extra salesmen for the holidays and it is hoped
that conditions will justify retaining them after
the first of the year. For some unexplained
reason there is a shortage of talking machines
and a number of dealers will not be able to
have as large a stock of machines on hand for
the Christmas rush as they desire. The shortage
is noticeable in the larger and more expensive
machines, the sales of which, reports show, have
surpassed all others during the month of No-
vember. More cash business was transacted
during the past month than in any of the pre-
ceding six months. Store managers are giving
an exceptional amount of attention to the dress-
ing of their windows to attract Christmas shop-
pers. More and more each day dealers are
beginning to realize the psychology of getting
and holding for a few seconds the eye of the
shopper by attractive window displays.

Furnishes Dance Music for Carnival

E. M. Abbott, proprietor of three Cincinnati
stores, made arrangements for placing a talking
machine on the sidewalk in front of his Seventh
street store, with a Magnavox attached, and fur-
nished dance music during a recent celebration
and carnival under the auspices of the Seventh
Street Business Men's Club. The stunt met
with great success.

E. M. Abbott Offers Bonus to Salesmen

Mr. Abbott has offered a $50 bonus to each of
his salesmen who can turn in $2,000 worth of
business during the month of December, a bonus
of $25 to the salesman having the largest number
of sales and a bonus of $15 for the salesman hav-
ing the second largest number of sales. He also
promises $25 to the salesman making the largest
number of cash sales during the month, $15
bonus to the one having the second largest and
an additional bonus of $25 for each additional
$500 worth of business exceeding $2,000. The
Salesmen's School, which is under the personal
direction of Mr. Abbott, is proving a big suc-
cess, he reports. Business is highly satisfactory
with all three stores going strong.

A. Cirkin Opens Third Store

A. Cirkin, proprietor of two Columbia shops
in Cincinnati, has opened a third store in
Brighton, the heart of the west central part of
the city. Mr. Cirkin says that business is up to
expectations in both stores and the location of
his new store insures good results.

New Edison Co. Business Improves

"There has been a vast improvement in busi-
ness during the last three weeks and the outlook
for December is very satisfactory," says Mr.
Oelman, manager of the New Edison Co., of
Cincinnati. The sales contest being conducted

by the Edison Laboratories is working wonders
with the salesforce, he reports. The company
recently signed contracts with Glen Ellison,
Scotch comedian, for a five weeks' tone test tour
in the Spring. Oelman reports a shortage in
large and high-priced talking machines, due to
the large number of unexpected sales of those
models during November. Thanksgiving busi-
ness surpassed expectations, he reports.
Satisfactory Business at Otto Grau Co.

Satisfactory reports are being made by the Vic-
trola department of the Otto Grau Piano Co.
for the month of November, with machines and
records both going strong. L. H. Ahaus, man-
ager of the department, is confined to his home
on account of illness. It is hoped he will be
back on the job within the next few days.
Chubb-Steinberg Shop Optimistic

Mr. Chubb, of the Chubb-Steinberg Music Shop,
reports good business. "We are highly satis-
fied with the present conditions and future out-
look," he says.

Among the visitors during the month were
L. O. Unger, of the Brilliantone Needle Co., New
York; V. H. Curtin, of Cohoes Envelope Co.,
New York, and M. M. Willinger, of the New
York Album Co. Chubb-Steinberg's Thanksgiv-
ing window display of a "regular" Thanksgiv-
ing dinner and a number of Victor dogs seated
around the table attracted much attention.
G. W. Gurtner Has Narrow Escape

G. W. Gurtner, salesman for the Cincinnati
territory for the Columbia Co., narrowly es-

caped injury recently when an automobile in
which he was riding overturned on a road be-
tween Cincinnati and Hamilton, O. Gurtner
escaped with a shaking up.

Fair Business at Link Music Shop

George H. Link, proprietor of the Link Music
Shop, who recently doubled the capacity of his
store by combining two stores into an up-to-date
music shop, says that under the present condi-
tions business is up to expectations.

Widener Store Expects Big Holiday Trade

"Our machine business has been very good
for the past month," says Morris Fantle, man-
ager of the Widener Grafonola store. "Records
also have been going strong. We look for a
record holiday trade. R. C. Clark, who handles
our Granby line, is turning in satisfactory reports
each week."

Bubble Book Party a Success

F. X. Donovan, manager of the Shilito talking
machine department, reports good business. The
Bubble Book party held here recently was a
great success. Over 400 children were present
at this gathering.

EUGENE A. WIDMANN RESIGNS

Eugene A. Widmann, chairman of the board
of directors of the Pathe Freres Phonograph
Co., Brooklyn, N. Y., tendered his resignation
three weeks ago, to be effective January 1. Mr.
Widmann was the first president of the Pathe
organization and occupied the position of chief
executive of that firm from its inception straight
through till last July, when he was succeeded by
W. W. Chase and was unanimously elected
chairman of the board of directors. Mr. Wid-
mann's future plans are as yet unannounced.

BE PREPARED for the HOLIDAY RUSH

A good, serviceable table machine at a moderate price is the greatest value on the
market today.

Our "Fulton" Model 35 Phonograph is just what you have been looking for.

Lower^Than Prc-War Prices

Samples now $13.50, Three or more $12.50

Highest grade domestic
steel needles at 30c per
M. Discount in large
quantities.

Phonograph records,
accessories and repair
parts for all makes at
lowest prices. Ask for
catalog on our Floor
Cabinet machines.

Mabogany, 16x16x10. Double Spring. Universal T. A. Back Casting and Metal Born

SEND in your order today and make sure of immediate deliveries before the big
Christmas rush starts.

Terms: Cash or deposit with order, balance C. O. D.

FULTON TALKING MACHINE CO.

253 Third Avenue,

New York

102

THE TALKING MACHINE WORLD

December 15, 1921

NOW FOR 1922

May it be a bigger and better year
for Victor Dealers.
There is Good Business ahead
for the live wire. Be progressive
and aggressive, giving everybody
A SQUARE DEAL

UNEMCAH

TALKINIi NACHINC CO.

35&Livmo5ToriST. Brooklym.HY

December 15, 1921

THE TALKING MACHINE WORLD

103

THE TRADE HAPPENINGS OF BROOKLYN AND LONG ISLAND

Holiday Trade Campaign Well Under Way — Phillips Opens in Cedarhurst — Klaidman's New Store
Wins High Praise — The Importance of Price Maintenance Stressed — Live News From Other Points

A trip through the retail talking machine stores
at this time bears out the statements of Brook-
lyn dealers that business is on the increase, for
in every shop you visit there is a stir of activity
— of real buyers. The interiors and show whi-
dows have taken on a holiday air and present
ai; attractive appearance which, no doubt, is an
added incentive to visitors to linger, to listen and
eventuall}' to buy some extra records. Proprie-
tors in many stores have augmented their sales
staffs, with extra help to take care of record
customers, so that the experienced salespeople
can devote their activities to actual closing
of sales — thus effectively insuring customer
satisfaction. From every indication holiday sales
will, in all probability, be equal in volume with
those of last year at this period, as well as dur-
ing the Winter months immediately following
the holidays as well.

W. S. Phillips Opens in Cedarhurst

Among the new dealers recently established in
Long Island is Walter S. Phillips, of Cedarhurst,
who has just opened a modern exclusive Victor
store on Central avenue. The opening of the
store was announced with attractive invitation
cards sent to the people of Cedarhurst and sur-
rounding towns, and on the opening day, which
was attended bj' many visitors, souvenirs were
distributed. Mr. Phillips is well known in the
retail talking machine trade and his extensive
experience will enable him to give to the trade
in his community an intelligent and satisfactory
service. The American Talking Machine Co.,
Victor distributors for this territory, through the
good work of Charles Offerman, Long Island
representative, is responsible for this new shop.
A large success is predicted for Mr. Phillips in
his venture in the Victor retail field.

Max Klaidman's Artistic Store

Max Klaidman, who recently sold his talking
machine business in Philadelphia, has purchased
the entire stock and interests of the shop con-
ducted by Harry Parness for several years at
.^68 Livingston street. The store is being reno-
vated throughout, new booths installed, and the
record racks moved to the front of the store
where the trade can be better served. A feature
of Ihe new establishment will be a splendid dis-
play window to extend its entire width, which
will be equipped v/ith mirrors on every side.
When lighted it will present an attractive front
visible from all points of the square on which
the store is located. This location is regarded
by the talking machine men as one of the most
desirable in Brooklyn, and when alterations are
completed it will be one of the best equipped
shops in this section. This new cornpany will
carry a complete line of Sonora and Brunswick
machines, and will feature Brunswick records.
Mr. Klaidman will be in direct charge of the
activities of this new store, assisted by his son,
who has had a wide experience in the talking
njachine field.

Namm's Active Holiday Trade

The talking machine department of A. I. Namm
& Son, Fulton street, is among the busiest in
the borough, and according to Manager George
M. Krey, business has been on the increase for
the past month. All indications point to a great
holiday demand for all types of machines, from
the smallest portables to the highest^priced
Period models. Records have shown a decided
jump in sales, especially the popular numbers
which the store has been featuring in the local
papers with consistent and attention-compelling
advertisements for the past' few weeks. The
Sonora line is the leader with Namm & Son, with
other well-known makes. Mr. Krey is satisfied
with results so far, and predicts a large holiday
business, which he believes will continue through
the following Winter months.
Believes in Price Maintenance and Real Values

One of the most active dealers in Brooklyn in
the campaign against the wave of price cutting
is E. A. Schweiger, the prominent Victor dealer
located on Broadway. This live dealer has been

a leader in all constructive measures in the
merchandising of talking machine products and
has always directed his energies toward uphold-
ing the high standing of the industry. Recently
Mr. Schweiger carried strong advertisements in
all the local papers warning prospective purchas-
ers against misleading statements of the cut-price
dealer, pointing out the risks attached to the
purchase of a machine from dealers whose meth-
ods of doing business are so contrary to the
principles of fair trading. Mr. Schweiger re-
marked that in almost every case where the cus-
tomer stated that a certain model could be
bought at a lower price at a certain store he has
been able to convince customers of the wisdom
of purchasing where they can be absolutely sure
that the machine is not an inferior one — that it
carries the guarantee of a reputable dealer who
v.ill not lower his prestige and standing by
using illegitimate methods of cutting prices to
get business. Business is good in both machines
and records, Mr. Schweiger states, and he is pre-
paring for a large holiday demand.

Adds the Brunswick Line
Harry Parness, who has recently opened one
of the most modern and up-to-date talking ma-
chine stores in Brooklyn, is the latest additipn to
the fast-growing Brunswick dealer list. Chester
Abelowitz, Brunswick representative for metro-
politan New York, established this new account
and is being congratulated in securing this de-
sirable store as a Brunswick agency. Mr. Par-
ness is well known in the talking machine trade
in Brooklyn and has been identified with several
novel and successful selling campaigns that have
stamped him as a live and progressive dealer.
In taking on the Brunswick line Mr. Parness
stated: "We believe that, with this additional
Ime, we are in a position to cater and serve our
trade better than ever before, for, with the Victor
line, which we have carried for some time past,
we represent the best the talking machine field
has to offer." To introduce this new line the
whole front windows were devoted to a gorgeous
display of the period models, recently introduced
by the Brunswick Co., which are attracting wide-
spread attention. A special circular, accompa-
nied by a personal letter, has also been sent to
several hundred new and old friends, extending
a cordial invitation to call and inspect this new
line and the artistic warerooms, which, no doubt,

are as beautiful and as well arranged as any to
be found in metropolitan New York.

Increases Sales Staff

The talking machine department of Abraham
& Strauss is a very busy place these days, so
much so, in fact, that W. P. Doing, popular
manager of the department, found it necessary
to add several more people to his sales staff
in order to take care of each customer in a
satisfactory manner. "It is our aim," Mr. Doing
says, "to give to each customer a maximum
service, whether it is in the purchase of a rec-
ord or the highest-priced machine." Speaking
of the higher-priced machines, he continued: "We
have sold more of the better-class models in
the past few weeks than for a long time past."
Considerable publicity is being given this live
talking machine department through the medium
of a console model Grafonola, which Mr. Doing
placed, a few days ago, in the toy department.
The machine is equipped with a Repeat-O-Graph
and the latest records are played, which can be
heard all through the entire floor, which has
been transformed into a veritable fairyland.
Victor Dealers Optimistic

The general situation in the Victor retail trade
in Brooklyn territory is very satisfactory and Vic-
tor dealers are more than pleased with the splen-
did co-operation accorded them by the American
Talking Machine Co. and the G. T. Williams Co.,
Inc., Victor wholesalers in this territory. These
jobbers have left nothing undone to give the
Victor merchants efficient service during the most
critical time of the year and their efforts are
keenly appreciated.

It is the consensus of opinion among Victor re-
tailers that the early part of 1922 will be a splen-
did record season, for there seems to be a re-
newed interest in records generally that gives this
prediction a substantial basis of fact. Victrola
sales have been excellent, and as each sale means
a new record customer the dealers are planning
to keep their record stocks in A No. 1 shape to
take care of the requirements of their patrons
during the early months of 1922.

Aeolian Business Shows Increase

Business at the Brooklyn, N. Y., branch of the
Aeolian Co. is increasing steadily, according to
C. J. Davis. Both the Vocalions and pianos are
reaching a high sales mark. Mr. Davis attrib-
utes the encouraging volume of business to the
consistent policy of advertising which he has in-
augurated.

Presents Attractive Appearance

The Victor store of Jacob Bros., at 997'Broad-
way, has been refurnished and redecorated.

—And Now the
New Year

^^^^^

O all our friends we extend
the season's greetings. We
congratulate the Victor re-
tailers on their activities of the
past year, and offer our service
towards making 1922 a banner
year.

G.T.mLTAMfCO.^^^

117 OUFFIELD 5T. BROOKLTN,XY

104

THE TALKING MACHINE WORLD

December IS, 1921

INSTANTLY POPULAR. IN VAUDEVILLE and for DANCING

BUSIER TIMES IN THE TWIN CITIES

Northwestern Trade Shows Expansion — Ma-
chines May Be Scarce, Owing to the Demand
— Dealers Doing Much Holiday Publicity

Minneapolis and St. Paul, Minn., December S.
— Talking machines almost are as popular as they
ever have been throughout the Northwest. A
most decided bulge in the volume of sales is
noted by the majority of the distributing houses
in this territory, indicating that the people are
bound to observe the gift-giving traditions of the
holidays regardless of threatening economic and
labor troubles. The bulge was noted about the
middle of November and the trade has assumed
highly satisfactory proportions.

St. Paul and Minneapolis retailers also have
noted a most gn'atifying revival of interest in
talking machines and believe that they will come
into their own for a time at least.

Complaint is made by George A. Mairs, head
of the Victrola department of W. J. Dyer & Bro.,
that it is impossible to obtain enough instru-
ments to satisfy his customers. Such a com-
plaint is most unusual in 1921, and Mr. Mairs
bluntly admits he has no explanation to offer.
Everyone in his department is bus}' all the time
and every Victrola obtainable has a customer at
once. What more blissful conditions could any
department manager suggest?

Pathe machines and records have been in a
steady demand all the Fall, according to Samuel
Levinson, of G. Sommers & Co., and of late

there has been a spirited revival; so much so that
Mr. Levinson was surprised, as he had not ex-
pected much in view of the croaking heard from
various peoples and places. New accounts are
being opened right along, which is an assurance
that the business is going forward instead of
backward. The record demand has been running
strong.

The St. Paul Boy Scouts have been using a
Pathe Actuelle in their wireless concerts and
have been much pleased with the results. Mar-
shal Foch's address and organ solo records have
been the particular favorites at these concerts.

"Our November returns showed up $2,600 bet-
ter than our best previous November, which was
last year's, so you can thus make an inference as
to what we are doing," remarked Milton Lowj',
of the Minnesota Phonograph Co., retail Edison
dealer in Minneapolis.

While the local retail results have been phe-
nomenally good, the jobbing end in the North-
west also has enjoyed exceptional business.

The Aeolian-Vocalion line continues to make
way according to J. E. Gerlick, manager of
the Stone Piano Co., Northwestern distributor.
Business has livened a great deal during the past
three weeks. The road men are turning in some
pretty fair orders from certain localities, while
in others there is very little business to be had.
Wherever there was little or nothing to harvest
there is now no money and hence no chance to
sell phonographs. Mr. Gerlick complains that
there has been a shortage in certain models,
which has caused some dissatisfaction, but ex-

^0 0m jfrienbs m tfje jHusk Zvaiit

Wt txUtits a'xntsrs anb Ijpartg mtaljf a for a iSnry
Xmaa attii a l|appy, ^rnapprnua Nrro ^tnr

VLi)t Jfreb. (gretgtfj JHtg. Co.

What About 1922?

Here's a New Year's resolution worth making:

To resolve that in 1922 you mil give your Small Goods Department the atten-
tion it deserves.

For 1921 proved the selling strength and profit possibilities of Small Goods.
Many a Piano or Phonograph dealer, fortified by a modest assortment of Brass,
Reed and Stringed Instruments and Accessories, fovmd 1921 a good year — a
big year!

Forgetting for a minute the good sales and generous profits that Small Goods
yield, just think of the customers they bring into your store — the new friends
they make for you — and every one of them a Piano or Phonograph prospect.

Write on your own letterliead for our new Confidential Trade Price List.
Ifs 0 veritable Buying Guide to Small Goods. And FREE, of course!

THE FRED. GRETSCH MFG. COMPANY

Musical Instrument Makers Since 1883

60 BROADWAY

BROOKLYN, N. Y.

pects that the difBculty will be remedied very
shortly.

Retail dealers in the Twin Cities are pushing
their publicity in a fairly lavish manner and ap-
parently look for a full revival of holiday ac-
tivity.

BOOKLET OF EDISON PLAYLET

William Maxwell's Playlet Presented During
Caravan Convention Issued in Book Form for
Use of Dealers and Salesmanship School

Orange, N. J., December 7.— Thomas A. Edison,
Inc., to-day mailed to Edison dealers throughout
the United States a booklet containing in full
the playlet, "School for Salesmen," a comedy
with music in four acts. This is the play written
by William Maxwell, first vice-president of
Thomas A. Edison, Inc., which was presented
during the 1921 Edison Caravan Convention at
the Knickerbocker Theatre, New York; Tulane
Theatre, New Orleans; Blackstone Theatre, Chi-
cago; Avenue Theatre, Vancouver, B. C.

There is an introduction by Iden Payne, gen-
eral stage director for Charles Frohman, Inc.,
entitled "If Salesmen Were Actors." This v^'as
delivered in the form of an address by Mr.
Payne during the Caravan Convention, between
the third and fourth acts of the play, "School
for Salesmen."

This play in its printed forin will be used in
conjunction with the Salesmanship Schools, which
are to be conducted the early part of 1922 by
the Edison organization in twenty-two of the
large centers throughout the United States. The
play booklet is in a very handy form and provides
some very interesting material for study in the
bright and finished style which has ever charac-
terized the work of Mr. Maxwell, the play-
wright and author.

AN ADVANCE RECORD SHIPMENT

Victor Co. Makes Advance Shipment of January
Records for Holiday Sale

Camden, N. J., December 9. — In order to reach
the market at the earliest possible date and en-
able the trade to offer the latest popular selec-
tions to the holiday buyers, the Victor Co. is
arranging to make separate shipment of the fol-
lowing records, so that they may be placed on
sale Saturday, December 17: "I Want My Mam-
my," Peerless , Quartet, "Mandy 'N' Me," Amer-
ican Quartet: "Weep No More, My Mammy,"
fox-trot, "April Showers," fox-trot, Whiteman
and his orchestra: "Everybody Step," fox-trot,
"Ka-lu-a— Blue Danube Blues," fox-trot. White-
man and his orchestra: and "Birds of a Feather,"
fox-trot, "Leave Me with a Smile," fox-trot. All
Star Trio and orchestra. A window streamer,
announcing these numbers, will be shipped with
the records.

The Kaplan Bros, talking machine establish-
ment at Fall River, Mass., was considerably dam-
aged by a fire which broke out in the building
which it occupied recently.

December 15, 1921

THE TALKING MACHINE WORLD

105

GENERAL ACTIVITY REPORTED IN LOS ANGELES TRADE

Increase of Business Evident Immediately After Thanksgiving — New Stores and Departments
Opened— Interesting Meeting of Association— Newspaper Record Concerts Help Business

Los Angeles, Cal., December 5. — The day after
Thanksgiving saw the streets of Los Angeles
thronged with more people than ever before.
At least, that is how it seemed to an observer on
Broadway, and the inside of the stores appeared
to be jammed with frenzied shoppers. Music
store after music store reported a very busy
day — big Thanksgiving turkey dinners seemed
to have stimulated buyers; it looked as if it
were Christmas Eve. This is very encouraging,
and is a hopeful sign of a splendid holiday busi-
ness. Stocks of machines and records are in
good shape, a few models only being scarce and
hard to obtain.

New Victor Department Admired

The new Victor department of the Geo. J.
Birkel Co. has been in full swing for some weeks,
and A. Graham Cook, manager, reports a marked
increase in record sales. It occupies a little
more than one-half of the ground floor, and
consists of fifteen Victrola and record demon-
stration rooms with a complete record center,
with long handsome counters in a continuous
oval surrounding it on all sides; clerks inside
the counters hand out records to those who
are waiting on customers in the rooms. A mez-
zanine floor above accommodates extra Vic-
trolas. The entire department harmonizes with
the rest of this floor and is furnished in ivory
and mahogany.

Final Record Contests Interesting

The final record contests held by the Los
Angeles Evening Express are proving to be of
exceptional interest. The first of these con-
certs was the Columbia, and was held on No-
vember 28. The six records played, first prize
winners at six previous Columbia concerts,
were: "Aida" (O Terro Adio), sung by Pon-
selle and Hackett; "The Holy City," sung by
Louis Graveure; "O Sole Mio," sung by Strac-
ciari; "La Forza Del Destino," sung by Hackett
and Stracciari; "Old Black Joe," sung by Bar-
bara Maurel and Stellar Quartet; "Souvenir,"
violin solo, played by Kerekjarto; "Souvenir"
(Drdla), played by Kerekjarto, was adjudged
best by the audience and awarded the $50 prize;
a consolation $10 prize went to "O Sole Mio,"
sung by Stracciari. In the Edison final prize
concert, held November 29, the following re-
creations, first prize winners in six previous
Edison concerts, were: "La Boheme" (Musetta
Waltz), sung by Anna Case; "Pearl of Brazil"
(Thou Brilliant Bird), sung by Anna Case; "Ave
Maria" (Gounod), sung by Rappold and played
by Spaulding; "Thinking of You," sung by the
Homestead Trio; "Perfect Day," sung by Metro-

Records Make Ideal Gifts

Every Victor dealer should
teach his community to ac-
cept this fact.

It will sell records the year
around as well as in the hol-
idays and it will sell Vic-
trolas as well.

politan Quartet; "Souvenir," violin solo, played
by Albert Spaulding; a still larger audience
awarded the $50 prize to "Souvenir" (Drdla),
played by Albert Spaulding. Thus, so, far,
Drdla's famous composition has won in two con-
certs, each being the final choice from sixty
chosen records or re-creations.

Victor Dealers Plan Concert

L. C. Mountcastle, special representative and
advance agent, addressed the Victor dealers at a
special meeting which was held to discuss plans
for the concert, to be given under their auspices,
by the eight Victor artists, Henry Burr, Albert
Campbell, John Meyer, Frank Croxton, Billy
Murray, Monroe Silver, Fred Van Eps and
Frank Banta. It was arranged to hold the con-
cert on the evening of January 25 at the Phil-
harmonic Auditorium.

Wholesale Man Goes North

W. F. Campbell, who is well-known in Los
Angeles, where he was connected with Sherman,
Clay & Co., Victor distributors, and later with
the Columbia Graphophone Co., Los Angeles
branch, has taken a position with the wholesale
department of Sherman, Clay & Co., San Fran-
cisco.

Music Trades' Association Meets

A well-attended meeting of the Music Trades'
Association of Southern California was held on
November 9. Interesting talks were made by
J. T. Fitzgerald, president of the Fitzgerald
Music Co.; J. A. Stitt, Western representative
of the Hallet & Davis Piano Co.; A. A. Buening,
of the Packard Piano Co.; H. Baxter, of the
Baxter-Northup Co., and D. G. Sunderland, of
the Blue Bird Talking Machine Co. The meet-
ing was presided over by E. A. Geissler, vice-
president of the Geo. J. Birkel Co.

Barker Bros, in Pasadena

A new branch music store has been opened
by Barker Bros, in Pasadena. General Manager
Boothe appointing L. G. Shapney as manager.
The new store is very artistically decorated and
is unique among the many beautiful stores in
Pasadena. Some very choice and exclusive pe-
riod furniture and interior house decorating
articles are being carried in addition to an ex-
clusive line of Sonora phonographs and Sohmer
pianos. The record department is in charge of
Miss Nona Wilson, who was well known in the
Los Angeles store for her exceptional sales
ability.

Edison Expert in Long Beach

H. S. Hutchinson, who made a wonderful rec-
ord in Okmulgee, Okla., selling Edisons, has
been appointed branch manager of the Fitzgerald
Music Co.'s Long Beach store. Mr. Hutchinson's
sales of Edisons in Oklahoma were the highest
of any store in the United States per capita
last year, and special mention was made by
Edison General Sales Manager Maxwell at the
Edison Caravan Convention last year.

New Dealer in Burbank
■ W. PflRsterer has purchased the Burbank
Music Store and Brunswick Shop. Mr. Pffisterer
has been connected with the wholesale phono-
graph business for many years and is well known
in Los Angeles, where he was for some time
assistant manager of the Los Angeles branch
of the Columbia Graphophone Co.

New Bumham Jobber

Irving C. Franklin announces the appointment
of the E. B. Gunning Co.. El Paso, Tex., as
Burnham distributor for West Texas. New
Mexico, Eastern Arizona and the extreme north-
ern portion of Mexico.

New Victor Store in Long Beach

The Southern California Music Co,, which had
for some time a branch store for pianos
only In Long Beach, has now secured a Victor
agency in that city. The new enlarged store
was recently formally opened, an elaborate re-
ception being given to the public, which was
well attended. The store was gaily decorated
and refreshments were given to the guests,

BLANDIN

REPRODUCTION of
the ordinary voice in
talking, or the sound of ordi-
nary musical instruments is
accomplished by the ordi-
nary phonograph. Perfect
reproduction of the piano,
violin or the tenor or sopra-
no voice is accompUshed
best by the Blandin phono-
graph, because of its original
construction of sound cham-
bers. It allows no distract-
ing, raspy, phonographic
sounds to mar the record.
Dealers find this a popular
feature with all customers.
The Blandin sells itself on
these points as well as in the
splendor of its appearance.
Write for complete particu-
lars regarding a dealership.

Racine Phonograph Co., Inc.

RACINE, WISCONSIN.

Hear

'cL Piano^

Rocord
oa tR(2

,51andin>

pretty Japanese girls assisting. The Victor de-
partment is under the supervision of Irving
Westphal, manager of the Los Angeles talking
machine department.

Last-minute News
At to-day's Victor Record Concert at the
Los Angeles Evening Express the grand prize
was awarded to "Home to Our Mountains,"
from "II Trovatore," sung by Caruso and Schu-
mann-Heink. The consolation prize was won
by "Dear Old Pal of Mine," sung by John Mc-
Cormack.

THE CROAKERS ALWAYS WITH US

There are many croakers upon the edges of
lakes and creeks; there they sit croaking and
croaking; but they are only frogs after all.
Doesn't this remind you of something?

106

THE TALKING MACHINE WORLD

December 15, 1921

LONG DISTANCE "PHONK

BARJ>G 536

"^.^lA^s^i^rH^nS^?" EXTRA! Mr. Phonograph Industry EXTRA!

IMICO SHAFT No. 4 "COMES IN" WITH BIG PRODUCTION
Collect Your Dividends Now by Obtaining Lower Quotations

Send for Samples and Special Quotations Effective Now

IMICO INDIA RUBY MICA DIAPHRAGMS
INTERNATIONAL MICA COMPANY

PHILADELPHIA, PA.
YOKOHAMA, JAPAN
CHICAGO, ILL.

-" (a prominent

GENERAL OFFICES AND FACTORY: 37th and BRANDYWINE STS., WEST PHILADELPHIA, PA.

"IMICO" AND "SERVICE" ARE SYNONYMOUS

One IMICO jobber states "We thank you for enabling us to secure the representation for the

Tone Arm) .

A Tone Arm manufacturer and IMICO consumer — "Thru your efforts on our behalf, it has been possible to secure the
Artophone Co., St. Louis, to represent our product."

IF YOU CANNOT BE A CONSUMER YOU CAN BE A JOBBER— WRITE FOR PROPOSITION
IF YOU ARE A MANUFACTURER AND NOT AN IMICO CONSUMER, EVENTUALLY ?

MIDWEST OFFICES AND WAKEHOUSE
106-110 W. LAKE ST.,
CHICAGO, ILL.

V. T. SCHULTZ
CLEVELAND, OHIO

RAYSOLO SALES CO.
LANCASTER. PA.

ARTHFK BR.\ND & COMPANY
CINCINNATI, OHIO

WALTER S. GRAY
SAN FRANCISCO, CAL.

DAVENPORT PHONOGR.4PH &
ACCESSORY CO.
DAVENPORT, IOWA

ARTOPHONE COMPANY
ST. LOUIS. MO.

STEINOLA COMPANY
KANSAS CITY, MO.

PROVIDENCE PHONOGRAPH
SUPPLY CO.
PROVIDENCE. R. I.

CONDITIONS SHOW STEADY IMPROVEMENT IN PITTSBURGH

Pre-Yuletide Campaign for Business Well Under Way — Industrial Situation Shows Betterment —
Dealers Making Strong Appeals to Public Through Their Windows — News Happenings of Month

Pittsburgh, Pa., December 5. — The first real
snowfall of the season covered the streets of
Pittsburgh to-day, and this, coupled with the
extensive preparations by the various shops
(talking machine shops included) for the holiday
season, indicated that the pre-Yuletide campaign
for business is now on at its height. Trade con-
ditions are slowly but steadily improving and the
talking machine fraternity as a whole is con-
vinced that there will be a very satisfactory vol-
ume of business handled this Christmas season.
Dealers Preparing Holiday Displays

Already all of the leading downtown talking
machine dealers are getting their places of busi-
ness in trim for the usual holiday display's of
talking machines and records. Some of the most
attractive displays are those of the C. C. Mellor
Co., the W. F. Frederick Piano Co. and the S.

"The Music Without the Blur!"

This ideal of talking machine manufacture is attained
more nearly than by any other, in the construction
of the

MARVELOUS MAGNOLA

"Built by Tone Specialists"

"Mtrnola'f Tone Deflector eliminates the scratch"

Ws>tcKir\j tke Music Come Out

We want to ihow yoti how to make money with
MAGNOLA; and how MAGNOLA is the best buy
on the Talking Machine Market to-day.

Send Of your name and let tu send you some real
Talker Tips.

MAGNOU TALKING MACHINE COMPANY

OTTO 8CHULZ, PrMldent

etiaral OfltM Southern Wholeula Braack

rll MILWAUKIE AVENUI ISM CANDLER BLDG.

OHtOAt* ATLANTA. SA.

Hamilton Co., whose displays of Victrolas and
\'ictor records were embellished with a Christ-
mas touch that attracted many sightseers. The
National Phonograph Co. had a very elaborate
displajr of the Brunswick phonographs. One of
these machines was placed on a revolving ped-
estal, and as its various sides were displayed with
appropriate placards many passers-by stopped
to view the display.

Industries Picking Up
The industrial situation, while not as satisfac-
tory as anticipated by the talking machine trade,
is slowlj' but steadily improving. There can be
no gainsaying the fact that the Christmas pay-
rolls will be smaller this year than last and the
year before. While the mills are operating, the
operations are not extensive and the number of
men emploj'ed is much smaller than for some
time past. In many of the mills the men have
agreed to work on reduced time in order that all
of the emplo3'es will be enabled to work at least
some da3's during the week. This will continue
until the iron and steel trade regains its normal
status.

Clark Co. Opens Vocalion Agencies

The Clark Alusical Sales Co., distributor of
the Aeolian-Vocalion and Vocalion records in
the Pittsburgh district, reports a very satisfac-
tory volume of trade being handled. Charles E.
Stran, who is associated with J. A. Pentz in the
operation of the local offices, stated that the ad-
vance Christmas orders for both records and
machines were larger than looked for. Some of
the new Vocalion dealers are: D. A. White and
D. O. Shaver, of Altoona, Pa.; M. A. Madison,
of Ridgway, Pa., and A. McLaughlin, of 1713
Murray avenue, Pittsburgh. Mr. Stran, the past
week, made a business trip to Johnstown, Al-
toona and other central Pennsylvania towns, call-
ing on his clients. He stated that from con-
versations with the Vocalion dealers he gleaned
that all were preparing for a good holidaj' busi-
ness.

Pathe Christmas Outlook Bright

"Major" Jack Barnett, the midget Pathe dem-
onstrator, spent a week recently at the Gately &
Fitzgerald Co.'s Pathe department at Altoona,
Pa. The diminutive demonstrator had a place in
the large show window of the firm and, stationed
alongside of a Pathe machine, he had a large
crowd of admirers. "The Major" is working in
the Pittsburgh territory under the direction of
H. J. Brennan. manager of the Pittsburgh Talk-
ing Machine Co., Pathe distributor, Mr, Bren-

nan stated that word from his road men and also
a personal visit to a number of Pathe dealers in
his territory indicated that a good volume of
trade would be handled during the Christmas
season.

C. C. Mellor Victor Business Satisfactory

Thomas T. Evans, manager of the wholesale
Victor department of the C. C. Mellor Co., re-
ports a satisfactory volume of business based on
the present-day demand, which has been largely
governed by the industrial conditions in this and
adjoining districts. Mr. Evans, however, is
strongly of the opinion that Victor sales, espe-
cially of high-grade styles, will be in evidence
this holiday season. Mr. Evans returned a few
days ago from New York and also a side trip to
the Victor plant at Camden, N. J.

"Big Business" for Columbia Dealers

S. H. Nichols, manager of the Pittsburgh of-
fices of the Columbia Graphophone Co., stated
that there was "big business" in sight for the
Columbia dealers and he saw no reason to ad-
vance why business during the holiday season
should not be very remunerative to the Columbia
trade. From another source it was learned
within the past few daj^s five carloads of Colum-
bia Grafonolas had been sold to dealers in the
Pittsburgh territory. As to record sales, T. B-
Niles, assistant manager, stated that the popu-
larity of the Columbia records was increasing
at a very surprising rate, based on actual sales.

M. P. Frank, manager of the Columbia Grafo-
nola department of Frank & Seder, -said: "Our
sales have been very brisk and I am looking for-
ward to a banner holiday season in sales of our
merchandise. We had a substantial increase in
business in November, and we believe that De-
cember is also going to show a goodlj- advance
over December of last year."

Horne Co. Stages "Week of Music"

The Joseph Horne Co. staged a very interest-
ing "Week of Music" in its talking machine
department recently, which was under the super-
vision of A. R. Meyer, manager of the depart-

NEEDLES

WE BJANUFACTURE

Diamond needles for Edison
Sapphire needles for Edison
Sapphire needles for Pathe

in ttock ready for delivery
MERMOD & CO., 874 Broadw^, N. T.

December 15, 1921

THE TALKING MACHINE WORLD

107

Bootlvs

Soctiortal
Recorcl Rctclks

Recoird.
Sales Cotitvterjs

Did you sell that record, Mr. Dealer?
Of course not. How could your prospective
customer appreciate a beautiful violin solo
while a crashing band record is playing at
the other side of your store? What is the
answer? Booths, the best you can buy, as
many as you can place. We have the booths,
at prices to suit ; let us help you find the
space. No more lost sales.

ment. The V^ictrola, the Columbia and the
Cheney instruments were featured in various sec-
tions of the department to interested audiences.
While the inclement weather kept many persons
away, those who did attend were treated to a
very novel entertainment. The history and
workings of each talking machine were explained
by representatives of each of the companies rep-
resented. R. R. Myers, assistant manager of the
C. C. Mellor Co.'s wholesale Victor department,
delivered a series of interesting talks and gave
some highly pleasing demonstrations, including
the showing of the various uses to which the
various records could be placed in the home,
school and classroom. His subject was "Princi-
ples of Reproduction and Processes of Record
Making."

O. J. Benz Visits Columbia Headquarters

O. J. Benz, manager of the record sales depart-
ment of the Columbia Graphophone Co., with
headquarters in New York, was a visitor the past
week at the local Columbia headquarters.
DeForeest Music Week Arouses Interest

At the annual music week of the DeForeest
Music House at Sharon, Pa., there was a large
turnout of persons who were interested in the
recitals in the talking machine department given,
by means of Victrola, Brunswick and Edison
phonographs. Among those who attended the
festivities were C. N. Andrews, the well-known
Victor jobber of Buffalo, N. Y., and Miss Gra-
zella Puliver, the well-known Victor educational
worker of Cleveland, O. Both Miss Puliver and
Mr. Andrews were called on for remarks at the
dinner held on "music trades day."

Frank F. Goodman a Visitor

Frank F. Goodman, assistant sales manager
of the Sonora Phonograph Corp., returned to
New York after a visit here to H. Milton Miller,
Pittsburgh manager of the company. He ex-
pressed himself as much pleased with the out-
look for the corporation in Pittsburgh territory.
Dealers Pleased Over Tax Reduction

Talking machine dealers are delighted over the
success that attended the move to eliminate the
5 per cent tax on musical instruments. The move
on Congress from the Pittsburgh district was
most pronounced and letters and telegrams were
sent freely to the Senators and Congressmen
from the State. The Standard Talking Machine
Co., Victor distributor, sent out a circular letter
to the talking machine dealers urging prompt
action in the matter and asking that each dealer
write to his Congressman protesting against the
tax.

A. A. Buehn Reports Brisk Trade

A. A. Buehn, treasurer of the Buehn Phono-
graph Co., Edison distributor, reports a brisk
season thus far, and he is very optimistic con-
cerning the future of the Edison line in his terri-
tory.

Brimswick Publicity Campaign a Success
J. A. Scanlan, Jr., manager of the Pittsburgh
Brunswick offices, stated that the co-operative
publicity campaign being carried on now by the
Brunswick organization and dealers is meeting
with favor. This is reflected in the excellent
reports as to sales from Brunswick dealers.
G. L. Schuetz Manager Sterling Store
G. L. Schuetz has been assigned to Pittsburgh
as manager of the Pittsburgh district offices of
the Sterling Record & Roll Co., with offices at
434 Fourth avenue. The former manager, Ben
L. Brown, has been transferred to the com-
pany's offices at Cincinnati, O. The Okeh rec-
ords and Cardinal phonographs are handled.

RECEIVER FOR REMINGTON CORP.

Louis Jersawit Also Takes Charge of Affairs of
Olympic Disc Record Corp. — Statement by
Vice-president James S. Holmes

On November 31 Louis Jersawit was ap-
pointed receiver in equity for the Remington
Phonograph Corp. and the Olympic Disc Rec-
ord Corp., of 1662-1666 Broadway, New York
City, under $5,000 bond in an action filed by
James S. Holmes, an official in both corporations,
\'.-ho claimed to be a creditor for $3,136 m the
Remington Phonograph Corp., and $3,96/ in the
Olympic Disc Record Corp. The liabilities of
the former corporation are stated to be $22,500
and the assets about $100,000, and the latter
company's liabilities are given as $33,000 and
the assets about $60,000. In each case, however,
it is stated, the company has been unable to raise
capital to finance the business.

James S. Holmes, vice-president of the Rem-
ington Phonograph Corp., in discussing the ap-
pointment of a receiver for both these compa-
nies, upon a petition concurred in by the board
of directors of both corporations, made the fol-
lowing statement to The World:

"With a general business depression every-
where and with the purchasing public and trade
unfavorably influenced, because of the financial
difficulties surrounding many of our fellow man-
ufacturers of phonographs, it is not unreason-
able that so young a corporation as ours should
have found difficulties on every side.

"We have manufactured an exceptional prod-
uct and in less than eighteen months we have
attained a reputation equal to most competitors',
some of whom have been in the business many
years.

"The large- assets which we possess, as com-
pared to our small liabilities and without having
borrowed a dollar or being forced to discount
any of our notes receivable, is a record which
will commend our past.

"In the interest of nearly , 2, 500 stockholders,
whose money has been invested in this business,
my application for the appointment of a Federal
receiver in equity was forced upon me by my
determination to sacrifice even my own per-
sonal ambition to insure protection to our stock-
holders, as also to our creditors alike, and thus
prevent any attempt on the part of any person
or set of persons to seek, undue advantage in the
collection of moneys which the corporation might
owe at a time when the returns from our re-
ceivables made it impossible to meet such items
with sufficient promptness.

"I sincerely hope, and firmly believe, that the
receiver will work us out of our trouble in a
manner fully satisfactory to all concerned, as he
has decided to continue the business."

CHRISTMAS CLUB BOOSTS SALES

Bii\'GHj\mton, N. Y., December 8. — The talking
machine department of the Fowler, Dick &
Walker store, this city, has organized its annual
Christmas Club to stimulate the sale of Victor,
Brunswick, Edison and Aeolian-Vocalion ma-
chines, which it handles. Thus far the club has
been far more successful than during any pre-
vious year. J. E. Green is manager of the de-
partment.

A business, like a plant, needs trimming back
now and then to give the roots a chance.

Illustration above shows Van Veen stand-
ard record rack, 8 ft. high, 3 ft. wide. Order
as many sections as required for your pres-
ent needs and add sections .as your stock
increases. They are a handsome addition
to your store and match the booth sections.
Space for 1,350 records, 10-in. and 12-in.
size; also contain drawers for accessories.
Will pay for themselves in a short time by
saving breakage. Records well kept are
half sold.

Illustration above shows a complete de-
partment for sheet music and musical mer-
chandise ; it is the type of equipment that
creates sales, because it is there with the
goods. We can either furnish such a depart-
ment from stock or design it to meet your
individual requirements — write for prices.
Avail yourself of our dealers' service in
planning your store. 'Phone, write or wire.

VAN VEEN & COMPANY

INC.

Principal Offices

47-49 West 34th Street
New York City

REPAIRS

"WE GUARANTEE SATISFACTION."
Send us your repair work by parcel post or express and get results.

Yours for service, THE PERIOD PHONOGRAPH SHOP

303 WEST 127th STREET
NEW YORK CITY

P.S.— We also have on hand Parts and Supplies for All Makes of Machines.

108

THE TALKING MACHINE WORLD

December IS, 1921

ACTIVITY IN THE AUTO FIELD HELPS TRADE IN DETROIT

Promised Rush After First of Year Serves to Stimulate Buying of Musical Instruments — Interest-
ing Association Meeting — Jewett Plant Active — Strong Drive for Business

Detroit, Mich., December 5. — This is the month
that tells the story and we believe the story is
going to be an interesting and important one.
All year the talking machine has been in a de-
pressive situation, so far as Detroit and some of
the larger cities in Michigan have been con-
cerned, not due to any fault of the industry it-
self, but caused by the general slump in the
motor-car business. Michigan is the hub of the
world in motor-making and there have been only
three or four months out of the whole year that
factories have been working normal or near nor-
mal. We can report ofificially, however, that at
the present time conditions are showing great
improvement and it is predicted by men who
know that the year of 1922 will see Detroit near
normalcy. Automobile factories have been ad-
justing themselves to after-war conditions, have
weeded out the useless employes and created
greater efficiency in their plants. This means

that after the first of the year, when these plants
begin to prepare for the Spring rush, they will
be employing more men that at present and the
people thus employed will have permanent posi-
tions.

"If people haven't the money you can't get it
out of them," said C. A. Grinnell, vice-president
of Grinnell Bros., recently in discussing condi-
tions with The World correspondent. "We are
not doing the business we should be doing, of
course, and we can't expect to, right now, with
so many people out of employment." This doesn't
mean that Grinnell Bros, are not doing business.
What Mr. Grinnell means to infer is that the
stores could be doing so much more if times
were normal. Mr. Grinnell believes it will take
some time yet to bring about better trade condi-
tions, but he is optimistic and feels that when
the time does come more talking machines will
be sold than ever before.

Collections play an important part in the busi-
ness of to-day, but dealers are not worried about
their charge accounts. Most of the dealers re-
port that many people are paying cash for their
machines; and to others they are more liberal
than ever. Even customers who are behind in
their payments are not being "pestered" or
dunned excessively. This applies to people who
get behind because of unforeseen conditions and
who are doing their utmost to pay as promptly
as they can. We have yet to find a dealer who
is taking advantage of the situation by replevin-
ing machines because people let payments lag.
Going After Holiday Trade

It seems that every dealer in the city is mak-
ing a drive for holiday business. At least, this
is indicated by the number of dealers using
space in the daily newspapers and the amount
of space they are buying. If anything the adver-
tisements are larger than last year. Special
prices are being featured by some dealers on
some makes of machines and there are special
inducements in the way of terms, while others
are giving books and records with every pur-
chase to stimulate sales.

Exhibit of Period Machines

The Max .Strasburg Store on Library avenue
recently held an exhibition of "Period talking
machines," the first display of its kind ever held
in Detroit. Mr. Strasburg advertised the event
quite heavily and it attracted a lot of people.
He had no less than two dozen models in period
designs at all prices and they were exhibited in
the window and on the floor. The periods were
in uprights and console models, all Victor made.
People came from all sections of the city and
praised the periods very highly.

Meeting of Local Association

The Detroit Talking Machine Dealers' Asso-
ciation held its November meeting at the Board
of Commerce on November 27, about thirty-five
being in attendance. Following an excellent din-
ner President Sidney J. Guest introduced his
own brother, Edgar A Guest, Michigan's famous
poet, who recited a dozen of his poems and told
some interesting and humorous stories. It was
a real treat to the dealers to listen to Mr. Guest.
Following his recitations and stories the regular
meeting ensued. There were important discus-
sions on current trade topics, one of the matters
that came up relating to dealers who sell lines
of records for which they are not authorized
dealers. For instance, in Detroit there are a
number of dealers selling Victor records who are
not licensed to do so. It was brought out that
such a practice is unfair and all those present
agreed that it should be stopped. The matter
will come up again at the December meeting.
Gratifying Report by Lind & Marks Co.

S. E. Lind, general manager of Lind & Marks
Co., Vocation distributors, says that the last
half of 1921 has shown up much better than
the first half and he is already anticipating more
than 100 per cent increase in sales during 1922
over 1921. "It took us all year to get started,"
he said to The World. "And now that we have
a fine class of dealers, all of whom are hustling,
we look for big business- next year. We have
had more than we figured on for November and
December and we are proud of our dealers and
the manner in which they have taken hold of
the Vocalion line. The machines are selling very
nicely and the records are selling faster than we
can get them in."

Jewett Factory Very Busy

A. A. Fair, sales manager of the Jewett Phono-
graph Co., reports that the factory at Allegan
is working almost twenty-four hours a day to
get out the orders. "We are way behind and
our factory is way oversold, but we are doing
everything possible to get as much merchandise
out as we possibly can,", he said. "It is sur-
prising the repeat orders we are getting and,
really, this pleases us the most because it is not
so difficult to get a dealer to put in a new line,
but results speak for themselves when dealers
reorder, and that's what all of our dealers are
doing." Mr. Fair intimated to The World cor-
respondent that he would have several very im-
portant expansion announcements to make after
the first of the year.

Are You Running Short
of Certain Victrolas
and Records ?

Write for list of rec-
ords selected by our
committee as the best
sellers for the coming
month. To allow us
to furnish this will not
obligate you in the
least — and it imll aid
you in making up your
order.

The heaviest part of the Christmas
buying is still before you — but, time
is short! Don't miss business through
lack of stock. This is the season of
the year when the intending buyer
will not delay his purchase. He is
buying for Christmas. He wants a
certain model. If you haven't it, you
have lost the sale.

We Fill Orders
Same Day Received

Mail or wire your order TO-
DAY! Round out the year with the
greatest possible volume of business.
Have a stock that will enable you to
sell each and every one wanting to
buy!

Grinnell Bros

Wholesale Distributors
of Victrolas and Records

First and State Streets, Detroit

December 15, 1921

THE TALKING MACHINE WORLD

109

Out in Chicago the Paul Blese Trio plays to
record -brealiing crowds every niglit at
White City. Watch your customers buy
its latest fox trots, Sal-O-May" and
''Catalina"! A-3494.

Colambla Graphophene Co.

NEW YORK

The Edison Shop, of Detroit, recently gave a
tone-test before the members of the Charles A.
Learned Post, American Legion, at the Detroit
Board of Commerce. About 3,000 "buddies" at-
tended the tone-test and you never saw a more
enthusiastic crowd. Three Edison artists who
are touring the country participated in the tone-
test and they were thunderously applauded after
each selection. The tone-test was given under
the personal auspices of R. B. Ailing, manager
of The Edison Shop, and arranged for by Mr.
Sweeney, in charge of retail sale's, who is one
of the officers of the Charles A. Learned Post.
In Grand Rapids the same artists gave tone-tests
under the auspices of the E. J. Pruim Co., Edi-
son dealers in that city.

An Artistic Establishment

Dealers who are looking for new ideas for
laying out a phonograph shop would do well
to visit the new Brunswick Shop on East Grand
River avenue, Detroit. It is certainly a beauti-
ful store and well laid out. Considering its size,
it is, no doubt, one of the finest shops in the
country. Manager Quinn reports that, since the
new "service counter" has been installed, record
business has taken a big jump. One side of the
store is for the machine booths, the other side for
the record booths; between the two sections is
the service-record counter.

Some News Brieflets

R. H. Kempton, general manager of the Vo-
calion department of the Aeolian Co., was a
recent Detroit visitor, conferring with S. E.
Lind, of Lind & Marks Co., Michigan distribu-
tors. While here he received an order from
Mr. Lind for four carloads of Vocalion phono-
graphs.

John J. Riley, formerly with the Aeolian Co.
in New York State, has joined the sales force of
the Jewett Phonograph Co. and is covering the
eastern half of Pennsylvania.

Eight Victor Artists, touring the country, gave
a concert in Grand Rapids last week. It was held
at the Armory and the affair proved to be a big
success.

UNUSUAL WINDOW FEATURE

Brunswick Manager in St. Paul Designs Special
Illuminated Record Which Attracts

St. Paul, Minn., December 7. — The manager
of the local Brunswick Shop in this city, Roy
Swanstrom, has designed a large Brunswick rec-
ord for his window displays, which he claims is
getting better results than anything he has ever
tried before. The record measures five feet
across and is painted with the same scroll work
as the regular Brunswick record. The name of
the record, however, is painted on a glass slide,
so that a light can be placed behind it, making
it easy to read at night. Mr. Swanstrom is
enabled to change this slide at will, so as to keep
pace with the popular record hits without much
expense.

NEW VICTOR JOBBER IN OKLAHOMA

Oklahoma Talking Machine Co. Organized in
Oklahoma City Headed by B. W. Gratigny—
P. A. Ware a Big Factor in New Concern

REYNALDS HOUSE CELEBRATES

Twelfth Anniversary of Pensacola Concern
Made the Octasion of a Celebration — Store Has
Just Been Completely Remodeled

Oklahoma City, Okla., December 10. — Authen-
tic information was secured to-day to the effect
that in January, 1922, the Oklahoma Talking
Machine Co. will make its debut in this city as
an exclusive Victor wholesaler. Headquarters
will be located at 315 East Grand street, and the
activities of the new concern will embrace the
territory contingent to Oklahoma City.

The principal figure, and, in fact, head of the
new jobbing enterprise, is B. W. Gratigny, who,
as vice-president of Bush & Gerts Piano Co.,
Dallas, Tex., has had an extended and successful
experience in the distribution end of the music
industry in general," and the Victor business in
particular.

P. A. Ware will be associated with Mr. Gra-
tigny in this company. Mr. Ware is one of the
best-known members of the Victor trade, having
served for extended periods with the Victor Co.
and with one of the prominent Victor whole-
salers located in the Middle West.

Pensacola, Fla., December 6. — ^The Reynalds
Music House, of this city, one of the most at-
tractive Victor establishments in the South, re-
cently celebrated the twelfth anniversary of its
existence. Visitors from all parts of the city
and surrounding communities were present to at-
tend the celebration. George Emmanuel, man-
ager, and W. H. Reynalds, owner, acted as hosts.

The visitors were delighted with the beautiful
establishment of the Reynalds concern, which
has just been completely remodeled throughout.
Six sound-proof demonstration booths handsome-
ly furnished and a large rest room are features
of the establishment. The predominating color
scheme is ivory. Numbers of the well-known
Victor dogs were distributed as souvenirs. Ex-
tensive advertising in the local papers announced
the event, which was eminently satisfactory.

TO ENLARGE VICTROLA SHOP

The Victor Victrola Shop, of Ludlow, Ky., is
about to be enlarged, according to Edward P.
Cooper of that concern. The rapid increase in
Victor business is responsible for the expansion.

POINTS ON SERVICE

Have definite methods in your shop, a definite
way of filing records, of ordering records, of
keeping special orders for customers, of keep-
ing up repairs, and all other activities of your
business. Your customer will not analyze these
from a technical standpoint, but cumulatively
they will give him the idea of pleasing service.

The man who says "business is business" and
thinks that he can thus throw principles to the
winds had better modernize his thinking.

Is a Guarantee a
Mere Slip of Paper?

December marks the close of a most successful season, — we pride
ourselves that 1922 wiW be a banner year.

The H. W. guarantee of PROMPT and EFFICIENT SERVICE
combined with merchandise of the HIGHEST QUALITY, has not failed
to impress the Talking Machine Trade.

REPEAT ORDERS PROVE THIS

STOCK RECORD ENVELOPES

150 lb. Green Sulphite and 110 lb. Kraft, either plain or printed with

inventory form

SUPPLEMENT ENVELOPES and
STRING BUTTON DELIVERY BAGS

We thank you one and all for your liberal patronage

HALSTED WILLIAMS CORPORATION

815-819 Monroe Street

Brooklyn, New York

110

THE TALKING MACHINE WORLD

December 15, 1921

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiilllllillllllllil^^ iiiiiiiiiiiiiiiiiiiiiimiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiii

Western Division of The World, Chicago, III., Dec. 10, 1921.
Well, it has come at last ! Jules Verne thought up something like
it many years ago, but nobody believed it ever could be done. Yet it
has been done. We have had the music and the

J^^^ voices of the opera conveyed across the streets of a

Verne ...

Outdone! ^'^^^ without wires, and immediately recorded upon
the wax discs of a phonographic recording appa-
ratus, to be reproduced for the benefit of the hearers in the
recording- room five minutes afterward. It was a great achieve-
ment, not because it brought forward any principle not in some way
applied already, but because it showed in practical form for the first
time what had hitherto been only a dream. It was a great Brunswick
achievement, on which congratulations are in order. This company is
doing great work. But it must not stop merely at taking off, from the
stage of the opera, from the atmosphere and inspiration of the very
operatic performance itself, the voice of a Claire Dux or of a Tino
Pattiera. It must, and it will, go even further. Will not the day
come when the inaugural speech of a President shall be caught up
through the ether as it issues from his lips on the terrace before the
Capitol, and recorded in permanent form a thousand miles away, to
be distributed forthwith in a million American homes ? It will come.
It shall come. What the Brunswick people showed us recently was
but the foretaste of much greater things to come, of conquests over
space and time, of magical seizing and fixing of the impalpabilities of
speech and music without the interposition of wires or recording
horns, without the deadening effect of separation from the atmos-
phere and environment of the concert hall or of the opera house, of
the Senate, or of the public meeting. All these things are before us.

"No Tickee,
Then

No Washee"

From all we can learn, the retail trade around these parts had a very
good month during October and during the first half of November.

During the latter half of November, on the other
hand, we learn, things were not the same— not
quite. Now we find that during the month of
October and the first half of November the
dealers around here worked hard, and did a lot of local
advertising. But during the latter half of November they
seem to have laid down somewhat on their work and also on
their advertising. What is the answer? It appears to be, in
the language of the Celestial Empire, "no tickee, no washee." Or,
in other words, no work, no business. It is hard, of course, to get out
of the ways to which one has become accustomed, but the dealers who,
after starting things up nicely, thought that they would be able to
.slack down on their energy and efforts, without suffering any damage,
now find that they were wrong. In other words, the order-taking
.days have gone and the sooner we all recognize the fact the better it
.will be for all of us. Competition is, of course, keener than it ever
was before. Which simply means that there must be a good deal
more work going into every sale that is made. No work, no business.

The Eight Victor Artists, Frank Croxton. Billy Murray, John
Meyers, Henry Burr, Monroe Silver, Frank Banta, Albert Campbell
and Fred \'an Eps, have been in our midst, as it
were. They came to our fair city as guests of the
\'ictor dealers, and on November 28 and 29 they
were at Orchestra Hall, before a verv large and verv

Eight

Famous

Singers

happy family of Victor dealers, their friends and their families.
These eight singers are remarkable persons. Who has not heard
of Henry Burr? Who has not in his little library of records
his high tenor tones, and the comic tenor tones of the only Billy Mur-
ray? Of course, we all know them both — in recorded form — but to
see them in propria persona (or should we not rather say in propriis
personis) was quite another thing. It was a dawg of another color,
Mawruss. It was an astonishing program of fun, melody and har-
mony. To extend oneself would be easy. Not to write a page about
these delectable entertainers is the more difficult. Now we shall go
back to our record of Cohen at the Telephone and realize as never
before how the unfortunate Cohen, who could not get anyone to

understand that he wanted a "carpender" to mend the shutter, and
not either a tremendous shutter or two men to mend it, was a very
nice fellow after all. Dear, dear, but we should hke a Victor record
of Monroe Silver in a reading from Potash and Perlmutter. The
incident of the "varking delegate who came by the window and made
with his hands motions" would be just about in B'rer Silver's hap-
piest vain. Then again, we have heard wonderful \'ictor records of
banjo playing, with the name \^an Eps on them, but we had to hear the
veritable Fred himself before we could quite understand how won-
derful those records really are. Whether as quartet, or in trio, or as
soloists, these Eight Famous Ones are certainly all that one can ask
for: and then some. And at the end let us slip in just one word for
that dear Frank Banta, of the eloquent coat-tails. He is SOME
accompanist, believe me.

We emitted an observation some time ago to the effect that there is
every evidence concerning an impending shortage of goods this year.

Our prediction was based on actual observation ; but
it was generally ignored, as not infrequently hap-
pens with predictions, good and bad alike. It is not
in any desire to be captious that we say it, but

It Is
Old Stuff,
but: —

solely because we love our industry and desire it no more harm
than the little girl wished to little pussy whose coat was so
warm — solely for this admirable reason we say that the average
American business man frequently makes us weary. He waits till it
begins to rain before he thinks about an umbrella. Wherefore many
of them get soaked, and soaked good and plenty, to use language of
the utmost eloquence. Which is only another way of saying that a
good many dealers in the mid-West are due to get soaked good and
plenty (to be elegant again) though not with a shower of goods. The
shower will be of letters from manufacturers regretting their inability
to fill orders. But why should any such condition be impending?
The explanation is quite simple. For several months of this year the
factories were running on part time and were short both as to mate-
rial and personnel. They were building only about as fast as orders
came in and consequently they have no surplus stocks to speak of.
\^^herefore the last-minute-boys are not likely to stand much chance
when they begin sending in their telegrams and letters asking for
immedia':e delivery. W'hich again is another way of saying that the
time to put in orders is right now, this minute. That is to say, late
though it be on this date, it is still worth our while to tell the dilatory
dealers to hurry up and see that those orders for delivery Christmas
week are wired in NOW.

Pretty

Maid

Marian

Secretary ]\IcKenna, of the Piano Club of Chicago, who is also
Manager McKenna, of the Chicago Columbia organization, gave a
pleasant surprise to the Columbia dealers of his dis-
trict on November 28 when he took them over to
the Majestic Theatre in a body and had them listen
to the very charming singing of Marian Harris — ■
pretty little Marian. Singer Marian knocked 'em cold, as they
say on the kerosene circuit. She is not only a great artist on
the "blues" work, but she is charmingly simple and sweet in her
personality. W^hen a great armful of roses was handed in to her over
the stage Miss Marian was almost overcome. For which reason the
assembled Columbians, quite naturally, roared their applause louder
than ever. Marian Harris is a great little artist, and the Columbia
dealers realize now, more clearly than ever, what a big weapon for
Columbia battles her records are to them.

Tex days from the date of publication, ladies, gents, friends and all
others, if others there be, the merry Christmas time is upon us.

Knowing that you all till then will be too busy to
think of us, we ask you to forget this paragraph till
the morning of the 25th. Then please dig it up and
read once more these words, sincerely uttered, for

you :

Decembek is, 1921

THE TALKING MACHINE WORLD

111

Tom

ourQ H I QLn rmimQumTEm^

III VWI ^^^^ REPUBLIC BLDG., 209 SOUTH STATE ST TELEPHONE WABASH

EDWARD VAN HARLINGEN

WILLIAM BRAID WHITE

EUGENE F. CAREY

ARTHUR E. NEALY

A. SNYDER

Chicago, III., December 8. — During the month of
October and the first half of November retail
business in this section was not exceptionally
gratifying to dealers; yet we have received re-
ports that business during these six weeks was
as good as during the corresponding period last
year or the year before, and far outdistanced
any period so far this year. The latter part of
November showed a falling off to some degree,
but the opening of Decemiber started the busi-
ness ball rolling again. We are inclined to be-
lieve that the falling off was due to two factors —
the miserable, rainy weather and a let-up in local
advertising on the part of dealers.

We know not only that business was good
during those six weeks but that during that time
there appeared in the local papers more talking
machine advertising than had appeared previously
during the year. The dealers were out to get
the business and they got it. But the sad part
of it all seems to have been that as soon as busi-
ness started to hum in a manner satisfactory to
the dealers the latter became slack again. It
seemed that they supposed that it was only
necessary to start the business a-going and it
would then continue by virtue of its own mo-
mentum. Perhaps this would have followed out
and the business would have continued to roll
in had Mr. Dealer shoved hard enough, but it
seems he merely got it started good and then
stopped shoving. The natural result followed —
the business quit rolling.

On the first of December the dealers seemed
to have awakened and publicity again appeared
in the local papers. The canvassers were also
started up again. The natural result followed
immediately. Business beg-an to improve, and

from present indications there is every reason
to believe that the dealer has learned his lesson
and will bring about a satisfactory turnover for
the month of December.

The unemployment situation has been very
noticeably relieved, and we are now practically
at the same level as we alkvays were in normal
years. Chicago has always been a center of un-
employment. It is the center of railroads, steel
mills, packing and other tremendously large un-
dertakings, such as harvesting machinery, build-
ing trades, etc. Whenever there is a strike or
labor dispute affecting one of these vast indus-
tries, it seems as if the rest become infected auto-
matically.

But all that is past, for the time being at least,
and many of the workers are back to work and
making money. The money they are making
they are also spending, though not in war-time
quantities. But we can safely say that they are
spending it in amounts that can easily be com-
pared with normal times. That being the case,
it is only necessary for the retail dealer to keep
on the job and go after business. He is sure
to get it. Let him remove himself from the
order-taker class and get into the selling class
and stay there. The days when a high-class
salesman was ignored in favor of the order-
taking clerk is past, and the high-pressure men
are again coming into their own.

Another Columbia Shop Opens

Another exclusive Columbia Grafonola Shop,
which reflects music, mirth and melody for many
blocks around, has just been opened at 1976
Milwaukee avenue under the name of Lazar &
Son's Music Center. The formal opening of this
new store took place on November 15. That due

notice of the opening had been scattered broad-
cast was clearly evidenced by the large attend-
ance. The publicity was put out under the su-
pervision of S. R. Leinlberg, sales representative
of the Columbia Co.'s Chicago branch. It is
estimated that 2,000 visitors were in attendance
during the day. Souvenirs in the form of roses,
bangle pins and miniature Grafonolas, made of
glass and filled with candy, were given out. A
prize contest was also put on, and the first three
winners received packages containing a choice
selection of Columbia records. One of the inter-
esting incidents of the day happened when a
gentleman who, it is said, was a city inspector
visited the shop and insisted that the projecting
Columbia sign which can be seen for many blocks
north and south be removed, as it was against
the city ordinance for such signs to project over
the sidewalk beyond a certain distance. The
gentleman was at once surrounded by the jazz
band and a bevy of beautiful girls and serenaded
with "Home Again Blues." The serenade had
the desired effect, for the inspector soon became
reconciled to the fact that it is a good idea to
keep people happy and the sign is still in position.
Mid- West Victor Dealers Meet
The mid-West Victor Dealers' Association held
its regular meeting on the evening of November
21 at the Hotel LaSalle. The speakers were:
Edgar A. Benson, head of the famous Benson
orchestras, and Roy Bargy, musical director of
Benson's Chicago Orchestra, who gave short
talks on their respective experiences in the work
of making Victor records. An interesting talk
was also given by William A. Griffith, assistant
sales manager of the Chicago Talking Machine
(Continued on page 113)

Doubles the Joy of
Owning a Phonograph

Price $2.50

Patented In U. S.
Foreign Patents Pending

Geer Repeater Proves
Remarkable Seller for
Fenton Music Co.

Walbert Manufacturing Co.,
925 Wrightwood Ave.,
Chicago, 111.
Dear Sirs :

"We wish that you would in-
crease our order given to you last
evening for the Geer Repeaters
from one hundred to two hundred.
We find that the same is proving
an immense attraction to this store
and, when we placed our introduc-
tory order, never realized the pos-
sibilities it would provide towards
increasing sales.

"Thanking you for giving this
your immediate attention and as-
suring you of our earnest desire to
co-operate with you in placing the
same in a promifient position in our
store, we wish to remain,
"Yours very truly,

"FENTON MUSIC CO.,
"By A. C. Fenton."

Ten Times More Sales

MANY stores selling Geer Repeaters
liave put in special icindow dis-
plays. The repeater is used on a ma-
chine -Li'ith an electric motor or. better
a turntable and a motor is used and
supported by a large glass jardiniere or
other base. Such displays make excel-
lent window attractions and they build
business. In so far as we have checked
results, this type of display has increased
sales of repeaters more than ten times
over. Many stores find that sales of
records and phonographs are also in-
creased.

Try a IVindow Demonstration — it
will boost your Christmas Sales.

HE Geer Record Repeater is remarkable because it is as simple and easy to use as a record.
It repeats instantly and as often as wanted. It Ccnnot break or get out of order. It protects
the record, the machine and the needle. And it is a proved seller.

For dances, receptions or other occasions phonograph owners need a Geer Repeater. And
stores handling this repeater and showing it in operation in their windows are finding a steadily
and rapidly increasing demand, as is proved by the letter herewith reproduced.

Send for our' "Demonstrating Package" of three Geer Repeaters
{Price to you, $4.75 prepaid), giz'ing us the name of your jobber.

WALBERT MANUFACTURING COMPANY

Home Office:

925-41 Wrightwood Avenue
CHICAGO, ILL.

Eastern Office:

200 Fifth Avenue

NEW YORK, N. Y.

ii2

THE TALKING MACHINE WORLD

December 15, 1921

LYON & HEALY

WISH YOU

Back to Pre- War Price
L & H Fibre Needle Cutter
$1.50 Retail
Effective Dec. 15, 1921

The new low price on L & H
Fibre Needle Cutters will aid
you in making 1922 prosperous.

Of course, you know that every
time you sell a talking machine
you should sell a Fibre Needle
outfit with it. That is one of
the best ways to make satisfied
customers; because fibre needles
will not injure the record and
they give a sweeter, purer tone.

With the L & H Fibre Needle
Cutter each needle can be used
ten or twelve times. It gives a
fine point, will not get out of
order, and is easily operated.

Dealer*s Discount 40%

LYON & HEALY

V i c t r 0 I a DJ stributors

CHICAGO

Decekbek 15, 1921

THE TALKING MACHINE WORLD

113

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 111 )

Co., who spoke on various phases of the dealer's
problems and on how to overcome any troubles
that may arise. The meeting was in charge of
R. B. Corcoran, president of the Association.

B. F. Bibighaus, assistant manager of the Vic-
tor traveling department, who is making a tour
of the mid-West, topped ofif his day-and-a-half
visit to Chicago by attending this meeting.
Cotter in Charge in Fort Wayne

W. E. Cotter, who for many years was con-
nected with the W. W. Kimball Co., of this city,
has just been appointed manager of the Victor
department of the Wolf-Dessauer department
store of Fort Wayne, Ind. Mr. Cotter is one of
the best-known retail salesmen in Chicago. Dur-
ing the short time that he has had charge of the
Wolf-Dessauer Victor department he has already
received favorable comment concerning the in-
crease in business. Mr. Cotter was in Chicago
for the better part of Thanksgiving week visit-
ing relatives and friends in the trade, as well ay
paying a visit to the Chicago Talking M»
chine Co.

Change Program at Marigold Gardens

The new Winter "edition" was recently put o..
at the Marigold Gardens, which heralded an en-
tire change of talent and musical numbers. The
opening of the new edition was attended by Vic-
tor jobbers and dealers of Chicago and vicinity,
who made the event officially "Victor"-ious.
Retains Victor Department

Leopold Krchma just recently sold his dep^art-
ment store entirely with the exception of his
Victor retail department. This Victor depart-
ment has been moved from the department store
located at 2907 Milwaukee avenue. The new
location is in the adjoining building, which was
formerly occupied by a moving picture house.
This building has been completely remodeled and
has been entirely refaced with a new front. The
remodeling also included the installation of eight
record demonstration booths and two talking
machine demonstrating rooms. The record racks
and counters are built on the island arrangement
and permit most rapid and efficient service. On
the opening night the visitors were entertained by
the Benson Orchestra, an exclusive Victor or-
ganization, and the ladies received carnations as
favors.

Going After Business
W. H. Huth, president of the Walbert Mfg.
Co., Chicago, manufacturer of the Geer Record
Repeater, has been talking about the state of
business.

"Somewhere recently," said Mr. Hiith, "I read
a statement about Edison in which he was re-
ported to say, 'I have been through five business
depressions. They all act alike. This latest one
acts exactly like all the rest. The men who, if
business fell off 66 per cent, increased their sales
effort 75 per cent managed to pull through as if
there were no depression.'

"That's the thing I should like to say to every
talking machine dealer in America. We have found
in selling our repeater that the right kind of a
window display will multiply sales many times
over. Many dealers are also finding our window
displays are stimulating sales of records and
machines.

"It is perhaps not a common thing in these
days to see people crowd the window of a talk-
ing machine shop. Wherever we have put in our
Sipecial displays, however, crowds continue to
manifest unusual interest in what the window
shows. A number of dealers have told us that
they consider the Geer repeater as a window
attraction superior to any other window attrac-
tion they have tried.

"It is sound merchandising to push articles that
turn fastest and therefore give the greatest net
profit. It has been widely published that the
wages of to-day buy as much as ever. Unem-
ployment is dropping. That argues the public
has money to spend. It is the opportunity of the
talking machine dealer to go after sales, there-
fore, and in doing this one of the greatest assets
is the window display."

Sherry & Sons in New Location

The firm of I. Sherry & Sons has just moved

from their own building at 3448 West North ave-
nue to a new building at 4035 West North ave-
nue. This new Victor store has been laid out
along lines suggested by the Chicago Talking
Machine Co. The layout consists of the most
modern equipment and has ten up-to-date dem-
onstration booths with modern record racks.
The attractive window display space, together
with the handsome fittings of this new store,
mark a new era of improvement in talking ma-
chine representation in that section of the city.
Now the Alamo Phonograph Corp.
One of the visitors to Chicago this month was
W. L. Gleason, president of the Texas Talking
Machine Co., of Dallas, Tex., who had been up
visiting Chicago and points north on a purchas-
ing tour. Mr. Gleason had many interesting
things to say concerning business in Dallas and

the possibilities for 1922. One thing he brought
out is that the business situation is fast improv-
ing in the South and that the dealers down there
are working hard to make the balance of this
year an exceptional one.

There has been more or less confusion owing
to similarity of firm names in Dallas, according
to Mr. Gleason, and his company therefore an-
nounces that on the first of the year the name
Texas Talking Machine Co. will be changed to
that of the Alamo Phonograph Corp. The com-
pany is also pressing its own records in Dallas
under the name of the Alamo Record.

Another activity contemplated by this com-
pany after the first of the year is the taking over
of a large and modern factory which has just
been erected. When the company moves into
(Continued on page 114)

QUALITY FIRST

Jusi Say

Send Samples On Approvar

axv<

,\ses.

"tea °t ^o^^T^^'

a. .^.!.ttveta\

at^a

otvc

GoW

' SEND FOR

Copy of the "Oro Tone" Illustratinc; the
0»iiiatIet« Oro-Tone JAna

1000 to 1010 OEOBGB STKEET

CHioAoo. nxs.

ii4

THE TALKING MACHINE WORLD

December 15, 1921

Price Reductions on Enclosed Motors

We have recently made sharp reduc-
tions in the prices of enclosed, self-
lubricated motors — due to decreased
costs in labor and material and a larger
output.

This will put the Enclosed Motor with-
in the reach of those manufacturers
whose desire has been to use this motor,
but whose lines have not been high
enough in price to do so.

The same quality and high degree of
inspection will be maintained.

REMEMBER

You don't have to tune this motor. It
comes to you silent and smooth run-
ning. It reaches your customers in the
same condition.

Ask about various models and prices.

United Manufacturing and Distributing Company

536 Lake Shore Drive

CHICAGO

FROM OUR CHICAGO HEADQUARTERS

(Continued front page 113)

this plant it will begin to manufacture tone arms,
sound boxes and talking machine cabinets, and
will also have greater record-pressing capacity.
Clever Operatic Window Display

Over at the retail Brunswick Shop on Wabash
avenue there is a clever window display which
is attracting considerable attention. It is made
up to represent the stage of the Auditorium The-
atre, with footlights, proscenium arch and cur-
tain. The curtain is raised and lowered auto-
maticall}-. When it rises the onlookers see a
miniature setting depicting a scene from one of
the operas now going on. The scene is a faith-
ful reproduction, with miniature figures in proper
position. These figures, however, are stationary.
When the curtain lowers a new stage set slips
into place, the footlights are lighted, the curtain
rises, bringing into view another scene. Draped
all about the stage front and completeh- cover-
ing the background and sides of the windows
are large folds of dark green and black velvet.
Setting in the foreground of the window are two
expensive Brunswick models lacquer finished.
New Manager at The Fair

One of Chicago's largest department stores.
The Fair, recently began a big drive to sell more
talking machines in Chicago than has ever been
accomplished hy a.ny other department store.
This drive was put on under direction of J. AI.
Ervin, who recentlj' was made manager of the
talking machine department of The Fair. Mr.
Ervin is a man of great ability in the talking
machine field, and for a number of years has been
connected with some of the biggest talking ma-
chine concerns throughout Ohio and points East.
Before coming to Chicago he had been connected
with the Columbia graphophone department of
the Daj- Drug Co., of Akron, and he also traveled
Ohio for the General Phonograph Co. Since
taking up the management of The Fair he has
left nothing undone toward making this one
of the busiest departments in the great organi-
zation.

New Automatic Duplex Record Press
The Chas. F. Elmes Engineering Works, of
this city, have just placed on the market a new
automatic duplex record press, which is said
to have a capacity of 1,200 records per day. The
press consists of two units automatically con-
trolled so as to alternate, one of the units being
always open when the other is moulding. This
arrangement permits the operator, a girl, to
take care of two units as easil}' as one. The
moulds are opened and closed automatically by
a cam shaft at the back of the press, which is
operated bj^ a motor of one-quarter horsepower.
Tills cam shaft also automaticallj- operates the
hydraulic valves, steam valves and cold-water
valves and, when desired, will also operate the
record ejectors.

The upper half of the mould is arranged to
swing up so that it is not necessary to remove
it from the press in order to open. When the
upper half of the mould comes down into a

horizontal position two spacer blocks on the col-
umns of each unit automatically move into place
between the swing head and rigid head of the
press, thus forming a solid construction for the
hydraulic- ram to work against. The heating
and cooling are also automatically timed bj'
cams, which are adjustable. This adjustment
enables the operator to control the amount of
heating and cooling necessary for the produc-
tion of a perfect record. 3y this arrangement
each record automaticallj' receives an equal
amount of heating and chilling as may be neces-
sary to coincide with the chemical ingredients
of the record.

Developing "Portable" Trade
There is an old adage which says, "Coming
events cast their shadows before." And this is
true insofar as the sales force of the Chicago
Talking Machine Co. is concerned. This com-
pany found out, during the Summer of this year,
tliat the portable talking machines are excellent
sellers and now feels that, since last Summer
saw practically the first energetic introduction
of this type of talking machine, the Summer
months of 1922 will bring about a much larger
demand. For this reason the sales force of this
company is now paying quite a bit of atten-
tion to the coming event. But they are not
forgetting a business possibility that will tend
to benefit their dealers, who sold many of these
small portable instruments during the past Sum-
mer months. They have, therefore, introduced
to their clientele the Unico portable cabinet

stand, which makes a splendid fixture for dis-
play purposes. There is also a grand oppor-
tunity for Victor dealers to round up all parties
to whom they have already sold No. 50 Victrolas
and demonstrate the possibility of adapting the
Unico portable cabinet stand in camps, nurseries,
living-rooms and for the impromptu dance on
the enclosed porch. This little stand comes in
six sectional parts in a container, and can be
assembled by simply setting «ight screws.
Pathological Possibilities

Word has just reached Chicago of a device
which, it is said, will record on steel wire the
sound of a human breath or heart-beat, which
sound may be accurately reproduced at any
time. The announcement comes by way of the
Bureau of Standards at Washington. D. C. It
is said that this work was undertaken at the
request of the Army Medical Ser\-ice, whose
officers desired to obtain permanent records of
unusual conditions of both the heart and lungs
for clinical instruction. It is a well-knowTi fact in
heart and lung pathologv' that individual sound
characteristics in a great measure help to differ-
entiate one particular lesion from another.
Books have been written on the characteristics
of these individual sounds, but it seems that no
writer, up to this time, has been able to portray
verbally the characteristics of these souneJs in a
way that would enable one to recognize them
after reading about them.

The device, we understand, consists of an
(Continued on page 116)

NAME-PLATES

We make the Transfer Name - Plates and Trade-Marks for
_ , the largest talking machine manufacturers in this country and

for dealers in every state,

YOUR NAME, Mr. IDealer, on every machine brings the owner
back to you or records and his friends to you for a machine.

Samples, Suggestions and Sketches Furnished Free

THE MEYERCORD COMPANY, CHICAGO

Largest Manufacturers of I Ir I /% I \ I S|wl A% |\| I PL Transfer Name-Plates

December 15, 1921

THE TALKING MACHINE WORLD

115

^^he Phono ^raplx
Marvelous Tone

Plays ALL Records - Natural as Life

Dealers— Attention !

By our direct selling campaign we are now
enabled to offer you the wonderful Vitanola
at greatly reduced cost to you.

Six models to choose from for immediate ship-
ment, all adaptable for your holiday trade.

Send all orders and inquiries to

VITANOLA TALKING MACHINES CO.

1900 South 52nd Avenue

Phone: Lawndale 460

CICERO, ILLINOIS

116

THE TALKING MACHINE WORLD

December 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 114)

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ordinary telephone transmitter connected to a
stethoscope. The sound, after being amplified,
is recorded upon a steel wire. We cannot see
why the same thing cannot be done with an
ordinary talking machine record. A library of
heart and lung tones would be greatly appre-
ciated by doctors, nurses and students of the
medical art and would prove a ready seller in
any retail talking machine shop.

Louise Homer Here

Mme. Louise Homer, the famous contralto,
who sang in Chicago on October 30, visited the
local music firm of Lyon & Healy, spending
some time in their sheet music department. She
also visited the department devoted to Victor
records. Lyon & Healy were pleased to be
able to tell Mme. Homer that there is a fine
demand for her records and it had increased as
a result of her recital.

The Triplex Makes Its Debut

A new type of talking machine is now being
placed on the market by the Triplex Artistic
Phonograph Co., with a plant at Pershing road
and Ridgeland avenue, Berwyn, 111., a suburb of

Chicago. The Triplex is said to be a combina-
tion of three instruments in one, combining
decorative, conservative and portable models. It
is designed so that the panels can be changed
at will, as they are set into a slot-like arrange-
ment, which makes them easily removable. These
panels are of wood finish on one side and on
the other are reproductions of celebrated paint-
ings. The machine proper, or inner unit as it is
called, is also removable from the cabinet, and
when taken out can be used as a portable in-
strument for picnicking, camping, etc.

Open New Store

A new store has just been opened at 539 South
Wabash avenue, which is known as the Manu-
facturers' Agency. This concern sells both
wholesale and retail. The men behind this or-
ganization also operate stores in other sections
of the city, the names and locations being: Soul-
Canfield, 3327 Lincoln avenue; Boston Talking
Machine Co., 2425 Lawrence avenue, and the
Lincoln Phonograph Co., 3119 Lincoln avenue.
Columbia Night at Majestic

Monday, November 28, was Columbia Night
at the Majestic Theatre. Marion Harris, exclu-
sive Columbia popular singer, who appeared dur-
ing the week at the Majestic, was the guest of
honor. The part of host was played by John
McKenna, manager of Chicago Columbia branch
and sales staff. Columbia dealers from Chicago
and suburbs were the guests. At the conclusion
of her act Miss Harris was presented with
numerous floral offerings.

Hiawratha Hints for 1922

Manager Free Moynihan, of the Hiawatha Co.,
when asked what he thought about the out-
look for 1922, said, "There is only one way to go
after real business and get it. Let all of the
jobbers and dealers do their parts by selling real
quality talking machines. Give the dealer a
machine upon which he can put his stamp of
approval. This will have a tendency to dis-
courage the sale of all the cheap stock that was
put on the market, and which in turn gave such
a black eye to the talking machine industry. No
manufacturer of high-class goods has any objec-
tion to competition, provided, of course, the
goods with which he is competing are also of
high quality. The manufacturers and jobbers
must realize that it is necessary for them to
build for the future and not for the present."
New Blood Inventions

Three new designs in tone arms are about to
be placed on the market by B. B. Blood, who
was formerly associated with Blood & Kloer.
Mr. Blood has just designed these new arms
and is now forming a company to manufacture,
a plant already having been secured at 2600 West
Twenty-first place. Two of these tone arms are
of the throw-back type, and are made of brass
tubing. Mr. Blood has devised a new method
of bending brass tubing which he claims en-
ables him to get out a brass tube tone arm as
perfect in construction as if it were die-cast, at
a cost which is practically that of ordinary die
casting in white metal.

Paul Biese Publicity Tie-up

M. G. Peters, popular dealer service supervisor
of the local branch of the Columbia Graphophone
Co., was an important factor in the success of a
Paul Biese publicity tie-up which was unique in
many respects. This popular dance orchestra
conductor, who records exclusively for the Co-
lumbia library, is well known to all Columbia

dealers and music lovers throughout the country.

For several months past Paul Biese played
at the White City Casino, one of the largest

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Great Audience Enjoys Biese
dance halls in the city. In conjunction with his
appearance at this dance hall, Columbia dealers
used extensive newspaper publicity, and, in addi-
tion, posters were designed and placed on all of

How Biese Was Advertised

the "elevated" platforms; 360 billboards were in-
cluded in this campaign, 50,000 blotters were

CABINETS

Special Prices for the Holidays

IMMEDIATE DELIVERY
with or without Motor Equipment

Send for circular showing our full line

Everett Hunter Mfg. Co.

McHENRY, ILL.

December 15, 1921

THE TALKING MACHINE WORLD

117

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 116)

mailed out by Chicago dealers and the news-
papers contributed valuable publicity to this
campaign.

One of the most successful events during the
campaign was "Paul Biese Night," and on this
occasion the entire evening was given to featur-
ing Paul Biese and his orchestra. The names of
several popular dance orchestras were written
on slips of paper and placed in a hat; one name
- being drawn, and that orchestra was chosen as
the second orchestra for the evening to alternate
with Paul Biese's orchestra. This afforded con-
tinuous dancing and an opportunity for the danc-
ers to compare Biese with the average dance
orchestras.

The White City Amusement Co., owner of the
Casino, purchased from a local dealer a period
model Grafonola, which was displayed at the
hall, and which was given away during Paul
Biese's engagement at the Casino.

Visit Victor Plant

T. P. Flannery, proprietor of the T. P. Flan-
nery Music Shop, and R. B. Corcoran, secre-
tary and treasurer of Bent's Music Shop, have
returned from a visit to the Victor plant at
Camden, N. J. These gentlemen, who are both
v/ell known to the Chicago retail trade, pay
glowing tributes to the efficiency of the Victor
factory. Mr. Corcoran states that from pres-
ent indications there will be a shortage of Vic-
tor goods here, but the management of the Vic-
tor plant is doing everything in its power to
avert one. The factory is running to capacity
and at present there are over ten thousand fac-
tory employes on the payroll, many of whom
are working overtime in an effort to meet the
demand.

In commenting upon retail conditions in Chi-
cago, Mr. Corcoran further stated that retail
Victor business at the Bent Shop for the month
of October was considerably in excess of the
business carried on during the corresponding
month of last year and that business indica-
tions for November also point to an excess over
the business of November, 1920.

Handsome Christmas Bulletin

Gole & Dunas have just brought out one of
the most comprehensive trade catalogs that have
ever been put out by a talking machine jobber.
The new book contains thirty-six pages and
shows everything they carry in stock from con-
sole and upright type talking machines to all
kinds of accessories and records. The catalog
also lists a full complement of repair parts for
talking machines, tone arms and sound-boxes.
The latter half of the book is taken up with
handsome illustrations of small musical instru-
ments, such as mouth-organs, accordions, saxo-
phones, cornets, trombones and drums. There
is also a large variety of string instruments
such as mandolins, guitars, banjos, ukuleles, vio-
lins and accessories for these instruments.
Frank Bacon at the Piano Club

Pat Henry, who had charge of the program^
for the weekly meeting of the Piano Club at the
Illinois Athletic Club, sprang a big surprise when
Frank Bacon, the famous star of "Lightnin',"
which had such a phenomenal run in New York
and which is now threatening to eclipse the
Eastern record at the Blackstone Theatre in
Chicago, entered the door. The unusually large
audience gave one look, then three whoops,
sprang to its feet, did some more yelling, whoop-

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ing and applauding, and quite a little stamping.

When Mr. Bacon was reached in due course
of time by the chairman he responded in a de-
lightful vein, poking genial fun at everything in
sight, indulging in some witty personal remi-
niscences and displaying a soft, beautiful, well-
modulated voice, at times allowing himself to
lapse into that of his famous character, "Light-
nin'." One of the Club members called attention
to the fact that the famous "Bee Story" and
also the great and pathetic court scene from
"Lightnin' " had been recorded by Mr. Bacon on
the two sides of a Vocalion record.

There was the usual quota of visitors. Matt
Kennedy, the official introducer, called on Carl
Knittel, sales manager of the Wolf Mfg. Co.,
maker of talking machines, of Quincy, 111. He
responded in a happy vein and finished up by
telling the story of a young man who told his
father that he wanted to go into the musical

business and wanted a practical partner. The
father advised him thusly: "Don't pick a drum
man because he will beat it, a trombone man
is liable to slide away from you, the cornet
player blows his own horn, the clarinet is liable
to go on a toot, the violin player will string you;
but select a piano man, because he is either
square, upright or grand."

Other visitors were: S. R. Spafford, of Madi-
son, Wis.; W. G. Westerfield, of the auditing de-
partment of the Columbia Graphophone Co.;
P. H. Walley, Wisconsin representative of the
same corporation; Roy York and H. L. O'Brien,
of the Aeolian Co.; A. M. Suseby, of the W. W.
Kimball Co., and Mesdames Rosencranz, Wolf
and Riley, guests of Joe Pierson, of the Republic
Building.

The announcements of the program commit-
tee for the next three weeks indicate that we
{Continued on page 118)

^eagon's! (greetmgg

from

Repeat— O— Stop

an(

Repeat— O— Graph

Our New Selling Plan is Ready to Help Dealers
Start Now. Excellent Profits

Write for particulars
End the old year right and start "the NEW YEAR'S selling right.

REPEATING DEVICES CORPORATION

CHICAGO NEW YOEK BOSTON, BIASS.

408-10 Sullivan Street Van Alst and 14th Sts., I/ong Island City, N. T. C. 200 Devonshire Street

Phone: 8010 Diversey Phone: Hunters Point 6000 Phone: Main 5122

PITTSBURGH, PA. PHILADELPHIA, PA.

609 Chamber of Commerce Bldg. 422 Lafayette Bldgr.

Phone: Grant 8741 I Bell— Lombard 2553

Phones : \ Keystone— Main 3627

DETROIT, MICH., 1604 David Whitney Bldg.

Phone: Cadillac 6651

118

THE TALKING MACHINE WORLD

December 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 117)

are going to have some wonderful sessions. We
will simply close this report by quoting the
"Deep Stuff" epigram from the official letter of
Brother John McKenna, secretary of the club
and manager of the Columbia Graphophone
Co's. Chicago branch. Here it is: "Prosperity
Will Speed Up When You Do."

Record Opera Via Wireless

An achievement of unusual interest and im-
portance was registered on the evening of No-
vember 22, when for the first time an actual
opera performance was recorded on talking ma-
chine records by means of wireless telephony.

The wireless recording was done by the Bruns-
wick-Balke-Collender Co. in its experimental
laboratories on the sixth floor of the Brunswick
Building in Chicago. The technical plans for
the new method were carried out under the
supervision of Benjamin Franklin Miessner,
acoustical expert for the Brunswick laboratories.
Mr. Miessner is a man of great prominence in
the radio field who during the war had much
to do with bringing out methods for wireless
control of marine torpedoes. For a period last-
ing over two years Mr. Miessner worked in
conjunction with John Hays Hammond, Jr., a
man of national repute in wireless torpedo con-
trol. He has now for some months been work-
ing in the Brunswick experimental laboratories
here on various methods for converting sound
waves into electrical waves, and reconverting
these back into sound waves on the talking
m-achine record. In this work he has attained
considerable success, and present indications
point to some radical changes in the recording
field before very long.

On the evening of Tuesday, November 22,
an actual demonstration in wireless recording
was given before a group of acoustical experts
and representatives from various trade journals,
as well as local newspaper men. The party was
gathered in Brunswick's experimental labora-
tories and the opera "La Boheme," which was
given at the Auditorium Theatre, four blocks

away, was brought to them clearly and distinctly.

Three of Brunswick's exclusive operatic
artists appeared in this presentation and their
voices were actually recorded on the master
wax records. The artists recorded were Claire
Dux, Irene Pavloska and Tino Pattiera. The
lecord of Claire Dux is of exceptional interest,
because it represents t'ne first recording of the
actual debut of an artist.

The electrical apparatus for the recording was
placed in position before the opera began. The
transmitting devices at the Auditorium were
installed above and behind the proscenium arch,
and wires leading from these transmitters were

Musical Critics Present at Noted Event

extended to the roof of the theatre and thence
to the transmitting antennae. The receiving
station was on the roof of the Brunswick Build-
ing, four blocks away, and wires from this led
directly to the recording laboratory on the sixth
floor, where connection was made to the record-
ing apparatus and Magnavox. The Magnavox
permitted the audience in the recording labora-
tory to hear the opera, but when the actual
recording of the Brunswick artists was done the
electrical waves were switched from the Mag-
navox directly to the recording apparatus, and
when the recording was made ihe audience was
able to hear the artist directly from the wax.
A Clever Business Stunt
H. H. Sheldon, Brunswick traveler from the
St. Louis branch, while in Chicago recently, .had

the following to say about the D. M. Dawson
Furniture Co., of Christopher, 111., which recently
opened a new store in that city. This new
account is exclusively Brunswick, ' and on its
opening day the store gave away a well-known
make of kitchen range, valued at $100. Serially
numbered tickets were given out to all persons
in attendance, and the holder of the lucky num-
ber received the prize. One clever little busi-
ness stunt consisted of printing on the back of
these tickets a space for information to be filled
in by the holder, consisting of the name, address
and a few remarks as to whether the ticket-holder
owned a talking machine, and if so what kind.
In this manner quite a large prospect list was
built up for the benefit of the sales people, and
when the list was followed up the company
v,as rewarded by orders from thirty-seven of
the prospects.

Repeating Devices Corp. Broadening Out

The Repeating Devices Corp., of this city,
organized a few months ago, which controls all
the patents covering the Repeaterstop and the
Repeat-O-Graph, is meeting with pleasing suc-
cess in the introduction of these two well-knowTi
repeating devices. The company has established
branches in New York, Philadelphia, Boston,
Pittsburgh and Detroit, and the results of its
sales campaign to date have been far beyond
expectations. Soon after the first of the year the
company plans to inaugurate a national advertis-
ing campaign and will also introduce a group of
intensive sales ideas with the thought of co-oper-
ating with its jobbers and dealers in every pos-
sible way.

W. O. Meissner Tells of Improvement

W. O. Meissner, vice-president of the Sterling
Devices Co., this city, manufacturer of SterHng
tone arms and attachments, states that there has
been a general improvement in business condi-
tions all along the line. "As far as we are con-
cerned," says Mr. Meissner, "the turn has surely
come. We are getting more inquiries, and orders,
both large and small, are being received in

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^^ mill I iiiiiiiiiiiiii III! mill mill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^^

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December 15, 1921

THE TALKING MACHINE WORLD

119

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 118)

greater volume. There is a very active demand
for the Sterling No. 31 tone arm with non-set
automatic stop and the sales of Edison attach-
ments together with the general line of tone
arms have increased substantially."

Eight Victor Artists Appear
Mr. Simon spent three days in Chicago, so
also did the Eight Famous Ones. There was a
delightful reception at Lyon & Healy's on Sun-
day, November 27. Most of the Victor dealers
in Chicago and some others met the artists and
heard them sing, recitate and do various other
sundry things. Henry Burr was there, the dig-
nified one of the bunch. When a World man
asked Henry how it happened that his voice
retained its freshness after so many years of
singing and record making he volunteered that
he was but 39 years of age and that he had
been doing some voice training in the mean-
time. He also intimated that association with
the Victor Co. and a bunch like the seven others
was conducive to the retention of the youthful
spirit. John Meyer, the baritone, pleasant as
a Spring morning, is an awfully fine chap to
meet. Frank Croxton, the classical one of the
crowd, keeps his fine basso-cantante up to the
mark splendidly. The writer heard him give the
prologue from "I Pagliacci" so many years ago
that out of pity for Croxton he refuses to tell
how many. It is just a joy to hear Croxton and
Meyer sing a baritone and bass duet together.
Yes, we met them all the other day at Lyon &
Healy's.

Frank Banta — now he is really a fine pianist.
I have no doubt that he can do the Hungarian
Rhapsodies and the Rachmaninoff Preludes and
Ghopin things as well as anybody — a darn sight
better than some. But he chooses to jazz things
up much of the time, that is when he is piano
soloing. But he refines everything he does.
That is the beauty of the famous eight. They
can give popular stuff in a way that ofTends
nobody and be it understood that they are very
careful about their selections. No rational Puri-
tan can object to anything they say or do. They
are a coterie of gentlemen and that's all that is
necessary to articulate on that subject. But to
return to Banta for just a moment — his accom-
paniments are simply wonderful.

Monroe Silver, the inimitable, told Cohen
stories without stint. Most of them had to deal
with the Irish and the Jews and one gets the
faint impression that the Jew always comes out
ahead. Now about Campbell. That handsome
little gink with a Dresden china contra tenor
is the most valuable member of the aggregation.
We simply could not get along without him,
neither could the public. The Campbell-Burr
duets and the trillings of the Sterling Trio —
Campbell, Burr and Meyer — are indispensable
to the happiness of the American people as
recorded on Victor records. Fred Van Eps is
also indispensable. When he appears with his
banjo, which by the way Billy Murray refers to
as an African harp, he is just as much an artist as
any one of them. He has the musical soul all
right, though it is more likely to express itself
in a toe-tingling way than in "I'll Sing Thee
Songs of Araby," which Burr used to sing with
such exquisite nuance. And finally cometh
Billy Murray, famous introducer, magnificent
topical songist, terrible tenor, superb come-
dian and one of the finest fellows, evidently,
who ever lived.

■..\ ^

ft '

^^^^

Sell Quality

Quality Merchandise

means

Increased Sales
Greater Value
Complete Satisfaction

Jobbers and Dealers who sell Quality
Phonographs are aiding materially in
bringing conditions back to normal.

Write us today for prices

HIAWATHA PHONOGRAPH CO.

209 South State Street Chicago, 111.

^^^^

■

As was said before, after we met them all
they sang their little songs and spoke their
little pieces and then I guess the famous eight
went out and ate. Anyway, we did not see them
any more until Monday evening, when they
appeared before an audience that crowded Or-
chesta Hall. No use of going over that pro-
gram now. The same thing or something like
it has been done and will be done in lots of
cities this season. And they did it again on
Tuesday evening to another big audience. Just
want to say in closing that the famous eight
are all right and that Mr. Wiswell and the
Chicago Victor dealers who brought them to
Chicago are to be congratulated.

Jewel Phono Parts Co. Elects Officers

T. E. Davidson was elected president and pro-
duction manager of the Jewel Phono Parts Co.
at a recent meeting of the stockholders. Other
officers are: Fred Schroeder, re-elected vice-
president; A. B. Cornell, sales manager and
treasurer, and Judge A. A. Rolf, the company's
counsel, was elected treasurer.

Knittel Not to Leave

A report has been circulated that Carl Knittel,
sales manager of the Wolf Mfg. Industries of
Quincy, 111., was leaving that company. In an
interview with Mr. Knittel, we learn that he
has no such intention and that his entire activi-
ties will be with the Wolf Service.

Activity With Lyon & Healy

The holiday season always finds Lyon & Healy
splendidly prepared to cater to the needs of those
musically inclined, and this year their windows
and warerooms are so arranged as to win more
than usual attention from those desiring any-
thing in the musical line. The talking machine
department, under the able management of L. C.
Wiswell, reports that orders for Christmas de-

livery are now coming in in a manner to indi-
cate a brisk holiday business. Medium-priced
machines are most in demand and little interest
is being manifested in the low-priced products.
Fine Cicero Victor Display
One of the most beautiful Victor representa-
tions in this section is that of the Krause Fur-
niture Co., Cicero, III, a suburb of Chicago. The
Krause Co. heretofore has been exclusively in

Krause Furniture Co.'s Attractive Store

retail furniture and for years has maintained two
retail establishments in this section. When this
company opened its new Victor department an
informal entertainment was given, which was
attended by several thousand people residing in
the vicinity.

Cheney Activities Satisfy
The monthly report received by Sales Man-
ager C. E Swanson, of the Cheney Co., from the
Cheney factories at Grand Rapids shows that the
entire plant is exceptionally busy at present.
Every department is working to full capacity.
Cheney jobbers all over the country are over-
sold and are being kept busy apportioning their
(Continued on page 120)

48 HOUR SERVICE

Write for our big neiv holiday bulletin. Just off the press. No matter what your needs are
— either in the phonograph line or the small goods line — ive can f urnish your needs on any
quantity and guarantee immediate delivery at lowest market prices. Wire us your last-minute
holiday requirements. 'c"^--- ^ - ^

COLE & DUNAS MUSIC COMPANY

50-56 WEST LAKE STREET CHICAGO, ILL.

120

THE TALKING MACHINE WORLD

December 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 119)

allotment of goods. The factory is somewhat
behind in meeting its demands. Business at
present simulates that of 1919. It is believed
by Cheney officials that before the end of the
year all 1919 records will have been broken.
Ambassador Plans for 1922
The Ambassador Phonograph Co. is planning
extensive expansion for the coming year. G. A.
Malaby, well known in this territory, has been
engaged and takes full charge of the construc-
tion department, turning out very superior work
at the finishing plant, 546 Jackson boulevard.
Ray Dillon, for manj^ years a prominent per-
sonage on Michigan boulevard as Paige repre-
sentative, an ace in the United States Air Serv-
ice, who won many honors and medals in the
World War, is on the selling staff as district
sales manager and will organize an intensive drive
under his personal direction in the mid-West
territory.

Dr. Orlando F. Scott, the president, who is a
genuine human dynamo of energetic efficiency,
and Fred K. Westen, the genial general sales

director, promise some musical surprises soon
and, from past performances, we look forward
to even more sensational publicity than previous
stunts, which is going some, considering the
fact that they put across the trade name "Ambas-
sador" nine times in fourteen days, five times
accompanied by photos, in big Chicago daily
papers.

Tells of Big Expansion

A. J. Kendrick, sales manager of the Bruns-
wick-Balke-Collender Co., in a chat with the
World representative recently, regarding Bruns-
wick activities, remarked: "The month of Octo-
ber was the best month we have experienced
in the history of this institution, and the first
two weeks of November greatly exceeded any-
thing that we have ever accomplished in the
way of sales. Our sales to-day are much larger
than ever before, and but for the fact of our
shortage of Adam brown mahogany finishes
we would be able to do even a larger volume.

"We shall enter the year 1922 with less mer-
chandise on hand than ever before in our his-

tory, and our present orders on hand will keep
our factories working overtime for a period
extending well into the new year. We are
filling present orders as promptly as possible,
but even these cannot be fully completed until
the first or second months of 1922. Orders are
still coming in strong, with no signs of a let-up
at present. The volume of our record sales so
far this year is from two and a half to three
times that of last j-ear. We have made radical
improvements^ lately in our methods of recording,
and that these methods are appreciated by the
n;usic-loving public may be easily seen from
the increased record orders that our dealers
are sending in."

City Furniture Co. Expands
The City Furniture Co., 6160 South Halsted
street, exclusive Brunswick dealer, has found
the talking machine business so profitable in

Exterior of City Furniture Co.'s Store

that locality that it recently decided to increase
this department. It has rented the store next
to the present large headquarters and has fitted
it up in a manner becoming the most up-to-date

Interior of the Store

music store. The new store is on the ground
floor and situated in the heart of the business
district of Englewood, where it gives the Bruns-
wick line an ideal representation.

Chicago T. M.'s Latest Thought

Again the advertising men of the Chicago
Talking Machine Co. bring out a clever little
idea that is truly worthy of the closest consid-
eration. The latest is in the form of a pamphlet
format for record check-up purposes. Hereto-
fore, the Chicago Talking Machine Co. sent
out these monthly check-ups in sheet form.
With this new idea they are enabled to devote
one page to some clever literature. The first
edition contains a suggestion that no one can
deny. The text matter is of such a quality that
we believe the entire trade can benefit by read-
ing it. It is as follows:

"You can't 'ring up' apologies on j'our cash
register."

"Have you sufficient quantities of all these
Victor records to tell every customer, 'Yes,
we have it'?"

"Your busiest season is here. Are you read}-?"

"Do not let insufficient record stock deprive
you of a single dollar."

"You cannot spend your time more profit-
ably than to carefully check this list and de-
termine your requirements on these records."
Bissell-Weisert Co. to Move

The Bissell-Weisert Co. on January 1 will
move from its present location in the Fine
Arts Building to larger and more favorable
quarters at 24 South Michigan avenue. The
first floor warerooms now occupied by the Ed-
{Continued on page 122)

^ Jlerrp Xmasi

anb a

prosperous! JSetu gear
to tte tlTrabe tije taiieil) of

The Ambassador

We invite all jobbers and
dealers when they get to
the point of wanting an
instrument Superior in

EVERY WAY to get in

touch with us — Terms,
quality, service and profit
— Let us show you

AMBASSADOR PHONOGRAPH CO.

EXECUTIVE OFFICES: ^ ^ ^ SALES OFFICE:

Suite 20 I CHICAGO Suite 300

312 SO. CLARK STREET . f9 W. JACKSON BLVD.

PHONE WABASH 6827 ll-il-i. PHONE HARRISON 9530

December 15, 1921

THE TALKING MACHINE WORLD

121

Insist on the
ORIGINAL

Trade Mark

HALL

FIBRE

NEEDLES

Insist on the
ORIGINAL

Trade Mark

l/.S. PATENT

Trade Mark Registered

TO OUR TRADE

We extend our Heartiest Greetings for

A Merry Christmas

Made Merrier by Good Business

A Happy New Year

Made Happier by Increased Business
RESULTING FROM THE SALE OF

HALL FIBRE NEEDLES

We wish also to assure our dealers that every
effort, consistent with the maintenance of
quality, will be made to satisfy the demands
of their customers during the year 1922.

HALL MANUFACTURING CO.

Successor to the B & H Fibre Needle Co.

33-35 W. Kinzie St., Chicago, 111.

122

THE TALKING MACHINE WORLD

December IS, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 120)

son Keith Co. will be the future headquarters
of the Chicago retailers. This location is one
of the finest along Michigan avenue and pro-
vides much larger frontage than that now oc-
cupied by the Bissell-Weisert Co. In the pres-
ent quarters there is only a small ground floor
salesroom, the main one being located on the
fourth floor of the Fine Arts Building, to which
it is necessary to travel by elevators. Un-
doubtedly one of the finest retail music estab-
lishments in the Loop will result from this most
recent move of Bissell-Weisert.

For years past this progressive concern has
identified itself by catering to the best and most
exclusive clientele in the city. Advertising of
a uniformly high quality has established a repu-
tation for artistry of preparation and effective-
ness of result. The Bissell-Weisert Piano Co.
handles the Chickering, Ampico, Krakauer,
Marshall & Wendell pianos and the Victor line
of talking machines and records.

Victor on Northwest Side

Another new store strikingly beautiful and
modern is that of George Click at 2100 West
Division street. This, too, is an exclusive Victor
representation which has attracted considerable

To our friends in the trade
we extend our best wishes
for a Merry Christmas and
a Happy New Year.

Send for a
sample electric
motor

Complete ^ \ <)^9

Number your records and you
ha/e a non-set stop.

The best
automatic stop on
the market.

Sample

$ J40

For Use With Either
Spring or Electric Motor.

The best electric phono-
graph motor on the mar-
ket. Made for
use on voltages
from 32 to 250.

Send for our parts
catalogue

LAKESIDE
SUPPLY GO.

416 S. Dearborn St.
CHICAGO. ILL.

Telephone Harrison SSiO

Interior of Click's New Store

attention lately. The grand opening of the
concern was attended by many men prominent
in the talking machine trade as well as a num-
ber of officials of the Victor Talking Machine
Co., who happened to be present in the city.
The decorative and building work in this store
was done by the George Peterson Mfg. Co.

The lowering of prices of the necessities of
life, where raw materials and labor have to
come together, must come slowly. Prices have
come down slowly, and they will continue to
come down slowly. There cannot be anything
like a sudden smash in prices.

A representative of The Talking' Machine
World recently asked Charles S. McCoy, presi-
dent of the Cheney Talking Machine Co., for
his views about the talking machine industry.
In reply Mr. McCoy handed The World's repre-
sentative a copy of the November Cheney Reso-
nator and pointed to a letter therein, which he
had written to a customer, and which is worth
reproducing for its many merits of matter and
style. Said Mr. McCoy to his customer, in part:

"November 2, 1921.
"Dear Mr

"The questions raised in your letter of the
24th inst., are rather difficult to answer briefly
and we can do no more than give you an out-

Even After the Holiday Rush

you can stimulate your
sales with this

Baby DeLuxe

It has proven a sensa-
tional seller and attrac-
tion and warrants your
investigation.

THE SYMPHONY
MUSIC CO.

1020 Wilson Avenue CHICAGO

bJMIIIIIMIIIlinillillllllllllllllllllllllllllllllllMNNllllllllllllllllllllllllllllllllliilllllllllllllllllllllNlll^

I A Deciding Factor in Retail Sales for 1922 1

I By CHARLES S. McCOY, President, The Cheney Talking Machine Co. |

fiiiiiiiiiiiiiiiiiliiiliiiiliiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiimiiiiiiiiiiiiiiiiii^

line of our ideas in this letter. However, we
repeat your three specific questions with our
answers in the order in which you have put
them to us.

"1. What, in your opinion, ■will be the deciding
factor in retail sales of talking machines during
the next few months?

"Value! This has always been an important
consideration, but the increasing tendency on
the part of consumers to be supercritical of
values makes it more necessary than ever before
to lay emphasis on the value of the merchandise
you sell.

"Price does not make value, but the combi-
nation of right price and quality does. Sell your
customers the quality of your merchandise and,
with prices right, you will make sales.

"2. What effect upon consumers do you anticipate
li'ill result from your recent price reductions?

"The Cheney reduced prices will have a very
wholesome effect on your business, if you will
acquaint your customers and your salespeople
with the fact that these sweeping reductions
have been made; and if you will emphasize their
favorable relation to the purchasing power of
the dollar. In other words, we get back to value.
We feel sure the following facts will be inter-
esting to everj'one — use them:

"A report issued by the U. S. Department of
Labor, Bureau of Statistics, indicates:

"Average cost of foods in September, 1921,
46 per cent higher than 1914.

"Average cost of clothing in September, 1921,
90 per cent higher than 1914.

"Average cost of miscellaneous merchandise
in September, 1921, 101 per cent higher than
1914.

"Average cost of fuel and light in September,
1921, 79 per cent higher than 1914.
"Compare the above figures with:
"Average cost of Cheney phonographs (up-
right models), September, 1921, 22 per cent
higher than 1914.

"Improvements made since 1914 represent increase
in intrinsic value equal to fully half of this differ-
ence.

"Average cost Cheney phonographs (Art
models) September, 1921, 5 per cent higher than
1918, when they were first introduced.

December 15, 1921

THE TALKING MACHINE WORLD

123

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 122)

"3. What can we do to make the most of the
present situation?

"You should advertise, to get people into your
store and, above all, have your salespeople 'on
their toes.' We recommend that you stress the
Cheney price reductions — the commanding val-
ues in the Cheney line — and the supreme quality
of the instrument.

"We have splendid advertising helps.

"Use these as freely as you can and, above
all, see that your salespeople are 'sold.'

"It is a case of work these days. Those who
work the hardest — with the most intelligence —
are getting results. Our reports show that mer-
chants who are vigorously advertising and work-
ing for business are getting plenty of it; and they
deserve it.

"Our advice to you is to push the sales of the
standard models to the limit. At the new prices
they represent values which are unapproached,
and as for style and general desirability they
satisfy the most discriminating.'

glllllllllllllllllllllNIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIllIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIM

j Value of Explanation in Retail Salesmanship |

I By RAY M. REILLEY, With the Columbia Graphophone Co., Chicago |

^iiiitiniiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiin

state this most valuable asset of the talking ma-
chine salesman and that is the source of experi-
ence itself. The only test of a successful record
salesman is the number of satisfied customers
that issue from his doors carrying more records
than the customers originally intended to pur-
chase. Perhaps nowhere is the competition so
keen as in the congested business sections of
large cities and nowhere does there exist more
thriving talking machine departments than in
Chicago's Loop, which territory it happens to be
my privilege to cover for the Columbia Grapho-
phone Co. Here the store that sells more records
than its competitors sells them solely because
of salesmanship. Therefore a study of the suc-
cessful methods employed in this particular sec-
tion is certain to be of interest to talking ma-
chine merchants in all parts of the country as
indicating what is correct or incorrect in handling
a customer.

Let us imagine the prospect entering a store.
He asks for the record of "Wabash Blues." He
is handed it, and at the same time is asked
v/hether he has heard the somewhat similar num-
ber, "Happiness." The customer, in most cases,
will answer in the negative, saying something
approximating: "No, I don't like that." Right
here is where perhaps 75 per cent of talking

Editor's Note: The author of this article has been
in the phonograph business for twelve years, during all of
which time he has been engaged in marketing Columbia
Grafonolas and records. At one time he was manager of
the talking machine department of the Central Piano Co.
and had the enviable reputation of leading the list of retail
merchants in Columbia sales.

"Interest the customer in other than the record
he or she asks for." How many times have we
heard this propaganda advanced for the benefit

of talking machine mer-
chants everywhere? But
has the dealer ever ac-
tually been informed as
to just how this is ac-
complished? In other
words, would not a lab-
oratory study of actual
sales be of interest to
any talking machine
R. M. Reilley merchant? It is a sim-

ple thing to say there are any number of good
records on the shelf that the customer is inter-
ested in and to which he only needs an introduc-
tion in order to purchase. But just what is the
exact method by which this is accomplished?
What is the most tactful way to interest the
customer without seeming to force the sales-
man's personality upon him?

Only one source of information can correctly

machine salesmen lose out. They do not attempt
to interest the customer in the record which the
customer has refused. An inefficient salesman
will immediately proceed at this point to lay the
record aside and search for something else. Not
the efficient salesman, however. The latter will
tactfully endeavor to ascertain why the customer
does not like the record. In nine cases out of
ten he will probably discover that the customer
knows nothing about the number and answers in
the negative only in a spirit of self-defense or a
preconceived instinctive dislike because he feels
he is being sold something he does not like.
It is the salesman's business to explain the rec-
ord. The only way he can do this is by having
an intimate knowledge of the record itself. He
must know who made the record, where it was
made, what the reputation of the artist recording
it has been built upon, etc. He must know the
publishers who published the song and the shows,
if any, it is featured in. All these things are of
interest to the customer.

There are many hard-working people who do
not get down to the Loop very often and who do
not know just exactly what they want. It is hard
for them to find out, but tact and experience on
the part of the record salesman would bring to
light in a very few words whether the customer
will be delighted or displeased at certain record
suggestions. Certain suggestions in certain lo-
calities sell better than others, but there are cer-
tain people in every locality who are prospective
customers for records which other people might
not care for in the least. In other words, there
are certain standard selections throughout the
catalog which can be sold to a percentage of
people in any locality. In most cases they are
the records which the customers know nothing
about. I happen to recollect an incident in a
certain downtown department store which is a
good illustration of how a customer can be sold
after refusing a number.

I was in the talking machine department at the
(Continued on page 124)

STERLING E D I S O N

REPRODUCER ATTACHMENT

PLAYS ALL RECORDS

Write for New Prices •
on Sterling Tone Arms
and Reproducers.

Sterling Devices Co.

Manufarturers of the No. 11 Sterling Non-Infringing Tone Arm,
the Sterling No. 31 Tone Arm with Non-Set Automatic Stop, the
Sterling No. 41 Ball-bearing Tone Ann, and the Sterling Repro-
ducer fitted with Edison, Victor, or Coliimbia attachments.

is not new and untried, but has a three-
year record of successful achievement
behind it.

It does not look like an attachment,
but harmonizes with the machine and
gives the appearance of being an in-
herent part of it. It is controlled and
operated by the lever same as the Edi-
son and is the only reproducer that
absolutely synchronizes when playing
both hill and dale and lateral records.

The combination of the wonderful
Edison phonograph and the Sterling
Reproducer makes it possible to play
other than Edison records better than
the machine for which the records were
originally intended.

534 Lake Shore Drive

Chicago, ^Illinois.

124

THE TALKING MACHINE WORLD

December 15, 1921

FROM OUR CHICAGO HEADQUARTERS — (Continued from page 123)

Repair Parts

For All and Every Motor
That Was Ever Manufactured

Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.

Expert repairing on all makes of phonographs
and motors.

tNCORPORA TED UNDER THE
LA WS OF ILLINOIS

Standard Talking Machtn* Co*
Vtited Talking Mackin* Co.
Harmony Talking MeehtiU Co.
0'NeiIt-Jam»» Co.
Aretuio Co.

- HigkGrcule'pJtmdMac}unes,Di5cRea»ds>
Talking Mocltme Supplies, Etc

227-229 V^. WASHINGTON ST., CHICAGO, ILL.F
Branch : 2957 Gratiot Ave., Detroit, Mich.

time this gentleman came in and asked for a
certain record. He was given the record, after
which he was asked whether he would not like
to hear some more selections. The young lady
suggested piano selections. The idea seemed to
take with him. She brought out two or three
classical numbers and he did not buy. He
handed them back, with the words, "No, I guess
I don't like piano numbers after all." Just at
this point I stepped over and suggested to the
girl that she offer the selection, "Hold Me,"
which is a popular number with a snappy piano
accompaniment. This made a big hit with him
and he immediately wanted to hear some more
like it. He ended by walking out with three
more records than he had intended to purchase.
To sum it all up, the knowledge of the records

themselves and the artists who make them is at
the bottom of successful salesmanship. You
cannot offer the proper selection if you do not
know what is on your shelves. That brings it
down to the final point of enthusiasm, for with-
out enthusiasm in this most attractive of busi-
nesses the record salesman cannot interest him-
self in the various numbers he has for disposal.
In conclusion, the suggestion might be added
that it is highly important in the selling of rec-
ords to instruct record salespeople to carefully
play over the different selections as they are
released and also the stock numbers in the racks
with which they are not familiar whenever oppor-
tunity permits. This will enable them to intelli-
gently inform customers of the interesting fea-
tures of the various records.

£:'llllinilllllllllllllllllllllllllllinini11lllllllllllllllllllllllllllllllllllllllllinillllllllllllllllllllllllllllllllll|llll^ IIIIIIIIIIIIIIIIIIIiIIIIIIIIIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIII^

^ 1

I Reasons Why 1922 Will Reward Fighters |

I By S. A. RIBOLLA, General Manager,

l'iiiiiiiiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiii:iiiiii;ij!iiiiiiNiiiiNiiiiiiiiiti!iiiiiiiii:iiiiiiiiii!!N^^

To the slogan "1921 will reward fighters," the
writer wishes to add "so will 1922." Those of
us who are still left in the phonograph industry
must have followed this suggestion either con-
sciously or unconsciously, otherwise we should
not have survived the worst slump and depres-
sion in business that our industrj' has ever
experienced.

The year 1921, particularly in the so-called in-
dependent phonograph industry, has been one
of forced liquidation. Undoubtedly a large pro-
portion of the business done has been done at
so-called "slaughtered" prices.

During the early part of the year 1920 nearly
every manufacturer in our industry was over-
crowded with orders, and the feeling was that
this would be a banner year. The demand for
phonographs was so great that many manu-
facturers built additions to their factories, and
increased their output to the utmost. The slogan
was "produce the goods regardless of cost."
The bankers were patting the manufacturers on
the back, and telling them to go ahead. Then
suddenly the banking interests completely re-
versed their attitude toward manufacturers, sud-
denly refused to make further advances, and
insisted on manufacturers cutting down their
bank indebtedness.

This sudden action undoubtedly precipitated
the so-called deflation, and brought about a real
business crisis in nearly all branches of in-
dustry.

General Phonograph Corp. of Chicago i

iiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

We all knew that deflation was inevitable
sooner or later, but the prevailing general opin-
ion of manufacturers and business men during
the early part of 1920 was that deflation would
come about in a natural way during the fol-
lowing year.

It is a fact that many manufacturers in our
industry had actually in hand in the early part
of 1920 large contracts and orders, which ap-
parently justified them in expanding their out-
put, but when the banks began to put on the
screws the manufacturers soon began to receive
hold-up instructions for goods which had al-
ready' been manufactured, soon after followed
by actual cancellations, entirely regardless of
the orders or contracts which they actually
possessed, and totally regardless of any "busi-
ness morality."

This left many phonograph manufacturers
either with large stocks of completed or partially
completed machines on hand, and many with
tremendous stocks of material which had been
bought at very high prices. Consequently, many
manufacturers in our industry were forced into
bankruptcy or in the hands of Receivers or
Creditors Committees.

I wish to point out that the average increase
in retail prices of phonographs since 1914 to the
highest peak of 1920 was approximately about
40 per cent, and this in spite of the fact that
certain materials used to a considerable extent
in the construction of phonographs increased in

cost 300 per cent, and in some instances more.

This is pretty good evidence that the phono-
graph manufacturer was not guilty of any ex-
cessive increase or inflation of prices — on the
contrary the advance in prices of our industry
were very moderate.

Writing on behalf of the General Phonograph
Corp., I wish to point out that comparing our
pre-war prices to the highest peak prices of our
phonograph motors, tone arms and sound boxes
shows an approximate increase of only about
25 per cent — this very moderate increase in our
prices was to a considerable extent made possi-
ble by greatly increased output.

My observation has been that the phonograph
business during the past several months has
been very much better than during the same
period of last year, and I believe that from now
on there will be a steady gradual improvement.

The increase in price of cotton and tobacco
has already produced a favorable influence on
business throughout the Southern States. Build-
ing trades throughout the United States are
gradually gathering headway which should
ultimately lead to the biggest building boom
which this country has ever experienced, and
which will favorably affect many industries as
well as labor conditions in general. This ulti-
mately will lead to greatly increased sales of
phonographs.

Undoubtedly, if some arrangement can be made
to stabilize foreign exchange, it will have a very
favorable effect on our exports, particularly of
farm products. If this can be accomplished,
it will assist the farmer very much in getting
back to the buj-ing mood, and will have a very
favorable effect on the phonograph industrj'.

I wish to point out that according to the best
available statistics obtainable there are ap-

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FOR VICTOR MOTOR

No. MSI — 1 inch wide, .023x12 feet Ions, marine end.. 50c
No. MS2 — lli InoJi wide, .023x18 feet long, marine

end 75c

No. MSI9— New style, 1 Inch x .023 x 12 feet long,

crimp end on inside 55c

No. MS20 — New style. 1% inch x .023 x 16 feet long,

crimp end on inside 75c

FOR COLUMBIA MOTOR
No. MS2I— 25/32 Inch wide, .025 x 10 feet long,

marine end 40c

No. MS22— 29/32 Inch wide. .023 x 11 feet long.

marine end 40c

No. MS3 — 1 inch wide, .028x10 feet long, marine end.-. 45c

FOR HEINEMAN MOTOR
No. MS2I— 25/32 inch wide, .025 x 10 feet long,

marine end 40c

No. MS6 — 1 inch wide. .025x12 feet long, marine end.. 50c
No. MS23— 1-3/16 inch wide. .026 i 19 feet long,

marine end 80c

FOR BRUNSWICK, KRASBERG. SAAL. SONORA,
STEPHENSON, SILVERTONE. MEISSELBACH OR
THOMAS MOTORS
No. MS8 — 1 inch wide, .026x13 feet long, sauare hole.. 50c
No. MS9 — 1 inch wide, ,026x16 feet long, square hole.. 60c

OTHER STANDARD MAKES
No. MSI7 — % Inch wide, ,025 x 10 feet long, marine

end 35c

No. MSI8 — % inch wide, .025 x 10 feet long, marine

end 40c

NOTE — Every main spring for which there is a consistent
demand is listed here on this page. Many of these springs
are Interchangeable : for example, springs that are listed for
Victor and Columbia motors can be used for Path^, Swiss
and many miscellaneous motors, etc.

Those prices are F. O. B. Chicago. Send enough to
cover postage if wanted by parcel post or we will ship by
express.

COLE & DUNAS MUSIC CO.

50-56 W. LAKE ST. :: CHICAGO

Our new year bulletin, which shows every-
Wrifp fftr thing in phonographs, musical instruments.
If I UC lUI supplies and accessories. This bulletin is
_ , used as a buying guide by htmdreds of deal-

RnllPtin Our prices are exceptionally low. Send

uuuc:uu jQj. bulletin. It is free.

December IS, 1921

THE TALKING MACHINE WORLD

125

(Continued from page 124)

proximately 22,000,000 families in the United
States and that less than one-half are provided
with phonographs as yet — besides this, it is
estimated that fully 1,000,000 new families per
year are started in the United States, so that
there is still a very large field open — I am a
firm believer in the slogan "a phonograph for
every home."

The return of "normalcy" means the return
again to large business in the phonograph indus-
try, and prosperity in this line for many years
to come, as this field is still far from the point
of saturation.

Regarding suggestions for 1922 — I believe that
it would be wise for all phonograph manufac-
turers to advertise extensively and nationally,
and to emphasize these two facts, viz.:

First — That the increase of prices of phono-
graphs during the war period was approximate-
ly only about 40 per cent, and many high grade
manufacturers have already made reductions,
which bring present prices down, on high grade
instruments, to normal, taking into considera-
tion the present higher level of labor and some
material.

Second — Many instruments now being adver-
tised at very low, slaughtered prices are prin-
cipally of inferior quality, and usually of bank-
rupt stocks or receivers' stocks, which are being
forcibly liquidated, in many instances at less than
cost, and this is only a temporary condition.

In my opinion the public should be made to
comprehend that the phonographs which are

Plays Only Hill- and-B ale Records, hut Plays Them at Their Best
Scotford Model I Reproducer 1 -V for Victor— Sample Prepaid to Dealer

$3.85Nickel;$4.75Gold-Retails$6.00and$7.50 ■ c •,,-.<■ di, „^b„^„7,.

, . , , i-, 1 L- ^- n -J oupenor c>pecialtiesfor Pnonosrapns

Scotford Model I Reproducer with 1-C Columbia Connection— Prepaid ™

to DealertNickel $4.25; Gold $5.50-RetaiIs $6.75 and $8.75 BARNHART BROTHERS & SPINDLER |

@ Quantity Prices on CApplication Monroe and Throop Streets CHICAGO

being very extensively advertised at very low
prices are of inferior quality, are being sold at
less than cost and under forced liquidation, so
as not to get fixed in their minds the idea, that
phonographs should in the future be sold at
any such low prices, and the manufacturers of
high grade phonographs should impress on the
minds of the public the fact that the increases
of prices of phonographs during the war did not
exceed 40 per cent.

^,l„l,„l„,|„l ||||||||||||||||||||||||||,|||||||||l|||l||lllllllllllllll1l!lllllll|l|IIIIIIIIUIIIIIIIIlnlllllllllU^ I III! "iiii II"'

The Great Opportunities for Sales in 1922 |

I By CHRIS. G. STEGER, President, Steger & Sons Piano Mfg. Co., Chicago |

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By analyzing present business conditions, in
endeavoring to shape a reliable forecast for the
coming year, the earnest investigator will dis-
cover many important indications pointing the
way to better times.

Impressive statistics might be cited wholesale
to support this statement, but none could be as
illuminating as the simple, though deeply signifi-
cant, fact that public confidence has returned.
The pessimistic utterances of a few months ago
have given way almost entirely to a healthy and
universal optimism. Business men are beginning
to look at the bright side of things and to plan
their coming activities on a broader scale. This
commendable outlook on the future is shared by
merchants, manufacturers and bankers alike.

A noted wholesale merchandise house states:

"Business is distinctly better. In nearly all
lines costs are becoming more stable. Confi-
dence is growing that values are approaching
their new permanent level. Beyond doubt, the
worst of the post-war reaction is behind us and
a solid foundation is being laid for a new era of
prosperity, which will insure employment for all
workers, and active business for all merchants
who work for it."

This optimism is emphasized by the National
Bank of Commerce, of New York, which, in a
recent bulletin, states:

"Improvement in business and finance is be-
coming more distinct, and though progress is
gradual, it is on a substantial basis."

Hundreds of other equally significant expres-
sions of confidence might be mentioned, but
these are sufficient to show the trend of public
thought. That this optimism is well founded is
beyond question. Recent happenings in politics,
in commerce and in banking confirm it.

The very fact that business men have aban-
doned a pessimistic attitude is by far the most
encouraging sign of the times.

When I am asked my opinion on present con-
ditions and as to sales possibilities for the com-
ing year, I invariably think of a very clever
slogan card which was brought to my attention
several months ago. At the top in bold-faced
capitals appeared the familiar question, "How do
you find business?" and at the bottom in red
was the pertinent answer, "By going after it!"

This should be the keynote of our activities
during 1922. If we expect a return to the con-
ditions of two years ago, when the big question

was how to fill orders fast enough, we are cer-
tain to be disappointed.

There will be an increased volume of business
in 1922, but it will go only to the manufacturers
and dealers who fight aggressively to get it.
There are many classes of people, especially
those with fixed incomes, who are appreciably
better off to-day than they were two years ago.

The dealer who expects to prosper must be on
his toes all the time, ready to take advantage of
every opportunity. The manufacturer also must
be awake to sales possibilities and be prepared
to develop new outlets for his products to offset
any slowing up of demand in established chan-
nels. Well-directed dealer co-operation will be
a most effective means of building up a satisfac-
tory sales total. Close attention by the manu-
facturer to the retailer's requirements, and a
sincere effort to help him gain sales, will develop
substantially better business relationships.

CONDITIONS THAT ARE

OPEN TO CORRECTION

By CARL KNITTEL, Sales Manager,
Wolf Mfg. Co., Chicago

Time and again you will hear this remark up
at the front end of the store, "We can't sell talk-
ing machines!" Then, if you look around, you
will at first be unable to find the machines at all,
but later, after a diligent search, you will dis-
cover them at the back end of a balcony.

In other words, instead of utilizing the power
of suggestion to help sell talking machines they
make every prospect voluntarily ask for it be-
fore they show him one.

Now look over the cabinets and they are full
of finger marks, the turntables dusty, needles
strewn all over the motor board and needle cups
(Continued on page 126)

THE MANDEL TONE ARM AND REPRODUCER

It's better because it's different. No loose joints. No unnecessary vibrations. No springs to make it
lighter. No weights to make it heavier. The Mandel is correct down to the last little detail.
These highly efficient sound re-
producing units are now available
for phonograph manufacturers and
assemblers.

A few hundred thousand Mandel
tone arms and reproducers are now
in use. That in itself is an eloquent
testimonial.

We offer a tried product and a
proven success.

Write for sample and prices

MANDEL PHONO

1329 W. LAKE ST.

PARTS CO.

CHICAGO, ILL.

126

THE TALKING MACHINE WORLD

December 15, 1921

FROM OUR CHICAGO HEADQUARTERS— (Continued from page 125)

that look as though they had not been cleaned
for months. As an experiment ask someone to
play a machine for you and they have no records
handy. When they do produce one it is usually
all worn out, with little or no clearness and much
less beauty of tone.

Let us be fair; is it the talking- machine's
fault? If you were a customer yourself, what
would you do if you walked into a store and
found clean, fresh-looking stock in an attractive,
suggestive surrounding and heard not a mess of

worn-out records but selected numbers picked
especially to bring out the various tone points,
and then went into another establishment with
the service such as first described? You would
buy every time where they were well displayed.
So why not look over the stock a little bit, have
it freshened up, polish the nickel work, pick
good records and move machines where they'll
be seen? Then try it again and see how much
better they will sell, apart from augmenting the
reputation of j'our house.

street, occupying the entire three floors of the
building, which has been remodeled to meet the
purposes of the business. The main floor of the
building contains the Grafonola department and
the small goods and sheet music departments.
The record demonstration rooms and large and
well-designed period demonstration rooms are on
the mezzanine floor. The third floor of the build-
ing is handsomely equipped as a recital hall,
which is in great demand by the music teachers
and musical organizations of the city.

OREGON ASSOCIATION GIVES DANCE

Dance of the Oregon Music Trades Association
in the Recital Hall of the McDougall-Conn
Music Co. Is Largely Attended

Portland, Ore., December 4. — The Oregon Music
Trades Association held a most successful dance
recently in the recital hall of the McDougall-
Conn Music Co. Music was furnished by "The
Gordon Six" orchestra. Those in charge of the
affair were C. A. Alphonse, of the Hyatt Talking
Machine Co.; J. J. Collins, of the Reed, French
Piano Co., and Louis Mack, sheet music dealer
in the Bush & Lane store. They were assisted
by W. A. McDougall, of the McDougall-Conn
Music Co.; Frank M. Case, manager of Wiley B.
Allen, and William Hoedecker, of the Seiberling-
Lucas Music Co.

INSTALL UNICO EOUIPMENT

Greenwood Piano Co. Remodels and Enlarges
Its Warerooms — Five Demonstration Booths

YouNGSTOWN, O., December 6. — The Greenwood
Piano Co., talking machine dealer of this city,
recently beautified and increased the efficiency
of its wareroom through the installation of ex-
tensive "Unico" equipments. The equipment con-
sists of five demonstration rooms, to be used for
both players and talking machines, and a player
roll and record department with "Unico" coun-
ters. The entire equipment is finished in ivory
and was installed in record time. It is stated
that twenty-four hours from the time the order
was received by the Unit Construction Co., of
Philadelphia, the entire equipment was crated
and on its way to this city.

TIMELY DEALER PUBLICITY

King's Pharmacy, Lewistown, Mont., progres-
sive and successful Sonora dealer, is giving pub-
licity to Sonora phonographs through the use

Display of Community Music House
of outdoor signs and fair exhibits. The accom-
panying illustration shows one of the booths
maintained by this dealer at a recent fair, to-
gether with one of the outdoor signs that it is
using to advantage.

H. J. Kennedy has been made manager of Wid-
ner's Grafonola Shop, 351 Main street, Worces-
ter, Mass. Mr. Kennedy has been associated with
the company for the past five years and is a
progressive personality.

PORTLAND AND INDIANA FIRMS JOIN

McDougall Music Co., of Portland, Announces
Affiliation With C. G. Conn, Ltd.

Portland, Ore., December 4. — W. A. McDougall,
of the McDougall Music Co., exclusive Columbia
dealer, announces that the company has become
affiliated with C. G. Conn, Ltd., of Elkhart, Ind.,
and that hereafter the firm will be known as the
McDougall-Conn Music Co. of Portland. Mr.

McDougall will remain as president and general
manager and C. D. Greenfield, president of the
Conn factories, will be the vice-president of the
new firm.

Mr. Greenfield, while in Portland last Summer,
became interested in the business prospects of
Portland, and it was suggested that the forma-
tion of a partnership as above might be mutually
beneficial, in that it would give the patrons a
direct-from-factory service. The deal followed.

The firm has a fine location at 129 Tenth

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All of our advertising contains this excellent advice —

"Be Sure Your Walnut is ALL Walnut."

m ^American

AMERICAN WALNUT
PHONOGRAPH CABINET.
CONSOLE DESIGN.

. ■ "The Cahinet-wood Superlative."

A Well-Made Piece
in American Walnut Sells Itself.

The manufacturer who calls upon American Walnut to help
him meet competition has enlisted a powerful ally.

Where the "selling points" are plainly revealed it isn't much of
a trick to book orders.

We are steadily strengthening the public's taste for Ameri-
can Walnut by our persistent and constantly increasing national
campaign of advertising.

It is, naturally, your job to give them what they want.

Write for data for MAKERS or data for DEALERS— and that in-
valuable "Brochure de Luxe" for your SALESMEN. Address the
responsible producers of American Walnut linnber and veneers, the

American Walnut Manufacturers' Association

Room 1022, 616 South Michigan Boulevard Chicago, U. S. A.

..iiuimiiiiiiuiiJiiiiiiiiiiiiiiiiiiinni|iiiiiii.iiiiiiii|H

December 15, 1921

THE TALKING MACHINE WORLD

127

SENATORIAL FRIENDS OF THE TRADE

Music Industry Owes Debt of Gratitude to
Senators Frelinghuysen and Edge, From New
Jersey, for Elimination of Excise Taxes

In these days when Senators and Congressmen
are so freely criticized for real or fancied short-
comings, members of the music industry, and
particularly of the talking machine trade, are
firm in their appreciation of the notable services
rendered by Senators Frelinghuysen and Edge,
of New Jersey, who are directly responsible for
introducing and winning support for the amend-
ment to the new Revenue Act exempting musi-
cal instruments from excise taxes.

Many factors in and out of the industry played
important parts in developing support in Con-
gress for various suggested movements calcu-
lated to free the music industry from the excise
tax burden. There is no question but that the
several months of work on the part of the Music
Industries Chamber of Commerce and its allied
organizatiojis, the music clubs throughout the
country, and the Federation of Women's Clubs
had the effect of acquainting Senators and Con-
gressmen with the trade attitude towards the tax
and the reasons offered for its elimination.

First there came the support of the Smoot
suggestion of a general sales tax and almost as a
final thought the amendment introduced by Sena-
tor Calder, designed to free certain musical in-
struments and parts, including pianos, from the
excise tax, but leaving it on talking machines.

Then came Senator Frelinghuysen with the
support of Senator Edge in introducing the
amendment striking out entirely the paragraph
providing for excise taxes on musical instru-
ments, rolls and records andv freeing the trade
from all excise taxes. It is a victory such as few
had hoped for, in view of the attitude shown
when previous attempts had been made to secure
relief.

The actual introduction and putting through of
the amendment simply represented the culmina-
tion of the work of Senators Edge and Freling-
huysen, who had previously approached the
various Senators, particularly those who had
shown themselves somewhat hostile to the de-
mands of the music industry, and won these
objectors over to the cause.

Those who watched the progress of the tax
fight throughout the last five months are prone
to admit that the entire music industry owes a
distinct debt of gratitude to the Senators from
New Jersey for their work in bringing about the
complete elimination of the excise tax. It may
be that the various other forces helped materially
in preparing the way for the final stroke, but it
was the two Senators mentioned who actually
put over the move.

A number of members of the talking machine
trade have already taken it upon themselves to
write letters to the Senators thanking them
directly for their efforts, and such expressions of
appreciation are fully in order.

NEW VICTOR BOOK^N OPERA READY

The Sixth Edition of "The Victrola Book of
the Opera" Is Ready for Distribution

Camden, N. J., December 8. — The sixth edition
of "The Victrola Book of the Opera" is now
ready, according to an announcement by the
Victor Co.

The new book is larger in size than previous
editions and the stories of more than one hun-
dred operas are told in clear, concise English.
Victor records are listed at the end of each opera
for the convenience of Victrola owners, so that
the dramatic development of each opera plot is
not interrupted.

Limited quantities of the book will be for-
warded to wholesalers in time for the holiday
season. The book is designed for general reader
interest, as a reference volume for colleges and
schools, or for libraries.

The emptiest man and the emptiest store are
most talkative.

BRUNSWICK CONSOLES POPULAR

Big Demand in Eastern Territory — Manager
Strauss Calls Conference of Traveling Repre-
sentatives to Insure Fair Apportionment of
Phonographs and Records to tne Trade

The phonograph division of the Brunsvvick-
Balke-Collender Co., New York, reports that
Brunswick dealers are literally flooding the of-
fices of the Eastern headquarters with orders
for the new console models, which were an-
nounced to the trade in October. These new
consoles, the Cambridge, the Colonial, the Queen
Anne and the Stratford, are ail meeting with an
equal demand, but dealers in some sections of
the East seem to favor the Stratford model,
which they claim is finding a ready market with
the better class of trade, attracting a desirable
clientele of buyers. E. A. Strauss, Eastern sales
manager, is exceedingly busy trying to take care
of these many orders, as the demand has been
beyond expectations, but the Brunswick Co., Mr.
Strauss stated, is making every effort to produce
and ship enough of these models in time for the
holiday season and give the dealer the oppor-
tunity to capitalize on the timely popularity and
demand which they have created.

In order to insure a fair d.stribution of Bruns-
wick phonographs and records during the holi-
days, whereby every dealer would be given his
proportionate share of goods, Mr. Strauss called
into conference all traveling representatives in
the East, when ways and means to take care of
every territorj' were discussed at length, each
representative estimating the demand for his
territory and a fair quota of merchandise was as-
signed for distribution, thereby assuring dealers
ii; every territory of their pro rata share of
goods for the holiday trade.

INTRODUCING NEW RADIO MAQNAVOX

W. R. Davis, Eastern sales manager of the
Magnavox Co., recently took an extended trip
through New Jersey and Pennsylvania, calling
on talking machine dealers in the interests of
the new Radio Magnavox, which the Magnavox
Co. introduced to the trade a short time ago.
Mr. Davis stated that his trip was a most suc-
cessful one, as dealers received this new instru-
ment most enthusiastically, and as it opens up
an entirely new field to the talking machine
dealer and also promises to become a decided
asset in the making of sales of both talking ma-
chines and records.

NEW EDISON RESEARCH DEPARTMENT

School Research Department at the Edison Lab-
oratories Outlines Its Objects and Requests
Co-operation of Dealers

An announcement and description of the new
School Research Department, of the Edison
Laboratories, which is conducted by Dr. Charles
H. Farnsworth, was recently distributed among
Edison dealers throughout the country, together
with a request for the co-operation of the dealers
in carrying out the objects of the department.

The primary object of the organization is to
lay a foundation for musical culture in the
schools. The new department will carry on re-
search to determine what particular compositions
by the great masters possess the greatest appeal
to the youthful mind and in this way promote
an interest in good music. The plan also in-
cludes the selection of music which will interest
the parents of the children. An effort will also
be made to stimulate in the schools the desire for
more than one instrument, instead of the one
machine which is usually moved from room to
room as needed.

Dealers are asked to co-operate with the de-
partment to the extent of sending in thg names of
the heads of the schools and making known the
existence of the department to persons in the
community who may be interested. The head-
quarters of the School Research Department arc
at 473 Fifth avenue. New York.

NEW BRUNSWICK AGENT IN ORLANDO

Orlando, Fla., December 7. — The Staton & Fife
Piano Co., of this city, have just been made
Brunswick representatives here. This firm are
very enthusiastic about Brunswick records and
phonographs and are giving the new line a great
amount of local publicit)'. The firm are going
right after business and are well pleased with the
co-operation received from the Brunswick head-
quarters.

H. C. SAMPTER BETROTHED

Herbert C. Sampter, associated with the fac-
tory of the General Phonograph Corp., at New-
ark, N. J., and a brother of E. L. Sampter, adver-
tising manager of this company, was betrothed
recently to Miss Ruth Lustig, of New York
City. It is understood that the_ wedding will
take place the latter part of this month. The
World extends its congratulations.

SHOULD BE ON EVERY

PHONOGRAPH and PLAYER-PIANO.

IT'S NECESSARY-'VERY NECESSARY.

PRICES REDUCED

MR. MERCHANT, here is your op-
portunity to place a Record Flasher on
every phonograph and player-piano
you sell and j'our regular customers
that have instruments will buy at
sight.

It's low in price — within the reach
of every one. Beautifully finished and
fully guaranteed.

Attractive advertising matter fur-
nished with each unit package of 12,
which may be assorted in Nickel and
Gold finishes.

Order at once — don't delay. Easilj-
sold and very profitable.

NEW RETAIL PRICES

Nickel Finish, with battery $3.00

Gold Finish, with battery 3.75

Extra batteries 75

Liberal Discounts to Dealers.

STANDARD ACCESSORY
CORPORATION

355-57 E Water Street
MILWAUKEE, WIS.

128

THE TALKING MACHINE WORLD

December 15, 1921

LOOKS i IKE "TALKER" CHRISTMAS IN ST. LOUIS TRADE

Conventional Models Much in Favor, but Consoles Have Quite a Vogue — November Business Ex-
ceeded Expectations — Music Merchants' Association to Hold Important Meeting — Budget of News

St. Louis, Mo., December 6. — It is going to be a
talking machine Christmas in general and a con-
sole Christmas in particular. There is a good
demand for the conventional models, but the
trend is strongly toward the consoles, with in-
dications that it may reach the intensity of a
craze. Whether it is to be a passing phase or
a permanent change is a matter about which
dealers differ. Some say the conventional mod-
els will be driven out and others as positively
assert that they will hold their own and come
back stronger after the consoles have had their
daj-. However that may be, there is no mis-
taking the tendency of the present demand.
Sales of Period Styles Predominating

There is a probability that the heavy sales of
expensive period styles will counterbalance the
December rule of a predominance of sales in
the middle register of prices, $150 to $250, and
the accelerated movement of the cheaper run of
machines for Christmas delivery. Early order-
ing for Christmas delivery is not as general as
it was last year, because it is pretty well known
by this time that there is not likely to be a
scarcity. Some are bujnng and having the ma-
chines put away, but for the most part those
who want Christmas delivery are taking their
time about purchasing.

Brunswick Phonograph in Concert

Gene Rodemich's orchestra and the Bruns-
wick gave a Saturday matinee at the Famous &
Barr Co. music salon which drew a big crowd.
The Rodemich outfit has been making Bruns-
wick records and it played "Just Like a Rain-
bow" in comparison with the record which it
bad made. Ted Fereda, formerly of New York,
now of St. Louis, who wrote "The Love Bird,"
gave his own interpretation of it on the piano.
Then there was anniversary and music week at

Rodemich orchestra plays, and Rodemich's "Cry
Baby Blues" was played by the orchestra and
the Brunswick Stratford.

Many Vocalion Sales Reported
Manager Chrisler, of the Aeolian Co., reports
that the retail Vocalion sales for November were
far ahead of last year. The readjustment of
prices of the period and conventional models
has attracted favorable attention. Manager
Chrisler declares that the values being given are
the greatest ever given, regardless of pre-war
prices.

November Business Exceeds Expectations
Alanager Ennis, of the Grand-Leader talking
machine department, says the November busi-
ness exceeded anything that was expected. It
was expected to double the business of the pre-
ceding November, but it did more than that.
The movement was mostly of high-grade periods
and uprights and the cheaper styles, down as
low as $75 and $100, with the medium styles
not doing quite so well. There was a good sale
of Victrolas at $250 and $300, the new Bruns-
wick Colonials, Stratfords and Queen Annes
and Sonora standards.

Meeting of Music Merchants' Association
The Music Merchants' Association of St.
Louis, constituted in considerable part of talk-
ing machine dealers, will have a meeting after
Christmas to decide whether to go on or quit.
Interest has been lagging of late and there is a
feeling on the part of some of the members
that keeping it going costs too much in time
and eiTort. Others hope that after the Christ-
mas rush there will be a revival of interest in
the Association and that its usefulness will not
be brought to an end.

Becomes Manager of Phonograph Shop
Paul Gold, for eight years with the Silver-
stone Music Co., latterly as field representative
in the South, has resigned to become manager
of the Phonograph Shop (exclusively Edison),
Memphis, Tenn. L. M. Schlude, who has been
in the Silverstone retail department, will suc-
ceed him in the Southern field. Mr. Gold suc-
ceeds D. E. Porter.

R. V. Johnson Heads Vocalion Department
R. V. Johnson has been placed in charge of
both the wholesale and retail Vocalion depart-
ments of the Aeohan Co. F. D. Brandt, formerly
ill charge of the retail department, has been trans-
ferred to the piano staff.

Colimibia Happenings
E. M. Morgan, branch manager of the Colum-
bia Co., has just returned from a business trip
to Memphis, Paducah and Little Rock, where he
reports an increased effort is being made by
the dealers there to make a heavy Christmas
clean-up. M. E. Rubinowitz dropped into the
office to leave an order. He thinks the mails
from Litchfield, 111., are too slow. Fred P. Wat-

son, of the Fred P. Watson Co., Johnston, 111.,
also called at the branch office.

Local Columbia dealers recently featured
Charles Hackett in their window displays and
mailing lists. Mr. Hackett sang at the Odeon
December 2 and 3.

Rolens & Millikan, Murphysboro, 111., are ex-
hibiting a Columbia machine twenty-five years
old, the owner of which has recently purchased a
new Grafonola, but refuses to part with the old
one because he says if he ever has any trouble
with one machine he can always fall back on
the other.

Mr. Shubert, of the St. Charles Music Co., St.
Charles, Mo., hired a couple of energetic young
men to start a sell-by-truck campaign. One of
the young men hustled out to buy a truck, but
the other one beat him to it and had an order
for one Grafonola by the time the truck was on
hand. They're out of sight now, but we've got
both ears open.

Pfeifer Bros., Little Rock, Ark., had an un-
usually attractive Columbia exhibit at a fair in
Little Rock recently.

Individual Style Makes Hit

Miss Merritt, manager of the Scruggs, Vander-
voort & Barney talking machine, says there has
been a remarkable response to the announce-
ment of a console model Victrola, built to the
firm's order from its own design. It was put
out first during the firm's anniversary sale at a
close price, but has now been priced at $275,
which is to be the permanent figure.

Some Personals

W. L. Scott, formerly with the Stout Music
Co. at Kirksville, Mo., has been appointed man-
ager of the talking machine department of the
Lehman Music Co.

J. H. Bennett, assistant manager of the Bruns-
wick Co., has returned from a business trip to
Chicago.

A. F. Odell, of Odell's, Inc., Quincy, 111., was
in St. Louis a few days recentlj-.

W. E. Krug, Jr., Edison dealer at Staunton,
111., spent a few days in St. Louis, part of the
time at the establishment of the Silverstone
Music Co.

Miss Ruth O'Brien, of the record department
of the Baldwin Piano Co., has returned from a
trip to New Orleans.

The concert of the Eight Victor Artists here
last month was so successful that the Tri-State
Victor Dealers' Association, under whose aus-
pices the concert was given, is $1,000 to the
good. Last year there was a deficit of $600. It
is planned to have the artists two nights next
year.

J. Ed Black, of Springfield, Mo., has moved
into a new store, in which two floors are devoted
to talking machines.

The Redman & Son department store at
Olney, 111., has opened a Vocalion department.

The Symphony Shop has been opened at
Tenth and Olive streets, selling the Symphony
machine and Emerson records. N. D. Giles is
the manager.

the New Grand Central Theatre, where the
' ^

WE DO RECORDING

Why not record and sell under
your own label? We engage
talent and make records for
regular releases for commercial
purposes, musicians, corre-
spondence schools, orchestras,
clubs, or private individuals.
Recording for any purpose.
Send for rates.

Phonograph Recording Co.

260 West 42ad Street
New York City

Phone: Bryant 6389

December 15, 1921

THE TALKING MACHINE WORLD

129

fiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiii^

I THE TALKING MACHINE WORLD SERVICE

A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

Making Christmas Shoppers Stop and Buy

ONE effective way to make a Christmas display that will attract
attention is to till the background of your window with white
cheesecloth or bunting and cover the ffoor with white cotton and
imitation snow. At the left set a Christmas tree with the usual orna-
ments and small electric lights of red, blue and white, to represent
the candles. At the right place a cabinet model talking machine,
and on it a card lettered in green, red and gold, with the following
wording: "The Christmas Gift Supreme — (Name of Machine) —
j ohn_ Dough & Co." At the topmost point of your Christmas tree
arrange a small searchlight so that the light shines continuously.
This light should be pointed so that it falls upon the top of the talk-
ing machine and illuminates the sign. Such a searchlight can be
made by either using a small standard current bulb with a reflector
and necessary side pieces, or by merely attaching a small flashlight
with the switch fastened down. In this case a new battery would
probably have to be supplied three or four times before the display
is discarded. The other window lighting should be kept very dim,
so that the searchlight effect is not killed by conflicting hghts. The
dark outlines of the Christmas tree and the talking machine show
up very strongly against the white background and give a striking
effect. Frame your window all around, close to the glass, with some
Christmas rope of holly.

* * *

TAKE advantage of the idea of giving records for Christmas by
putting in a special window display featuring your gift packages.
Across your window at the top set a streamer sign reading : "Dough's
Christmas Gift Packages." Below this streamer arrange three large
signs of upright shape, No. 1 headed "For the Older Folks," No. 2
"For the Young People," No. 3 headed "Favorites for Everybody."
From a local photographer secure three large photographs, one of
a grandmother type, one of a young girl about twenty, and one of a
middle-aged man. If he cannot supply these of uniform finish and
size, he can make reproductions to your order at slight cost. The
photograph of the grandmother goes on sign No. 1 ; the photograph
of the girl on sign No. 2; the photograph of the middle-aged man
on sign No. 3. Under each is a list of five records you have chosen
as most appropriate, including at least one special Christmas record
in each assortment. At the bottom, total the price in large figures.
At the foot of each sign place a Christmas package of records attrac-
tively wrapped and tied with red ribbon. Below this, to balance
the streamer sign at the top, is another streamer sign of equal
size with this wording : "Give Records for Christmas."

* * *

IF IT is your policy to feature "terms," here is an effective Christ-
mas window that will sell machines : In the center place an
attractive sign of horizontal shape of a light green color with gold
borders and lettered in red and black with this wording: "Special
Christmas terms on all models in this window. Reserve your instru-
ment now and avoid disappointment." In back of this sign, in a
semicircle, place as many different models of talking machines as
your window will accommodate. Red silk ribbon should lead from
the door of each machine to the sign. At the base of each machine
place a Christmas wreath.

* * *

CARE should always be taken that the glass of your show window
is in proper condition. It should be washed and polished fre-
quently so that it has a clean, shiny, new appearance. Such an
important part does the condition of the show window play that
at a recent meeting of the Window Display Men's Association in
Milwaukee the matter of proper cleaning was thoroughly discussed
and the following method was recommended :

"The inside of the glass should be washed with tepid water
applied with chamois, using no soap or powder of any kind. Dry
with the chamois and polish with a cheesecloth. The outside requires
different treatment, and should be cleaned with the following mix-
ture: One ounce pulverized whiting, one ounce grain alcohol, one
ounce liquid ammonia, one pint water.

"Apply with a soft cloth after having removed the surface dirt.
When this preparation is allowed to dry, and is then rubbed off
with a polishing motion, the surface of the glass will be extremely

brilliant, and will remain so for a longer period of time than when
washed in an ordinary way.

"If a glass has become badly scratched, then a filler should be
applied. This consists of an ounce of white wax dissolved in a pint
of pure turpentine. This fills the cracks or scratches and prevents
the dirt from lodging in them."

* * *

AVERY clever mailing card, making no direct solicitation for
business, but at the same time reminding the community that
you are the music center, can be gotten up in the following way :

On the face side of the postcard reproduce a photograph of
either an exterior or interior view of your establishment. Under-
neath it place a small amount of copy, stating, for example, "Exterior
view of John Jones & Co." On the reverse side of the card should
appear a space for the address and the following :

"Music lovers gather together at the Opera Comique, Paris, the
Metropolitan Opera House, New York, and the Music Shop, Smith-
ville." (Substitute your own name and address in place of The
Music Shop and Smith ville.)

This little card you will find will increase your prestige as a
music center in your locality.

* * *

IF you are making any special Christmas offer in your advertising,
a very effective way to tie up your window display with your
advertising is to reproduce your newspaper ad. in the window in
large size. Give a proof of your ad. to your local card printer and
let him make a reproduction of it about four feet high. Around the
edges of the ad. should appear an imitation of the reading matter in
a newspaper just as if the ad. had been clipped out of the paper.
Whatever records or machines are featured in the advertisement
should be placed in the window.

The effect is very striking and helps to connect your store with
your advertising.

* * *

MOTION never fails to attract the eye. Here's an excellent
way to take advantage of this fact. Get your local card writer
to make a heavy cardboard hand about 15 by 24 inches, painted in
the natural colors. The index finger should point direct to your
door. In this card screw two small hooks of the type used to hang
up tooth-brushes. On these hooks a sign is hung which can be
changed as often as desired. Hang the hand near the front of
your window with two black silk threads, one at the wrist and one
at the index finger, suspending it from the ceiHng. On the change-
able card advertise "specials," such as new records, song hits from
the show playing in your local theatre, used talking machine bargains,
etc. Your salesman can give this large hand a push now and then,
and it will keep in motion from six to seven minutes, like the pendu-
lum of a clock. From the street it is hard to see how the hand is
suspended, and what causes it to move. The message on the card
is a direct suggestion to the customer and the finger pointing to your
door urges immediate action.

* * *

MUSIC plays its greatest part as a home entertainer between the
hours of 7 :30 and 1 1 :00 p. m. You should call the public's
attention to this fact. A window arranged in the following manner,
not only successfully produces the desired result, but also gives an
unusual effect :

Make a large clock with a dial of frosted glass or heavy wax
paper. It should be printed with figures from 1 to 12, and in all
details resemble the face of a clock. Where the name of the manu-
facturer should appear on the dial of the clock, write in small letters
the name of your machine. On a box behind this clock set an electric
light which shines through. The sector of the clock's face between
7:30 and 11 :00 should be in rosy pink, so that it is as visible in the
daytime as it is at night. From this sector there should run a red
ribbon to a sign which is lettered as follows :

"This part of the day is music time. Is there music in your home?
We sell the best of everything in music."

To either side of the clock place a machine opened as if playing.
On the floor place two open albums containing records.

130

THE TALKING MACHINE WORLD

December 15, 1921

The Last Word
in Electric
Phonograph Motors

Make this your
leading line for
the coming
season

The Electromophone

Absolutely Silent

Adjustable to any voltage. Tone arm equipped
with electrical stopping device, which operates
in conjunction with the Electromophone
—Record stops automatically on last note —
Never fails ! !

The Sole Selling Rights of This Unique Mechanism Are in the Hands of

THE STERNO MANUFACTURING CO.

19 CITY ROAD

LONDON, E. C, ENGLAND

December 15, 1921

THE TALKING MACHINE WORLD

131

The Happy Six arc at their happiest in "Na-
Jo" and "Jabberwoeky/' lox trots that will
get your customers in both leet. A-3503
will sell fast.

Columbia^ Graphophonc Co

NEW YORK

IMPORTANT CORRESPONDENCE REGARDING VICTOR PRICES

R. L. Freeman, of the Victor Co., Says That the Repeal of the Excise Tax Shoxild Be Regarded as
a Possible Means of Avoiding Increased Prices Rather Than as a Means of Indulging in Reduction

The New York Talking Machine Co., New
York, Victor wholesaler, recently sent out an
interesting letter to its dealers, enclosing copies
of some correspondence between the company
and the Victor Talking Machine Co., relative to
the possibility of a reduction in the price of
Victor products. This letter to the dealers, which
was signed by Arthur D. Geissler, president of
the company, is well worth close attention. It
reads as follows:

"Each year, about this time, there have been
persistent rumors relative to a reduction in the
list price of Victor products from which dealers'
and jobbers' discounts are figured.

"The effect of these rumors has been disquiet-
ing in a measure and if let go unchallenged
might result in many of our dealers hewing too
closely to the line in ordering, allowing them to
go into January with an insufficient stock to take
care of the active Winter business which we
have been taught to look forward to in the first
three months of the year.

"This year the law of supply and demand evi-
dently will take care of this problem for us, as
we are in the midst of an acute machine short-
age at the present time.

"To settle this question the writer wrote Ralph
L. Freeman, of the Victor Talking Machine Co.,
under date of November 15, as per the attached
copy, to which we have appended extracts from
his reply."

The letter sent by Mr. Geissler to Ralph L.
Freeman, of the Victor Talking Machine Co.,
read:

"Rumors have been very persistent relative to
a contemplated reduction in the price of Victor
machines after the first of the year.

"We believe publicity given the possibility that
the 5 per cent e.xcise tax on musical instruments
might be eliminated has caused the dealers im-
mediately to wonder whether or not this would
enable the Victor Co. to reduce prices.

"Our organization has steadily maintained that
the Victor Co.'s margin of profit has been all
too narrow on the present styles of machines and
that, even if the repeal of the 5 per cent excise
tax were an accomplished fact, it would hardly
warrant your cutting the list price of machines
from which your jobliers' discounts are figured.

"If you should be able, in a measure, to advise
us definitely on this subject we would appreciate
it immensely."

In reply to this letter Mr. Freeman sent Mr.
Geissler an interesting communication reading,
in part, as follows:

"Replying to your letter of November 15, we
would say that it is entirely wrong for anyone
to assume that the repeal of the excise tax on
musical instruments would enable this company
to effect a downward revision of its prices.

"Having in mind the very unusual conditions,
the Victor Co. has deliberately sacrificed its
profits during the readjustment period since the

war, but this has gone on as long as can be
permitted. We believe that we are entitled to
a reasonable profit from our investment in money
and effort in this business and we know that the
business cannot be maintained on the basis we

have been operating on during the past year.
The repeal of the excise tax may enable us to
avoid a general upward revision of prices, but,
even at that, there will doubtless be some in-
creases in our prices on certain models to avoid
actual losses.

"In conclusion we would say that the repeal
of the excise tax should be regarded as a possible
means of avoiding increases in our prices, rather
than as enabling us to contemplate reductions."

BUFFALO DEALERS OPTIMISTIC ANENT HOLIDAY TRADE

Talking Machine and Record Business Shows Decided Improvement in Northern New York — Local
Association Changes Name — ^Jobbers Report Progress — Columbia Co.'s Carload Campaign

Buffalo, N. Y., December 8. — Reports from talk-
ing machine men as to indications for holiday
business vary. Some dealers express optimism
concerning a brisk holiday trade, while others
state that it will have to come in with a rush
from now on if it is to conpare at all with
the business of last year.

A traveling representative of one of the big
wholesale houses here, who covers territory as
far south as Pittsburgh, reports that business is
showing a decided improvement, except in the
coal and oil districts, which are affected by un-
employment. In other districts, he says, business
is showing an upgrade tendency.

The record business is picking up decidedly
as the holidays draw near. Among the numbers
that are making a big hit at the present time
are "Wabash Blues", and "My Sunny Tennes-
see." It is expected also that "Mississippi
Cradle" will score a great success.

Dealers' Association Changes Name

At a recent meeting arranged by the Talking
Machine Dealers' Association of Buffalo more
than one hundred Victor dealers and their em-
ployes were present. Dealers from Buffalo and
lowns and cities as far east as Rochester and
west to Erie attended the meeting.

The principal business transacted consisted of
changing the name of the Association to the Vic-
tor Dealers' Association of Western New York.
President C. E. Siegesmund presided as toast-
master and delivered an address, relating the
growth of the Association and some of its out-
standing accomplishments during the past seven
years. He stressed the value of co-operation.
"The history of business," he said, "shows that
it passes through a number of cycles. The first
of these is the one of 'dog eat dog,' bitter and
ruthless competition; the second one of 'each
for himself and Satan for the hindermost,' each
business man fighting for his own interests
solely; and so on down to the present cycle, the
one of service to customers and to one another."

One of the chief speakers was J. S. MacDon-

ald, sales manager for the Victor Talking Ma-
chine Co. "Conditions," he said, "are gradually
improving." He also pointed out that the man
who has goods of quality to sell and who works
with determinaticJn is bound to get satisfactory
results.

Park Willis, field representative of the Victor
Co., another of the speakers of the evening, said
that in his travels in this section he had noticed
a decided improvement in business.

C. N. Andrews, Victor wholesaler, and V. W.
Moody, representing the Buffalo Talking Ma-
chine Dealers' Association, also wholesalers, both
gave an exceedingly optimistic report on the
outlook for the holiday trade. Other reports
from sales representatives indicated a bright
prospect for the future.

A special feature of the dinner which followed
the meeting was the appearance of Jack Yellen,
Buffalo songwriter, who favored those present
with some of his latest hits.

Brunswick Business Picking Up

Brunswick business is good, H. J. Hermans-
dorfer, superintendent of the Brunswick branch
here, reports. This establishment is rushed with
orders for Christmas delivery and has been
obliged to increase its working force and work
nights and Sundays to fill them. The Brunswick
record business here has jumped tremendously
during the last year and the future appears bright
to us.

The Columbia "Carload" Campaign

This district is among the leaders in the "Car-
load" campaign which Columbia is carrying
on throughout the country. Most successful
sales of this kind have been carried on by the
following firms: J. A. Goldstein, Niagara Falls;
Swanson Piano Co., Jamestown; G. F. Schafer,
Batavia; Levis Music Store, Rochester; Ver-
beck Musical Sales Co., Buffalo; Markson Bros.,
Syracuse; Lang's Hardware Store, Olean, N. Y.

Robert Porter and H. L. Pratt, Columbia ex-
ecutive officials, were recent visitors at the local
branch.

QUALITY THEN SERVICE THEN A FAIR PRICE

FOR THESE REASONS YOU SHOULD BE USING OUR

COTTON FLOCKS

SUPERIOR OtJALITY FOR RECORD MANUFACTURE
Trial Samples Supplied Without Charge

CLAREMONT WASTE MFG. CO. CLAREMONT, N. H.

132

THE TALKING MACHINE WORLD

December 15, 1921

l/ou can't qo wrong
with anif jteist'sonq'

BUSINESS SHOWS BETTERMENT IN CLEVELAND TERRITORY

Leading Jobbers and Dealers Pleased With Conditions, Both Present and Prospective — Eclipse
Musical Co. Opens Service Department — Machine Shortage Possible — New Stores Opened

Cleveland, O., December 6. — A philosopher once
said something about the proof of the pudding
being in the eating thereof. Proof that the
talking machine industry in this section is in
excellent condition is obtained in the results of
November's drive by jobbers and dealers alike.
The month has gone ahead of last November
in machine sales, indicating that dealers have
been doing their holiday business earlier than
usual this year. After a study of the situation
as it is at present the opinion is ofifered by H. J.
Shartle, general manager of the Cleveland Talk-
ing Machine Co., Victor jobber, that a shortage
of machines is not unlikely by the beginning of
the New Year, if not before Christmas.
Columbia Dealers Institute Sales Drives

Confidence in the situation is likewise proved
by three separate drives being conducted by
Columbia dealers in and near Cleveland. The
Antel's Music Shop, of this city, and the Tiffin
Music Co., Tiffin, and F. J. Wiegand, Barber-
ton, each has taken three carloads of Grafo-
nolas, which are being sold now. Indications
are that these campaigns will not last a month,
as originally planned, since sales at the be-
ginning have exceeded expectations. These
events were planned and are aided by Columbia
branch officials, including S. S. Larmon, man-
ager; H. C. Cooley, assistant manager, and J. G.
Megirt, field representative.

Truck parades, with machines taken from the
cars; newspaper advertising, music at the stores
and other features were employed to arouse
public interest. The Antel affair was especially
noteworthy. A clown band led the parade, and
Al Jolson, Bert Williams and other Columbia
artists were invited to be present. Likewise, the
enterprise of the Tiffin Music Co. in entering
into such a campaign is noteworthy, inasmuch as
it is less than a year old. Carl Abbott, Walter
L. Robinson and H. C. Wolf make up the firm.
Phil H. Dorn Joins Eclipse Staff

Another welcome addition to the Eclipse or-
ganization is Phil H. Dorn, who is credited with
having one of the largest followings in the
talking machine trade in this section. Mr. Dorn
is a pioneer in the talking machine world here,
having been connected with the industry nearly
a quarter of a century. He will have field work
to do for the Eclipse, and already has accom-
plished significant service for dealers, all of
whom welcome him back to the trade.
Kennedy-Schultz Co's. Granby Drive

The Kennedy-Schultz Co., Granby distributor
and Okeh record jobber, has completed two
sensational drives for dealers in towns near
Cleveland. These affairs marked the entry of
See Advertisement on page 153

D TRADE MARK.
isc-o-cameS
PaT APPLICD POP. ^0

the Granby into the Spear Music Co., at Dover,
and the Arbaugh Furniture Co. at Salem. In
both instances similar publicity was used, and
in both instances also practically the entire
population for several miles around turned out
to attend. Telegrams were used to announce
that "The Granby Family" was coming to town,
including "Miss Virginia Granby." At Dover
Miss Peggy Gibson was Miss Granby, and at
Salem an equally popular girl filled the part.
They stood on certain corners, masked and
garbed in Colonial costume, and the people were
invited to guess their true identity. Leaders
among those who guessed correctly won sub-
stantial prizes offered by the Spear and Arbaugh
firms. At Dover a parade of floats, in which
local merchants participated, was held, and the
Spear float, representing the Granby trade-
mark, won third prize. The Arbaugh event was
linked with a dinner dance given by the Elks,
and the Salem Miss Granby created a stir, with
few guessers as to who she really was.

A Unique Service Department
A unique service department for dealers has
been organized by Edward B. Lyons, general
manager of the Eclipse Musical Co., Victor job-

Mrs. Rae P. Lute

ber, with Mrs. Rae P. Lute in charge. Mrs.
Lute has had twelve years' Victor merchan-
dising experience. The new work will supple-
ment the work accomplished by dealers who
send their sales folk to the Red Seal School of
Salesmanship of the Victor factory. All busi-
ness-building principles that are needed by a
dealer will be installed and developed by Mrs.
Lute. Her services will be available to all deal-
ers desiring such improvement to their business.

and she will remain as long as necessary in any.
one establishment to accomplish this end, ex-
plains Manager Lyons.

Victor Dealer Re-enters Business

Another new Victor dealer, or rafher an old
dealer returned to the fold, has opened here in
the Collister & Sayle Co. One large window
will be given over to talking machine displays
only. Booths are in the forepart of the main
floor, equipped with especially fine furniture and
lamps. Ernie Rezeau will be general manager,
and Miss Addie Sn}'der has been placed in
charge of the department.

Randolph House of Good Music Moves

The Randolph House of Good Music has just
completed its formal opening in its new home
at St. Clair and Parkwood, the third in three
years this firm has occupied in the same section
of town. A new two-story building is given
entirely over to music merchandising. One big
feature is a 104-foot window display, said to
be the largest given to any one line hereabouts.
Almost the entire first floor is given over tn
talking machine displays and demonstrations,
with two rest rooms near the front.

L. Meier & Sons Co. Opens New Store

Another new store makes its official bow to
West Side folk in the the Denison-West Twenty-
fifth street store of the L. Meier & Sons Co.
I'his is the second enterprise of this firm. A
third store will be opened at Lorain-West
Ninety-seventh street, for which a formal open-
ing is planned early in the new year. About
15,000 persons were reached for this opening
through the distribution of tickets at the stores,
and from the giant Victrola mounted on a
truck, these tickets entitling a lucky holder to
a large talking machine as prize. Flowers,
cigars, Victor dogs, balloons and other sou-
venirs were distributed. Much direct-by-rnail
advertising was used, as well as daily news-
papers. The event lasted three days, during
which artists of local fame and an orchestra
played nearly all the time. Many members of
the trade sent floral offerings, and prominent
members of the trade attended, including Ed-
ward B. Lyons and P. J. Towell, of the Eclipse
Musical Co.; H. J. Shartle, W. F. Sayle and
Miss Grazella Puliver, of the Cleveland Talk-
ing Machine Co.; F. C. Erdman, special Victor
representative, and others.

The original Meier establishment, Clark-West
Forty-fourth street, has the distinction of being
one of the handsomest retail stores of any kind
in the country. The two new stores are pat-
terned much after the manner of the first,
though smaller. Some of the unusual features,
originated by Louis Meier himself, are booths
v/ith marble wainscoting, equipped with elec-
tric fans and flower vases and plate-glass sides
set in putty, which insure added sound-proof
qualities.

Victor Artist Draws Large Gathering

Edward Johnson, Victor artist appearing in
person here, drew the largest gathering so far
this season of talking machine interests at a
special meeting in the Hotel Statler. The event

December 15, 1921

THE TALKING MACHINE WORLD

133

was arranged by Cleveland Talking Machine
Co. officials. Mr. Johnson exceeded his previous
remarks in his talk on the artist and record mak-
ing, and the value of this know^ledge to the dealer
and record seller in closing business. Miss
Grazella Puliver, publicity director of the com-
pany, was chairman of the meeting.

Long-distance Shipment From Cleveland
What is believed to be the longest distance a
talking machine has traveled from Cleveland is
a special Columbia, in a trunk, which has been

Columbia Shipment to Japan
sent to Japan. The order was received from
Nogi Junzo Shirai, former Cleveland lad, and
now of Tokio. Mr. Shirai used to be associ-
ated with George Krauslick, manager of the
record department of the Cleveland branch of
the Columbia, which may account in part for
the order coming here.

Indications Point to Machine Shortage

That the predicted shortage in machines may
be closer at hand than some suspect is shown by
the accumulation of orders for Brunswicks in
the local branch of the Brunswick-Balke-Collen-
der Co., and the need for speedy delivery now
so that dealers may have sufficient stock to meet
their Christmas demand. Present distribution
will be augmented, however, in the opinion of
V. K. Henry, talking machine department man-
ager in this territory, with the arrival of the
Queen Anne and Colonial models.

Furnishes Granby for Theatre

Unique use of a phonograph has been accom-
plished by the Alhambra Music Shop in the
installation of a Granby instrument on the stage
of the Loew Park Theatre during an "All-Jazz
Week" inaugurated by Maurice Spitalny, orches-
tra director. The instrument played during the
intermission of picture exhibitions.

The Hoover-Bond Co. Christmas Drive

The Christmas campaign of the Hoover-Bond
Co., which has three establishments in Tiffin,
Lima and Ashtabula, all in Ohio, has been pro-
mulgated by H. C. Cooley, assistant branch
manager of the Columbia in this territory, and
a corps of expert sales promoters from the local
office.

One of the unique sales of the period has
just been completed by E. A. Friedlander, talk-
ing machine department manager of the Bailey
Co., in the purchase of 126 cases of records,
said to amount to 30,000 pieces, which were
sold in less than a week, although it was ex-
pected this event would last twice that length
of time. The records were sold at a markedly
low price, which accounted for the quick ab-
sorption. Several stands throughout the store
were erected to conduct the sale.

Phonograph Co's. Tone Tests a Success

The Phonograph Co., Edison distributor, has
completed the largest series of tone tests ever
conducted in this territory. Close to fifty deal-
ers in the district participated in this move.
Artists who appeared at the different establish-
ments or at the hall where the dealers con-
ducted the tests included Willard Osborne,
George Wilton Ballard, Sybil Sanderson Fagin,

Collins and Harlan. The bookings were made
by E. S. Hirschberger, advertising manager of
the Phonograph Co.

Cleveland Co. Organizes Sales Helps

With the dance season approaching its height,
a plan that is welcomed by dealers who wish
to cash in on the maximum business for dance
records is being developed by the Cleveland
Talking Machine Co. New hangers, in which
the dance records are listed, without being
dated, have been prepared. The innovation is
designed to aid dealers in disposing of old dance
numbers as well as new ones, points out Miss
Grazella Puliver, educational director, and a
considerable gain in this branch of the business
already is reported by dealers.

Another dealer aid by the Cleveland Co. is the
preparation of a bulletin of educational records,
designed to assist the teacher in making selec-
tions for her school work. Every possible use
of records for school work is included in this
bulletin.

The presentation of "Over the Hill," motion
picture, was timed in Cleveland with the arrival

of the record of that name in this territory.
Through the effort of the Cleveland Talking
Machine Co. motion picture exhibitors invited
dealers to attend the preliminary showing of the
picture here. The story learned by the dealers
offered an asset to greater record distribution,
and dealers, in return for the courtesy of ex-
hibitors, informed the public in window dis-
plays that the pictures were being shown at
Loew theatres.

Cheney Concern Perfects Service
Virtually perfect service for dealers in its
territory has been created by the Cheney Phono-
graph Sales Co., and through this medium both
machine and record distribution will be kept
up until the holiday demand is over. In order
to insure such good service President George R.
Madson, of the Cheney company, does not con-
template adding new clients until after the first
of the year.

Salesmanship is the art of getting people to
buy what they want, even if they don't know they
want it.

Here are the Tonepen
display box and the dis'
play cards supplied free
of charge to dealers.

Join the Army
of TONEPEN Dealers

A large number of dealers are now selling TONEPENS
because they are better than ordinary phonograph needles.
A TONEPEN plays loud, soft and medium. Our TONE-
PEN is good for at least one hundred records without remov-
ing it from the reproducer.

As soon as a prospect hears the results obtained with the
marvelous TONEPEN he buys a set of three for fifteen cents
— the retail price.

Display Gases and Cards

Every dealer who orders a gross of
TONEPENS receives free of charge
the TONEPEN display box and four
of the attractive display cards shown
on this page.

Attractive Dealer Offer

TONEPENS are sold at such a lib-
eral discount to the trade that it pays
to handle them.

Write today for our attractive dealer
offer. Let us send you a gross of
TONEPENS with the free display box
and the free display cards.

Fifty Sample Cards
FREE

With every initial order we give 50
cards (three Tonepens to each card)
FREE for distribution as samples.

'TONEPENS are guaranteed. If
any dealer or user finds that TONE-
PENS do not live up to our claims we
will refund his money. No dealer runs
any risk in stocking up with TONE-
PENS.

THE TONEPEN CO.

21 7A Center Street

New York

134

THE TALKING MACHINE WORLD

December 15, 1921

For the Children

THE ARTo CO.

Has Just Issued a Special

Christmas Record

Catalog No. 3089

SANTA CLAUS' ARRIVAL"

AND

"SANTA CLAUS
DISTRIBUTES THE TOYS"

Descriptive Christmas Stories

Kecorcled by Mr. Gilbert Girard, the well-known
mimic of the expressive sounds of birds, cattle
•ind animals, and an entertainer extraordinary.
This ARTo Record is a sure-fire big seller during
the Christmas season, and as a Novelty Record
for children, there will be a demand for it
throughout the year. Don't orerlook this oppor-
tunity for more business. Hare your order en-
tered'immediately with our .iobbers as listed be-
low, or you may order direct from us.

The Operatic Arias, sung in Italian by noted
Grand Opera artists, as listed below, are master-
pieces of voice reproduction. For your trade who
I)refer operatic selections, you should have a sup-
ply of these at hand.

Operatic Arias

Snng in Italian

3090 Bigoletto ("Caro Nome") (G. Verdi)—

Soprano solo, orchestra accomp..Eva Leoni
Bigoletto ("Quests O Quella") (G. Verdi)
— Tenor solo, orchestra accomp.,

Antonio Rocca

3091 II Trovatore ('-II Balen Del Suo Sor-

riso") (G. Verdi) — Baritone solo,

orchestra accomp Milo Picco

Carmen ("Canzone Pel Toreadof") (G.

Bizet) — Baritone solo, orchestra ac-
comp Carlo Ferretti

Please do not fail to obtain copies of the recent
monthly bulletins of ARTo Records.

THE ARTo CO.

New York Office:

1658 BROADWAY

Factory: OrarLge, N. J.

LIST OF ARTo JOBBERS

CROWN MUSIC CO.. New York City.^ ' - -

ARTo DISTRIBUTING CO.. New _ York City.

THE MORRIS MUSIC PUB. CO., Philadelphia, Pa.

CONSOLIDATED TALKING MACH. CO.. Chicago. III.

SCOVILLE JOBBING CO., Atlanta, Ga.

VICTOR TRAVELING STAFF TO MEET

Reunion During the Holidays at Camden — To
Hold Important Conferences

Camden, N. J., December 10. — Plans have been
consummated whereby the entire staff of the
traveling department of the Victor Talking Ma-
chine Co. will visit headquarters at Camden dur-
ing the holiday week, immediately following
Christmas Day. During this week various con-
ferences will be held regarding the plans and
work to be accomplished during 1922, and the
entire traveling organization will also have an
opportunity to establish a personal contact with
the new head of the Victor traveling department,
Frank K. Dolbeer, whose return to the talking
machine industry was reported in detail in The
World several months ago.

AN EXCELLENT HOLIDAY FOLDER

Talking Machine Department of James McCreery
& Co., New York, Featiires Victrola for Christ-
mas in a Most Effective Maimer

An unusually fine folder featuring Victrolas
for Christmas has been issued by the talking
machine department of James McCreery & Co.,
New York, and affords an excellent idea of the
individuahty that may be shown by dealers in
preparing sales literature. Five of the most
popular Victrola models are listed in the folder,
which is of convenient size for mailing in the
ordinary envelope. Prices and terms are quoted
in connection with each instrument.

The folder is finished with a background of
tan, with the machines also printed in light tan
ink against a field of red and black. Holly, snow
and typically Christmas decorations serve to add
to the attractiveness of the folder.

HOFFAY PHONOGRAPH CO. MOVES

Talking Machine Manufacturer Now Located at
160 Pearl Street, New York

The Hoffay Phonograph Co., manufacturer of
the Hoffay phonograph and air-tight tone arm,
as well as a sound box marketed under the trade
name "Resurrectone," moved early this month
from 59 Fourth avenue. New York, to 160 Pearl
street.

The Hoffay Phonograph Co. was recently
granted additional patents covering the manufac-
ture of the "Resurrectone." Parts of the new
product have been simplified and the manufac-
turer also states that the sound box gives in-
creased volume as well as added quality.

PEERLESS DE LIJXE^MUCH ADMIRED

The Peerless Album Co., which announced early
last month a new record album made particularly
for Christmas trade to be known as the "Peer-
less de Luxe," states the new product is being
received in trade circles with much favor. Sev-
eral letters have been received by Phil Ravis,
president of the company, in which retailers stated
that it was the most timely offering received
by the trade in many months.

The "Peerless de Luxe" is made primarily to
be given as a gift to record enthusiasts or to
owners of talking machines who place unusual
value on their record collections. It is a quality
product throughout, beautifully bound in two-
tone Spanish mission, the inside covers of which
are lined with genuine moire silk with the metal
bindings of gold plate. The covers are gold
finished, bevel edged and the leaves are ex-
cellent quality satin finish envelope stock.

ANNOUNCES PRICE ADJUSTMENT

The Fulton Talking Machine Co., New York,
manufacturer of popular-priced table model talk-
ing machines, phonograph parts and accessories,
recently announced a reduction in price on its
talking machines. S. Davidson, of the company,
states that the demand for popular-priced table
machines is on the increase.

MURRAY RESIGNS FROM PATHE CO.

WQl Relinquish Post as Assistant to President
of That Company on January 1

It became known last week that C. H. Mur-
ray has resigned his position as assistant to the
president of the Pathe Freres Phonograph Co.,
of Brooklyn, N. Y., the resignation to become
effective the first of the year. Mr. Murray has
been connected with the Pathe Freres Phono-
graph Co. in various important capacities for the

C. H. Murray

past three j'ears. He joined the organization
as advertising manager. His exceptional execu-
tive ability was early recognized and well ap-
preciated, which resulted in his appointment as
assistant to the president, W. W. Chase. In
this capacity Mr. Murray not only assisted the
chief executive in his arduous duties, but also
directed the sales of the organization. Mr. Mur-
ray has not as yet announced his future plans.

F. W. Waldmeyer, for several years credit
manager of the Pathe Freres Phonograph Co.,
has also resigned and sailed for Europe on
the "Olympic" on December 10.

INTRODUCING NEW HOME GAME

The Western Envelope Corp., 65 Hope street,
Brooklyn, N. Y., recently announced a new game for
home use to be used in connection with the turn-
table of talking machines. It is called the "Disc-
o-games," made of heavy cardboard stock re-
sembling a roulette device and, indeed, a form
of roulette can be played upon it. In addition
the device can be used to tell fortunes, act as a
ouija board and carry out interesting mathe-
matical and spelling problems by its unique ar-
rangement.

J. M. Alter, president of the Western Envelope
Corp., in speaking of the possibilities of the
new product, said: "Prior to our acceptance of
the manufacture of this product for which we
hold the exclusive rights, samp-les were placed
before the trade and invariably aroused unusual
enthusiasm, all of which encouraged our desire
to accept the new game as a manufacturing
and sales proposition.

It is not how high you climb that counts —
but how long you keep climbing.

THE BROOKS IIVBUILT AUTO-
MATIC REPEATING
PHONOGRAPH

The most wonderful Talking
Machine on the market. All but
human, will play any part or all
of any record from cue to eight
times. Set the dial an I havs
music throughout the meal or
during the dance. It is justly
termed the "wonder" instrument,
exquisite in cabinet design and
marvelous in tone Send tor deal-

ers' di count. Distributors wanted.

BROOKS MFG. CO.

Saginaw Mich.

December 15, 1921

THE TALKING MACHINE WORLD

135

LE\NI»WORliyMUSI

DEALERS INTERESTED IN SHEET MUSIC DEPARTMENTS

Some of the Factors That Must Be Reckoned With in Establishing and Conducting the Sheet
Music Department Successfully — Should Put Trained Clerks in Charge of Work

In response to some recent articles appearing
in this department as to the profitableness and
advisabilit}'- of operating popular sheet music de-
partments or racks, the writer has received nu-
merous inquiries from retailers requesting advice
as to the feasibility of opening complete sheet
music departments in talking machine stores.

Of course, this question is not one that could
be readily answered in a short letter, and, indeed,
to do justice to both the inquirer and the goods
spoken of, it would be necessary to have- data
regarding the dealer/^-Iocatioh, present competi-
tion from dealers handling such a class of music,
something of the musical taste of the locality,
anl- such other information containing pertinent
facts. In many cases it would not be well to
make an authoritative announcement of the
merits or demerits of such an addition to a going
business without having first-hand knowledge of
the situation.

Naturally, a complete sheet music department
has its advantages and attractions, and in numer-
ous instances it has become an important adjunct
to the talking machine store.

One thing we would advise, however, is that
no talking machine dealer attempt to operate
such a department under his own personal direc-
tion, or at least only in rare instances, where
previous experience has given the necessary
qualifications. The problems are many, the de-
tails voluminous, and they would detract from

the proprietor's energies now applied to the
strictly talking machine departments, in many in-
stances to his disadvantage and financial loss.

That has been the reason we have advocated,
where a dealer felt it necessary to add to his
sales income, the opening of popular music de-
partments or racks only, generally confining the
stock to fifty or sixty of the best titles of the
current season, for in this manner no additional
energy is required to run the department. The
title pages on display are silent salesmen. The
turnover is quick and the investment is small.
Also, the depleted stocks can be replenished
overnight from one central source.

A talking machine dealer, therefore, who would
enlarge on his sheet music sales and stock stand-
ard music would do well to engage the services
of a young man or girl equipped with the neces-
sary qualifications for the efficient and successful
handling of such goods — one who can shoulder
the details connected with such a line. Buy,
show and sell the goods, and, as one might say,
"speak the language" and know the problems of
those interested in such works, which include
teachers and pupils of all classes of musical in-
struments.

There is one exception to the- above and that
is the stocking only of standard titles that are
almost universally known. A stock of such
goods can now be selected without involving the
store in additional problems, and by an arrange-

ment which confines the stock to the active sell-
ers from among such prints.

At least one, and probably more, of the stand-
ard publishers have, during the past season, made
arrangements by which racks displaying the bet-
ter sellers from among well-known publications
can be installed with a minimum investment, and
under such a plan that portion of a standard de-
partment can be profitably handled.

The turnover will not be as quick as is now
found with the fifty popular hits, but it is suffi-
cient in many eases to make it worth while.

"GOOD MORNING, DEARIE," A HIT

New Dillingham Show Full of Good Music Com-
posed by Jerome Kern

"Good Morning, Dearie," a new musical com-
edy produced by Charles Dillingham, with the
book and lyrics by Anne Caldwell and music
by Jerome Kern, recently opened at the Globe
Theatre, New York City. According to the crit-
ics on the metropolitan dailies, it will forestall
the entry of any other show in the Globe The-
atre for many months. Its initial reception was
very enthusiastic and the music particularly came
in for extensive comment. Among the songs
which, without doubt, will have popularity are:
"Ka-lu-a," "Blue Danube Blues" and "Didn't You
Believe?" T. B. Harms, Inc., publishes the score.

William Boosey, managing director of Chap-
pell & Co., London, England, arrived recently
in New York.. After spending several weeks in
New York he will make a short trip to Canada.

136 (World of Music) THE TALKING MACHINE WORLD

December 15, 1921

FOUR HITS from the GREATEST MUSICAL SHOW EVER PRODUCED

IRVING BERLIN'S "MUSIC BOX REVUE"

••SAY IT WITH MUSIC"

••THEY CALL IT DANCING''

••EVERYBODY STEP"

••THE SCHOOLHOUSE BLUES

FOUR HITS FROM THIS SEASON'S MOST ACTIVE CATALOG

IRVING BERLIN, Inc., 1607 BROADWAY, NEW YORK

THE EVOLUTION OF THE "BLUES"

Perry Bradford Tells of His Efforts to Popular-
ize This Much Favored Music in Days Agone

"TUCK ME TO SLEEP" POPULAR

Suggested Thai a Specicil Week's Campaign Be
Carried Out on That Number

FEIST GETS "STEALING"

New York Publisher Buys Song and Instru-
mental Rights of New Number

Perry Bradford, head of Perry Bradford, Inc.,
who has had unusual success as a publisher of
jazz and "Blues" songs, and who has been the
personal representative of several colored talk-
ing machine record artists, recently said: "Blues
originated from old darky folklore in slavery time.
It, therefore, becomes natural for colored people
to sing and play 'blues' numbers and, indeed,
with the present-day success of such composi-
tions they have become quite the vogue in other
circles."

Mr. Bradford, in speaking of his endeavors to
originally introduce such works, said that he
had "walked out several pairs of shoes trying
to show the publishers the value of 'blues' until
Fred Hager, the recording manager of the Gen-
eral Phonograph Corp., made a test of a Brad-
ford number, with Mamie Smith singing, 'You
Can't Keep a Good Man Down'."

Mr. Bradford states that practically every
phonograph company has a colored artist sing-
ing "blues" and the catalog of "blue" numbers
had been quite remunerative from a sales point.

The Irving Berlin, Inc., number, "Tuck Me to
Sleep" (In My Old 'Tucky Home) has achieved
national prominence in a very short time. Hun-
dreds of vaudeville acts now include it in their
programs, and dance orchestras in all parts of
the country feature it widely.

Dealers throughout the country have found a
very active demand for this number and the
sales are increasing at a rapid rate. This has
led to suggestions being forwarded to the
sales department of the publisher from many
parts of the country encouraging a national cam-
paign, with an intensive drive over a week's pe-
riod, similar to the campaigns on "My Mammy"
and "All by Myself." This is being given con-
sideration.

"Stealing," the song and instrumental success
that has had some unusual popularity in New
England territory and which was published by
the Orpheum Music Co., Boston, Mass., was
purchased early this week by Leo Feist, Inc.

The number has shown up so well that sev-
eral of the large New York publishers became
interested in it and the Orpheum Co. received a
series of offers for the publishing rights.

Leo Feist, Inc., will immediately start a na-
tional advertising campaign on the number and
just as soon as new copies are issued the various
Feist representatives throughout the country will
exploit the song in their territories. Orchestras
have been forwarded dance orchestrations.

You can never ride on the wave that came
in and went out yesterday.

LAMONT WITH SAM FOX

Sam Fox, president of the Sam Fox Pub. Co.,
Cleveland, O., who recently toured Pacific Coast
territory, announces the appointment of Carl
Lamont as Pacific Coast representative of his
company. Mr. Lamont will be located perma-
nently in San Francisco and will care for the
Fox interests West of Salt Lake City.

PUNNING FIGHT ON JAZZ

Chicago, III., December 3. — Enemies of "jazz"
lined up at the Evanston Women's Club when
Mary Ross Potter, dean of the women at North-
western University; Mrs. Anna Oberndorfer,
chairman of the music committee of the Gen-
eral Federation of Women's Clubs. of America,
and others lined up against the popular rhythms.
They plan their first move against the theatres.

Presented b^theoricinator **

FOX-TROT

WRITTEN and PUBLISHED iBV

JACK SNYDER^

less BROAOWAV, MEW yORtKL

^SINGLE
^DOUBLE. ^
^QUARTETTE,
^& COMEDY
~ VERSION..

NOW

READV ,

December IS, 1921

THE TALKING MACHINE WORLD

(World of Music) 137

cause I'm no ones fool— '^LVn the struttin in-de-

S FOIOL

ASK TO HEAR IT!

ERNEST BALL ON LONG TOUR

Popular Songwriter Appearing in Leading
Vaudeville Houses This Season

Here is a characteristic pose of that popular
composer-entertainer, Ernest R. Ball, taken just
prior to starting out on his tour of the leading
vau(ieville houses of the country as a "single."

In anticipation of an unusually successful sea-

Ernest Ball

son with the Ball numbers, his publishers are
showing some exceptionally attractive streamers
and posters for the dealers' window displays,
which are being featured in music shops wher-
ever Mr. Ball's itinerary carries him. In addi-
tion, M. Witmark & Sons have also issued a new
catalog featuring Ball's ballad successes exclu-
sively, and dealers will find this little booklet a
boost to sales.

Mr. Ball is singing and featuring his latest
songs on this vaudeville tour, including "I'll
Forget You," "Laddie Buck of Mine," "Time
After Time," "Let the Rest of the World Go
By," "Down the Trail to Home, Sweet Home,"
"Mother of Pearl," and, of course, his medley of
famous past successes, including "Mother
Machree," "When Irish Eyes Are Smiling," "Till
the Sands of the Desert Grow Cold," etc.

THE TYPICAL AMERICAN BLUES

Val and Ernie Stanton, headliners appearing
on the Keith circuit in Eastern territory, have re-
cently been singing what they describe as the
typical American Blues. The number in question
is known as "The Eddie Leonard Blues, "a blues
melody deftly constructed around one of Eddie
Leonard's most successful songs, "Ida." The
Edward B. Marks Music Co. is the publisher of
this much-talked-of number.

KEITH BARS SLANG IN SONGS

Vaudeville Heads Issue Orders Barring Such
Expressions From the Keith Stages

publisher's catalog. If the Keith order is suc-
cessfully carried out it will, in the long run,
mean bigger sales for the publishers. The
trade certainly will welcome this move on the
part of the Keith offices.

According to a general order sent from the
Keith offices to all Keith, Moss and Proctor
houses, vaudeville artists are, in the future, to
be barred from using current slang phrases in
songs or lines. This will include "That's the
Cat's Meow," "Hot Dog," "Hot Cat," "Cat's
Pajamas," etc.

There are at present several songs of this type
that have had more or less popularity. The pub-
lishers, of course, only issue such novelties to
m.eet a demand and they will look with favor
on the restriction of such numbers and assist
in eliminating them. The publishers, after all,
favor songs of a more permanent character.
Most novelties are issued by their writers at the
special instigation of vaudeville artists, who
claim they require special material. Of course,
after a member of the writing staff has contrib-
uted such works and they attain a certain
amount of popularity, it behooves the publisher
to issue them and cash in on the demand.

This new order will force the vaudeville ar-
tists to sing ballads, melody songs and other
works which will result in worthy numbers get-
ting a better "plug."

During the past season there have been many
vaudeville artists who felt it necessary to have
special material and invariably this is never of
as high a character as the regular works of a

MUSICAL TRIBUTE TO CARUSO

Signor Tirindelli Writes New Orchestral Com-
position Called "Elegie"

In memory of his friend, Enrico Caruso, Sig-
nor Pier Adolfo Tirindelli has written an or-
chestral composition which he has called sim-
ply "Elegie." This was played for the first
time in public at a concert given by the or-
chestra of the Cincinnati Conservatory of Music
in the conservatory concert hall November 10.
Signor Tirindelli traveled with Caruso in Italy
and was associated with him at Covent Gar-
den for five years.

"SUZETTE" A NEW MUSICAL SHOW

"Suzette," a new musical production, opened
in Stamford, Conn., on Friday evening of last
week, and is slated to open at the Princess The-
atre, New York, at an early date. Edward B.
Perkins is the producer, by special arrangements
with F. Ray Comstock. Ray Dixon is respon-
sible for the book and lyrics and the music is by
Arthur H. Gutman. Among the songs are
"Dream of To-morrow," "Gypsy Rose," "Honey
Love Moon" and "Sweetheart Mine." Leo Feist,
Inc., publishes the score.

HITS— NOTHING BUT —HITS

MY JUNE LOVE

By SPENCER WILLIAMS

The Hit of the "Put and Take" Show, Broadway's Fastest Musical Comedy
ALLAN DALE says — "It's a wonderful tune."

NERVOUS BLUES

By the Writer of Crazy Blues
Sung by Edith Wilson

Played by the Original Jazz Hounds
Columbia Record No. a-3479

FRANKIE BLUES

A Real Fox-trot Blues
Sung by Edith Wilson and

Played by the Original Jazz Hounds
Columbia Record No. a-3506

VAMPIN' LIZA JANE

Sung by Edith Wilson
Played by the Original Jazz Hounds
Columbia Record No. b-3479

OLD TIME BLUES

"Variety" says: "This was the Greatest
finale of any Show ever played on
Broadway."
Sung: by Edith Wilson and

Played by the Original Jaxz Hounds
Columbia Record No. b-3506

BUGLE BLUES

That Great Sensational Blues

Note: — We also publish "Crazy Bines," "It's Right Here for You," "If Tou Don't Want Me"
and "U Need Some Lovin' Blues."

PERRY BRADFORD, Inc., 1547 Broadway, New York

138 (World of Music) THE TALKING MACHINE WORLD

December IS, 1921

INVESTIGATING ALLEGED GRAFT

Music Publishers' Protective Association Look-
ing Into Tactics Adopted by Some Orchestra
Leaders for "Nicking" Publishers

The Music Publishers' Protective Association,
which has been successful in eliminating many-
evils from the publishing field, is giving much
serious consideration to what is termed "graft"
by orchestra leaders. This development has re-
sulted from the fact that some of the largest
orchestra leaders had from time to time made
special arrangements of numbers for publishers
for fees which invariably they were justified in
receiving. More recently, however, the smaller
orchestra leaders have attempted, under the
guise of making a special arrangement, to extort
money from publishers for rendering popular
numbers.

Not only has this situation developed into a
form of graft for which there is no return, btrt
the special arrangements made by hundreds of
orchestra leaders invariably do an injustice to
the melody of the song. Much complaint has
been made in recent months that the orchestras
fail to render melodies in their original form; in
fact, often the whole theme of a number is dis-
torted.

Graft is bad enough, but to have to pay fees
for the abuse of a composition is hardly to be

countenanced. Action on the part of the Music
Publishers' Protective Association will, undoubt-
edly, be welcomed.

NEW SONG BY CLAY SMITH

Witmark & Sons Announce New Concert Num-
ber by This Composer

Clay Smith, who wrote the song, "Sorter Miss
You," has produced what is looked upon as the
logical successor of that number, which is entitled
"Seem to See You." It is a particularly appeal-
ing and melodious number and is rendered ef-
fectively with a simple violin obbligato. It
was introduced at the recent recital by Edna
Swanson Ber Haar, when it received a warm
welcome. "Sorter Miss You" is a big favorite
on concert and Chautauqua stages. M. Witmark
& Sons publish both numbers.

NEW CADDIGAN AND STORY SONG

The Edward B. Marks Music Co. has secured
the Caddigan and Story song, "Wait Till You
See Me on Sunday." These are the writers of
"Little Blue Diamonds" and other well-known
successes. The number has already made a dis-
tinct impression in professional circles.

To make your stock pay bigger dividends,
put more interest in it.

MUSIC HELPS MILLINERY TRADE

Retail Millinery Association Officially Endorses
Use of Talking Machine in Stores to Increase
the Volume of Business — Acts as Stimulator

It is now reported that talking machines are
being installed in millinery stores for the pur-
pose of putting customers in the proper frame of
mind to decide upon creations that will put in-
creased profits in the pocketbooks of the store
proprietors. It may be, too, that if the husband of
the fair patron accompanies her the music may
serve to put him in a frame of mind to produce
the necessary cash for the hat without undue
argument.

Women's Wear recently reproduced and com-
mented upon a bulletin sent out to members of
the Retail Millinery Association suggesting the
use of music in selling hats to women. The
bulletin read: "The use of music, as an aid in
selling hats to women, a plan now used by a
New England member of the Retail Millinery
Association of America, has been recommended
to other members of the Association. On the
business manager's page of the Association bul-
letin to members J. R. Bolton points out that a
pleasant frame of mind may be created by good
music, which will induce customers to purchase."

In the editorial the paper said: "It was rain-
ing. All day it had been either misting or rain-
ing and by three o'clock it was about as gloomy
a day as one could imagine. One of our mem-
bers dropped in to see me from one of the big-
gest and livest of the New England cities. He
said, 'How are you?' I said, 'As well as possible
under the circumstances.' He said, 'What cir-
cumstances?' I said, 'The weather.'

"Then he said, 'Where's your phonograph?'
and I said it was home where it belonged. 'No,'
said he, 'I mean the phonograph for your office?'
I thought he was joking, but he was dead in
earnest and he told me something so interesting
and so fraught with real value that I asked his
permission to pass it along to our other members.

"He said that since he had installed a phono-
graph in his millinery salesrooms his sales had
gone up 25 per cent, and he attributed it to the
music that it provided — not so much for his cus-
tomers, but to his customers before they became
such.

"For instance, a woman comes into his store
with a friend. The intending purchaser has her
mind upon securing a hat with the friend's mind
open to suggestion. As they enter the strains
of a really good selection fall upon their ears.
They cannot help hearing it. One says to the
other, 'That's pretty, what is it?' The sales-
woman, hearing the question, courteously names
the selection. They listen a moment, then it
occurs to the visitor that she came in to buy a
hat and she sets about it.

"But a pleasant and agreeable train of thought
has been started in her mind. She is a bit more
favorably disposed toward buying a hat in gen-
eral and toward getting it in that special store
in particular. She is, perhaps, humming the
tune to herself. As she turns around to look
into the mirror she finds that she is turning in
time to the music. That is, psychologically, she
is responding to the call of harmony, and not
only musical harmony, but of that still greater
and all-embracing harmony that is necessary to
the actual making up of her mind to buy the hat.

"Or a man enters this store with his wife —
probably a not altogether voluntary proceeding
on his part. He hears the music. Well, at least,
here is something to attract his attention and
engage his thoughts to render the time of wait-
ing less tiresome than it might be. He, too, is
in harmony with the music and more likely to
approve of his wife's selection than otherwise.

"In other words, it is like a balance wheel in
that it not only caters pleasantly to the senses,
but it also absorbs the natural but very insidious
deterrents to the completion of a sale.

"Is this deep stuff? It may be, but I declare,
if I had a millinery shop, I would install a
phonograph tomorrow morning and try it out."

There are no level paths to success. One must
keep climbing or slide back.

IN HAYTIME

( I LEARNED TO LOVE ) ' ■

OCCHESTM"

25t

WRITTEN

S>ubh^hcd bu THE HOUSE OF MASTER COMPOSiTIONS

1658 BROAOWAV^ N£W VOaiC.

December 15, 1921

THE TALKING MACHINE WORLD (World of Music) 139

NED NICKERSON IN MIDDLE WEST

Ned Nickerson, traveling representative for
Jack Snyder, Inc., publisher of "Frankie," "May-
time," "A Little Birdie Whispered It to Me,"
and other successes, has recently been covering
Middle West territory. During his stay in Cleve-
land, O., he took part in the annual national
song contest held at Zimmerman's Dance Hall,
that city, from November 16 to 26 inclusive,
where he was successful in winning first prize
with the song "Frankie." Mr. Nickerson will
visit several other of the large trade centers of
the Middle West, including Toledo, Deti-oit, Chi-
cagOj before returning to the home office in
New York.

"MISSISSIPPI CRADLE" GOING BIG

While the sale of "Mississippi Cradle" is, at
this writing, a long way from the general monthly
average established by "Missouri Waltz," it is
almost double for the first forty days of its exploi-
tation of what the famous Logan number offered
at its start, says Forster, Music Publisher, Inc.

THE WHOLE WORLD

ENGLAND, FRANCE, ITALY,
SPAIN, GERMANY, AUSTRIA,
HOLLAND, TURKEY. NOW
UNITED STATES, SOUTH
AMERICA AND CANADA

ALL SET THE SEAL OF
POPULAR APPROVAL

SAL-O-MAY

Song of the Orient and
Famous European
Melody

Stock up on the Records, Player Rolls
and Sheet Music

EDWARD B. MARKS MUSIC CO.

102-104 W. 38th Street, New York

DISPLAYS MUSIC WITH RECORDS

Liberty Music Shop, New York, Makes an Effec-
tive Combination Window Exhibit

Herewith is shown a reproduction of a recent
window display of the Liberty Music Shop, New
York, in which are exhibited advantageously rec-
ords and advertising material of some of the pop-

The Liberty Music Shop

ular song and dance successes. These include
"Sweet Lady," " 'Tucky Home" and "Wabash
Blues." It will be noted that, in conjunction
with the display of Victor records of these num-
bers, title pages of the sheet music are also given
prominence.

In recent months many of the metropolitan
dealers have added sheet music racks to their
equipment. Invariably, they find the sales of
popular hits in sheet music form quite active and
in no wise detract from the record sales of the
numbers.

CLAIRE DUX HEARD IN NEW YORK

Celebrated Mezzo-soprano, With Dr. Richard
Strauss, Makes Most Favorable Impression

Claire Dux, mezzo-soprano and an exclusive
Brunswick artist who recently made her debut
with the Chicago Opera Company, was heard in
concert with Richard Strauss, the famous com-
poser, at the Metropolitan Opera House, New
York, on November 29, before a large and enthu-
siastic audience. Dr. Strauss, who is also a Bruns-
wick artist, led the Philharmonic Orchestra in sev-
eral interesting numbers and accompanied Mme.
Dux in two operatic arias, which demonstrated
the vocal capabilities and artistry of this singer,
who is so popular in Europe. She was at her
best probably in the four songs, the work of Dr.
Strauss, and, in response to continuous applause,
was compelled to repeat the "Weigenlied," which,
as part of the program, had been received with
great favor by the audience.

The first records of Claire Dux are soon to
be released by the Brunswick recording labora-
tories to the trade and it is expected that they
v/ill be received with much interest by music-
lovers who will want to enjoy her voice in their
homes.

AN INTERNATIONAL HIT

"Sal-O-May," the European fox-trot recently
purchased by the Edward B. Marks Music Co.,
has, with its American success, practically be-
come known as an international hit. No less
an authority than Sigmund Spaeth, former musi-
cal critic of the New York Evening Mail, pro-
nounces the number as one of the most perfect
dance rhythm melodies ever yet written. At
any rate, well-known orchestra leaders like Paul
Whiteman and Joseph Smith are featuring it ex-
tensively. Although its American life has been
short, so far it has come well up to the pub-
lisher's predictions.

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140

THE TALKING MACHINE WORLD

December 15, 1921

TRADE CONDITIONS IN KANSAS CITY SHOW IMPROVEMENT

Demand for Talking Machines and Records Steadily Expanding — E. A. McMurtry Honored —
Importance of Concentrating on Talking Machines — Great Activity Destined for the Holidays

Kansas Citv, Mo., December 7. — Business is
good, according to the general testimony of Kan-
sas City jobbers. There is a large demand to
meet the holiday as well as the regular trade,
as shown by the November orders. There is a
lack of demand in purely agricultural districts,
owing to the low prices of grain. There have
been some unusually large orders sent in during
the last week, some of them over the phone,
with requests for immediate shipment. Collec-
tions are fair, and the music men agree with
the report of the Kansas City Association of
Credit Men in saying that the "average of
collections over the entire trade territories seems
to be better than for the past few months."
Columbia "Carload" Sales

The Columbia Graphophone Co. is putting
on a number of "Carload" sales. One of them
is starting in Kansas City, at the Graphophone
Shop, 1120 Grand avenue. The purchase of the
carload of machines is to be followed by a
vigorous newspaper advertising campaign, backed
up with aggressive work by the sales force. The
Columbia Co. has prepared for this campaign in
Kansas City by a syndicated advertising cam-
paign, in which all the Columbia dealers in Kan-
sas City were represented. This campaign is
conducted to get into the houses with a machine,
and with the idea that if the sale is not closed
at the time there will have been established
a connection which might lead to a sale later.
The offer to give a five-day trial free to any one
who would ask for it was met by a large demand
and during October and November, months when
normally things are quiet, there was plenty of
work for the salesmen, and a good volume of
business closed. As a result of this plan of mer-
chandising one firm reports that out of fourteen ma-
chines placed sales were closed in twelve cases.

The Jones Store Co. reports good results from
the announcement of a Christmas Club, the terms
being one dollar down, and one dollar a week
until Christmas — then the machine delivered, and
the rest of the money to be paid on terms.
An Educational Campaign

An advertisement that is different is that de-
vised by the manager of the Kansas City branch
of the Edison Co., M. M. Blackman, and worked
out by the advertising agency, in which the merits

of the Edison machines are stressed. In one
of the ads the Edison Mazda lamp is shown
alongside of an old style electric lamp, and under
the two cuts is the line — "Both are lamps, but — ";
then follows a statement of the points of differ-
ence in the Edison phonograph and the ordi-
nary ones. The same idea is worked out with
apples, and horses. There are others of the
series that are to appear.

The Edison Co. is also following its Mood
Music tests in various towns with vigorous news-
paper campaigns. The usual "follow up" is a
spread in the local paper of a full page, changed
each week for five weeks. This is accompanied
with the personal work of the solicitors and the
results are reported to be quite satisfactory.
The Handsome New Brunswick Shop

The Brunswick Shop in Kansas City is at 923
Walnut street. It will remain there. But the
New Brunswick Shop is at 1109 Walnut street.

Exterior of New Brunswick Shop

The new shop was opened at this new location
to reach the trade that "never goes below Tenth
street." It is just off Petticoat Lane, the ultra
fashionable shopping street for the ladies, and
between that and Twelfth street, which has, per-

Interior of New Brunswick Shop
haps, more people pass over it during each twen-
ty-four hours than any other street in the city.
Because of this location, the owners of the Bruns-
wick Shop believed they were justified in opening
a second shop. The Brunswick people claim
that this shop is equal, if not superior, in equip-
ment to anything west of the Mississippi. It is
certainly a beautiful shop, finished in white
enamel, with mahogany offsettings and furni-
ture, and with many mirrors that add much to
the artistic effect. The interior improvements
cost around $12,000, and the twelve sound-proof
and ventilated demonstration booths, as well as
the whole shop, are strictly up to date. The im-
mediate results in reaching many new customers
who had never visited the old shop, and the
*y good business that the new shop has enjoyed

since the formal opening on November 18, have
satisfied the proprietors that they have made no
mistake m their investment.

One of the main features of the new shop are
the splendid show windows, which occupy a space
twenty-five feet back from the street line. These
windows give ample room for the display of the
De Luxe and Console models, and the trade at
the new shop has been largely on these models.
H. .P. Ripley & Co. Expand

The talking machine department of H. P.
Ripley & Co., of Leavenworth, Kan., has, until
recently, occupied the rear of the first floor. It
now occupies the full basement, which has been
fitted up and decorated. A line of Lyon & Healy
pianos will be added. Edison and Victor in-
struments are to be featured, and are to take
the place of a miscellaneous assortment hitherto
carried. The new manager of the department is
W. M. Wilson, formerly of Lincoln, Nebr., who
is now a partner in the department.

Must Concentrate on "Talker" Department

Dealers are recognizing more and more that
music is more than instruments, and to sell it,
there must be a salesman who is first sold on
music himself. The Richards-Connover Hard-
ware Co. is going out of the talking machine
business. It is enlarging other departments, but
it will drop music.

On the other hand, the Schmelzer Co., which
is priijiarily a sporting goods establishment, is en-
larging its Victor sales force, and the amount
of business done is on the increase. But the
Schmelzer people have virtually divorced the
music department, so far as the wholesaling of
the Victor is concerned, from the other depart-
ments. A. A. Trostler has devoted practically
all of his time to this department for several
years, and is treating it as a music business,
and not as a side line to the sporting goods.

Local dealers are finding that it is a paying
proposition to give someone special charge of
the talking machine department and let them de-
vote practically all their time to its develop-
ment. The very fine results following the special
efforts in some of the contests in this territory
during the Summer and Fall, in which full time
was given to pushing the sales of talking ma-
chines exclusively, has demonstrated that it pays.
Capitalizing Visits of Record Artists

A number of local dealers are using their
windows to feature the records of the stars who
visit the city and appear at the various theatres
from time to time. Miss Dorothy Jardon, Bruns-
wick artist, was recently at the Orpheum, and
the advertising displays of her records were es-
pecially attractive. Her work at the Orpheum
was interrupted by her illness, which sent her
to the hospital, where an operation for appendi-
citis was performed. The operation was en-
tirely successful.

A. A. Trostler Tells Why He Is Optimistic

"Absolutely" is the word that A. "A. Trostler
uses to convey his idea of the certainty of good
business to follow the educational activities of
music people in building future business for the
music dealers. He thinks that there will be
a rather quiet period following the holidays, but
he is "absolutely" convinced that the business is
to continue to grow in volume and quality. He
thinks that the systematic training of the boys
and girls in the schools will be the largest fac-
tor in this increase.

Increasing Demand for Console Models

A distinguishing feature of the business done
during the past sixty days in Brunswick shops

TONE ARMS and REPRODUCERS

Various Styles and Designs to
Meet Every Requirement

Prices $2.50 to $6.00

Samples on Request

Triangle Phono Parts Co.

722 Atlantic Ave. Brooklyn, N. Y.

Telephone Sterling 1 120 If i.

December 15, 1921

THE TALKING MACHINE WORLD

141

Mr. Dealer:-

The "Recordola"

IS a

Timely Holiday Sales Asset

Let your customers make "Homograms"
— Records of their own — in their homes
with the "Recordola."

The Perfect Recorder and Reproducer.

May be attached to any Phonograph.

Fool Proof Practical

Simple to Use — Positive in Operation

Every Phonograph Owner A Prospect

Complete "Recordola" outfit handsomely nickeled, including a double-faced "Homo-
gram" recording blank that may be used for making 50 to 100 different records.

Retail Price Complete $26.00; Extra "Homogram" Records, $1.00 each.

Liberal Discounts to the Trade Write for Particulars

We are now located in our new and tnodern Laboratories and Showrooms, and we invite the
trade to call to inspect them and get a demonstration of the "Recordola."

15 WEST 34th STREET

RECORDOPHONE CO., Inc. NEW YORK, N. Y.

in this territory is the large increase in the sales
of console models. There is a growing number
of people, it seems, that want the wide models,
instead of the upright. A lady recently traded
in a $295 upright, which had been used but a
short time, for a $300 console. The demand
for some of the models is greater than the fac-
tory is able to supply.

Death of F. H. Butler
F. H. Butler, one of the best-known music
men of this section, and for nnany years the
senior member of the firm of F. H. Butler &
Son Piano Co., of 530 Minnesota avenue, died
at his home in this city recently.

E. A. McMvirtry's Twenty-fifth Anniversary
E. A. McMurtry, Kansas City branch manager
of the Columbia Co., recently passed his twenty-
fifth anniversary of continuous service with the
company, having started in the St. Louis branch
as a boy, and his activities perhaps are best de-
scribed in the following poem, by Thomas De-
vine, one of the star salesmen of the Kansas
City branch:

OUR MANAGER
Twenty-five years in harness, Mac!
That's going some; and looking back
To-day, we see a Kid at work —
A Kid who doesn't know how to shirk.
Again, we see him in selling clothes.
Out on the road where nothing goes
Except an order; and last we see
The Kid, the Drummer who used to be,
A Manager now with cares galore,
And grouped about him a score or more
Of busy people all glad to work
For the Kid who didn't know how to shirk.

Here's to the years that are gone, say we;
And here's to the years that are yet to be;
May the past be doubled and trebled too,
That is our wish to-day to you.

The Kansas City branch salesmen and em-
ployes also celebrated the occasion by a gift of
a handsome smoking stand, as an expression of
their regard for Mr. McMurtry.

A very unique sale of a Columbia school out-
fit has just been reported by the Barnett Music
Co., of Bartlesville, Okla., this sale being made by
them to a local school, at forty-five minutes after
midnight Friday morning, November 11, after a
school "Pie Supper," before a school committee
as judges, the sale consistrng of a type D-2

Grafonola, a Pushmobile and a quantity of Co-
lumbia school records.

S. M. Henley, Columbia dealer at 813 Walnut
street, this city, is now recovering from a stroke
of paralysis and expects to be back selling Graf-
onolas and Columbia records at an early date.
The "Famous Eight" to Be Heard

The Victor dealers and jobbers of Kansas City
are patrons of a concert to be given on Sunday
night, January 1, at Convention Hall. The Victor
Eight will be here and give a popular program.
A. A. Trostler, of the Schmelzer Co., has charge
of the arrangements.

A branch store was recently opened in Kan-
sas City by the Royal Music Shop Co., at 1425
East Eighteenth street. Columbia Grafonolas
and records will be handled.

LATE TALKING MACHINE EXPORTS

Exports, Including Records for Ten (Months
Ending October 31, 1921, Total $3,296,900

GEORGE A. LYONS KEPT ON THE GO

Eastern Sales Manager Tells of Great Demand
for Unico Specialties Throughout Country

Philadelphia, Pa., December 6. — George A.
Lyons, Eastern sales manager of the Unit Con-
struction Co., has been constantly kept on the
go within the past few months. No sooner has
he arrived back in headquarters in Philadelphia
than his services have been required in another
section of the country. Recently Mr. Lyons
completed a tour through the Middle West,
covering Cleveland, Cincinnati, St. Louis, Peoria
and Chicago. He reports conditions decidedly
favorable throughout this territory and that
dealers are anticipating a continuance of good
business into the new year. In Rockland, Md.,
adjacent to Washington, D. C, Mr. Lyons sold
W. C. Bean, a new Victor dealer, a complete
"Unico" equipment, which" consisted not only of
demonstration rooms, record racks and counters,
but the newest "Unico" products — fans and
lights.

Washington, D. C, December 5. — In the sum-
mary of exports and imports of the commerce
of the United States for the month of October,
1921 (the latest period for which it has been
compiled), which has just been issued, the fol-
lowing figures on talking machines and records
are presented :

The dutiable imports of talking machines and
parts during October, 1921, amounted in value to
$60,162, as compared with $77,614 worth which
were imported during the same month of 1920.
The ten months' total ending October, 1921, showed
importations valued at $522,914, as compared
with $751,587 worth of talking machines and
parts during the same period of 1920.

Talking machines to the number of 3,257,
valued at $139,429, were exported in October,
1921, as compared with 9,839 talking machines,
valued at $481,471, sent abroad in the same pe-
riod of 1920. The ten months' total showed that
we exported 30,231 talking machines, valued at
$1,427,111, as against 69,734 talking machines,
valued at $3,297,305, in 1920, and 52,336 talking
machines, valued at $1,817,399, in 1919.

The total exports of records and supplies for
October, 1921, were valued at $223,105, as com-
pared with $243,973 in October, 1920. For the
ten months ending October, 1921, records and
accessories were exported valued at $1,869,788;
in 1920, $3,080,369, and in 1919, $2,822,653.

The hardest man to approach is sometimes the
easiest to close.

NEW JERSEY INCORPORATION

The Clark Phonograph Record Co., of New-
ark, N. J., was recently granted a charter of
incorporaltion under the laws of that State, with
a capital of $250,000. Incorporators are: Wallace
M. Rogerson, of Chicago, 111.; George H. Clark,
of Newark, N. J., and Frank Lappen, of N^w
York, - ^-

142

THE TALKING MACHINE WORLD

December 15, 1921

MILWAUKEE DEALERS ARE ENTHUSIASTIC OVER OUTLOOK

Orders Received by Jobbers and Dealers for Machines and Records Indicate Prosperity — Better
Homes Week Helps — Exhibitors at Local Exposition — Interesting Reports That Spell Prosperity

Milwaukee, Wis., December 7. — To the con-
servative element in the local talking machine
trade business, during the early part of the holi-
day shopping season, has been so much better
than expectations that enthusiasm has been
aroused. Those who anticipated an active trade
by taking on liberal stocks in ample time to
avoid a rush are highly pleased that they should
have so done. Requests received by jobbers and
manufacturers from retailers throughout this
territory for merchandise of all kinds are so
numerous and of such good proportions that it
seems like the good old days.

"Better Homes Week" Helps Trade

One of the things which have contributed
materially to the present active state of the talk-
ing machine business, and to business in musical
instruments of all kinds as well, is the "Better
Homes Week" conducted by a leading daily
newspaper of Milwaukee, in co-operation with
the associations of music merchants, furniture
and interior furnishings men and other craft
organizations, during the present week, Decem-
ber 5 to 10, when Ross Crane and his associates
of the staff of the extension department of the
Chicago Art Institute have been brought to
Milwaukee for a series of fifteen lectures and
demonstrations of the home beautiful.

A talking machine, or a talking machine and
piano, invariably has been included in each of
the displays arranged by Mr. Crane and his
fellow-experts to portray vividly to the eye the
ideas of proper home furnishing which they
rendered by word of mouth in their lectures.
Thousands of Milwaukee people attended the
lecture series and "Music in the Home" propa-
ganda was given a substantial advancement.
Scramble for Merchandise

Local talking machine jobbers express grati-
fication over the way retailers are buying to
cover holiday needs. It is a well-known fact
that many dealers did not repeat their usual
custom of former years of buying ahead during
the late Summer and early Fall for late Novem-
ber and December delivery. Consequently they
have been caught short and are now in some-
what of a scramble for merchandise. It is the
old, old story of waiting until the eleventh hour,
but the jobbing trade rather looked for just such
a situation and is fairly well fortified to fill late
orders promptly.

Victor Dealers Buying Liberally

With the Badger Talking Machine Co., Victor
jobber in Wisconsin and upper Michigan, activ-

ity is reminiscent of the rushing times of former
years. This has been especially noticeable in
the past week and it appears that it will con-
tinue until the end of the month. This condi-
tion exists despite the fact that Victor dealers
have been buj-ing liberally for the last two or
three months. Therefore, the present rush is
regarded as indicative of an active business
throughout the territory beyond the early ex-
pectations.

Greatest Demand Ever Experienced

The Brunswick line is marching through to
the holidays with the largest number of orders
the Milwaukee branch has ever experienced.
Manager Thomas I. Kidd is elated over the ex-
cellent volume, which exceeds even his liberal
predictions of a month and two months ago. The
Brunswick has gained a substantial foothold in
Milwaukee and Wisconsin and Manager Kidd is
just beginning to "cash in" on his several years
of intensive effort to make his line one of the
leading sellers in the Northwest.

Edison trade is very active and sales are es-
tablishing new high-water marks over the vol-
ume of past years.

City and country business in the Sonora line
is excellent in Wisconsin as well as in the
Upper Peninsula of Michigan, according to
Fred E. Yahr, president of the Yahr & Lange
Drug Co., who is devoting his personal attention
to the distribution of the Sonora.

Remarkable Colimibia Business

The Columbia is winding up the best year in
its history in Wisconsin with a remarkable holi-
day volume in instruments as well as records.
It was in the Spring of 1920 that this territory
was subjected to a concerted drive for business,
and while good results were evident a j'ear ago
at this time the call for Columbia merchandise
since then has grown steadily until now the de-
mand is, by comparison, astonishingly large.
Strong Demand for the Dalion

The Milwaukee Talking Machine Co., manu-
facturer of the Dalion, has been working hard
for several weeks to fill a rush of orders and is
making a whirlwind finish of an excellent year.
Business is brisk and the factory will have all
it can do to fill all of its holiday orders before
December 24.

Entertained 14,000 Visitors

The Grant Furniture Co., of Racine, Wis . re-
cently held the formal opening of its new store
and entertained nearly 14,000 visitors, when it
had arranged for but 4.000. One of the features

of the new establishment is the Victor depart-
ment, which is located on the main floor and dis-
plays the Victor individually as well as a part
of practical home furnishing groupings.

Activity With Bradford Co.

The J. B. Bradford Piano Co., one of the
oldest and largest music stores in Milwaukee,
always has enjoyed an extensive talking machine
business, but this year it has smashed all pre-
vious marks for volume. It added the Aeolian
Vocalion several months ago and is also pushing
the Victor and Sonora. That these are in good
company is indicated by the fact that the Brad-
ford house represents the Mason & Hamlin, the
Steinway Duo-Art and the Aeolian lines.
Runs Comparison Concert

Oscar E. Lentz, retail jeweler at Clintonville,
\\'is.. and Edison dealer, recently conducted a
notable event for a small city by offering Glen
Ellison, Scotch baritone, assisted by Alta Hill,
pianist, at the Grand Theatre, in a comparison
recital. A select audience of nearly 1,000 people
vas present.

Walter C. Kelly, "The Virginia Judge," ap-
peared at the Majestic Theatre in Milwaukee
during the first week in December and his Victor
records were widely advertised during this
period, with excellent sales results.

Campaign of Gram Music House

The Cheney, the Brunswick and the Aeolian-
Vocalion are being featured by the Edmund
Gram Music House in its pre-holiday advertis-
ing. Miss Julia Wolff, manager of the talking
machine department, reports the best November
in the history of the house and says it looks as
ii December will break all previous marks as
well.

Exhibit at Local Show

A large number of attractive exhibits of talk-
ing machines and records were made by Mil-
waukee dealers at the third annual Food, House-
hold and Electrical Exposition, held recently in
the Auditorium. Carl Euler, 1611 VTiet street,
featured the Columbia and Sonora, showing
standard as well as some of the beautiful
period models of the Sonora. The Hoeffler
Piano Mfg. Co., 274 Fifth street, distributor of
the Starr, made a special appeal in behalf of
Gennett records, showing also the Starr in up-
right and console stjdes.

SUFFERS DAMAGE FROM FIRE

Camdex, N. J., December 1. — A fire lasting sev-
eral hours, to-day, caused considerable damage
to the department store home of the Baker-
Flick Co., which concern operates a Victor de-
partment. Reports received indicate considerable
damage to the Victor stock.

hot an Accessory — but - a Necessity

THIS wonderful Automatic Record Lite prevents scratched
records by proper illumination for setting automatic stop
and starting. No screws or nails to mar cabinet — simply slip
over tone arm. Use in Demonstrating Booths.

ONCE USED— ALWAYS USED. Orders may be sent to
us and billed through your Victor jobber — or we will ship
and charge direct.

Badger Talkinif Machine Com]

Victor Jobbers — Wholesale Only.
135 SECOND STREET MILWAUKEE, WIS.

Write

for special literature
giving list prices and
dealer and jobber spe-
cial discounts.

December 15, 1921

THE TALKING MACHINE WORLD

143

TRADE IN CANTON, 0.,

DECIDEDLY IMPROVED

Leading Dealers Report That December Busi-
ness Is Making a Very Fine Showing — Adver -
tising in Local Papers Brings Good Results

Canton, O., December 7. — With but Httle change
in industrial conditions in the Canton district,
music dealers are unanimous in their prediction
that December business will exceed any previous
month in the past six. For most of the dealers
November was a good month and showed a de-
cided improvement over October. Collections
are reported to be better, but dealers will not
say just how long they expect this situation to
continue, with industrial conditions constantly
changing.

Slight improvement in business generally is
seen by C. M. Alford, head of the music firm of
Alford & Fryar. "I honestly believe there is a
better trend in our line of business. This store
enjoyed a good volume of business during No-
vember and December should beat it. Talking
machines are selling satisfactorily."

Talking machine sales are on the increase with
the J. W. Brown Piano Co. and it is expected that
the entire stock will be disposed of by the holi-
days, for the store is receiving a large stock
of new models of the Sonora. Collections with
this firm are better.

"Business has been of a satisfactory volume in
our talking machine department this year," said
G. A. Garver, head of the Garver Bros. Co., at
Strasburg, O., said to be the largest country
store in America. This store caters largely to
the rural trade and sells a large number of talk-
ing machines. Sales w-ith this store to date ag-
gregate more than $575,000, according to Mr.
Garver. "A Million in 1922" is the store slogan.

The talking machine department at the S. S.
Urfer Co. store. New Philadelphia, O., is push-
ing the Columbia line this month with a venge-
ance, according to H. W. Whitney, manager.
The volume of business, while not up to the
same month a year ago, has been satisfactory, he
says. Records are moving better with the ad-
vent of colder weather. Herbert Urfer, son of
S. S. Urfer, proprietor of the store, is in charge
of the talking machine department now.

November and December have proven excep-
tionally good months for Victor record sales,
according to George C. Wille, of the George C.
Wille Co. The unusually large number of popu-
lar selections on the lists of the last two months
accounts for the activity in this line, according
to Mr. Wille. Talking machines are moving
better this month than last.

George E. Buss, New Philadelphia, O., Edison
representative, tops his district for largest num-
ber of sales to date in a contest now being con-
ducted by the Edison Co. Mr. Buss says busi-
ness is very good and in the face of unfavor-
able conditions the Edison machine has held its
own. "I have been doing everything in my
power to stimulate sales of the Edison and have
been successful. November was a good month,
but December will beat it, I believe."

It is announced that the Canton, O., store of
the Drake & Moninger Co., which maintains
three other stores, the main store being at Al-
liance, O., will be discontinued after December
15. This store sells the Victor machine and
recently opened an exclusive Victor shop at
Sebring, O.

Canton music dealers are using twice the space
in local newspapers that they did a month ago
and without exception all are pushing their vari-
ous makes of talking machines and pianos for
Christmas gifts. They say they have more pros-
pects on their lists this month than any previous
month this year.

W. A. Grubbs, formerly with the Record
Shop, has opened the Grubbs Music Shoppe, at
411 St. Clair street," Columbus, it is announced.
He will have in stock a line of talking machines,
records and sheet music.

Fear is the salesman's worst enemy — fear
comes from the lack of knowledge.

NEW VICTOR NUMERICAL CATALOG

All Records in Victor Co. Library Listed in Nu-
merical Order in New Volume

The Victor Talking Machine Co. has just
issued the numerical list of Victor records for
1922, containing the names in numerical order of
all records in all languages. The volume is an
imposing one of nearly 300 pages, and serves to
indicate the tremendous extent of the Victor rec-
ord library. In addition to the record list, the
book contains some interesting and valuable in-
formation on the important matter of keeping
track of record stock which should prove of
value to dealers.

A number of records are listed in the new
numerical catalog, as well as the regular record
catalog, without previous announcement, among
tliem being a group of nine piano solos by
Novaes, three records of Shakespearean readings
by Sothern, three others by both Sothern and
Marlowe, and over a dozen records by Caruso.
The latter are relistings of records that have
heen withdrawn from the regular catalog.

SEEK TO AVOID JHAIL CONGESTION

Co-operation of Music Dealers in Changing
■ Dates of Mailing Record Lists, etc., Asked by
Post OfRce Department

Washington, D. C, December 5. — Efforts are
being made by the Post Office Department to
secure the co-operation of music dealers through-
out the country in equalizing the volume of mail
by changing the dates on which they send out
their notices of new records, new music rolls, etc.

Large quantities of circulars, such as cata-
logs, lists of new records and other matter, are
sent out on the first day of each month, it is
pointed out by First Assistant Postmaster Gen-
eral Hubert Work in an announcement to post-
masters, resulting in serious congestion of the
mails and delayed delivery.

In order to relieve this condition, postmasters
have been requested to confer with the large
mailers of advertising matter with a view to
obtaining their co-operation by releasing all such
matter on other days of the month, and on the
lighter days of the week.

Style L

One of several beautiful Console Models

KIMBALL

PHONOGRAPHS

Invite good customers and
ready sales

Because the line is attractive from a business-
getting standpoint and is thoroughly reliable,
the Kimball is the phonograph for the dealer
who is building wisely and well.

Superior Construction; visible beauty; truth
of tone in reproducing voice or instrument;
Kimball prestige; Variety of Console and
Upright Models; all are qualities that appeal
to customers.

There will be a Kimball Dealer in your
vicinity. Will you be the one?

W rite for Agency Terms.

W. W. KIMBALL CO.

306 S. Wabash Ave., Kimball Bldg.
CHICAGO

Manufacturers of Phonographs, Pianos, Player-Pianos,
Pipe Organs, Distributors of Okeh Records

144

THE TALKING MACHINE WORLD

December 15, 1921

VICTOR CO. FILES SUIT AGAINST THE OPERA DISC CO. GREAT METROPOLITAN CAMPAIGN

Brings Action in U. S. District Court in Brooklyn, N. Y., Against Opera Disc Co., et al., to Re-
strain Defendants From Selling "Opera Disc" Records, Alleging They Are Pirated Copies

The Victor Talking Machine Co., of Camden,
N. J., on December 7 filed in the United States
District Court, at Brooklyn, N. Y., a suit against
Max Hesslein, the Opera Disc Co., Inc., and the
Opera Disk Distributing Corp., to enjoin these
defendants from selling certain so-called "Opera
Disc" records, including many by Caruso and
other celebrated artists, which, in the complaint,
the Victor Co. alleges are pirated copies of re-
cordings produced by the Victor Co., or in which
it has exclusive rights in this country.

The Victor Co. alleges that these records are
being unlawfully manufactured in Germany by
a German concern and are being imported into
the United States and sold by the defendants in
fraud and violation of the Victor Co.'s rights and
in disregard of the royalty obligations to the
artists. The Victor Co. also asks for an injunc-
tion against the use by the defendants of the

names of the famous "Victor" artists which
these companies feature in their advertising,
that further importation of such records be en-
joined, that such "Opera Disc" records now in
the possession of the defendants be delivered to
the Victor Co. or to the court for destruction,
and that the usual accounting for damages and
profits be ordered.

Geo. Seiffert, President of Modernola Sales Co.,
Carries Attractive Ads in New York Papers —
Attractive Offices Opened on Broadway

MAKE SHIPMENT TO INDIA

Baltimore, Md., December 7. — Some time ago
the Rev. Dr. Goedeke, a missionary to the land
made famous by Kipling, purchased a Granby
phonograph from Bass & Diering, Granby deal-
ers, of this city. Dr. Goedeke has now reached
his missionary station in Taneli, India, and
writes that he is much pleased with the machine
and is using it in his services for the natives.

tel»lKtel«tel«li«lHl»l«|gllatatel!»tallallHl»llHilMgMHtalg|«llrttetaiHtel«M»<^

Study the

SILENT Motor

Its Advantages for Your Line of Talking
Machines Are Self-Evident

Over 300,000 in Actual Use

The Silent Motor With Spring Barrels Demounted. Note the
Sturdy and Simple Construction.

An Exclusive
SILENT MOTOR Feature.

Self-aligning governor shaft,
mounted on universal ball-and-
socket bearing. Eliminates gov-
ernor trouble forever.

Send for Sample and Prices

THE SILENT MOTOR CORPORATION

CHARLES A, O'MALLEY, President

321-323-325 Dean Street, BROOKLYN, N. Y.

^«tgii«l!g|la|g«HWIi«IHii«wwiiaiiHiialc

The Modernola Sales Co., New York City,
although only established a few months, has
accomplished much in the distribution of the
Alodernola phonograph in the Eastern territory
which it covers. George Seiflert, president of
the company, has been identified with the dis-
tribution of Modernola phonographs for several
years and, through his untiring efforts, has con-

George Seiffert
tributed much to the prestige of the Modernola
phonographs.

Attractive offices have been opened on the
second floor of the building at 929 Broadway,
centrally located in the mid-town section of this
city, and in addition to the general offices and
Mr. Seiffert's well-appointed private office there
is an attractive salon devoted to the display of
the Modernola.

The Modernola Sales Co. is co-operating with
the dealers in its territory in an energetic man-
ner. A campaign has been begun in several of
the Sunday editions of the metropolitan dailies
featuring the Modernola under its signature and
the Modernola Co., of Johnstown, Pa. In this
publicity is included a list of Modernola dealers
in the metropolitan territory, and it is a signifi-
cant fact that in each successive weekly publica-
tion of this advertising there are a generous num-
ber of new names of dealers appearing.

An advance schedule and advance copies of
this publicity were previouslj' placed in the hands
of the dealer in an attractive folder accompanied
by a letter signed by George Seiffert. It was
stated at the headquarters of the company that
the dealers are experiencing decidedly favorable
results from this well-planned publicity and that
it is progressing in a very satisfactory manner.

George Seiffert is presenting to his many
friends in the trade an attractive silver "Redi-
point" pencil, with the compliments of the
Modernola Sales Co., which is particularly ap-
propriate in this season of good will.

In referring to the new year, Mr. Seiffert pre-
dicts that business will run along in a progres-
sive and an entirely satisfactory manner and
looks for a continuous improvement in general
conditions.

INSTALLS EQUIPMENT IN THE SOUTH

Van Veen & Co., Inc., New York City, manu-
facturers of equipment for talking machine ware-
rooms, report increasing business being re-
ceived from the South, indicating the improve-
ment of conditions in this territory. One of the
most important orders was recently received
from the Field Furniture Co., of Ashland, Ky.,
where an equipment of the rriost modern type of
double construction booths will be made.

The Rebel's Capitol Shop, of Laporte, Ind., is
the latest addition to the talking machine estab-
lishments here.

December IS, 1921

THE TALKING MACHINE WORLD

14S

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Capitalize Lyon & Healy Nation-Wide Advertising
Make it Help Build up YOUR Business

Cremonatone

Violins

1? ^

A Small Instruments Department
does not require a large
investment, but it
brings

LARGE RETURNS

The stock moves rapidly
turning over several
times a year

CREMONATONE VIOLINS
are the highest quality, the best
known, and the most popular
modern violins on the market
today .

They are nationally advertised.
Look in the leading periodicals.
You will find CREMONATONE
advertisements in them.

There is an ever increasing demand
forCREMONATONE VIOLINS.
Thousands have been sold— thous-
ands more will be sold. You should
do your share of the selling and
derive your share of the benefits.
Become the music merchant in
your city who will supply the
CREMONATONE line. Write
today for our proposition. No
obligation.

LYON^HEAIY

Everything Known in Music

Chicago

13 Eli

Are you familiar with our newspaper advertisements for local music houses? If not, write us
for information. They are the work of the country's best experts. They will interest you.

146

THE TALKING MACHINE WORLD

December 15, 1921

EOMINO Of G\NAE>^

COMMENCES MANUFACTURE OF GRAFONOLAS IN TORONTO

Coliunbia Co. Turns Out All Models for Canadian Trade — Introducing New Talking Machine — The
Value of Talking Machines in Schools Appreciated — Reductions in Record Prices — Other Items

Toronto, Ont., December 5. — Operations have
commenced in the Grafonola department of the
big Columbia factories in this city. It is the
Columbia Co.'s plan to turn out all models of
the Grafonola complete in its own plant, from
where deliveries will be made. This is one of
the best-equipped plants to be found anj^where.
The lumber yards contain immense quantities
of the finest mahogany, walnut and oak, all of
which have been thoroughly seasoned.

Record manufacture has been carried on in
the factory from the time the company occu-
pied the premises. Operations in the cabinet
factory were timed to commence with the com-
pletion of contracts with other manufacturers
for cabinets. A. E. Landon is local manager.

A talking machine, to be known as the "Sono-
graph," is about to be placed on the market by
the Provincial Machine & Supply Co., Ltd., West
Talbot. The instrument is of the popular me-
dium size.

Here's a live idea worked by a talk-
ing machine dealer in a good-sized town. As an
experiment, he chose a country school in a
district from which he got a certain amount
of farm trade, and ascertained from the teacher
that there were thirty-eight pupils, on an aver-
age, attending. He sent the teacher forty-odd
invitations, one for each child and a few over,
inviting them to his store to attend a talking
machine recital on a stated Saturday afternoon.

The recital was especially for those thirty-
eight and their teacher. It was a varied pro-
gram, the selections chosen to interest children
of the public-school age particulars^ A little talk
preceded each record and at the close the dealer
announced that there was ten minutes to spare,
in which he would play any record asked for,
if he had it in stock. After that each child was
given refreshments and a little folder advertis-
ing the machine the dealer was selling together
with the latest record supplement. Thirty-one
children attended that recital, with the result
that there were thirty-one new boosters for that
dealer's machines and records. The same idea
will now be carried out with other schools.

Taking the country by and large, there is a
growing interest on the part of dealers in talking
machines in the schools. One dealer heard of
lately is working the following plan to assist
the teachers and pupils to secure a machine and
library of records for their school. He gives
with each purchase of $2 from his store a ticket
good for 15 cents cash when turned in to any
of the school children for use in their talking
machine campaign. People making purchases
turn the coupons over to some boy or girl they
know. The pupil in turn hands it over to the
teacher and every such coupon secured is an-
other 15 cents toward the school machine.
Although only nicely begun, the teachers and
pupils are taking right to the idea and work-
ing hard. Concerts and other means are also
being employed to raise the necessary funds.

Canadian school boards will realize some day
that a high-grade phonograph and carefully
selected library of records should be part of
the standard school equipment for which they
should provide funds.

The musical season in Toronto has gotten off
to a good start this Fall bj' the appearance at
Massej' Hall of Edwards Johnson (tenor), Al-
berto Salvi (eminent harpist), Louise Hom-er
(contralto) and Galli-Curci (soprano), all well-
known His Master's Voice artists.

The Starr Co., of Canada, Ltd., whose head-
quarters and warehouses are at London, Ont., is
out with an announcement of substantial reduc-

tions in retail prices of Starr-Gennett records.
The entire line of dollar records has been re-
duced to 65 cents retail and the Starr Co., of
Canada, Ltd., emphasizes that this reduction ap-
plies to the regular repertoire of over eleven
hundred numbers. In Western Canada the price
will be 75 cents.

J. A. Croden, president of the Starr Co.,
when in Toronto a few days ago, was most
optimistic as to the result of the reduction in
price of the Starr-Gennett record and prophesied
that not only would there be an immediate
impetus to record retailing, but that there would
at once be noticed increased business in ma-
chines.

P. Catucci, a director of the General Phono-
graph Corp., with headquarters in New York,
visited Canada recently and enjoyed some real
Canadian Autumn sunshine. He visited A. B.
Pollock at the company's factory in Kitchener
and C. J. Pott, Canadian manager at Toronto
headquarters. Mr. Catucci has to his credit a
number of important inventions in the talking
machine motor field.

J. C. Macka)-, who was until last March one
of the peptomistic travelers of R. S. Williams &
Sons Co., Ltd., is again on the road exploiting
the Edison dealer.

E. A . Knowlton, formerly sales manager of
R. S. Williams' wholesale musical merchandise
department, has accepted the position of man-
ager of the phonograph department and finds
the work exceedingly interesting.

Fred Hager, of the recording division of
General Phonograph Corp., Ltd., New York,
was a recent visitor to the recording laboratory
and record-pressing plant of the Compo Co.,
Lachine, Que.

The firm of A. J. Freiman, Ltd., Ottawa, which
is active in the retail talking machine business,
has been incorporated with a capital stock of
$1,500,000.

The Columbia Graphophone Co. has announced
price reductions on Columbia records as follows:
Twelve-inch double-disc blue label records, old
price $1.65, now $1.25; twelve-inch double-disc
symphony records, old price $1.65, now $1.50.

The appearance in Ottawa in a joint recital of
Helen Newitt and Virginia Powell, eminent Edi-
son tone-test artists, made it possible for them
to perform an interesting musical experiment un-
der the auspices of R. S. Williams & Sons Co.,
Ltd.

Hunter & Co., Cornwall, Ont., have added a
number of sound-proof booths for demonstrat-
ing Columbia records and are going after Grafo-
nola business stronger than ever.

The Musical Merchandise Sales Co., sole dis-
tributor in Canada of the Brunswick phonograph,
is announcing two new models, Style 207, retail-
ing at $185, and Style 210, selling at $220.

MONTREAL IS PROVING A VERY ACTIVE SALES CENTER

How a Live Dealer Has Increased His Record Trade — S. Hird & Co. to Handle the Steel Needles
— New Popular-priced Record — Records as Christmas Gifts — Great Welcome for Fumam & Nash

!MoNTRE.\L, C.\N., December 6. — One live dealer
The World was lately told about has arranged
with a magazine stand at a suburban station to
give a talking machine record service to out-of-
town customers. At this stand is a large sign-
board displaying the current month's record list.
Pockets, fastened to the board, contain record
supplements, folders advertising certain artists,
and all such literature, as well as a display of
steel needles in the various tones. A supply of
the latest hits and any particularly timely records
is on view. This service is intended to be two-
fold. In the first place, it enables shoppers who
have had a busy day in the city to get a couple
or three or four or half a dozen records at the
station, just as they are leaving for home. Sec-
ondly, a prominent sign tells these shoppers and
commuters that any record orders left at the
stand in the morning will be filled, parceled and-
ready to be called for in plenty of time for the
departure of the evening cars or trains.

There passed a\ray at his home in Montreal
recently James Jordan, one of the pioneers in the
Canadian talking machine industry. He was on
the road for a number of years for the Berliner
Gramophone Co., Ltd.

W. R. Steel, Ltd., of Redditch, Eng., the well-
known maker of talking machine needles, has

appointed S. Hird & Co., 313 Craig street, Mont-
real, as its Canadian agent for these needles.

The Apex, a ten-inch double-sided record to
retail at 65 cents, and in the Western Provinces
at 75 cents, has been put on the market. It is
made by H. S. Berliner and is pressed at the
plant of his firm, the Compo Co., of Lachine,
Que.

Furnam and Nash, popular vaudeville team
and exclusive Columbia artists, were given an
enthusiastic reception by the Montreal branch of
the Columbia Graphophone Co. upon their re-
cent appearance in this city. Furman and Nash
appeared at the Princess Theatre, where they
scored one of the hits of the performance.

One night was set aside as "Columbia night,"
when over eighty Columbia dealers and members
of the Columbia Co.'s Montreal branch attended
the performance, giving Furman and Nash a
"Montreal" reception. While here the artists
attended the weekly luncheon of the Kiwanis
Club and also called upon quite a number of the
local Columbia dealers, who vi^ere delighted with
the opportunit}- to meet these well-known Co-
lumbia artists.

His Master's Voice records, ten-inch double
sided, formerly sold for $1, have been reduced to
85 cents: ten-inch Red Seal records formerly re-

TALKING MACHINEIUPPLIES AND REPAIR PARTS

The superiority of RENE MADE SPRINGS and PARTS
is not accidental but is the result of years of painstaking de-
votion to the highest standards of machine shop craft.

NONE BETTER IN QUALITY

THE RENE MANUFACTURING CO.

NONE LOWER IN PRICE

Montvale, New Jersey

See page 66

December 15, 1921

THE TALKING MACHINE WORLD

147

tailing at $1.25 have been advanced to $1.50,
while twelve-inch, heretofore selling at $2, have
been increased to $2.25. These slight increases
are due to adjustments of artists, and other
royalties.

Layton Bros, are conducting their fourth an-
nual Christmas Columbia Grafonola Club, which
is limited to 200 members.

Large-size Sonora phonograph newspaper copy
is appearing in the Montreal dailies through the
Canadian distributors, I. Montagnes & Co., To-
ronto, to which is attached the name of Charles
Cuhose, Montreal, as Eastern Canada distributor.

A handsome sign has recently been erected on
the roof of Layton Bros., which announces that
they are handhng the Brunswick line of phono-
graphs.

The Misses Helen Newitt, soprano, Virginia
Powell, reader, and Margaret Whittaker, violin-
ist, Edison tone-test artists, gave two recitals
in Montreal the past week in the Ritz-Carlton,
which was held under the auspices of Layton
Bros., when the appearance of these artists was
heard in comparison to their performance in the
flesh.

"Children's records as Christmas gifts are in-
creasing in popularity every season," said Miss
Vezina, in charge of the Columbia Grafonola
department of Almy's, Ltd., "and this year we
have doubled our stock in anticipation of a
heavier volume of sales in this direction."

Right here in Montreal, unknown to thousands
of citizens, one of the most amazing facts of all
time is being demonstrated daily. The Marconi
Wireless Telegraph Co. of Canada, through the
agency of the Marconi wireless telephone, is
radiating music and speech over an area of 125,-
000' square miles. Scores of interested people
having the wireless telephone apparatus are lis-
tening at the same time in their various homes
to piano, band and orchestral concerts taking
place at the head office of the Marconi Wireless
Co., and these concerts have been picked up as
far as St. John, N. B. An Edison Diamond Disc
phonograph with Edison re-creations and a Lay-
ton Bros, piano have been chosen as desirable
instruments for these demonstrations from Lay-
ton Bros., Edison dealers, of this city.

INVENTED "SOME" WAR WEAPON

Thomas A. Edison made known for the first
time recently the invention of a new weapon by
his son during the war. This consisted of a
wheel charged with high explosive which was
set on the shafting of a Ford tractor. When the
wheel revolved at a speed of 35,000 surface feet
a second it was released, speeding toward the
enemy at terrific speed for a distance of two
miles and finally exploding. The invention was
completed too late for use in the conflict.

PRAISES EMERSON RECORD

The Emerson Phonograph Co., New York,
received recently a very interesting letter from
a music-lover who purchased an Emerson record
and who was so pleased with its quality that he
wrote as follows: "I purchased an Emerson
record last evening of a piano solo played by
Mana Zucca. It was the best piano record I
have ever heard and therefore I would like you
to send me a list of any other records played by
the above-named party, with the cost of each
record. Signed, Walter Smadbeck."

ACME-DIE

-CASTINGS-

AHJMINUM-ZINC-TINaLEADiVLUTrS

AcmeDie-Castin^Corp.

Boston Bodis«t» BrooUynN.Y. De&ait CWosgo

ERNST JOINS PAUL WHITEMAN, INC.

Sales Manager of New York Talking Machine
Co. Resigns Post — Will Become Vice-president
of Paul Whiteman, Inc. — Will Furnish Musi-
cal Entertainment of Every Description

H. C. Ernst

H. C. Ernst, sales manager of the New York
Talking Machine Co., New York, Victor whole-
saler, resigned from his position this week to

become vice-presi-
dent and treasurer
of Paul Whiteman,
Inc., a new com-
pany which has
been organized for
the purpose of de-
veloping and sup-
plying orchestras,
musical novelties
and musical enter-
tainments in all its
branches. Paul
Whiteman, director
of the famous Paul
Whiteman Orches-
tra and exclusive
Victor artist, is
president of the new company, which has opened
offices at 158 West Forty-fifth street, New
York.

Prior to joining the New York Talking Ma-
chine Co.'s staff in 1917 Mr. Ernst was identified
with several of the country's largest industrial
concerns and he is recognized throughout the
talking machine trade as an executive of excep-
tional ability. As sales manager of the New
York Talking Machine Co. he won the esteem
and friendship of Victor dealers throughout the
territory and his intensive efforts to co-operate
with the New York Talking Machine Co.'s
clientele were keenly appreciated by the trade.
Mr. Ernst is planning to assume his new duties
on the first of the year and the sales organiza-
tion that he developed is so highly trained that
his work will be shouldered by the present mem-
bers of the sales division without any strain or
radical changes.

As vice-president and treasurer of Paul White-
man, Inc., Mr. Ernst will have many opportu-
nities to utilize his sales and executive training.
Paul Whiteman has attained phenomenal suc-
cess as director of the Paul Whiteman Orchestra
at the Palais Royal in New York and he is
recognized from coast to coast as one of the
country's foremost dance orchestra directors.

NEW RODEHEAVER RECORD JOBBER

A. J. Heath Will Act as Distributor for Rode-
heaver Records in Philadelphia

T. P. Ratclifl, general manager of the Rode-
heaver Record Co., New York, announces the
appointment of A. J. Heath as distributor for
the company's records in Philadelphia and also
in Baltimore. Mr. Heath is located in Philadel-
phia, at 27-29 South Seventh street. Mr. Rat-
clifT is enthusiastic over the new connection, ow-
ing to Mr. Heath's wide acquaintance in the
trade and his knowledge of its requirements.

Mr. Ratcliff has arranged for the public dem-
onstration of the process of recording Rode-
heaver records in the Gimbel Bros, store, Phila-
delphia, in January, in the interests of Mr. Heath.

The Rodeheaver record catalog of sacred
music is being expanded rapidly and a large
number of soloists, choruses, quartets, etc., prom-
inent in religious circles, have recorded for the
Rodeheaver Co.

MISS BROWN RETURNS FROM TRIP

Miss H. Marjorie Brown, in charge of retail
sales promotion for C. Bruno & Son, Inc., Victor
wholesaler, New York City, completed an exten-
sive trip through New York State last month.
She visited most of the leading Victor retailers
in the up-State territory and reported much ac-
tivity on their behalf.

BUY YOTIR
^ ACCESSORIES

MlFwm One Source

SPECIAL ON

CLOTH-BOUND

RECORD ALBUMS

6 doz. orders Less

10-inch 50c 55c

12-inch 60c 65c

HEADQUARTERS FOR

RECORD DELIVERY ENVELOPES

ALBUM SETS FOR No. 80 VIC'TROL.i

ALBUM SETS, ALPHABETICALLY
STAMPED

REPAIR PARTS

KENT ADAPTERS

NOVELTY TOY RECORDS

MIRRORLIKE POLISH

CONVERTO CABINETS

BRILLIANTONE STEEL NEEDLES

MAGNEDO MULTI-PLAYING NEEDLES

SUPERTONE STEEL NEEDLES

SHEET MUSIC

RECORDS

MUSIC ROLLS

RECORD CLEANERS

PHONOGRAPH DELIVERY COVERS

BUBBLE BOOKS

FIBRE NEEDLES

FIBRE NEEDLE CUTTERS

RECORD FLASHERS

REPEATOGRAPH

TONOFONE NEEDLES

REFLEXO NEEDLES

DANCING "SHIMANDY"

DANCING RASTUS

PLAYER-PIANO VACUUM CLEANER
SUPPLEMENT MAILING ENVELOPES
SAPPHIRE BALL NEEDLES
SAPPHIRE POINT NEEDLES
DIAJVIOND POINT NEEDLES
UNIVERSAL DISPLAY RACKS
SHEET MUSIC RACKS
NYOIL

BOBOLINK RECORDS AND PHONO-
PHONO MOVIES
STOCK ENVELOPES

"^StfENT" nOJ^J. ATTACH-

SPRING LUBRICANT

'''ICTOR^AND COLUMBIA .4TTACH-

TONE-ARMS AND SOUND-BOXES
STEEL NEEDLES IN ENVELOPES
WITH SPECIAL IMPRINT

Watch for our next month's
specials

Wo mil o 111

PLAZA MUSIC CO.

18 WEST- 20Ii3 STREET

NEW ^ork:

148

THE TALKING MACHINE WORLD

December 15, 1921

<§SEXipNlSS'g>

^1 FILING AND SALES SYSTEM I''

TKcsst Trada Marks aie YOUR PROTECTION.

We do not Copy or Infringe.

but Invent and Originate.

Always YOUR GUARANTEE OF QUALITY

PRICE AND SATISFACTION

Six Pieces As-
sembled or Paciced
Down as Record
Carrier in five

STAND KD
* MADE PORTABLE

OGDEN'S ORIGI\AL "STANDS"

For Portable Vicfrola No. 50

Cost You $6.50— Sell at $10.00

Number Fifty Portable "STAND" is designed for
Victrola No. 50 to make it an ideal HOME MODEL
with all the advantages of the Cabinet Type — and
still is absolutely Portable.

It is "Set Up" or Taken Down in 5 minutes
— Positively Rigid and Strong — Assembled
with 4 concealed Thumb Nuts and Screws.

Correctly Designed to Harmonize with the Victrola
No. 50 Portable in Material and Finish.

Constructed of Solid Mahogany and Rubbed Finish
to MATCH. Quartered Oak (Golden-Fumed and
Weathered), finely finished to MATCH the Portable
Victrola. Price, each, $6.50; delivered in 1 dozen lots.
Weight, each, 10 lbs. Individual Packing Case.

UTILITY or SERVICE TABLES

(Convenient lor Many Purposes)

These Tables are needed in every Demon-
stration Room for the convenience of your
Customers when selecting records and are
also a convenience for many purposes in the
home, for which you find a ready sale with
profit.

Dimensions and Dealers' Prices

Table No. IV, Top 15 in. x 16 in. Quar. Oak and Enamels $4.75
Table No. VI, Top 17 in. x 16 in. Quar. Oak, Mahogany and

Enamels 4.75

Table No. VIII, Top 16 in.xl9^ in. Quar. Oak and Enamels 5.25
Table No. IX A, Top 17^ in. x 21^ in. Mahogany or Oak,

and Enamels - 6.50
(Genuine Enamel Finishes)
(White, Ivory and Pearl Gray)

Ogden's STANDS No. IV and No. VI for
Victrola No. IV and No. VI are open frames
made to fit exactly the base of these Models.
Used with satisfaction in thousands of
Homes because they fill the need of a low-
price Cabinet for Victrola and Records, mak-
ing a superior UNIT IN APPEARANCE
and fulfill every Cabinet requirement.
Ideal for use in the HOME and Portable
(Knock Down) in 5 minutes for CAMP and
VACATIONS.

DEALERS' PRICES
Quar. Oak for Victrola No. IV and No.

VI $3.60

Mahogany Finish for Victrola No. VI 3.85
Solid Mahogany for Victrola No. VI 4.25

(Finished to match the Victrola)
Service Top to convert any Stand into a
"Utility" or Service Table for many uses.

Each $0.90

(Varnished and Rubbed Finish)

OGDEN'S YOU-NIT STANDS ARE UNCONDITIONALLY GUARANTEED and
their popularity has caused them to be imitated extensively. You will do well to be sure
they are Ogden's YOU-NIT STANDS.

Many Victor Jobbers Have a Stock of the Genuine STANDS. Labeled for your protection,
which is your Guarantee of Satisfaction. Mail us your order, naming your Jobber, and if he
has no Stock we will ship or mail direct to you and bill through your distributor.
Samples delivered by mail for your Christmas Trade.

Write for our complete Cata-
logue of Filing Cabinets and
STANDS.

OGDEN SECTIONAL CABINET CO., Inc.

LYNCHBURG, VA.

December 15, 1921

THE TALKING MACHINE WORLD

149

UNIT CONSTRUCTION CO. EXTENDS SALES ORGANIZATION RECORDOPHONE CO.'S NEW HOME

Opens Branch Offices in Atlanta, Dallas, Denver, Salt Lake City, Los Angeles, in Addition to
Offices in Chicago and New York and Headquarters in Philadelphia — Expansive Plans for 1922

Philadelphia, Pa., Deceniber 6— The Unit Con-
struction Co., of this city, manufacturer of
"Unico" equipment for the talking machine ware-
room, reports considerable activity among deal-
ers in all sections of the country in the way of
increasing the facilities of its warerooms and
making them more attractive for 1922. Realizing
the importance of immediate and personal serv-
ice to the dealer in planning out these important
improvements in his warerooms, the Unit Con-
struction Co. has considerably extended its sales
organization through the opening of five branch
offices, in addition to the Chicago and New York
offices and the main office in this city. Each
branch office will be under the able direction
of a resident manager with stafif and the cities
in which they will be located are Atlanta, Ga.;
Dallas, Tex.; Denver, Colo.; Salt Lake City,
Utah, and Los Angeles, Cal.

Besides the expansion of the sales organiza-
tion the various items of equipment for the talk-
ing machine warerooms made by the Unit Con-
struction Co. have been extended to cover every-
thing, excepting chairs and carpets, and even
in these two last instances it is not uncommon
for the representative of the Unit Construction
Co. to aid the dealer in the proper selection of
harmonious chairs and floor coverings. The
prestige of the company has been built upon
the quality of the demonstration rooms, record
racks, counters, interior and exterior woodwork
treatment which it manufactures, and during
1921 the company has produced various service
and demonstration displays which have proved
very popular and a new sales stimulator for the
demonstration room which is in very great
demand.

The newest products which now make the line
absolutely complete are a number of self-service
display racks, a lighting system and electric fans.
The lighting system has been the result of many

years of careful study and is claimed to be the
most efficient for the purpose of lighting the
demonstration rooms and has been designed to
harmoniously blend with all of the various styles
of "Unico" equipment. The globe for the light
is in ivory and the fixture is of statuary bronze
and made especially for the Unit Construction
Co. under patents controlled by it.

The fans are highly efficient electric fans made
especially for the Unit Construction Co. by the
General Electric Co. and contain a motor de-
cidedly capable and yet silent. These fans are
eight inches wide and finished in ivory, as 95 per
cent of equipment installed by the Unit Co. is
either in ivory or ivory combination. The fans
are equipped with a special bracket. This com-
pany has also lately produced a number of re-
sale articles which are building up sales for the
dealers, such as display stands for the Victrolas
4,' 6 and portable.

The repair bench which was introduced about
a year ago is proving very popular. A reduction
in price on this bench has been announced and
a chart is now being furnished for the dealer's
use with suggestion for the best distribution of
tools in the remarkable number of compartments
provided. The Unit Construction Co. is making
energetic plans for 1922 and predicts that it will
be a year of good normal business for all.

Manufacturers of the Recordola Now Occupying
Spacious Quarters at 15 West Thirty-fourth
Street, New York — Officials Enthusiastic

L Zion, well known to the talking machine in-
dustry in New York, and formerly owner of a
Victor establishment in the metropolitan dis-
trict of the city, recently opened an attractive
Victor store in the Fort Lee section.

The Phonograph Shop, of San Antonio, Tex.,
which has been greatly enlarged, was formally
reopened recently with a reception and music.
This concern, which is owned by Alfred F.
Beyer, handles the Edison line exclusively.

The Recordophone Co., Inc., New York, man-
ufacturer and distributor of the "Recordola," a
home-recording and reproducing device recently
introduced to the trade, is now located on the
sixth floor of 15 West Thirty-fourth street, where
it occupies large and commodious quarters. The
increasing demand for the Recordola and the
desire to combine under one roof the executive
offices and the entire equipment and organiza-
tion of the company made removal from 220
Broadway necessary.

A thoroughly equipped laboratory has been in-
stalled in the rear, where the recording instru-
ments will be assembled, and where experiments
may be developed without fear of intrusion or
interruption.

The location of the Recordophone Co.'s new
home in the heart of the business section of New
York is an ideal one, and the officials are making
plans to receive calls from dealers and interested
people during the holiday season, to whom the
company will give a personal demonstration by
having them record their own voices on the
Recordola while in the laboratory. An attrac-
tive sales and demonstration room has been ar-
ranged for this purpose.

Charles H. Hussey, president of the company,
will have his desk here and will devote his time
to the executive duties of the business, while
A. M. Frost, general manager, who is an engi-
neer of wide experience, will be in direct charge
of the manufacturing and will also interest him-
self in the sales management of the Recordola,
in conjunction with Joseph F. O'Brien, who is
treasurer of the company.

Officials of the company are very enthusiastic
over the reception accorded their home record-
ing device by dealers, professional people and
the public generally in the short time it has
been on the market.

RAINBOW
SACRED
RECORDS

Double Disc 85c.

RAINBOW RECORDS

RAINBOW
SACRED
RECORDS

DISTRIBUTORS

A. J. HEATH & CO.
27-29 South 7th St.
Philadelphia, Pa.

Brighten the Corner Where You Are
with Rainbow Records

HOMER RODEHEAVER, supreme in Sacred Song. His new
Rainbow Records are excellent.

Dan Beddoe has made some wonderful Rainbow Records.

Start the year right with a stock of Rainbow Records.

Rainbow Records. — No Heavy Stock — No Old Stock — Sell from
January to December. Every Dealer Can Sell a Sacred Record.

STERLING ROLL &
RECORD CO.
137 W. 4th St.
Cincinnati, O.

RODEHEAVER CO.
218 So. Wabash Ave.
Chicago, lU.

J. K. POLK FURN. CO.
294 Decatur St.
Atlanta, Ga.

A. J. HEATH & CO.
110 South Calvert St.
Baltimore, Md.

RODEHEAVER CO.
814 Walnut St.
Philadelphia, Pa.

RODEHEAVER RECORD CO.

150 East 41st Street

New York

150

THE TALKING MACHINE WORLD

December 15, 1921

RECEIVER IN EQUITY APPOINTED FOR PATHE FRERES CO. PRICE FIXING again BEFORE COURT

Action Taken to Conserve the Assets and to Reorganize the Business, Which Will Be Continued
Under the Direction of the Receivers — To Put Business on Healthier Basis

The United States District Court in Brooklyn,
N. Y., on Friday morning, December 9, appointed
Eugene A. Widmann, former president of the
Pathe Freres Phonograph Co.; WiUiam C. Red-
field, former United States Secretary of Com-
merce, and Benjamin A. Kay, a New York at-
torney, receivers in equity for the Pathe Freres
Phonograph Co., Brooklyn.

This action was taken in order to conserve
the assets and revive the business. In a state-
ment presented to the court it was stated that
the property of the company, if properly liqui-
dated, would yield more than enough to cover the

claims of all creditors. The receivers appointed
are all executives of the highest ability and the
inclusion of Mr. Widmann is particularly en-
couraging, not only through his intimate knowl-
edge of the Pathe business, but his thorough
knowledge of the talking machine business in
general. It was stated at the headquarters of
the company in Brooklyn that the business
would be probably reorganized under stronger
lines than ever before and that, under the able
direction of the receivers, it was expected that
the Pathe Co. would rapidly emerge from its
difficulties.

CORRESPONDENCEMUST SUIT TIMES

Cannot Longer Be Matter of Mere Routine, De-
clares Prominent Milwaukee Credit Man

Milwaukee, Wis., December 5. — "The present
prolonged industrial depression has clearly shown
that commercial correspondence is no longer a
mere matter of routine, but a problem that de-
serves the careful consideration that is given to
every other matter of importance in the suc-
cessful promotion of business," said V. J.
Schulte, credit department of a prominent Mil-
waukee store, addressing the Milwaukee Credit
Men's Association.

"During the past few years a heretofore un-
heard of condition existed in the business world.
Money was plentiful and it did not require a
high grade of salesmanship and much adver-
tising to sell commodities. To-day just the re-
verse condition prevails.

"Not only in the collection of accounts is care-
ful and diplomatic correspondence necessary, but
also in the handling of complaints, adjustments,
sales and, as a matter of fact, in every depart-
ment of a business organization. The consuming
public to-day demands that every complaint be
made good no matter how unreasonable and
unjust it may be. The retail merchant is ex-
tremely critical about the merchandise that he
receives. He is exacting about the date he de-
sires it shipped. Cancellations, from his point
of view, mean nothing and returning merchan-
dise has become somewhat of an established rule.
The price question presents another problem.
These and numerous other matters present them-
selves daily to the business correspondent for
skillful handling.

"To-day a business letter must not only be
clear, courteous and concise, but must be tactful
and diplomatic.

"The letter of to-day must contain only perti-
nent facts that have a direct bearing on the sub-
ject written about. It must in a brief and affable
way 'tell why.' In short, it must be educational.

"The great function of the business letter of
to-day is to restore the confidence that was de-
stroyed by the approach of the present industrial

depression. To-day more than ever is the busi-
ness letter the universal implement of business
and when used rightly is the greatest potential
creator of business yet devised. The importance
of good, clever, result-getting business corre-
spondence cannot be overemphasized. The
necessity of such correspondence is imperative
and is one of the means that will hasten the
return of normal conditions because its great
mission is the restoration of confidence."

MAKING NEW INDUSTRIAL SURVEY

War Department Interviewing Firms to Deter-
mine Time Necessary for Conversion of Plants
From a Peace to a War Basis

The industrial survey of the country inaugu-
rated some months ago by the War Department
is progressing satisfactorily, according to the
annual report just submitted to the Secretary by
the Quartermaster General. A total of 516 firms
liave been interviewed and 716 reports giving
identity, location, product, normal and emer-
gency capacity, and changes and time necessary
for possible conversion from peace to war basis
have been filed. These reports go to form the
basis for detailed tabular and graphic studies in
quartermaster supply, transportation and alloca-
tion of industries, both current and for the fu-
ture. All such data are obtained by patriotic
co-operation and assistance of the industries con-
cerned and filed in the confidential records of the
office of the Quartermaster General. The work
will be continued until all the important indus-
tries of the country are reported in this manner.

RETIRES FROM BUSINESS

The American Odeon Corp., New York, will
go out of business on December 31 of this year.
Max Strauss, managing director of Carl Lind-
strom, Ltd., Berlin, Germany, sailed for Europe
the early part of the month, after completing
arrangements whereby the General Phonograph
Corp. will be the sole licensee for the products
of Carl Lindstrom, Ltd., in the United States,
Canada and Mexico.

Arguments Presented Before U. S. Supreme
Court in Case Brought Against Beech Nut
Packing Co. by Federal Trade Commission

Washington, D. C, December 8.— Oral argu-
ments before the United States Supreme Court
on Friday in the case of the Federal Trade Com-
mission against the Beech Nut Packing Co. indi-
cate that the decision of the court in this case
will decide the legality of maintenance of re-
sale prices.

Many cases pending before the Commission,
including one against Cluett, Peabody & Co.,
alleging unfair methods of competition in the
maintenance of resale prices, are being held up
pending the decision of the court.

Solicitor General Beck appeared before the
court to-day for the Commission, while the
Beech Nut Packing Co. was represented by
Charles Wesley Dunn.

If the Supreme Court should -favor the Com-
mission in its decision the following order will
be issued in all cases pending before the Com-
mission, it is understood:

"It is ordered that respondent cease and desist
from directly or indirectly recommending, re-
quiring, or by any means bringing about the re-
sale of products by distributors, whether at
wholesale or retail, according to any system of
prices fixed by respondent, and more particu-
larly by any or all of the following means:

"1 — Refusing to sell to any such distributors
because of their failure to adhere to any such
system of resale prices;

"2 — Refusing to sell to any such distributors
because of their having resold respondent's said
products to other distributors who have failed
to adhere to any such system of resale prices;

"3 — Securing or seeking to secure the co-oper-
ation of its distributors in maintaining or en-
forcing any such system of resale prices;

"4 — Carrying out or causing others to carry
out a resale price maintenance policy by any
other means."

A VALUABLE BOOK FOR DEALERS

The Music Industries Chamber of Commerce
has received from the Domestic Distribution De-
partment of the Chamber of Commerce of the
United States a number of pamphlets on "Mer-
chandise Turnover and Stock Control," which
contain facts of value to merchants. These book-
lets will be distributed to members of the asso-
ciations in the Music Industries Chamber of
Commerce without charge upon request.

While the subject matter contained in the
pamphlets must be adapted to the field of music,
the points brought out are of value, especially
for the handling of departments.

The A. L. Arvidson Piano Co., of Denver, Col.,
has announced its intention of disposing of its
slock of pianos and confining itself to the sale of
Edison phonographs exclusively in the future.

Retail Price, $35

XHE OUTING

Write for Discount

THE YEAR ROUND MACHINE''

Present-day economic conditions demand reduction in prices, but not
in quality.

The OUTING has accomplished this difficult task.

There is no phonograph made today giving as much value for the
price.

Mr. Dealer, put in the "OUTING," THE MOST COMPLETE
PORTABLE PHONOGRAPH IN THE WORLD, and you will have
no slack season.

Desirable Jobbing Territory Open.
Metropolitan Distributors

Cabinet & Accessories Co., 145 East 34th St., New York

OUTING TALKING MACHINE CO.

Mt. Kisco, N. Y.

December 15, 1921

THE TALKING MACHINE WORLD

151

VICTOR RECORDS

N'?87330 Sun4by SCHUMANN-HEINK
N?74436 Sun3by JOHN hfCORMACK

DON'T SLOW DOWN
AFTER THE HOLIDAY RUSH

ORDER THE

"DA-LITE" DISPLAY SERVICE

TO START JANUARY FIRST

IT SELLS VICTOR RECORDS

FOUR ARTISTIC HAND COLORED PANELS EACH MONTH
NO CHARGE FOR DISPLAY— SERVICE COST $6.00

The profit on one 85c. record pays total daily cost
SEE DISPLAY AT YOUR WHOLESALE DISTRIBUTORS
OR WRITE US FOR CIRCULAR GIVING DETAILS

DA-LITE" ELECTRIC DISPLAY COMPANY

114 NORTH ERIE STREET TOLEDO, OHIO

BECOMES MOTROLA DISTRIBUTOR VICTOR ARTISTS TO VISIT COAST NEW METHOD OF LISTING EXPORTS

Buffalo Talking Machine Co. Becomes the Ex-
clusive Sales Agent for the Jones-Motrola for
the State of New York (Excepting the Metro-
politan District) as Well as Pennsylvania

The Buffalo Talking Machine Co., Buffalo, N.
Y., Victor wholesaler, has announced that it has
been appointed exclusive sales agent for the
Jones-Motrola for the State of New York (with
the exception of the metropolitan district) and
for northern Pennsylvania. It has already com-
menced an extensive sales campaign with this
device and is giving the dealer sales plans to
stimulate his sales of Motrolas.

Outlining the company's reasons for handling
the Jones-Motrola, V. W. Moody, manager of
the Buffalo Talking Machine Co., said:

"The first time that the idea occurred forcibly
to us that there really were some people who
could not wind a Victrola was a short time ago
when we saw a fat salesgirl in a booth winding
an instrument (or maybe it was winding her).
Awful! Don't misunderstand us — we have as
much regard for the world champion shimmy
dancer as should be accorded the champion, but
still we have a feeling that a record demonstrat-
ing booth is not the proper setting for such an
exhibition.

"WTien the Jones-Motrola Co. announced its
improved new Motrola and put such an attrac-
tive list price on it ($19.50 instead of $30 as
heretofore) we immediately saw reasons enough
for it becoming an attractive accessory and ar-
ranged to take on the line. The success of our
efforts has astonished us. We made more sales
in two weeks than we had made in ten years.

"The question 'Why is the Motrola?' had never
been submitted to us in such a way as to make
us fully appreciate that the services of a Motrola
are really worth while. We explained to our
dealers the service of the Motrola, working on
the theory that while the electric starter for the
automobile was sold for some time as an acces-
sory it is to-day regular equipment for even
'flivvers.' The picture of a man cranking a
flivver always gets a laugh. Who has not seen
it in the movies?

"We told our dealers that the proper way to
sell the Motrola was by using it constantly in
the customer's presence. We sold them the
idea of placing a Motrola on their demonstrating
machines, and urged them to place Motrolas
with selected customers on a week's free trial
basis. We have since made a careful canvass
and have not heard of one single instance where
a Motrola has been returned after having been
used by a customer for a week or more.

"Under the present selling arrangement the
Motrola is a gratifying line to sell — gratifying
to us, to our salesmen, to our dealers and to our
dealers' customers. If we expected more than
tliis we would probably get less."

Eight Famous Artists to Make Tour of South-
west and Pacific Coast Next Year

The Eight Famous Victor Artists will soon
start for the Coast on an extended concert tour,
under the guidance of their able manager, Phihp
W. Simon. The artists, namely, Henry Burr,
Billy Alurray, Albert Campbell, John Meyer,
Frank Croxton, Monroe Silver, Fred Van Eps
and Frank Banta, who have already appeared
throughout the entire countrj^, with the excep-
tion of the Coast, will now satisfy the demand
of that part of the country for their appearance.
Playing in St. Joseph, Mo., on December 30, and
Topeka, Kan., on the 31st, they commence the
new year with the following itinerary:

January 1, Kansas City, Mo.; 2, Tulsa, 3, Ok-
mulgee, 4, Muskogee, 5, McAlester, 6, Ardmore,
and 7, Oklahoma City, Okla.; 9, Fort Worth, 10,
Waco, 11, Houston, and 12, Dallas, Tex.;' 13^
Texarkana, Ark.; 14, Shreveport, La.; 16, Port
Arthur, 17, Beaumont, 18, Orange, 19, Galveston,
20, Austin, 21, San Antonio, and 23, San Antonio,
Tex.; 24, Tucson, Ariz.; 25, Los Angeles, 26, San
Diego, 27, Santa Barbara, and 28, Long Beach
Cal.

February 1, Fresno; 2, Sacramento; 3, Stock-
ton; 4, Oakland; 5, San Francisco; 6, San Jose,
and 7, Santa Rosa, Cal. The Eight Famous
Artists are in for a great welcome.

Under New Method of Tabulation Classifications
Will Be Increased From 710 to 1,250 Separate
Items — Co-operation Urged

A new method of tabulating export statistics
is to be put into effect by the Department of
Commerce on January 1, whereby the present
classification of 710 items will be increased by
76 per cent to a total of 1,250 separate classes.
The new method also provides for the showing
of exports by related groups, instead of alpha-
betically as at present, and wherever possible the
physical volume of exports will be shown as well
as the value.

The use of this system, it is stated, will enable
business men to ascertain from the statistics the
fluctuations in volume of trade, which, on ac-
count of price fluctuations, could not be done
under the present system for classes which
showed value only.

In order to completely tabulate the exports
under this system it will be necessary for Ameri-
can shippers to co-operate with the department
by giving a detailed description of merchandise
shipped abroad on the Customs Division's "Ship-
per's Export Declaration," which must be filed
with the collector before the goods can be
cleared.

New goods are always better than bargains.

2010
10 in.

2019
10 in.

2018
10 in.

2032
10 in.

2008
10 in.

A Group of the Best Blues Singers in America

DOWN HOME BLUES By Ethel Waters

OH DADDY By Ethel Waters

THE BIGGEST HIT OF THE SEASON

SOME DAY, SWEETHEART By Alberta Hunter

HE'S A DARN GOOD MAN By Alberta Hunter

MY CUP BLUES By Katie Crippen

WHEN IT'S TOO LATE By Katie Crippen

ARKANSAS BLUES By Lucile Hegamin

JAZZ ME BLUES By Lucile Hegamm

ANOTHER DOWN HOME BLUES

HOW LONG, SWEET DADDY, HOW LONG? By Alberta Hunter
BRING BACK THE JOYS By Alberta Hunter

Immediate Shipment Guaranteed. We are at YOUR Service.

PLACE YOUR ORDERS NOW

Pace Phonograph Corporation

2289 Seventh Avenue New York, N. Y.

The air is full of plans — the plans are full
of air.

152

THE TALKING MACHINE WORLD

December 15, 1921

®o All f a%

PHONOGRAPHS

Pay The Dealer
The Best Profit

Write for our Proposition
PATHE FRERES PHONOGRAPH CO.

BROOKLYN, NEW YORK

THE TALKING MACHINE WORLD

153

THE-

(iBINET^ACCBSfORIEr

14^ B 54 STI^T NKV YORK

complete reference book for the phono-
dealer. One hundred pages, showing
and prices of record and music cabinets,
all standard phonograph accessories. A
raph encyclopedia that every up-to-date
phonograph dealer
should have.

W rite for this catalog on
your letterhead.

J-

Wt extenb our

(Greetings!

for a

anb trugt
tfjat t()e
Jgett) gear

mi be
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projsiperous^ one
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Ifl THE HEART OF MEW YORK'

December IS, 1921

OTTO HEINEMAN REVIEWS
THE TRADE SITUATION

President of General Phonograph Corp. Looks
for Revival of Trade Following the Nation's
Industrial Sickness of the Past Few Years

Discussing the business outlook for 1922, Otto
Heineman, president of the General Phonograph
Corp., New York, one of the recognized authori-
ties of the industry, commented as follows:

"You want me to express an opinion on 1922
conditions! In these days, when phonograph
companies are going into receivership almost
daily, it is hard for anybody to forecast anything
about the phonograph business in 1922.

"I, personally, believe that, after so many com-
panies have been eliminated — companies which
started a phonograph business both in machines
and records without knowing the foundations of
the phonograph trade— our trade will gradually
revive from the sickness of the last few years.

"We had not only an overproduction, but we
had also, what was worse, many companies in
our trade which called themselves phonograph
concerns without knowing the least detail about
the machine or record business. It was the idea
of many people just to buy a cabinet, pat in
some mechanical equipment and then sell a
phonograph. That this was wrong the past has
shown!

"Then there were many people who thought
if they hired some recorder who was in the busi-
ness a few years they were in the record business.
The3' did not know that the three leading con-
cerns in the world in this line, Victor, Columbia
and Lindstrom, had spent millions of dollars
before their achievements became worth while,
and that it took these companies many, many
years until they were able to produce a good
record and make money out of this branch of
their business. I am afraid that many of these
people realize the situation now.

"Looking back, the so-called independent
phonograph industry looks like a graveyard. I
regret all these casualties, but, I think, in the
long run those companies which are still in the
running will benefit by it.

"The Victor Co. has shown, since its start,
how to run a business, not as to the quantity
it produces, but the quality. If only a few of
the manufacturers would have recognized what
quality means matters might have been entirely
different by now.

"America, the country of greatest wealth;
America, the country of greatest progress; Amer-
ica, with its one hundred and ten million people,
and people who are music loving, must create a
phonograph trade in the future. I estimate that
there are to-day more than ten million phono-
graphs in use, but there are more homes being
built every day, so there are wonderful oppor-
tunities for new phonographs every day; and
have you ever thought what possibilities this
opens up for the record business?

"The country has gone through a time of
deepest depression. A severe crisis undoubtedly
has been avoided through the wise leadership of
our financiers, and now I firmly believe that a
turn for the better has come. Unemployment is
graduallj' decreasing. The cost of living has
gone down considerably. Wages have been ad-
justed to present times. The railroads will, un-
doubtedly, decrease rates, and manufacturers,
jobbers and retailers will adjust their prices ac-
cording to this.

"I do not believe in any great prosperity in
the near future. I think it will be a very slow
process of readjustment, but I firmly believe that
America will, one day, see prosperity again and
then it will be a sound prosperity, a prosperity
built up ■ on a solid foundation and not on un-
sound war inflation.

"If our industry strives to give the public
only the best — good phonographs and good
music — I think our trade will come out on
top, and those who have weathered the storm
and who have learned through their experiences
in these dark days of 1920 and 1921 will be the
winners in the end."

LAWSUITS SETTLED OUT OF COURT

It is understood that the lawsuits which have
been pending between Thos. A. Edison, Inc., and
the Pullman Co. have been amicably adjusted
out of court. Thos. A. Edison, Inc., had insti-
tuted a suit against the Pullman Co. to recover
damages for the non-delivery of cabinets and the
Pullman Co. had filed a counter suit. The matter
was adjusted in such a way that the two com-
panies will continue the friendly relations exist-
ing in the past.

THE AFFAIRS OF THE CORNISH CO.

The Cornish Co., manufacturer of pianos and
talking machines at Washington, N. J., has de-
cided to ask for a receiver to conserve the assets
and revive the business. The preliminary state-
ment shows liabilities approximating $12p,000 and
assets of $186,000.

GAELIC RECORD CO. ORGANIZED

The Gaelic Phonographic Record Co. has in-
corporated in Delaware with a capital of $350,-
000. Incorporators are H. P. Fay. H. G. Sueker
and E. W. Jones.

IMPORTER WANTS "TALKER" PARTS

Washington, D. C, December 12. — A New Zea-
land concern is in the market for talking machine
parts, including motors, fittings, etc., according
to the Department of Commerce. Further de-
tails may be had from the Bureau of Foreign and
Domestic Commerce if inquiry number 325 is
mentioned in correspondence.

Louis S. Brown, talking machine dealer, of
Denver, Col., has taken on the Brunswick line
of machines and is pushing these instruments in
his territory.

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WESTERN ENVELOPE CORPORATION

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BROOKLYN. N.Y.

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154

THE TALKING MACHINE WORLD

December IS, 1921

Your customers' Grafonolas need oil oc-
casionally to give smooth service, and
polish to preserve the natural beauty of
their woods. Extra sales — ask your Dealer
Service man.

Columbia Graphopbone Co.

NEW YORK

MELETONE CO. ENLARGES CAPITAL FORBES=HUNTOON MUSIC CO. FOR.MS NEW STORE IN WASHINGTON, D. C.

WixxiPEG, Cax., December 6. — The Meletone
Talking Machine Co., Ltd., Winnipeg, Mar.., is
raising new capital bj' the sale of $50,000 8 per
cent preferred stock. With the new stock the
company will have a capitalization of $200,000,
of which $50,000 will be preferred and $150,000
common. Among the directors are Mandel
Lurie, president; W. C. Fordyce, secretary-treas-
urer, and J. L. McCormick.

A news dispatch from Alberta tells of the
method emploj-ed by the trustees of a local
school in purchasing a talking machine for the
school. The .various dealers of the district were
invited to appear at the school. Each one in turn
played his particular instrument behind a curtain,
while outside in the classroom sat some of the
leading men in the town, acting as judges, who
finally decided upon the instrument which was
the most suitable for school work.

The Musicmaster Phonograph Co., Ltd., Van-
couver, has made an assignment.

Warren A. Forbes and L. C. Huntoon Plan
Modem Establishment in Cheyenne

Cheyenne, Wyc, December 8. — Warren A.
Forbes, proprietor of a drug store here and one
of the leading merchants, and L. C. Huntoon,
manager of the local branch of the Knight-
Campbell Music Co., of Denver, Col., for the
past eleven years, have combined forces, result-
ing in the Forbes-Huntoon Music Co.

Chickering and Ampico player-pianos. Conn
band instruments, Vose, Kurtzmann and Gul-
bransen pianos, Victrolas and Brunswick phono-
graphs and records will be handled. The com-
pany expects to announce the opening of its
store during this month.

The United Phonograph Stores, Inc., with ex-
ecutive offices in New York, have opened their
first store in Washington, D. C, in the new City
Club Building, G street, between Thirteenth and
Fourteenth streets, N. W. The store has been
fitted up in an elaborate manner. The line will
include pianos, talking machines, musical mer-
chandise and sheet music. The company plans
to open several other stores in Washington in the
near future.

Miss Barr, a demonstrator for the Victor Talk-
ing Machine Co., of Camden, N. J., recently vis-
ited the schools of Franklin, N. H., to demon-
strate the \'ictor machine and records.

NED DOUGLASSOPENS STORE

Ned Douglass, well known in local talking
machine circles, has become owner and manager
of the University Music Store, in the University
District in Seattle, Wash. Mr. Douglass was
formerly associated with the Seattle branch of
the Columbia Graphopbone Co. as sales manager.

Skinner & VanDeusen, of Worcester, N. Y.,
are featuring Sonora phonographs in their store.

SOME OF THE NEW
RELEASES

"Song of Love"

"Salomay"

"Wabash Blues"

"Everybody Step"

"I Want My Mammy"

"Birds of a Feather"

"I Got the Red, White

and Blues"
"April Showers"
"That's How I BeHeve
in You"

Increase Your

Record Sales

CLARION OFFERS THE TRADE
A QUALITY RECORD, retailing at a
popular price, with a substantial profit for
the dealer.

The "hits while they are hits" means a
regular cash dividend each month because
the Clarion satisfies.

Don't forget the Clarion is a fast seller,
g'lvQS satisfaction and assures you an un-
usual profit.

Clarion Offers Immediate Deliveries.
Jobbers and Dealers, Write.

CLARION RECORD COMPANY

56 BLEECKER STREET NEW YORK CITY

December 15, 1921

THE TALKING MACHINE WORLD

155

EDISON RECORDS BY CONRAD'S ORCHESTRA ARE POPULAR

Among the orchestras recording for Edison
re-creations is Conrad's Orchestra, which has

made a very famous name for itself with the
fashionable patrons of The Casino at Newport.

The Edison re-creations of
selections played by this
distinguished orchestra
have been very popular
sellers and at the present
time are steadily growing
in popularity with phono-
graph owners throughout
the country. This orches-
tra, as will be noted from
the illustration herewith,
does not include any strict-
ly jazz instruments — it is
in the truest sense an ar-
tistic body of capable mu-
sicians who have won a
large following among
critical audiences.

The Most
Dependable and

Inexpensive
Lid Support
on the Market

The new channel
support is construct-
ed of one piece of
metal and it works
automatically per-
fect. The hinges are made in two styles — flexible
and bent. Samples on request.

STAR MACHINE & NOVELTY CO.

Patented
5ept.9.19l9"'

Two other patei
Applied for.

81 MILL STREET

BLOOMFIELD. N. J.

INTRODUCES PHON=0=MUTE

Paddack Products, Inc., Places Tone Regulator
on the Market — Requires No Adjustment

BALTIMORE A LIVE TRADE CENTER

Cohen & Hughes, Victor Wholesalers, Report
Substantial Business Improvement in That
City and Vicinity — Dealers Are Aggressive

Baltimore, Md., December 7. — Cohen & Hughes,
well-known Victor wholesalers of this city, re-
port that business has shown a remarkable im-
provement during the late Fall, and especially
during the past two weeks. '"The retailers nat-
urally felt the business depression current
throughout the country," declares H. T. Bosee,
assistant sales manager of the company, "but,
taking everything into consideration, the dealers
handling our products have been extremely for-
tunate, and, while some are running behind last
year, there are quite a few who are running even
and even ahead of last year's figures.

"They have been very optimistic regarding the
Christmas business and have backed this opti-
mism in many instances by anticipating their
requirements and stocking up to meet them.
The shortage of Victrolas, however, is keenly
felt, and our dealers are even now clamoring for
shipments against their standing orders with us.

"From what we are able to ascertain stocks
of wholesalers in this section have long since
been exhausted and all machines are being
shipped out on back orders as soon as received.

"From what information we have it would
seem to us that the machine business has held
up to a greater degree than the record busi-
ness.

"We are unable to give any figures as to
the period and console models sold in our terri-
tory, due to the fact that the Victor console model
has been so extremely scarce that we have not
been able to get a line on what its normal sale
would amount to.

"The local condition which we believe has
benefited us is the fact that our industries are
widely diversified and we are not dependent on
any one industry or group of industries for pros-
perity. This has prevented very serious depres-
sion, such as has occurred in the cotton section
of the South, and in some cities of the Middle
West which depend largely on. the automobile
industry.

"We have found that our dealers can help
themselves materially by proper advertising and
aggressive methods. We have seen it illustrated
again and again that the dealer who is 'on his
toes' using every means available to get business
is getting it, while other dealers who are still
waiting for business to come their way are not
getting it."

DUPUIS CO. FEATURES VICTROLAS

New Bedford, Mass., December 9. — The Dupuis
Piano Co. has completed the remodeling of its
store, which is now one of the most attractive
in New England. The main floor of the estab-
lishment is given over entirely to the display of
Victrolas. Sound-proof demonstration booths
and special record racks have been installed for
the convenience of patrons.

TIMELY OKEH SUPPLEMENT

One of the features of the January supple-
ment of Okeh records is a group of special
Christmas records, which, of course, makes a
distinctive appeal at this time of the year. There
are also listed six classical selections from the
Fonotipia library, including selections by several
famous artists. The regular supplement features
the leading vocal and dance hits of the day, to-
gether with a group of instrumental, sacred and
Hawaiian selections that round out the supple-
ment.

INCORPORATED IN NEW JERSEY

The Clarke Phonograph & Record Co., of
Newark, N. J., has been incorporated at Tren-
ton, N. J., with a capital stock of $250,000 to
deal in phonographs. The incorporators are:
Wallace M. Rogerson, of Chicago, 111.; George
H. Clarke, of Newark, N. J., and Frank Lappen,
of New York City.

The Phon-o-Mute, a new tone regulator, has
just been placed on the market by the Paddack
Products, Inc., a concern recently incorporated
under the laws of the State of New York for
$20,000. The company has opened offices at 198
Broadway, New York, and a sales campaign has
already been inaugurated. The president of this
new concern is S. D. Paddack, who several years
ago introduced the Paddack diaphragm, which
met with considerable success in the trade, and
who is the inventor of the Phon-o-Mute. Simon
Amador S., identified with the talking machine
industry for several years, is vice-president of
the company and J. H. Carbone, a prominent
Panama business man, is secretary and treasurer.
The Phon-o-Mute, which has a number of dis-
tinctive and interesting features, may be attached
to the stylus of any sound-box and requires no
screws or adjustment.

One may walk over the highest mountain
one step at a time.

Doing One Thing Well

THE development of window displays into
the front rank of advertising and selling
mediums is responsible for the growth of
Einson Litho as the foremost window display
specialists in the country.

Window displays and dealer helps — from the
underlying Idea to the completed lithographed
product — are created by an organization it has
taken a score of years to build up and perfect.

A completely equipped lithograph plant, a care-
fully selected studio of artists and a capable mer- '
chandising and copy department, furnish the per-
sonnel of the Einson Litho Organization with the
well nigh perfect tools for high-class production
of window displays and other lithograph material.

Call Us In For An Idea
Or An Estimate

EirLOl LITHO

TED

Executive Offices, Art\Studios and Manufacturing Plant
327 East 29th Street New York City

156

THE TALKING MACHINE WORLD

December 15, 1921

TALKING MACHINE MEN, INC., FOR PRICE MAINTENANCE

Revised By-laws Adopted to Provide for New Trade Divisions of Association Interests — Various
Local Organizations to Unite — Representatives of Leo Feist, Inc., Offer Live Program

The reg-ular monthly meeting of the Talking
Machine Men, Inc., the organization composed
of talking machine dealers of the metropolitan
district and adjacent territory, was held at the
Cafe Boulevard on Wednesday, December 7.

At the opening of the meeting, which was
preceded by a luncheon, Irwin Kurtz, president
of the Association, announced that in co-opera-
tion with J. Newcomb Blackman, head of the
Blackman Talking Machine Co., Victor distribu-
tor, the Association was arranging for the prepa-
ration of a placard to be placed in a conspicuous
position in the windows of talking machine deal-
ers, announcing that they were in favor of
price maintenance. In conjunction with the
placard the dealer will have a petition upon
which, wherever possible, the names of his cus-
tomers can be placed for the purpose of forward-
ing it to Congress. This, it is thought, will do
much to persuade legislators to favor measures
along price-maintenance lines which will be
brought to their attention in the coming ses-
sions of Congress.

A letter was read from the secretary of the
Music Trades Association of Southern Califor-
nia, in which the Talking Machine Men, Inc.,
were asked to support a movement requesting
one of the larger talking machine manufacturers
to allow dealers a larger gross profit. The let-
ter was referred to a committee for attention.

The meeting was known as "Leo Feist Day"
and several members of that music publishing
organization addressed the gathering and ren-
dered several of the current Feist hits. Theo-
dore Morse, of the Feist staif, introduced "Bob"
Miller, who sang, and Herbert Steiner, who
played the new Feist songs and fox-trots, en-
titled, "Ty-Tee" (Tahiti) and "Wabash Blues."
After the rendition of these two selections Ed-
gar F. Bitner, the general manager of Leo Feist,
Inc., was introduced and in his address he con-
gratulated the Association on its accomplish-
ments and its plans for the future.

Mr. Bitner, in speaking of talking machine
dealer activities, said that if he had any recom-
mendation to make it would be that the talking
machine dealers who were not already stocking-
sheet music do so at once; if not a complete
line, at least the titles of current releases to be
found in talking machine record lists. He said
he was sure they would find it a profitable ad-
junct to their business, as have dealers who have
already opened up such departments.

Billy Murray, well-known exclusive Victor
record artist, received an ovation from the deal-
ers and closed the musical program by singing
the following Feist songs: "When Francis
D ances With Me," *'Xen Little Fingers and Ten
Little Toes" and "The Old Town Hall."

At the start of the business session Irwin
Kurtz, president of the Association, relinquished
the chair in order that he might introduce several
important changes in the by-laws. Before an-
nouncing these changes Mr. Kurtz stated that

the United Phonograph Dealers' Association, an-
other dealer organization in New York, had re-
cently decided to join the Talking Machine Men,
Inc., having voted to this effect at its last meet-
ing.

In view of this amalgamation, Mr. Kurtz pro-
posed changes in the by-laws of the Talking
Machine Men, Inc., whereby there would be an
elimination of the three vice-presidents now
holding office, these vice-presidents representing
New York, New Jersey and Connecticut dealers.
In their places Mr. Kurtz proposed that the of-
ficers of the Talking Machine Men, Inc., should
consist of a president, vice-president, secretary
and treasurer, to be duly elected by the entire
organization. After these officers were elected
he proposed that the four dealer groups repre-
sented in the organization — the Victor, Columbia,
Brunswick and Sonora groups — should elect
their own vice-presidents. The vice-president of
each group would, of course, be a dealer han-
dling that specific line of instruments and rec-
ords, and these groups would meet at their own
discretion and discuss problems pertinent to their
own activities. Mr. Kurtz further proposed that
the executive committee of the organization
should consist of the four officers elected by the

VOCALION MUSIC BY RADIO

Vocalion Artists Also Participate in Radio Musi-
cal Programs of the Westinghouse Co. — Music
Heard Over 350-Mile Radius

The Aeolian Co., through G. A. Baldini, of the
artists' department, has taken a prominent part
in. insuring the success of the series of nightly
radio concerts given by the Westinghouse Elec-
tric Mfg. Co., of Newark, N. J., and which are
enjoyed by over 100,000 people provided with
radio facilities within a radius of 350 miles of
Newark.

There was first introduced the Vocalion and a
reproduction of the records of the various artists
was carried through the air perfectly, to the
delight of those who listened in. Next the Duo-
Art reproducing piano was furnished by the
Aeolian Co. to furnish the piano music, and
finally a number of exclusive Vocalion artists
were taken to Newark to sing directly into the
sending apparatus. Among the Vocalion artists
who have participated in the Westinghouse con-
certs have been Marie Sundelius, Metropolitan
Opera soprano; Grace Kerns, the noted church
soprano who sang on Thanksgiving night; the
Kouns Sisters and Sasha Culbertson. H. B. Tre-
maine, president of the Aeolian Co., had a wire-
less receiving outfit installed in his home in
Westfield. N. J., and has become an enthusiastic
follower of the concerts.

The concerts are given between the hours of
8.20 and 9.50 p. m. nightly, the programs for the
various evenings being well diversified. One
night it is operatic music, another night popular

entire membership, together with the vice-presi-
dents elected by the various groups. The change
in the by-laws also specified that dealers rep-
resenting any other manufacturer could elect
their own vice-president at any time, provided
that ten members carried that particular line,
which must be a machine and record line.

All of Mr. Kurtz' proposals were accepted
unanimously, and in view of the fact that the
new vice-presidents of the various groups would
hold office only until the annual election in
April- it was decided that the present executive
committee should appoint the various vice-presi-
dents for the short term. The following ap-
pointments were then announced: V. J. Faeth, of
the Winterroth Piano Co., vice-president of the
Victor division; A. Bersin, vice-president of the
Brunswick division; L. TilkofT, vice-president
of the Columbia division, and Joseph H. Mayers,
vice-president of the Sonora division.

The next meeting of the Talking Machine Men,
Inc., will be held on January 11, and at this meet-
ing the United Phonograph Dealers' Association
will be present, in accordance with its recent
decision to amalgamate with the Talking Ma-
chine Men, Inc. The January meeting promises
to be a very important one, as Hugo Rothafel,
musical director of the Capitol Theatre and one
of the leading factors in the advancement of mu-
sical activities in New York, will address the
dealers. In addition, Princess Watahwaso, ex-
clusive Victor artist, will be on the program.

songs, then again dance music, and finally on
Sunday evenings sacred music.

The Westinghouse Co. is providing compact
receiving sets that may be attached to water
pipes or other metal conveyors to provide the
necessary "ground."

DAVISSON APPOINTED SECRETARY

W. F. Davisson, of Columbus, Succeeds to Office
in National Association of Talking Machine
Jobbers Held by Chas. K. Bennett

W. F. Davisson, vice-president and general
manager of the Perry B. Whitsit Co., Victor
wholesaler, of Columbus, O., has been appointed
secretary of the National Association of Talking
Machine Jobbers, to succeed Charles K. Bennett,
elected to that office at the Colorado Springs
convention in Julj' and who has since withdrawn
from the talking machine field. Mr. Davisson
is well known and popular to the members of
the Association and has always taken an active
part in the affairs of that organization.

BUSINESS AVAILABLE WHEN SOUGHT

Interesting Observations of N. Cohen, President
of Greater New York Novelty Co., on Ex-
tended Trip to Southern Points

N. Cohen, president of the Greater New York
Novelty Co., Brooklyn, N. Y., manufacturer of
Wall-Kane needles, has proved to his entire satis-
faction that business is available when it is ener-
getically sought. Mr. Cohen recently completed
a trip extending as far as New Orleans which
was attended with much success. In speaking
to The World Mr. Cohen stated: "I believe that
there are a lot of manufacturers keeping their
men off the road because someone else has told
them that there was no business to be obtained.
I found, however, on my trip that business was
decidedly available. I brought back with me a
large volume of orders that would not have been
received had I tried to secure them without leav-
ing the office."

A reduction of prices on Wall-Kane needles
has been made, allowing them to be sold for ten
cents instead of fifteen cents, which is meeting
with much favor by the trade. Mr. Cohen also
announced that Julius and Nestor Roos, well
known throughout the trade, are now also selling
Wall-Kane needles.

The Pearson Piano Co., of Shelbyville, Ind.,
has purchased the Victor department of the
Steinhauser jewelry store.

Genuine Mahogany Record Cabinets

Never before has such a quality cabinet been offered
to the trade by any one at such a low cost

Price, $9.90 each

Built in one style only — Size 32" high and Top 18j^"x
21^". Will match any large size table model Phono-
graph. Holds 180 12" Records. A Limited Quantity.

Terms — Deposit With Order — Balance C. O. D. — Write Us Today.

VALUE-TONE TALKING MACHINE MFC, CO.

Corner Borden Avenue and Foster Street

Long Island City, N. Y.

December 15, 1921

THE TALKING MACHINE WORLD

157

DEATH OF GEO. D. ORNSTEIN

Well-known Victor Wholesaler Dies After Lin-
gering lUness — Was Identified With Victor
Industry for Over Twenty Years — Funeral
Attended by Victor Executives and Jobbers

George D. Ornstein, president of the George
D. Ornstein Co., Philadelphia, Pa., Victor whole-
saler, died at his home in New York on Satur-
day, December 3, after an illness of several
months. Mr. Ornstein had resided in Philadel-

George D. Ornstein

phia for a number of years, but located in New
York on October 15, maintaining his home in
Philadelphia. The funeral was held Monday,
December 5, from Pair's Funeral Church in Phila-
delphia, and was attended by a number of the
executives of the Victor Talking Machine Co.,
together with representatives from a majority
of the Victor wholesalers in Philadelphia and
New York territory.

George D. Ornstein was one of the veterans
of the Victor industry, having joined the Victor
Talking Machine Co.'s organization over twenty
years ago. His experience included every impor-
tant department in the Victor sales division and
for several years he was manager of the Victor
traveling department. He resigned this posi-
tion three years ago to establish the George D.
Ornstein Co., Philadelphia, and, as head of this
jobbing organization, soon won the friendship
and esteem of Victor dealers in his territory.

Mr. Ornstein was generally recognized as one
of the most capable wholesale men in the coun-
try and his thorough knowledge of every phase
of Victor merchandising was reflected in the effi-

cient service rendered by his company to Victor
dealers. His loss will be keenly felt in the Vic-
tor organization, as he had a host of friends
from coast to coast. Mr. Ornstein is survived
by a widow and two sons, George D. and Doug-
lass, aged nine and five years respectively.

MODERNOLA CO/S NEW PLANT

Splendidly Equipped Factory Now Fully Occu-
pied— Making Up for Lost Time on Output
Owing to Fire — Product Grows in Favor

Johnstown, Pa., December 7. — The Modernola
Co., manufacturer of Modernola phonographs, is
now firmly established in its new factory in this
City. It is stated that this new plant is one of
the most modernly equipped factories devoted to
the production of talking machines. Special dry-
ing facilities have been installed which greatly
lessen the labor of this process. Whereas in
former days it took seven to ten days to com-
plete the process, the same amount of work can
now be accomplished in one day.

The Modernola Co. is to be heartily congratu-
lated on the energetic manner in which it recov-
ered from the devastating fire which completely
destroyed its plant during the early part of the
year. The ruins of the old factory were hardly
cold before plans were already on foot for the
erection of the new building, and despite the set-
back the Modernola Co. has energetically pushed
its plans so that at the present time the new
plant is working overtime to make up for the
lost time and the distribution of the Modernola
to the dealer has now reached its former volume.
The new product of the Modernola Co. is meet-
ing vv'ith much popularity and the price reduc-
tion recently announced has contributed much
toward further sales stimulation.

PERIOD MODEL VICTROLAS TO ORDER

Instruments of the 500 Series to Be Supplied
Only on Order — Reduced Prices Announced

The Victor Talking Machine Co. has an-
nounced that in the future Victrolas of the 500
Series period design will be manufactured only
on special order at prices to be quoted upon
receipt of each individual requisition. At the same
time the company announced a new schedule of
reduced prices on period Victrolas of the 500
Series, applying to instruments now in stock at
the Victor factory.

GOTTSCHALK & CO. ENTER FIELD

Chattanooga, Tenn., December 10. — ^An attrac-
tive new Brunswick phonograph department has
been opened by Gottschalk & Co., one of the
largest furniture houses in this vicinity. The
concern has started an extensive advertising cam-
paign in the interests of this line.

NEW REVENUE BILL NOW A LAW

Bill as Passed Eliminates All Excise Taxes on
Talking Machines, Records and Other Musical
Instruments — Effective January 1, 1922

The Revenue Bill of 1921 was signed by Presi-
dent Harding on November 23, thus bringing
to an end the long-drawn-out fight over the va-
rious provisions of the measure. The new meas-
ure becomes effective on January 1, 1922, with
the 5 per cent excise tax on musical instruments
entirely eliminated, the paragraph in the original
bill, providing for the continuation of such a tax
and known as Paragraph 4, Section 900, being
entirely removed from the bill.

Collections of the tax on musical instruments
for the fiscal year ending June 30, 1921, amounted
to $11,568,034.90, according to the report of the
Internal Revenue Department. This is a de-
crease of approximately $2,000,000 over the pre-
ceding year. Of the total sum, talking machine
manufacturers paid about $5,500,000, or nearly
half. These collections were made under the
5 per cent excise tax which has just been re-
pealed.

B. BLOEDON WITH BRUNO HOUSE

Prominent Figure in Musical Field Joins Sales
Forces of Well-known New York Distributor

C. Bruno & Son, Inc., Victor distributor. New
York City, announced, early this month, the
addition of Barrie Bloedon to its sales staflE. Mr.
Bloedon, for the past two years, has been a mem-
ber of the staff of the largest music publishing
firms — the Broadway Music Corp. and M. Wit-
mark & Sons. Prior to that time he was con-
nected with the sales stafif of one of the record
companies.

Mr. Bloedon is a young man of magnetic per-
sonality, thoroughly versed in dealer problems,
having at one time been connected with a chain
of retail stores. While in the music publishing
field he specialized in mechanical reproduction,
and this should stand him in good stead in as-
sisting the trade in the selection of popular rec-
ords. Mr. Bloedon will travel for C. Bruno &
Son and has already visited the trade in Hudson
River cities.

TAKES OVER TRENTON PLANT

The plant of the Kerns Bottling Co., Trenton,
N. J., has been taken over by the Hughes Phono-
graph Co. The latter concern manufactures a
patented device to control tone waves, while the
cabinets are made elsewhere.

No man can attain success without believing
in himself, his fellows and the worthwhileness
of his job.

The PHON-O-MUTE

^'The Perfect lone Regulator"

The PHON-O-MUTE regulates tone control at the
only logical place where tone should be regulated — at the
reproducer.

The PHON-O-MUTE is attached to the stylus bar
instantly and without the use of screws or mechanism. It
does not mar or interfere with the sound-box in any way.

The PHON-O-MUTE provides for any degree of tone
desired without changing the type of needle. Satisfaction
guaranteed.

RETAIL PRICE $L50 REGULAR TRADE DISCOUNTS

PADDACK PRODUCTS, Inc.

198 Broadway New York

158

THE TALKING MACHINE WORLD

December 15, 1921

Follow up your Christmas gilt envelopes
with Gravure Delivery Bags featuring ex-
clusive Columbia stars; send a smiling sell-
ing message home with each customer's
new records. Ask your Dealer Service man.

Columbia Graptioptione Co.

NEW YORK

BIQ HOLIDAY TRADE IN BALTIMORE

Leading Members of the Trade Make Encour-
aging Reports Regarding Holiday Trade Out-
look— Miss Martin's Good Educational Work
— C. B. Noon Not in Talking Machine Business

Baltimore, Md., December 5. — Christmas sales,
which started in early this month, give every
indication of breaking records in Baltimore
and vicinity; in fact, prospects are dealers will
be practically cleaned out when the holiday sea-
son is over. This is already apparent in the
sales here of Victor machines, according to H.
T. Bosee, manager of sales of Cohen & Hughes,
the local distributors. He said a merchandise
shortage exists to-day as far as the Victor prod-
ucts are concerned, as their stock was badly de-
pleted already and they had a number of stand-
ing orders which they are hoping to be able to
fill with a shipment from the factory.

Carloads of Columbias

The Columbia agency also reports prospects
good for a big Christmas business, in addition
to the carload lot proposition which is being
worked up in this territory. Three dealers of the
Baltimore branch have already bought carload
lots, shipments being made to W. P. McCoy,
Charlotte, N. C; Meyers & Tabakin, Norfolk,
Va., and Gutman's, Inc., of Bristol, Va. Several
local dealers are considering the proposition
with the idea of pushing it in addition to their
regular Christmas trade.

Good Educational Work

Miss Martin, of the educational department of
the Columbia Co., who has been working in the
Baltimore branch for the past six weeks, has
gone to Philadelphia. During Tier campaign here
Miss Martin gave demonstrations at the East-
ern and Western High Schools and Teachers'
Training School. Other places in the Baltimore
territory visited were Norfolk and Roanoke, Va. ;
Raleigh, Durham and Winston-Salem, N. C.
While in Virginia Miss Martin attended the State
convention of teachers. Her work here was
highly successful and Miss Martin will return
for another campaign shortly after the new year.

William H. Swartz, a local boy and one of
the "live wires" of the Columbia, has been taken
from regular territory and given a "roving com-
mission" anywhere in the Baltimore territory.
It was largely through his efforts that two of
the three carload orders were given and he has
left to assist the dealers in putting across the

SUPERB"

Semi-permanent needles are giv-
ing entire satisfaction wherever
used.

Retail 4 lor 25c. Liberal discounts
to dealers and jobbers.

Send for Samples

MELLOWTONE NEEDLE CO.

Ansonia, Conn.

deal, after which he will make a drive for carload
orders in Baltimore.

Richmond & Daugherty, of Gales City, Va.,
who have been in the talking machine field less
than three months, are doing a fine business,
judging by the orders received by wholesalers
here. Hardly a day passes, it was said, without
an order for something being received from the
firm. They are using a truck service, in addi-
tion to their store, opening up new territory with
very good results.

A. B. Feder, formerly manager of the talking
machine department of Lansburgh & Bros., of
Washington, is now managing the phonograph
department of the Good Value Bargain House.

Gassinger Bros, have opened up a new Colum-
bia Shop at 1831 North Gay street. They have
fitted up a very large department and are carry-
ing a complete stock.

In the Baltimore letter in this paper last month
it was stated that C. B. Noon, the well-known
piano man, formerly with the Kranz-Smith Piano
Co., had joined forces with Geo. P. West and
would open a music store in this city.

This is entirely incorrect. Mr. Noon has not
made any arrangements of the kind. The error
was due to a mix-up in names. Mr. Noonan, and
not Mr. Noon, has joined forces with Mr. West,
it is reported.

Mr. Noon's plans for the future have not j'et
been announced, but it is not improbable that
this prominent member of the trade will be
heard from within a very short time.

EFFECTIVE WINDOW DISPLAY

The Community Music Temple, 504 West
207th street, New York, recently made a special
drive on Sonoras, using its windows almost
exclusively for the display of the various models.

How Community Temple Featured the Sonora

One of the features of this display was a swing-
ing bell which was designed from a "Sonora
Bell" poster with a clock mechanism. The bell,
swinging back and forth, was decidedly unusual
and contributed materiallj' to the effectiveness
of the display.

LINK'S MUSIC SHOP ENLARGES

Old Cincinnati Concern Doubles Floor and Win-
dow Space by Converting Present and Adjoin-
ing Building into One Large Store

Cincinnati, O., December 5.— George H. Link,
one of the first talking machine dealers in Cin-
cinnati, recently converted his Music Shop and
an adjoining store into a single large and up-to-
date establishment at a cost of approximately $5,-

Where Geo. H. Link Holds Forth

000. The addition doubles the floor space of
the store and also doubles the store front. Mr.
Link occupied one-half of the present building in
which his business has been housed for many
years. Last spring his son, George H. Link, Jr.,
musician and former member of the Cincinnati
and Detroit Symphony Orchestras, came home
for a vacation and at that time Mr. Link be-
came ill and his son was forced to staj- on and
take care of the business. When Mr. Link was
able to again take charge he induced his son
to cancel his musical contracts and enter the
business as a partner. The partnership was
formed and they then decided to take over the
adjoining store and to remodel the building. The
new store has a floor space of 1,440 square feet.
An additional room in the rear of the building
is devoted to music rolls and repair work. The
store has two front entrances and a large at-
tractive show window. Link carries a complete
line of Victrolas, records and Q R S music
rolls. The store is located at 1711-13 Vine street.

RUSSELL BRANCH IN SANFORD

Sanford, Fl.\., December 8. — The L. A. Russell
Co., manufacturer of talking machines, with
headquarters in Augusta, Ga., has located its
headquarters for the central part of the State
here. J. H. Huatermister has been placed in
charge of the local branch.

See Advertisement on page 153

D TRADE MARK.
isc-o-cameS
PAT APPLIED FOR.

December 15, 1921

THE TALKING MACHINE WORLD

159

WORLD'S CLASSIFIED ADVERTISING

POSITION WANTED— Detail expert with
23 years' experience with prominent house de-
sires connection with manufacturer or jobber.
Has intimate knowledge of retailing and whole-
saling methods. Was pioneer in introduction
of many now thoroughly established trade cus-
toms. Particularly keen on trade promotion
and follow-up subjects and has many undevel-
oped ideas in hand. Also familiar with the work
of record-making artists in the concert field. Ad-
dress "Box 1061," care The Talking Machine
World, 373 Fourth Ave., New York City.

POSITION WANTED — Accountant with
wide knowledge of talking machine trade activi-
ties desires position with manufacturer or job-
ber. Has opened, conducted, audited, closed
books of branch establishments; audited books
and inventoried stocks of laboratory and factory.
Address "Box 1062," care The Talking Machine
World, 373 Fourth Ave., New York City.

POSITION WANTED— I have six years' ex-
perience selUng pianos and phonographs. I am
looking for a first-class phonograph to market
in Minneapolis, Minn. Have you got it? Ad-
dress "Box 1066," care The Talking Machine
World, 373 Fourth Ave., New York City.

WANTED — Repairman for phonograph store.
One able to make repairs on various makes of
phonographs. Kindly give experience, salary
wanted and other information. Write "Box
1067," care The Talking Machine World, 373
Fourth Ave., New York City.

WANTED— First-class retail talking
machine salesman, to co-operate with
our dealers in Pennsylvania. Apply
WEAVER PIANO CO., INC., York, Pa.

EXECUTIVE — Experienced in the manufac-
turing of cabinets, motors, tone arms, sound
boxes, polishing and plating and final assem-
bling; also having a knowledge of selling, de-
sires to connect with a reliable concern. Good
references. Address "Box 1071," care The Talk-
ing Machine World, 373 Fourth Ave., New York
City.

WANTED — Salesmen now traveling to handle
our varied line of talking machine record dusters
on liberal commission. E. T. Gilbert Mfg. Co.,
Rochester, N. Y.

POSITION WANTED-^Man having six years' experi-
ence in phonograph and piano business, with several leading
companies, wants position as manager of a retail depart-
ment. Age 30 years; college education. Thoroughly under-
stands phonograph and piano merchandising and advert-s-
ing. Proposition must be large enough to warrant a sub-
stantial remuneration. References furnished upon renuesf.
Address "Box 1069," care The Talking Machine World,
373 Fourth Ave., New York City.

WANTED

We want the best phonograph merchandising
man in the United States. He must be a
man of experience, able to organize and build
up a successful department in a big chain
of retail furniture stores. This is a big
job and none but the best man is wanted. Sell
yourself in first letter. Give all details includ-
ing salary. All letters will be treated con-
fidentially. Address "Box 1044," care The
Talking Machine World, 373 Fourth Ave.,
New York Citv.

OPPORTUNITY

BUY

^ Job Lots, Close-Outa
^Discontinued Stocks, etc.
_i all lines. No quantity too
e. Quick Cash for bargains.
rtPLES AND FULL PARTICULARS.
\Rr-AJN B ULLETIN FRk;E

FANTUS BROS. 1315 S. Oakley Av. Chicago

WE BU>: ANYTHING

FOR SALE

Half interest in established music house in
central Western city of 60,000 ; investment for
expansion of business ; standard lines. Address
"Bo.x 1052," care The Talking Machine World,
373 Fourth Ave., New York City.

FOR SALE

Records, needles, cabinets, motors, tone arms and

accessories. Anything required in the phonograph
line we have, and sell, at reduced prices. We also

buy anything you have to sell in the phonograph

line. Mandell & Co., 88 Rivington St., New York
City,

BUSINESS OPPORTUNITY

WANTED

Dealers and distributors in every state to sell
the So.-ave-tone line of talking machines. The
machine with a personality. The J. K.
Mohler Co., Ephrata, Pa.

WISHES POSITION— Technical laboratory and matrix
exiiert, 17 years' experience, will hold interview with any
new or old talking machine company. Address "Box 1063,"
care The Talking Machine World, 373 Fourth Ave., New
York City.

POSITION WANTED — Successful sales manager, man-
aged largest retail departments, desires connection any-
where. Highest-class references. Address "Box 1065,"
care The Talking Machine World, 373 Fourth Ave., New
York City. ^

POSITION WANTED — Competent repair man, polisher
and assembler, wishes part-time or evening work in the
vicinity of New York City. Best references. Address
"Box 1072," care The Talking Machine World, 373 Fourth
Ave., New York City.

THE TRIPLEX PHONOGRAPH

is an entirely new type which combines the
portable with artistic reproduction and
changeable picture panels.

Made in one standard size which incor-
porates all features.

Do not select your lines for 1922 until you
have learned all about this wonderful and
unique instrument.

For descriptive folder address the

TRIPLEX ARTISTIC PHONOGRAPH CO.

Pershing Road and Ridgeland Ave.
BERWYN, ILLINOIS

FOR SALE
Musical Merchandise Business,
Los Angeles, California

Owing to extensive outside holdings requiring per-
sonal attention, owner will dispose of well-established
music business at sacrifice for immediate sale. Estab-
lished ten years same location, advantageous lease,
well-assorted stock, salable goods. Band and Or-
chestra Instruments, accessories and fittings, musi-
cians' supplies, general line musical merchandise,
fixtures, safes, registers, tools and equipment for in-
strument repairing. Sales averaging $35,000 an-
nually; can be multiplied by adding pianos, phono-
graphs, records and sheet music. Will sacrifice for
$10,000, though worth double. At least one-
half cash, balance reasonable terms. Liberal dis-
count for all cash. One year's profit would pay for
the business. NOTE GOVERNMENT REPORT.
LOS ANGELES MOST PROSPEROUS CITY IN
LINITED STATES. Parties who mean business and
have the cash to back it up write at once to
C. Leonard, care Gcn'l Del., Los Angeles, California.

SPOT CASH PAID

for Columbia and Victor Records, job
lots, overstocks, any quantity, also Vic-
trolas, Grafonolas and other phono-
graphs. Quote price in first letter.
Strictly confidential.

Standard Phonograph House
1414 Franklin Ave. St. Louis, Mo.

Sacrifice Sale of 15,000 Steuidard

10-inch DOUBLE DISC RECORDS
Very large assortment
All desirable — no patrlotiCB.
m 100 lots, 19c. In 2,000 lota, 17c,

In 250 lots, 18%c. In 6,000 lots, 16%c

In 500 lots, 18c. In 10,000 lots, 16c.

In 1,000 lota, 17Hn, Entire stock. 15c each.

Terms: Net F.O.B. Chicago. Subject to prior sale.
Fantus Bros.. 1315 S. Oakley Ave., Chicago. 111.

FOR SALE

Piano business in southern California city of wealth
and culture; 50,000 population to draw from. Knabe
and Mehlin line. Connected with flourishing Vic-
trola and Brunswick business. Address "Box 1070,"
care The Talking Machine World, 373 Fourth Ave.,
New York City.

WANTED

Victrola Model XVIII and used Model
XVII. State telephone number when
answering. Address "Box 1058," care The
Talking Machine World, 373 Fourth Ave.,
New York City.

CARVED LEGS

Eight designs in gum, oak and ma-
hogany. Prices reduced. Send for cir-
cular. Klise Mfg. Co., Grand Rapids,
Mich.

CABINETS

Beautiful new designs in mahogany,
oak and walnut. Everett Hunter Mfg.
Co., McHenry, 111.

World's Classified Advertising
Continued on page 160

160

THE TALKING MACHINE WORLD

December 15, 1921

WORLD'S CLASSIFIED ADVERTISING— (Continued from page 159)

PARTS AND REPAIRS

Let us do your repair work. Specialists on phono-
graph repairs. Any make of machine. We also
sell springs, tone arms, sound boxes and all other
phonograph parts and supplies. Mandel Phono.
Parts Co., 1329 W. Lake St., Chicago, 111.

EXPERT REPAIRING

of ^ all makes of phonographs — Vitanolas, World,
Elting, Victor, etc. Send in your broken motors and
tone arms via Parcel Post or express to

Northwestern Phonograph Works

218 South Wabash Ave., Chicago, 111.
Motors Phone Wabash 8693 Tone Arms

FOR SALE

2,000 Columbia, Emerson and Okeh records, in Eng-
lish, Polish, Hungarian, Italian, German and Jew-
ish. Also about six talking machines, Columbia and
Supertone. Address "Box 1068," care The Talking
Machine World, 373 Fourth Ave., New York City.

OPPORTUNITY

Half-interest in established, reliable talking machine
business. Owner establishing additional proposition
with good merits and positive returns. Principals
only. Investment, $7,500. Highest references. Ad-
dress "Box 1060," care The Talking Machine
World, 373 Fourth Ave., New York City.

SPECIAL STANDARD MAKE
EDISON ATTACHMENTS

300 nickel-plated— 100 gold-plated. Edi-
son attachments complete, with highest-
grade cushion hub sound box, at $1.50 for
the nickel and $2.00 for the gold combina-
tion. This is less than the price of the
sound box. Address "Box 1064," care The
Talking Machine World, 373 Fourth Ave.,
New York City.

FOR SALE

Recording machine and tools for lateral
recording. Address "Box 1043," care
The Talking Machine World, 373
Fourth Ave., New York City.

See Page 159 for other Classified
Advertisements.

VAN VEEN EQUIPMENT INSTALLED

Griswold, Richmond & Glock Co., of Meriden,
Conn., Place Contract With Van Veen & Co.
for Equipment in New Victor Department

Meriden, Conn., December 2. — Ted Glock, of
Griswold, Richmond & Glock Co., recently-
placed a contract with Van Veen & Co., Inc.,
of New York City, for the complete installation
of equipment in their new Victor department
in the large building on Main street, this city.
When completed it is predicted that this shop
will be one of the most attractive in the State
and will represent some of the newest develop-
ments in this line. The equipment consists of
seven rooms, measuring nine feet by nine feet,
for demonstration purposes, and • two rooms
measuring fifteen feet by eighteen feet for ma-
chine display. A modern record department has
also been installed for the accommodation of
10,000 records, which department will also con-
tain two plate glass modern display counters. An
innovation in the installation will be a display
alcove with a raised parquet platform which will
be used exclusively for the display of Victor art
models and for the present will feature the new
Victrola No. 300, which has proven so popular.
The booths are of double construction and all

If hat are your plans

for 1922,
Mr, Victor Dealer?

Are you going to be satisfied to run
along just as you have been, — or do
you aspire to make the year 1922
the best ever?

If -we can help you with your adver-
tising and selling problems, or in
fact -with, any of your problems, you
are welcome to our advice, which
will be given out of the years of ex-
perience of all of our people in the
Retail Trade. Our entire organiza-
tion is at your disposal.

C. C. MELLOR COMPANY

Victor Wholesalers

1152 Penn Ave.
PITTSBURGH, PA.

exposed walls and columns will, be paneled.
The installation is in the Louis XVI period and
will be finished in antique ivory and blue. The
lighting will be through the medium of port-
able lamps and side sconces. The carpeting will
be soft and a bufif brown. In the reception room
the buf? brown carpet will be bordered with par-
quet, giving a panel effect. Wicker furniture to
match the woodwork will be used throughout.
The entire installation and other furnishing work
will be under the direction of Leon Tobias, sec-
retary of Van Veen & Co., Inc. The manage-
ment of the department has been placed in the
hands of Miss Havens, who is well qualified for
this important position.

SHELTON CO. ANNOUNCES REDUCTION

The Shelton Sales Co., New York Cit}', East-
ern distributor of the Shelton motor, is mailing
an announcement of a reduction in the price
list of this motor, which electrically operates
the phonograph by being placed next to the
turntable. The new list price, effective Decem-
ber 1, is $24 and was announced in due time for
the dealer to greatly increase his holiday busi-
ness as a result.

E. C. Boykin, general manager of the com-
pany, reports that many new dealers have taken
on the Shelton motor and that prospects for
the coming year are exceedingly' bright.

FRED QRETSCH BACK FROM EUROPE

Fred Gretsch, president of the Fred Gretsch
Mfg. Co., Brooklyn, N. Y., returned from Europe
on Wednesday, December 14. During his several
months abroad he visited the factories of most
of the leading manufacturers of musical mer-
chandise in Europe.

The Fred Gretsch Mfg. Co. reports that all the
lines of musical merchandise it carries are mov-
ing rapidly, but that saxophones seem to be in
most popular demand.

GRANBY ACTIVITIES IN ST. LOUIS

The St. Louis headquarters of the Granby
Phonograph Corp. reports that it has received
personal visits from a number of its numerous
dealers in Illinois and Wisconsin. In making
shipments to new dealers this branch always
requests that the dealer reply on receipt of the
instruments exactly what his opinion of the same
is. Answers have been received in every in-
stance and it is reported that they are all highly
commendatory.

See Advertisement on page 153

D TRADE MARK
isc-o-cameS
PAT APPUtO POR.

LOCAL VICTOR DEALERS MEET

Metropolitan Victor Dealers' Association Re-
fuses to Amalgamate With Talking Machine
Men, Inc. — Suggest Flat-top Victrola Models

At a regular meeting of the Metropolitan Vic-
tor Dealers' Association held early this month
at the Cafe Boulevard, New York, a number of
important topics were discussed. Irwin Kurtz,
president of the Talking Machine Men, Inc., the
dealer association comprising dealers in New
York, New Jersey and Connecticut, was present
as a guest and, during the course of the meet-
ing, outlined a plan whereby the Metropolitan
Victor Dealers' Association, together with an-
other local dealer association, would be amalga-
mated with the Talking Machine Men, Inc.

After an extended discussion of Mr. Kurtz's
plan the Metropolitan Victor Dealers' Associa-
tion voted to retain its individuality and iden-
tity and declined to amalgamate with any asso-
ciation. The members offered to co-operate in-
dividually and as a body with the other dealer
organization and thanked Mr. Kurtz.

A resolution was passed whereby the members
of the Metropolitan Victor Dealers' Association
will sign a collective petition addressed to the
Victor Talking Machine Co., asking the com-
pany to consider the matter of adding table or
"console" models to its present line, in addi-
tion to the 300, which will enable the dealers
to meet the requirements of the public for flat-
top machines.

A LONG-DISTANCE SHIPMENT

Lynn, Mass., December 8. — A Victrola and 100
Victor records left the store of John Z. Kelly's
Music Shop, Market street, this city, on the first
leg of a journey to the Jesuit institution, Colegio
Seminar, Vigan, Ilocos Sur, Philippine Islands.
The machine and records, which are for the Rev.
;Thomas J. Feeney, S. J., of the above address,
will reach their destination, via New York and
the Panama Canal, in about two months.

DOING WELL WITH THE BOBOLINK

The Cabinet & Accessories Co., New York
City, is meeting with much success with the
Bobolink phonograph, made by the A. C. Gil-
bert Co., of New Haven, Conn. They are also
distributing the Bobolink books and Santa Glaus
books with Bobolink records.

WhatMoreCanYouAsk

All the features that go to make a talking
machine Profilibly Salable you will find as
regular equipment of Magnola: "Built by
Tone Specialists."

Wa,tcKiAj IKe Music Come Out

Complete description of all these features is
to be found in our handsome illustrated
catalog, which we should like to send you.
May we? Ask us to tell you our plans
for your benefit!

MAGNOLA TALKING MACHINE COMPANY

OTTO 8CHULZ. Prwldtat
General Ofleet SoutherD Wkeletile Bnnek

711 MILWAUKEE AVENUE 1530 CANDLER BLDG.

CHICA80 ATLANTA, lA.

December 15, 1921

THE TALKING MACHINE WORLD

161

f HDOPtAM HEADQUARTER

kUIVl^^^^ I U ml W 2 GR.ESHAM [5LDG.,BASINGHALLST..EC. LONDON ^

W. LIONEL STURDY, MANAGER

Little Improvement Noted in General Business
Conditions — Relief Only Expected With
Change in Country-wide Situation — Instability
of Record Prices — Changes Announced in New
Zealand Tariffs— What the New Record Lists
Have to Offer — Instruction in Repair Work
Proves Interesting and Valuable — Activities of
the Various Companies — Federation of British
Music Industries Doing Important Work —
Small Size Records Now on the Market

London, E. C, December 1. — Since my last report
from this world center of kaleidoscopic indus-
trial and social changes the course of trade has
not passed through that channel of high expecta-
tion which previous indications reflected. A
month or more ago the gramophone industry
experienced a sales spurt. Time of year consid-
ered, it naturally engendered an optimism that
led us all to believe in a prospect of more or
less settled conditions, in happy contrast with
the patchy state of trade hitherto existing.

There has been no great setback; it is the ab-
sence of progress in our trade that is so dis-
appointing. It was but natural to anticipate a
big advance in November, especially, too, after
the break-up of the fine long Summer weather.
Preparations were well forward to handle a big
and progressively big trade. The failure of the
"progressive" part was a feature of November
business, but signs of a movement in the right
direction can be recorded.

Prominent trade men with whom I have spoken
express the belief that we cannot hope for any
permanent stability while there is so much dis-
tress and unemployment throughout the world.

In England the unemployed labor barometer is
again rising and general industrial conditions
are not of such good promise as even two months
ago. The cost of living has decreased, but the
burdens of the people are still so financially
heavy as to preclude any but the smallest ex-
penditure upon luxury goods.

Of course, these unfortunate circumstances are
not peculiar to our people — one finds much the
same situation in other countries — hence any im-
provement must be a matter of protracted,
growth. To this end we should be governed,
exercising patience, but determined also not to
mitigate our efforts — rather to increase them —
as opportunity offers, in the direction of speed-
ing the general movement toward the restoration
of normal conditions.

As regards the December trade prospects, all
reports indicate that quite busy times will be
general throughout the country. Manufacturers
are alrea'dy in receipt of substantial orders for
Christmas stock, and have made preparations
for the fulfilment of the usual last-minute rush.

The bulk of the demand for records is notice-
ably good in the case of the 2/6 and 3/- stand-
ard makes; comparatively, the higher-priced rec-
ords are not selling so well. Much the same
conditions apply to machine sales. The cheaper
they are the better they sell, the determining
factor being price, not quality. Unfortunately,
there is a great amount of rubbish on the mar-
ket, the sale of which is against the welfare
of our industry.

Instability of Record Prices

An unfortunate feature of the trade situation
here is the instability of prices. The label of a

record or the catalog of other gramophone prod-
ucts may indicate the standard value placed
upon an article by its maker, but too often that
is as far as it goes. On the one hand, we have
manufacturers selling their products at or below
cost; on the other hand, we find the dealer
thereby encouraged to price-cutting, quite in-
different to the fact that his position and that of
the manufacturer, in their relations to the public,
are separated by a very wide gulf. To cut prices
to the bleeding point (as distinct from legiti-
mately fixed reductions) is unsound business at
any time. But if a dealer indulges in this prac-
tice he is not altogether to blame. So long as
there is absent a fair system of record exchange,
so long, I am afraid, shall we be subject to the
evils of price-cutting. Thousands of retailers
were left over the stagnant-trade period with
unsalable, and sometimes big, stocks of records
that they had no alternative but to offer at cut
prices under the guise of shop-soiled records.
From the makers no real assistance was prof-
fered. The sell-at-any-price policy is too general.
It will exert a permanently adverse effect upon
the welfare of our industry unless the problem
is courageously faced now. To a very big ex-
tent the onus of finding an equitable solution
rests with the manufacturers and their associa-
tion. Let them realize that and get immediately
to work!

Assessment of the New Zealand Import Tariffs

The New Zealand Government announces an
important concession which should evoke the
appreciation of British exporters. From Janu-
ary 1 next the duty on goods imported by New
(Continued on page 162)

*His Master's Voice'

— the trade-mark that is recognized
throughout the world as the

HALL-MARK OF QUALITY

"His Master's Voice"

This intensely human pic-
ture stands for all that is
best in music

DENMARK: Skandlnavlsk Grammophon-Akti-
eselskab, Frlhavnen, Copenhagen.

FRANCE: Cle. Fransalse dn Gramophone, 115
Boulevard Richard Lenoir, Place de la B6pub-
lique, Paris.

SPAIN: Compafila del Gramefono, 56-58 Balmes,
Barcelona.

SWEDEN: Skandlnavlska Grammophon-Aktie-
bolaget, Drottnlng Gatan No. 47, Stockholm.

RUSSIA: The Gramophone Co., Ltd., 45, Nevsky
Prospect, Petrograd (Petersburg) ; No. 1
Solyanka, Solvanol Dvor, Moscow; 9, Golovinsky
Prospect, Tlfili; Nowy-Swlat 30, Warsaw; 11
Michailovskaya OUtsa, Baku.

INDIA: The Gramophone Co., Ltd.. 139, Bal-
liaghatta Road, Calcutta; 7, Bell Lane, Fort,
Bombay.

Great Britain:

AUSTRALIA: S. HoCfnung & Co., Ltd., Sole
Concessionaries of The Gramophone Company,
Limited, 163, Pitt Street, Sydney.
NEW ZEALAND: Gramophonlum, Ltd., 118-120
Victoria Street, Wellington.

SOUTH AFRICA: Darter & Sons, Post Box 174,
Capetown; Mackay Bros., Post Box 251, Johannes-
burg; Mackay Bros. & McMahon, Post Box 419,
Durban; Ivan H. Haarburger, Post Box ICS,
Bloemfonteln ; Franz Moeller, Post Box 108, East
London; B. J. Bwlns & Co., Post Box 86, Queens-
town; Handel House, Klmberley; Laurence &
Cope, Post Box 132, Buluwayo; The Argus Co.,
Salisbury.

BAST AFRICA: Bayley & Co., Lourenzo
Marques.

HOLLAND: American Import Co., 22a, Amsterd
Veerkade, The Hague.

ITALY: A. Bossl & Co., Via Oreflcl 2, Milan.
EGYPT (Also for the Soudan, Greece and the
Ottoman Empire) : K. Fr. Vogel, Post Box 414,
Alexandria.

The Gramophone Company^ Ltd.

HAYES

MIDDLESEX

ENGLAND

162

THE TALKING MACHINE WORLD

December 15, 1921

EDISON BELL

CABLE
"PHONOKINO.
LONDON"

ARE THE GREATEST VALUE FOR MONEY PRODUCED IN GREAT BRITAIN

TEN INCH DOUBLE SIDED NEEDLE CUT

PLAY ON ALL GRAMOPHONES

Catalogue contains 4000 Titles by the Premier Artistes, Instrumentalists, Orchestras and Bands

of the British Empire

DEALERS PREPARED TO DO BUSINESS ARE INVITED TO COMMUNICATE WITH

Proprietors ind Mannketarera, J. E. HOUGH, Ltd., 62 Glengall Road, London, S. E. 15, England

FROM OUR LONDON HEADQUARTERS— (Continued from page 161)

Zealand frona any country with an appreciated
currency will be assessed on the basis of the
current rate of exchange instead of on the mint
parity value. The present method of arriving at
the duty on goods from a country like America
has the result of largely canceling the preferen-
tial rate accorded to British manufacturers under
the New Zealand tariff. In future, therefore,
British exporters will apparently enjoy the full
benefit of the preference.

New Trade Protective Act Not Generally Liked

The safeguarding of the Industries Act may be
said to have been born of a depreciated cur-
rency. Because of the low value of the mark
here German goods were simply forcing our own
manufacturers out of the field. Some protection
became absolutely necessary and thus was born
this new Act, which, under certain conditions,
imposes an additional import tariff of 33 1-3
per cent. It is really more or less useless be-
cause it is unlikely to handicap the sale of Ger-
man goods here while the mark stands at the
present exchange rate of over 1,000 to the pound
sterling. Thankful for small mercies, most of
our trade associations support the Act. The
Scottish music merchants, however, are in some
ways at variance vnth the terms and. of course,
individually, the Act is not regarded as an un-
mixed blessing for obvious reasons.

The "Cliftophone" — a New Invention

From a progressive viewpoint the science of
sound reproduction has not advanced a great
deal during the past decade, though we must
hasten to admit due recognition of the many
improvements which have taken place, often,
it must, however, be said, at a cost of time and
money incommensurate with results achieved
commercially. The science of recording and
reproducing sound is undoubtedly one of the
wonders of the age. Yet, by the present sys-
tem, it cannot be said to have attained absolute
perfection. We believe the road to success is
through an entirely new channel of investiga-
tion— for instance, photography. Be that as it
may, the present-day method is good in that it
brings to us a fair and entertaining replica of
the art of the world's musical genii — a gramo-
phone blessing in very truth.

These few introductory remarks will enable
our readers to visualize in correct proportion the
claims made in behalf of a new gramophone,
the Qiftophone, which was recently demon-
strated to a large gathering of pressmen at
Claridge's Hotel. It is the invention of W. E.
Clifton and has been taken up commercially by
the Chappell Piano Co., Ltd. Mr. Clifton claims
that his gramophone reproduces with mathe-
matical exactness and proper musical proportion
every characteristic of voice or instrument; that
"One of the first problems which presented
itself was to form an 'articulation' or hinge for
the 'stylus bar,' which should have no 'shake,'
no loss of motion, should present rigid resistance
to the drag of the needle, should not give way
under the powerful vibrations imparted by the

undulations of the record, and yet should allow
movement through a large arc without friction.
This mechanical problem was solved by the use
of four spring blades which flex about a com-
mon axis, two of them taking needle drag along
their length, while the other two oppose the
blows from the record undulations.

"The next problem was to provide a method
of pulsating the air in exact proportion to the
record waves. The effective part of the Qifto-
phone diaphragm consists of two 'reeds,' bal-
anced one against the other and mounted so
that they ma}' both rock together in the arc of a
circle described from the articulating point of
the stylus bar. The periphery of the diaphragm
is made resilient so as to act as 'bellows' and to
allow a very great degree of flexibility to the
reeds, the sounds generated by which are thus
produced and emitted with such delicate modu-
lations as to conform to the original producer."

In construction the "Cliftophone" follows
much the usual lines except that the sound box
plays with its face to the record as in the play-
ing of a phono-cut disc.

As to the demonstration, we think it was car-
ried out on very fair lines, allowing of close
comparison between one of the leading gramo-
phones and the Cliftophone. Each record played
on the former instrument was immediately after-
ward lifted onto the new instrument. The same
type of needle (spear-pointed) was used in each

case. Between the two instruments we were
not overimpressed with the orchestral reproduc-
tions, but as regards the vocal and violin records
the Qiftophone certainly registered an improved
delivery. It treated us to the best renderings of
a violin, male and female voice records we have
heard; of a fidelity as near perfection as seems
possible under the present system of sound re-
cording. Against the somewhat technical claims
of the invention we have given a frank opinion
of actual results achieved by the Cliftophone,
which, we believe, has so far justified itself as to
micrits the unstinted praise and support of all
who may hear it.

Back to the Small Record
In the good old days when disc records began
to make sales headway against the cj'linder
m.anufacturers were satisfied to constrict the
recorded music and song to space available on
discs of about seven-inch diameter. We have
since progressed in stages to the ten-inch, eleven-
inch, twelve-inch and fourteen-inch, up to the
one-time Pathe twenty-inch wheel. Now, ap-
parently, we are carried right back, not in gen-
tle stages, but at one stroke, by the issue of
five-and-one-half-inch diameter records. Wool-
worth's stores have a cardboard-shellac-covered
disc which sells at sixpence. The latest, how-
ever, is a real gramophone record — the Bell —
recorded and manufactured on just similar lines
to its big brother by the makers of "Winner"
and "Velvet Face" records — ^J. E. Hough, Ltd.,
this city. At 1/3 retail the Bell is good value.

"PERFECT
POINTS"

BRITAIN'S BEST

Gramophone Needle

(Guaranteed made from High Carbon Steel)

IS MADE BY

W. R. STEEL, of REDDITCH,

Head Office and Works—QUEEN ST.

Scientifically pointed, Hardened and Tem-
pered on the latest up-to-date machinery and
plant by skilled craftsmen only.

Ill ll

RESULT:

A FIRST QUALITY NEEDLE far ahead of
anything of pre-war quality

INQUIRIES SOLICITED

Special Quotations for Quantities

Manufacturer of all Kinds of Sewing Needles

December 15, 1921

THE TALKING MACHINE WORLD

163

It will, of course, play on all kinds of gramq-
phones. Of the recorded music and song quite
a fair share will specially appeal to the young-
sters, for there is ample provision of "Little
Nigger Boys" and such like nursery rhymes.
On other records there are recorded fair excerpts
of popular songs, instrumental numbers by the
Band of the H. M. Irish Guard, pretty bell solos,
etc.

There is thought to be a good steady demand
for these small discs, the progress of which will
be watched with very keen interest.
Miscellaneous News Items From All Quarters

It is good news to learn that the Standard
Mfg. Co., maker of the "Vesper" products, has
hot entirely closed down, as Dame Rumor would
lead us to believe. On the contrary, I am au-
thoritatively informed that the firm is simply
under process of reconstruction.

From an output of but half a million needles
three years ago to 15,000,000 per week at the
present time is the proud record of W. R. Steel,
Ltd. The product of this well-known Redditch
house is as good as its service.

The "Renown," on which H. R. H. the Prince
of Wales is making an Empire tour, is well
equipped musically. Apart from the usual in-
strumentalists, the ship carries a complete jazz
outfit, supplied by the Murdoch Trading Co..
and one of the best new portables, "The Grippa,"
supplied by the Southsea agent of Perophone,
Ltd., London.

A German trade journal reports that the Lind-
strom and the Polyphone companies have agreed
to increase the price of their twenty-five and
thirty-centimeter records from 22 to 27 marks
and from 27 to 40 marks each respectively.

English Clocks & Gramophones, Ltd. (in
liquidation) — there is a possibility that this firm
may be reorganized under entirely new man-
agement. If so, the buyers will discharge the
debts of the company.

New Zonophone Record Issues

From the British Zonophone Co. comes a
batch of comprehensive music, vocal and instru-
mental, all on the ten-inch size. Outstanding is

FROM OUR LONDON HEADQUARTERS— (Continued from page 162)

record No. 2169, by the famous prize-winning
band of the St. Hilda Colliery, "Danse Antique,"
and it is a decidedly welcome change from the
modern terpsichorean musical phase, and this,
coupled with a fine stirring march, "Victors'
Return March," represent a brace of acceptable
items, both brilliantly rendered, that will mean
big sales all over the country. No. 2179 is an
unique record rendering of "Faust," Selections
I and II, by what is described as an accordion
ensemble. It is certainly good, in parts more
like an organ playing than anything else, which,
in some measure, bespeaks the remarkable range
of the accordion scale. On 2171 are given a
couple of tenor songs by Harold Wilde, "The
Home That Means Heaven to Me," a first-class
sentimental song with a vengeance, and "A
Song of Joy," which is much more robust. Both
are well rendered by Mr. Wilde. Two numbers
by the late Billy Williams on 2178 are of his
usual laughter-conveying order, "She's Coming
Home To-night" and "Why Do You Think I
Look So Gay." In these records every word
can be clearly followed. A couple of sentimen-
tals, "Lonesome" and "In the Days of Make
Believe," by Herbert Payne, are well recorded
on 2173. Messrs. Payne and Woodville contrib-
ute on 2170 "When the Xmas Bells Are Ring-
ing" and "Let's All Be Good Pals Together."
A Lecture of Practical Value to Dealers
"The Construction and Repair of Gramo-
phones" was the subject of a series of lectures
and demonstrations by Walter Coombes, of the
"His Master's Voice" Co. They were given at
such important Scottish centers as Aberdeen,
Dundee, Edinburgh, Glasgow, under the wing of
the Scottish Music Merchants' Association.
Space precludes mention in detail of the many
useful hints and valuable advice imparted anent
the uses and abuses of component parts, like the
motor, sound box, needle, speed regulator, etc.,
but it may be said that Mr. Coombes handled
his subject to the practical advantage of his audi-
ences, comprised of "His Master's Voice" deal-

ers, their mechanics and others directly inter-
ested. These lectures are doubly important be-
cause they link up the company's service in the
direct training of their dealers and mechanics at
the factory.

Walter Coombes, by the way, till fairly re-
cently, was in charge at Calcutta of the Gramo-
phone Co.'s Indian factory.
"His Master's Voice" Interesting News Items

To insure accuracy of turntable speed the
Gramophone Co. has introduced a new speed-
testing device. Its actuating principle is cen-
trifugal force. It is easily set and will quickly
indicate whether one's turntable is running at
the correct revolution of 78 per minute. At 10/-
the public will find this speed tester a useful ac-
cessory, obtainable through all "His Master's
Voice" dealers.

A classified catalog of records of educational
value is announced. It has been compiled as a
guide to music teachers and students of the most
suitable records for educational purposes. The
catalog is really supplementary to "Learning to
Listen" by means of the gramophone.

A handy tool set has been issued. It will
prove of immense value to "His Master's Voice"
dealers, as, having been specially made to suit
these instruments, repairs and adjustments are
thereby simplified.

Yet another new line is a beautiful filing cabi-
net to hold one hundred ten or twelve-inch "His
Master's Voice" records. A simple lever system
enables any record to be instantly released for
use. A complete index makes for easy refer-
ence.

Specially designed record stands and fittings for
shop window display of this company's records
is another feature of the month. By this means
dealers are enabled to make more efiFective dis-
plays than formerly.

"Popular" Sales Necessitate Night Shifts
A big new list of "Popular" records has just
been issued by the Sound Recording Co., this
{Continued on page 164)

Grippa Portable Gramophone

{Patent* pending all countries)

Marketed in Great Britain less than three months ago, it has leapt into
popularity with amazing rapidity. The most perfect manufacturing
and selling proposition in the Gramophone World.

Plays 10 &12'
Records

Winding Key Clip

inc

Secondary
Sound
Chamber

Strong Nickel
Nozzle Locks
& Keys

Record HoIderClips
" Capacity 4 Records

fleeter Plate
Amplifier

Primary Horn
Chamber

Needle Box Clip

Strong Dovetailed
Oak Cabinet No
doors or loose parts
Overall weight 9lbs

1. Perfect tone reproduction

equal to a cabinet model.

2. Travel proof and fool

proof.

3. Extraordinary low factory

costs.

Model 3, as sketch, produced, sold and delivered to the retailer — Thence to the
public at eighteen dollars. Showing full manufacturers' and jobbers' profits.

For exclusive manufacturing rights for U. S. and Canada under
royalty apply to patentee, H. J. CULLUM, Managing Director, care of

PEROPHONE, Limited, 76-78 City Road, London, England

164

THE TALKING MACHINE WORLD

December IS, 1921

Horn, Hornless and Table-Grand

GRAMOPHONES

POR

EXPORT

Pleaie State Your Requirements
REX GRAMOPHONE CO. 2 Elizabeth Place
Rivington Street, LONDON, E.G. 2, England

Cable Addresi ''Lyrecotfisc, London"

FROM OUR LONDON HEADQUARTERS — (Continued from page 163)

city. They include over forty dance items com-
prising most, if not all, the recent favorites. This
represents real service and accounts for a good
deal of the hustle now necessary at the factory
if orders for the Christmas trade are to be fully
executed in time. In recent conversation with
the managing director of this company I was
informed that trade is so brisk at the moment
as to necessitate the running of a night shift.
Both of the "Popular" factories are in good
shape, working at full pressure in an effort to
keep output level with the great demand for
these records. My informant, Mr. Chapman, is
particularly pleased with domestic sales, but
avers that, while he is booking a fair amount of
export business, it is not as good as it should be.
The reason, he thinks, is twofold — financial
stringency precluding open purchase, the result
of economic depression and depreciated money
exchanges. A world-wide trouble is this!
Some Federation News
The Federation of British Music Industries is
making arrangements to entertain trade com-
missioners from abroad on the occasions of their
visits to London. They will invite trade com-
missioners to interview manufacturers at their
offices and to give them information concerning
overseas possibilities for British goods and will
also entertain them at luncheon and at dinner
in order that they may be brought into close
connection with as many manufacturers as pos-
sible.

Newspaper Propaganda

The newspaper propaganda reached during the
month of September a level higher than any yet
attained. The amount of space secured in vari-
ous journals throughout the country was 865
inches editorial column. This increase is largely
attributable to the growing list of papers which
print the Federation articles.

Annual Dinner and Convention News

The Right Hon. Viscount Burnham has ac-

cepted the Federation's invitation to be the chief
guest at the third annual dinner, which will be
held on January 26 in the King Edward VII
Rooms at the Hotel Victoria.

The convention committee have recommended
that' the convention next year should be held at
Blackpool.

Merchandise Markets Act

Having seen certain advertisements of music
goods which have appeared in Canadian trade
papers without the country of origin being dis-
closed the Federation has made careful inquiry
into the matter. It has discovered that under
the existing Canadian law the Merchandise
Marks Act does not obtain in that country.

A new act, however, will come into force on
January 1 next, under which all goods im-
ported into Canada must be marked with the
name of the country of origin. This insures
securing information of value.

The Price of Shellac
Though the useful little "lac" insect is still
active in behalf of our industry it is supremely
indifferent to its value. Man is not so, however.
As soon as the record trade got busier the wires
of the market were duly manipulated and up
went the price of shellac. The price to-day is
in the neighborhood of £350 per ton. A further
rise may be anticipated if the gramophone trade
keeps busy.

TRADE NEWS FROM PORTLAND, ORE.

Sherman, Clay & Co.'s New Wholesale Quarters
— Miss McClusky's Great Educational Cam-
paign— C. W. Jones With AUen — Other News

Portland, Ore., December 5. — The wholesale
house of Sherman, Clay & Co., Elmer Hunt,
manager, has been moved from the quarters in
the Blake-McFall Building on Fourth street to
a bigger establishment at 487 Glisan street. Mr.
Hunt says that he now has 10,000 square feet for
the Victor business, or two and one-half times
as much space as in the old location.

Evelyn McFarland McClusky has returned
from San Francisco, where she was sent through
the courtesy of Mr. Hunt to assist in the music
week and music memory contest just completed
in that city. She returned in time to help with
the Portland music week and Mr. Hunt turned
her over to the Community Service, under whose
auspices it was held, and she has given all of her
time and ability to the cause. During the week
she has appeared in three concert lectures at the
Sherman, Clay & Co. store, seven at the main
public library, one at Meier & Frank's talking
machine department and one at the Powers Fur-
niture Co. talking machine department. She has
lectured on "Music in Literature" and has been
a big factor in making the week a, success.

Roy Feldenheimer, manager of the ' phono-
graph department of Lipman, Wolfe & Co., is
very optimistic over the business being done in
the Sonora and Brunswick machines.

Carl W. Jones, for the past several years
wholesale manager for Oregon of the Columbia

Graphophone Co., has resigned and affiliated with
the piano department of the Wiley B. Allen Co.
in this city. His place with the Columbia Co.
has been filled by William E. Smith.

T. E. Hopkins, manager of the Stradivara Pho-
nograph Co., reports better business conditions.

Miss A. I. Tracy is the new manager of the
phonograph department of the Jennings Furni-
ture Co., which holds the Columbia agency.

The record business in Portland has taken a
considerable jump and all dealers report more
lively buying.

Hugh T. Campbell, who for nearly two years
has been the manager of the Portland branch of
the Bush & Lane Co., has been recalled to
Seattle and J. C. Gallagher, who has been sales
manager and assistant to Mr. Campbell, has
been appointed manager.

Evelyn McFarland McClusky, of Sherman,
Clay & Co.'s wholesale department, was elected
to the office of corresponding secretary at the an-
nual meeting of the Oregon Music Teachers' As-
sociation, held in Portland November 25 and 26.

E. B. Hyatt, of the Hyatt Talking Machine
Co., reports the sale of an Edison disc phono-
graph to a customer who previously had bought
five Edisons from him in the course of several
years. This customer explained to Mr. Hyatt
that he gives his Edisons away to his relatives
and friends.

Paul Gold, formerly associated with the Silver-
stone Music Co., St. Louis, Mo., distributor of
the Edison phonograph in the South, is now
connected with the Edison Phonograph Shop,
Memphis, Tenn., as manager.

You Ought to Know

THL

RLV^EW

ESTABLISHED 1876

The oldest and leading music trade weekly, which covers every branch of the industry

It Contains

"Review the Music Trade With Us"

Send your $2 now for a full year's subscription to

THE MUSIC TRADE REVIEW

373 FOURTH AVENUE NEW YORK

December 15, 1921

THE TALKING MACHINE WORLD

165

LATEST PATENTS „ ,
RELATING TO rALKING

RECORDS

Washington, D. C, December 8.— Phonograph
Record and Table. Bertram J. Kige, Mankato,
Minn. Patent No. 1,391,637.

This invention relates to a phonographic rec-
ord and table therefor, the principal object of
the invention being to provide means for facili-
tating the removal of the record from the table.
Another object of the invention is to render it
unnecessary to touch that part of the record
which contains recording grooves and making
the record easy to handle.

Figure 1 is a face view of a record constructed
in accordance v^^ith the invention; Fig. 2 is a face

view of the improved turntable; Fig. 3 is a sec-
tional view taken through the improved turn-
table, with the improved record thereon.

Phonograph Needle and Resonator Therefor.
Rudolph Steinert, New Haven, Conn. Patent
No. 1,391,425.

The present invention relates to phonograph
needles and resonators therefor, and has for its
object to provide an improved resonator which
will increase and clarify the reproduction; elimi-
nate the metallic quality noticeable in some re-
producing devices now in use, and in which the
amplified tone will be of purer quality and the
disagreeable crepitations so often found in using
the ordinary needle, and which materially de-
tract from the proper rendition of music, are
practically done away with or so modified as to
eliminate any disagreeable results.

A further object of the invention is to so
arrange the resonator relative to the stylus as
that it is held in proper position with respect to
the inclined needle, so that it may be utilized
v,-ith reproducing mechanisms now in use with-
out the need of specially designed parts.

The objects aimed at are accomplished by pro-
viding a resonator, preferably formed as a thin
metal shell, so shaped and disposed with respect
to the stylus as that it gives the greatest ampli-
tude of sound and clearness in reproduction
without in any way interfering with the track-
ing of the point over the record or with the in-
sertion of the needle in the holder of the usual
reproducing apparatus to which it is applied.

Figure 1 is a view in side elevation of a reso-
nator and needle made in accordance with the

invention, the reproducing apparatus being con-
ventionally shown; Fig. 2 is a sectional view of
the resonator and needle; Fig. 3 is an end view
looking from the left in Fig. 1; Fig. 4 is a bot-
tom plan view; Fig. 5 is a view of a reproducing
apparatus conventionally shown, with the reso-
nator attached to the needle holder.

Universal Reproducer. William Gentry Shel-
ton. New York. Patent No. 1,392,082.

This invention relates to talking machines and
has for an object to provide a reproducer which
is capable of operation by any of the present
commercial forms of talking machine or phono-

graph records. At the present time there are
two types which predominate, namely, one
wherein the tracing element of the reproducer
is moved by means of undulations at the bottom
of a groove, and the other wherein such element
is moved by the sinuosities of the lateral sides
of the groove.

In order to make the records interchangeable
between these two classes of instruments, it has
been necessary to provide two sound boxes with
complete apparatus. According to the present
invention but one sound bo.K is necessary and
this will automatically accommodate itself to
whichever type of record is presented to it.

Figure 1 is an under-side view of a sound box
equipped with the invention; Fig. 2 is a side
elevation of the device shown in Fig. 1, some of
the parts being broken away to reveal the parts
lying beyond; Fig. 3 is an enlarged detail of
some of the parts illustrated in Fig. 2, the record

in this view being of the hill-and-dale type;
Fig. 4 is a section taken on a plane at about the
line 4 — 4 of Fig. 2, looking from the right-hand
side, or in the direction of the arrows, the rec-
ord in this view being intended to represent the
lateral type, and Fig. 5 is a section taken on a
plane at about the line 5 — 5 of Fig. 2 looking
from the left-hand side, or in the direction of
the arrows.

Talking Machine Horn. Joseph Wolff, Brook-
\yn, N. Y., assignor to the Sonora Phonograph
Corp. Patent No. 1,392,037.

This invention relates to certain improvements
in talking machine horns constructed of lami-
nated material. This application is a division in
part of co-pending application filed April 28,
1915, and numbered serially 24,450 (series of
1915).

Mr. Wolf has discovered that with the ordi-
nary wood horns for talking machines the sound
v.aves penetrate the wood to a considerable de-
gree, their force and color are more or less lost,
and that because of such absorption relatively
thin tones are produced with the consequent
tendency to rattle on high notes and produce
audible needle scratch. When producing great
volume the scratch increases with the volume,
part of the tone is absorbed by the wood, and
the scratch is apparently magnified.

He has also found that by increasing the num-
ber of laminations of a veneer horn above three,
the number commonly emplo3'ed, to a greater
number, with the grain of each adjoining layer
running in opposite directions, a greater volume
of tone with more force and warmth is pro-
duced, but with less audible needle scratch than
is possible with horns of three laminations, for
the reason that the tone is all projected through
the mouth of the horn and thus the scratch is
not magnified by any increased horn area but
remains relatively the same, and the greater
volume and force of tone which is projected from
the mouth of the horn drowns or smothers it,
and this proportion of scratch to volume is al-
ways the same, even with varied volumes pro-
duced by the use of different toned needles.

He has discovered that by coating the outside
of the improved horn with a material such as
silicate of soda, an improved result is obtained.
This is probably due to the fact that such sound
waves as penetrate the material of the horn are
reflected back.

Summed up, it is found that with a horn of
plural construction, the inner wall of which will
absorb some of the sound, and an outer wall,
v/hich will be to reflect the sound, a much better
quality of sound will result than with the horns
now in use.

The object of this invention, therefore, is to
produce a horn by means of which the scratch
of the needle is made inaudible and by which
richer and more natural tones are produced, and
blasting and rattling vibrations are entirely
eliminated on high tones.

Figure 1 is a horizontal section of a talking
machine cabinet showing a horn in position;

Fig. 2 is a sectional view, on an enlarged scale,
through a corner of one wall of the horn; Fig. 3
is a perspective view of a portion of a wall of
a liorn; Fig. 4 is a detail edge view, on a very
much enlarged scale, of a portion of a wall of
a horn showing a modification; Fig. 5 is a detail
sectional view of a horn showing another modifi-
cation; Fig. 6 is a perspective detail of another
modification.

Phonograph Needle. Theodore Fletcher, San
Antonio, Texas. Patent No. 1,391,884.

This invention relates to improvements in
needles for phonographs and an important ob-
ject is to provide a needle of the above-men-
tioned character, which by being turned upon
it.s longitudinal axis, will function as a soft,
medium or loud needle.

Another object is that by making the shank of
the needle more flexible in one position than it
is in another it is capable of absorbing most of
the strong vibrations communicated to it from
the record and by so doing cut them out from
reaching the diaphragm and so play softly, at
the same time preserving the overtones which
add so much to the rendition of the music, but
which are often lost in reproduction.

Another object is to confine the improvement
to the shank of the needle, so that the same prin-
ciple can be employed with needles having a
"tungsten" or "jewel" point, besides the solid
steel one, so that all makes of records can be
played with needles having the improvement,
with various volumes of sound, as desired.

In the accompanying drawings Figure 1 is a
side elevation of a needle embodying the inven-
tion; Fig. 2 is a similar view, with the needle
turned at substantially a right angle to Fig. 1 ;
Fig. 3 is a side elevation of a second form of
needle embodying the invention; Fig. 4 is a side

elevation of a third form of needle embodying
the invention; Fig. 5 is a similar view of a fourth
form of needle embodying the invention; Fig. 6
is a similar view of a fifth form of needle em-
bodying the invention; Fig. 7 is a side elevation,
taken at a right angle to Fig. 4, of the needle
shown in Fig. 4; Fig. 8 is a side elevation of the
needle shown in Fig. 1, showing the same in use
and playing as a .soft needle, and Fig. 9 is a
similar view showing the needle turned at a right
angle and playing as a hard needle.

Sound Box Mounting. Carl Scrabic, Urbana,
O. Patent No. 1,391,797.

This invention relates to improvements in

166

THE TALKING MACHINE WORLD

December IS, 1921

LATEST PATENTS RELATING TO TALKING MACHINES AND RECORDS — (Continued from page 165)

talking machines, and has particular reference to
the mechanism thereof for controlling the move-
ments of a sound box across the playing face of
a record, the object of the invention being to
provide box supporting means which are of such
character as to cause the stylus of a sound box
to travel in a straight radial path across the face
of a record during the operation of sound re-
production in order to thereby attain the true
and correct position of the stylus in the grooves
of the record and to eliminate such scraping and
scratching sounds that are ordinarily present in
machines wherein the stylus describes an arc
over the playing surface of a record.

Figure 1 is a top plan view of the tone arm
mechanism employed by the present invention;
Fig. 2 is a detail vertical sectional view on an
enlarged scale taken through the tone arm

mounting; Fig. 3 is a horizontal sectional view
taken along the plane denoted by the line 3 — 3
of Fig. 2; Fig. 4 is a transverse vertical sectional
view taken along the line A — 4 of Fig. 2.

Reproducer for Phonographs. Julius A. Brown,
Peekskill, N. Y. Patent No. 1,392,677.

The object of the present invention is to pro-
vide an improved phonograph reproducer in
which supplcmentarjf sounding plates are pro-
vided in addition to the usual vibrating disc, to
increase the resonance, and transmit the true
sound effects, with the elimination of discordant
sounds and abnormal vibrations.

Figure 1 is a front elevation of the repro-
ducer; Fig. 2 is a vertical section of the same;
Fig. 3 is a front elevation of one of the sounding

Xf6

plates; Fig. 4 is a vertical section through the
latter; Fig. 5 shows the several parts in a sep-
arated position.

Sound Conveyor for Talking Machines. Wm.
D. Pfrommer, West Berlin, N. J., and Frederic
W. Adams, Milbourne, Pa., assignors to the
Perfek'tone Corp., Philadelphia. Patent No. 1,-
392,654.

The principal objects of the present invention
are, first, to provide a simple, efficient and satis-
factory sound- conveyor adapted to be easily
adjusted for playing records of all the kinds that
are usually to be found in the market; and, sec-
ond, to insure alignment of the stsdus with the
axis of the tone arm in each of the various ad-
justments of the device for plajnng different
records.

REPAIRS

All Makes of Talking Machines
Repaired Promptly and Efficiently

REPAIR PARTS FOR ALL MACHINES

ANDREW H. DODIN

28 Sixth Avenue New York

TELEPHONE, SPRING 1194

Figure 1 is a top or plan view of a sound con-
veyor embodying features of the invention; Fig.
2 is a side view of the same; Fig. 3 is a view
principally in section illustrating details of con-
struction; Figs. 4 and 5 are plan and perspective

views illustrating the device adjusted for use
with a Victor record; Figs. 6 and 7 are similar
views of the device adjusted for use with a Pathe
record, and Figs. 8 and 9 are similar views of the
device adjusted for use with an Edison record.

Phonograph Reproducer. Orlando R. Marsh,
Chicago, 111. Patent No. 1,392,430.

This invention belongs to that general class
of devices employed with phonographs and de-
vices of that character to audibly reproduce
from a record the audible sounds which were
employed in making up the record. In the in-
vention the various parts are so arranged as to
dispense with all pivot or knife edge connec-
tions or supports, which by use are liable to
become loose and rattle, and also to dispense
with all springs requiring adjustment.

In the drawings Figure 1 is a face view of the
improved device; Fig. 2 is a rear view of the
same device; Fig. 3 is a section taken substan-
tially on line .3—3 of Fig. 1; Fig. 4 is- a section

taken substantially on the line 4 — 4 of Fig. 1;
Fig. 5 is a plan view of the supporting plate,
and Fig. 6 is a modification of the form shown
in Fig. 5.

Balance Weight Cover Support for Phono-
graphs. Alfred Bersted and Martin Bersted,
Chicago, 111. Patent No. 1,392,290.

This invention pertains to an improved type
of a phonograph cover supporting mechanism
adapted to hold the cover balanced in any de-
sired position of adjustment and further adapted
to be removed from the phonograph to permit
adjustment of the control spring.

In the drawings Figure 1 is a front elevation
of the upper portion of a phonograph cabinet,
the cover of which is held balanced in an ad-
justed open position by cover supports embody-
ing the principles of this invention; Fig. 2 is a

side elevation thereof; Fig. 3 is an enlarged side
elevation of the device showing the operation in
dotted lines and further disclosing fragmentary
parts of the phonograph cabinet and its cover;
rig. 4 is a top plan view taken on line 4—4 of
Fig. 3; Fig. 5 is an enlarg-ed detail section taken

on line 5 — 5 of Fig. 3, showing parts in eleva-
tion; Fig. 6 is a sectional view taken on line 6 — 6
of Fig. 3.

Record Lifting Device. Walter A. Richman,
Egg Harbor, N. J. Patent No. 1,390,546.

This invention relates to sound-reproduction
apparatus and more particularly to a means for
lifting disc records from the turntables of such
apparatus. Phonographs and the like employing
flat disc records have been heretofore so con-
structed that more or less difficulty is expe-
rienced in lifting the record from the flat turn-
table upon which it is supported during the re-
production period, it being necessary to engage
one's finger nails beneath the periphery of the
record with the attendant likelihood of slipping
of the finger and the possibility of scratching
of the record.

Also in the use of the ordinary phonograph it
is practically impossible to change records while
the turntable is rotating, and it is therefore
necessary to applj' the brake device whenever
it is desired to make this change. While it may
not gcnerallj' be desired to change records while
the turntable is rotating, nevertheless it may be

found an advantage to do so and the present in-
vention therefore contemplates the provision of
means for lifting the record from the turntable
regardless of the position of rotation of the turn-
table or whether the turntable be stationary or
rotating.

Another object of the invention is to so con-
struct the device that in its operation the record
will be lifted evenly and supported in position
above the turntable a sufficient distance to per-
mit of the passage of one's fingers beneath the
periphery of the record and arrangements for the
removal thereof.

In the accompanying drawing Figure 1 is a
top plan view of the device of the present inven-
tion embodied in a phonograph of a well-known
type; Fig. 2 is a vertical transverse sectional
view taken in a plane passing through the axis
of the turntable; Fig. 3 is a perspective view
illustrating the parts comprising the device par-
tially disassembled; Fig. 4 is a vertical longitu-
dinal sectional view through the operating means
of the device.

HOTEL SOMERSET GETS ARIONOLA

Boston, Mass., December 6. — At the Inter-City
meeting held at the Hotel Somerset last evening
Joe Mitchell Chappie, in behalf of the Boston
Kiwanians, presented A. E. Brown, of the
Worcester Kiwanis Club, with an attractive
model of the Arionola Reflex, which was heartily
appreciated. The floor type Arionola Reflex is
somewhat of an innovation with the Arion Mfg.
Co., of this citj-, which has manufactured the
portable Arionola for a good many years.

DAMAGED VARNISH

like taxes and death, tou can't avoid,
so get wise to the use of

_LESLEY'S_PATCHING|VARNISH_

dries instantly making permanent in-
visible patches.

PRICE S3.50 for complete finishers re-
pair outfit or $1.50 for 1 pt. of varnish
and set of stains with working direc-
tions.

Write for free catalog

LESLEY'S CHEMICAL CO.

Indianapolis, Ind.

December 15, 1921

THE TALKING MACHINE WORLD

167

fr"^RECORD BULLETINS/^

January, 1922

COLUMBIA GRAPHQPHONE CO.

SYMPHONY RECORDS
49768 Sextet From Lucia di Lanimermoor ("Chi
raffrena il mio furore") (Why Do I My
Arm Restrain),

Barrientos, Hackett, Stracciari, Mardones, Noe.

Header

A3492 Shipmates o' Mine — Baritone Solo,

Louis Graveure

49795
49963

A3495

49386
A3462

A3491
A3499

A3 5 04

A3503
A3500

A3 5 02
A3501

A3489

A3494
A3497

A3498
A3490

A3 496

12
10

Five and Twenty Sailormen — Baritone Solo,

Louis Graveure

Traumerei — ^'Ce'.lo Solo Pablo Casals

Long, Long Ago: — Soprano Solo,

Hulda Lashanska
Spring Song (Songs Without Words, No. 30) —

Violin Solo Sascha Jacobsen 10

Serenade — Violin Solo Sascha Jacobsen 10

Le Coq d'Or, "Salut a toi soloil" (Hail to

Thee, Sun) — Soprano solo.. Maria Barrientos 12
Sleep, Baby, Sleep — Yodel duet,

Fritz Zimmerman and Marcelle Grandville 10
Homeland Switzerland — Yodel duet,

Fritz Zimmerman and Marcelle Grandville
Rocked in the Cradle of the Deep — Saxophone

Solo Clyde Doerr

Teunesse — Saxophone Solo -Clyde Doerr

Ten Little Fingers and Ten Little Toes (Down
in Tennessee) — Fox-trot,

Ted Lewis and His Band
Everybody Step (From "The Music Box Re-
vue")— Fox-trot ....Ted Lewis and His Band
Song of Love — Waltz. . Prince's Dance Orchestra
Plantation Lullaby (Intro.: "You Are the Rose"
I'm Longing For). Medley Waltz

Prince's Dance Orchestra

Na-Jo — Fo.x-trot The Happy Six

Jabberwocky — Fox-trot The Happy Six

April Showers (From "Bombo"),

Al Jolson, Comedian
Weep No More (My Mammy) — Tenor Solo,

Vernon Dalhart

Cry Baby Blues Dolly Kay, Comedienne

No One's Fool Dolly Kay, Comedienne

Maggie Maguire — Tenor and Baritone Duet,

Edwin Da.e-WiiUiam Morgan

Mary O'Brien — Tenor Solo Edwin Dale

I'll Be Ckiod But I'll Be Lonesome — Male

yuartet Southern Quartet 10

He'Took It Away From Me — Blues — Male Quar-
tet Southern Quartet

THE MID-MONTH LIST
DANCE RECORDS

Sal-O-May — Fox-trot Paul Biese Trio

Catalina — Fox-trot Paul Biese Trio

Wabash Blues — Fox-trot The Columbians

Tuck Me to Sleep (In My Old Kentucky Home)

— Fox-trot The Columbians

Kentucky Home — Fox -trot The Happy Six

It's You — Fox-trot The Happy Six

Who's Been Around?

Van and Schenck, Comedians
O'Reilly (I'm Ashamed of You) (From "Zieg-
feld Follies of 1921"),

Van and Schenck, Comedians
A Dream of Y^our Smile — Tenor Solo,

Edwin Dale

Love Will Find a Way (From "Shuffle Along")
— Tenor Solo Edwin Dale

10
12

10
10
10

10
10

VICTOR TALKING MACHINE CO.

POPULAR SONGS

18828 Say It With Music John Steel 10

If You Only Knew John Steel 10

18829 MoUy-O (I Love You) William Robyn 10

Love's Ship Charles Harrison 10

18830 When Francis Dances With Me,

Ada Jones-Billy Murray 10
Ten Little Fingers and Ten Little Toes,

Billy Murray-Ed. Smalle 10

18832 I Want My Mammy Peerless Quartet 10

Mandy 'N' Me American Quartet 10

DANCE RECORDS

18825 Weep No More, My Mammy — Fox-trot,

Paiol Whiteman and His Orchestra 10
April Showers — Fox-trot,

Paul Whiteman and His Orchestra 10

18826 Everybody Step — Fox-trot,

Paul Wliiteman and His Orchestra 10
Ka-Lu-A — Blue Danube Blues — Fox-trot,

Paul Whiteman and His Orchestra 10

18827 Blossom Time— Medley Waltz,

Joseph C. Smith and His Orchestra 10
It's You — Fox-trot,

Joseph C. Smith and His Orchestra 10

18831 Dapper Dan — Fox-trot. .. .Club Koyal Orchestra 10
The Sheik — Fox-trot Ciub Royal Orchestra 10

18833 June Moon — Fox-trot,

The Benson Orchestra of Chicago 10
No One's Fool — !■ ox-trot.

The Benson Orchestra of Chicago 10

18834 Birds of a Feather — Fox-trot,

All Star Trio and Their Orchestra 10-
Leave Me With a Smile — Fox-trot,

All Star Trio and Their Orchestra 10
VOCAL AND INSTKUMEMAL RECORDS

45256 Mary of Argyle Sir Harry Lauder 10

Auld Scotch bangs Sir Harry Lauder 10

45259 Drifting Along With the Tide. . Lambert Murphy 10

A Dream of Your Smile Lambert Murphy 10

45258 Ma and the Auto Edgar A. Guest 10

(1) It Couldn't Be Done (2) Wait Till Your

Pa Comes Home Edgar A. Guest 10

18817 Anchors Aweigh — March,

United States ^Marine Band 10
Vorktown Centennial — March,

United States Marine Band 10
RED SEAL RECORDS
LucREZiA BoRi, Soprano, and Giuskppe De Luca, Baritone
In Italian

89161 Don Pasquale — Pronta io son (My Part Til Play),

Donizetti 12

89162 Don Pasquale — Vado corro (Haste We!),

Donizetti 12
Beniamino Gigli, Tenor — In Italian

66010 Tu Sola (Thou Alone),

Alfonso Genise-Ernesto de Curtis 10
Jascha Heifetz, yiolinist
(Piano accompaniment by Sam Chotzinoff)

74721 Concerto in E Minor — Finale Mendelssohn 12

Mme. Louise Homer, Contralto

87329 Just For Today Partridge- Abbott 10

Edward Johnson, Tenor
64998 Heart to Heart (I Hold You, Dear),

X'alentine-Vanderpool 10
Hans Kindler, Violoncellist

66011 Simple Confession (Simple Aveu) Thome 10

Fritz Kreisler, Violinist
(Piano accompaniment by Carl Lamson)
74720 Hymn to the Sun (From "Le Coci d'Or"),

Rimsky-Korsakow- Kreisler
John McCormack, Tenor

66012 Rose of My Heart Eardley-Wilmot-Lohr

Erika Morini, Violitiist
(Piano accompaniment by Emanuel Balaban)
74717 Romance (From Second Cioncerto in D Minor),

Wieniawski

Philadelphia Orchestra

74722 Symphony No. 3 — C Minor Movement (Poco

Allegretto) Brahms

Sergei Rachmaninoff, Pianist

74723 Liebesleid (Love's Sorrow),

Kreisler- Rachmaninoff
Renato Zanelli, Baritone — In Italian

66013 Marianina N. Ferri

12
10

12.
10

AEOLIAN CO.

52023
52024

30142
30143

44003

30144

30145

14256

14257

14258

14260

14251
14259
14261

14262

14263
14264

OPERATIC SELECTIONS
Aida — La fatal pietra ("The Fatal Stone")
(Verdi) — Soprano and "Tenor, in Italian; Vo-
calion Orch. Accomo . . Rosa Raisa-Giulio Crimi
I Pagliacci — Prologo (Prologue) (Leoncavallo) —
Baritone, in Italian; Vocalion Orch. Accomp.,
John Charles Thomas
STANDARD SELECTIONS
Ay! Ay! Ay! (Perez) — Tenor, in Spanish; Vocal-
ion Orch. Accomp Giulio Crimi

Canzones Arabescas — Mira la bien (Pedrell) —
Contralto, in Spanish; Vocalion Orch. Accomp.,
Marguerite D'Alvarez
La Serenata (Tosti) — Soprano; \'ocalion Orch.

Accomp Nellie and Sara Kouns

INSTRUMENTAL SELE(:TI0N
Liebesfreud (Kreisler) — \'ioIin; Piano Accomp. by

Emanuel Balaban Sasha Culbertson

MUSICAL COMEDY SELECTION
Canzonetta (From "The Love Letter") (Jacobi) —
Baritone, in Italian; \'ocalion Orch. Accomp.,
John Charles Thomas
POPULAR SELECTIONS
Weep No jNIore (My Mammy) (Clare-Mitchell-
Pollack) — Orch. Accomp Shannon Four

I Wonder Wiho (Goodman-Piantadosi-Green)

— Orch. Accomp Sara Ash

When Francis Dances With Me ( Ryan- Violin-
sky) — Orch. Accomp Billy Jones

I Want My Mammy (Wehner-Breau) — Orch.

Accomp Irving Kaufman

Birds of a Feather (McGowan-Moran) — Orch.

Accomp Charles Hart-Elliot Shaw

A Dream of Your Smile (Conrad) — Orch.

Accomp Elliot Shaw-
Say It With Music (From "The Music Box Re-
vue") (Berlin) — Orch. Accomp. . .Arthur Burns
I Ain't Nobody's Darling (Hughes-King) — Orch.

Accomp Billy Jones

DANCE SELECTIONS
June Moon — Fox-trot (Magine-Straight),

Wiedoeft's Californians
When Buddha Smiles (Brown-Jany) — hbx-trot,

Wiedoeft's Californians
Sal-O-May (SzJome) (Costello-Stolz) — Fox-trot.

Y'erkes' S. S. Flotilla Orch.
Have You Forgotten? ( Burtnett-Cooper-Steven-
son) — Fox-trot .... Y'erkes' S. S. Flotilla Orch.
Ka-Lu-A (From "Good Morning, Dear.e") (Kern)

Fox-trot Selvin's Dance Orch.

Blue Danube Blues (From "Good Morning,
Dearie") (Kern) — Fox-trot,

Yerkes' S. S. Flotilla Orch.
Tuck Me to Sleep in My Old 'Tucky Home
(Lewis-Young-Meyer) — Fox-trot,

Jockers' Dance Orch.
Wabash Blues (Meinken) — Fox-trot,

The Newport Society Orch.
Stars (John Alden) — Fox-trot,

Wiedoeft's Californians
April Showers (From Al Jolson's "Bombo")
(Silvers) — Fox-trot ..Wiedoeft's Californians
All That I Need Is You (Santley-Baer)— Fox-
trot The Newport Society Orch.

Wana (Intro. "No Wonder") (Cliff- Friend-
Wright-deRose) — Fox-trot,

Yerkes' S. S. Flotilla Orch.

10
10

EDISON AMBEROL RECORDS

TIMELY NUMBERS

4423 Yoo-Hoo (Jolson) — Fox-trot, for Dancing,

Lanin's Orch.

4424 Molly on a Trolley (Schwartz) — Tenor, With

Soprano Obbligato,

Vernon Dalhart- Betsy Jane Shepherd

4425 When Francis Dances With Me (Violinsky),

Ada Jones-Billy Jones

4426 Three o'Clock in the Morning (Intro. "Swanee

River Moon") (Robledo-Clarke) — Medley Waltz,
for Dancing Club de Vingt Orch.

4427 Ten Little Fingers and Ten Little Toes (Down

in Tennessee) ( Pease- White) — Tenor and

Baritone Billy Jones-Ernest Hare

REGULAR LIST

4408 Yo-Lay-Ee-Oo (Means I Love Y'ou) (Motzan-

Jerome) Marguerite Farrell

4409 Apache Love (Kendis-Brockman-Weslyn-Dyson) —

Fox-trot, for Dancing,

Harry Raderman's Jazz Orch.

4410 Some Day (Wellings) — Violin, Violoncello, Flute

and Harp Venetian Instrumental Quartet

4411 Jesus Is Mine (Perkins) — Mixed Voices,

Metropolitan Quartet

4412 One Kiss (Burtnett-Arnheim) — ^Fox-trot, for

Dancing Conrad's Orch.

4413 I'm Looking for a Bluebird (To Chase My

Blues Away) (Rich) Aileen Stanley

4414 Tuck Me to Sleep (In My Old 'Tucky Home)

(Meyer) — Tenor ..Roy Crooper and Mixed Chorus

4415 I Know Why Your Mother Called You "Baby"

(Bright-Kelley) — Fox-trot, for Dancing,

Club de Vingt Orch.

4416 Mother, I Didn't Understand (Piantadosi) —

Tenor Walter Scanlan

4417 Maid of the Mountains (Fraser-Simson) — Selec-

tion Peerless Orch.

4418 The Sidewalk (Gay) — Fox-trot, for Dancing,

Orlando's Orch.

4419 Dreamy Hawaii (Vandersloot) — Waltz,

VVaikiki Hawaiian Orch.

4420 Kentucky Home (Brashen-Weeks) — Male Voices,

Crescent Trio

4421 Aunt Phoebe's Wedding Day — Vaudeville Sketch

With Banjo Billy Golden-Billy Heins

4422 When You and I Were Young, Maggie (Butter-

fitld) — Violin Herbert Soman

HITS WHICH WERE ON SALE IN NOVEMBER

4403 Why, Dear? (Intro. "Ain't We Got Fun?";

(Cohen- Whiting) — Med ey Fox-trot, for Danc-
ing Harry Raderman's Jazz Orch.

4404 On a Little Side Street (Harris-Howard;,

Ada Jones-Billy Jones

4405 Sweet Lady (Intro. "Listen to Me" — "Tangerine"'')

(Crumit-Zoob-Carlo-Sanders) — Medley Fox-trot,

Broadway Dance Orch.

4406 By the Waters of Killarney (Sanders-Carlo) —

Waltz Broadway Dance Orch.

4407 I Want My Mammy (lirc-au) — Tenor.. Vernon Dalhart

50858
50859
50860

50873

50874
80677

80678

80679

80680
80681
80644

10 82242
10

82243

82244
80671
80672

50857
50865

50866

50867
50869
50875

EDISON RE-CREATIONS

Bonnie Maggie Tamson (H. Lauder) ... .Glen Ellison

Portobello Lassie (H. Lauder) Glen Ellison

I'll Forget Y'ou (Ball) — Tenor Allan Rogers

Under the May Moon (Silesu) — Tenor.. Lewis James
There's a Mother Always Waiting You, at Home,

Sweet Home (Thornton) — Soprano, Mezzo-So-

prano and Contralto Homestead Trio

When Honey Sings an Old-time Song (Carey)

— Tenor George Wilton Ballard

Song of Love ("Blossom Time") (Romberg) —

Soprano and Baritone,

Betsy Lane Shepherd- Vernon Archibald
I'll Return for You ("Love Letter") (Jacobi)

— Soprano and Baritone, .

Betsy Lane Shepherd- Vernon Archibald
Wabash Blues (Meinken) — Fox-trot,

Broadway Dance Orch.
Sal-O-May (Stolz) — Fox-trot. . Broadway Dance Orch.
Do They Think of Me at Home? (Glover) —
(Intro. Homestead Trio) Baritone, Thomas Chalmers
Dreaming of Home and Mother (Ordway) —

Baritone Thomas Chalmers and Mixed Chorus

Prelude — Tristan and Isolde (Wagner),

American Symphony Orch.
Isolde's Love Death — Tristan and Isolde (Wagner),

American Symphony Orch.

Fairyland Caprice (Losey) Losey's Orch.

Come Where My Love Lies Dreaming (Foster) —

Violin, X^ioloncello, Flute and Harp,

Losey's Instrumental Quartet
Good Night, Little Girl, Good Night (Macy) —

Tenor Ralph Errolle

Gae to Sleep (Fisher) — Contralto. .. .Christine Miller
Waltz, Op. 54, No. 7 (Dvorak-Marak)— Violin,

Vasa Prihoda

Humoreska (Kocian) — Violin Vasa Prihoda

Jesus, I Come to Thee (Stebbins) — Tenor and

Baritone John Y'oung-Fred J. Wheeler

Never Give Up (Sankey) — Mixed Voices,

Metropolitan Quartet
La dove prende amor ricetto (There, Where
Love Is Peaceful) — II Flauto Magico (Mozart)
— Soprano and Baritone, in Italian,

Marie Rappold-Mario Laurenti
Ave Maria — Otello (Verdi) — Soprano, in Italian.

Marie Rappold
Dir che ci sono al mondo (And There Are Be-
ings in This World, I Know) — Zaza (Leon-
cavallo)— Soprano, in Italian Claudia Muzio

Eternamtnte (For AH Eternity) (Mascheroni) —
Soprano, in Italian; With Violin Obbligato,

Claudia Muzio-A.bert Spalding
Musica Proibita (Forbidden Music) (Gastaldon) —

Baritone, in Italian Mario Laurenti

Sognai (I Dreamt) (Schira) — Baritone, in Italian,

Mario Laurenti
CHRISTIAN SCIENCE RE-CREATIONS
Fountain of Life — No. 3, Lesson Sermon, "Life"

(Root) — Baritone Robert C. Dyrenforth

Arise, Shine, for Thy Light Is Come — No. 4, Les-
son Sermon, "Truth" (MacDermid) — Baritone,

Robert C. Dyrenforth
Love Never Faileth — No. 5, Lesson Sermon,

"Love" (Root) — Baritone. .. .Robert C. Dyrenforth
I Need Thee Every Hour — No. 6, Lesson Ser-
mon, "Spirit" (Read) — Baritone,

Robert C. Dyrenforth
NOVEMBER FLASHES, NOS. 1, 2, 3
Wonderland of Dreams (Abbott) — \'iolin.

Rae Eleanor Ball

Havana Moon (W. Smith) — Violin. .Rae Eleanor Ball
June Moon (Magine-Straight) — Fox-trot,

Lanin's Orch.
Say It With Music (Irving Berlin's "Music Box

Revue") (Berlin) — Fox-trot Lanin's Orch.

Shuffle Along (Intro. "Love Will Find a Way"
and "Gypsy Blues") (Sissle-BIake) — Medley
Fox-trot, for Dancing,

Harry TJaderman's Jazz Orch.
Birds of a Feather (Intro. "All by Myself) (Mc-
Gowan-Moratf- Berlin) — Fox-trot, for Dancing,

Harry Raderman's Tazz Orch.
NOVEMBER FLASHES, NOS. 4, 5, 6
How Many Times? (Robinson) — Fox-trot, for

Dancing Club de Vingt Orch.

Have Y'ou Forgotten? (Burtnett-CooDer-Steven-

SQn) — Fox-trot, for Dancing. .. Club de Vingt Orch.
Little Min-nee-ha! ha! (Be My Little Injun

Squaw) (Kalmar-Ruby) Isabella Patricola

I Ain't Gonna Be Nobody's Fool (Davis-Bennett-

Van-Schenck) Isabella Patricola

April Showers (Intro. "Down South" — "Bombo")
(Silvers-Donaldson) — Medley Fox-trot, for

Dancing Club de X'ingt Orch.

When Buddha Smiles (Brown) — Fox-trot, for
Uancing :Cliib de \'ingt Orch.

BRUNSWICK RECORDS

TWENTY-FIRST RELEASE
2154 Birds of a Feather — (McGowan-Moran) — Tenor
and Baritone, with orchestra,

Charles Hart and Elliot Shaw
I'm a Sentimental Dreamer — (Paskman- Kaufman)
— Baritone and Female Trio, with orchestra,

Ernest Hare and Female Trio
2156 Plantation Lullaby — (Stevens-Gillette-Holmer) —
Ha\\'aiian Players,

Frank Ferera and Anthony Franchini
Sweet Hawaiian Girl of Mine — (Perry) —
Hawaiian Players,

Frank Ferera and Anthony Franchini
2152 Fancies — Fox-trot — (Spencer) — For Dancing,

Gene Rodemich's Orchestra
Gypsy Blues — Fox-trot — From "Shuffle Along" —
(Sissle-Blake) — For Dancing,

Gene Rodemich's Orchestra
2151 Everybody Step — Fox-trot — From "The Music
Box Revue" — (Irving Berlin) — For Dancing,

Bennie Krueger's Orchestra

{Continued on page 168)

168

THE TALKING MACHINE WORLD

December IS, 1921

ADVANCE RECORD BULLETINS FOR JANUARY— (Continued from page 167)

2157

2163

5069
2158

10048
30023
10047
13030

2162
2155

2160
2161

2153

2164
2159

4795

4796

4797

4793

4794

4796

4799

4800

4801

4802

How Many Times — Fox-trot — (Robinson) — For

Dancing Bennie Krueger's Orchestra

Somewhere in Naples — Fox-trot — (Zamecnik) —
Orch. Arr. by Walter Haenschen — For Dancing,

Rudy Wiedoeft's Californians
'WTien Buddha Smiles — Fox-trot — (Brown-Zany) —
Orch. Arr. by Walter Haenchen — For Dancing,

Rudy Wiedoeft's Californians
Monastery Bells^ — Waltz — (Wendling) — For Danc-
ing Castlewood Marimba Band

Silver Sands of Love — Waltz — (Carlo-Breau) —

For Dancing Castlewood Marimba Band

SPECIALS

When the Sun Goes Down — Fox-trot — (Bloom) —
For Dancmg Isham Jones Orchestra

Dream of Me — Fox-trot — (Hickman-Black- Jerome)
— For Dancing Isham Jones Orchestra

It's You— Fox-trot — (Conrad) — For Dancing,

Carl Fenton's Orchestra

Tuck Me to Sleep in My Old 'Tucky Home —
Fox-trot — (Meyer) — For Dancing.

Carl Fenton's Orchestra

Tosca — Recondita Armenia (Strange Harmony)
(Act 1) (Puccini) — Tenor, with orchestra, in
Italian Tino Pattiera

Nocturne in E Flat (Opus 9, No. 2) (Chopin)
Pianoforte by Paul Frenkel — Violin Solo,

Bronislaw Huberman

Last Rose of Summer — Introduced in Flotow's
"Martha" — (Thomas Moore) — Soprano, with
orchestra Virginia Rea

Sing! Sing! Birds on the Wing — (Cooke-Nutting)
Tenor, with orchestra Theo Karle

'Tis an Irish Girl I Love — (Brennan-Dublin-Ball)
— Tenor, with Male Trio, with orchestra,

Theo Karle & Male Trio

Asleep in the Deep — (Lamb-Petrie) — Baritone,
with orchestra Wilfred (jleun

Rocked in the Cradle of the Deep — (Willard-
Knight) — Baritone, with orchestra. .Wilfred Glenn

Wedding of the Winds Waltz — (Hall) — Concert
Orchestra Miniature Concert Orchestra

Over the Waves Waltz (Sobre las Olas)
(Rosas) — Concert Orchestra,

Miniature Concert Orchestra

Washington Post March — (Sousa) — Concert Band,

Walter B. Rogers and His Band

El Capitan March — ^(Sousa) — Concert Band.

Walter B. Roberts and His Band

Love's Ship — (Morrison) — ^Tenor, with orchestra,

Joseph O'Hara

Little Crumbs of Happiness — (Brennan-Ball) —
Two tenors, with orchestra,

Joseph O'Hara and James Craven

Who'll Be the Next One (To Cry Over You)
(Black) — Tenor, with Male Trio, with orches-
tra James Craven and Male Trio

Rosy Cheeks — (Parish- Young-Squires) — Soprano
and Tenor, with orchestra,

Irene Audrey and Charles Hart

Canadian Capers — Fox-trot Selvin's Orchestra

Sal-O-May — Fox-trot Selvin's Orchestra

Just Like a Rainbow — Fox-trot — (Earl-Fiorito) —
For Dancing Gene Rodemich's Orchestra

Cry Baby Blues — Fox-trot — (Meyer) — For Danc-
ing Gene Rodemich's Orchestra

GENNETTLATERAL RECORDS

How Many Times? (Intro. "Mamma Whip,
Mamma Spank") (Robinson-Turk) — Fox-trot,

Bailey's Lucky Seven
Wimmin (I've Got to Have 'Em. That's All)

(Cantor- Fisher) — One-step ...Bailey's Lucky Seven
Leave Me With a Smile (Koehler-Burtnett) —

Fox-trot Lanin's Famous Players

Wabash Blues ((Ringle-Meinken) — Fox-trot,

Lanin's Famous Players

Stack of Barley — Accordion Peter J. Conlon

Piano Accomp. by John Muller
McBan's Reel (Irish Reel) — Accordion,

Peter J. Conlon
Piano Accomp. by .John Muller
I've Got the Joys (Intro. "Cry-baby Blues")

(Akst) — Fox-trot Bennie Krueger's Orch.

My Sunny Tennessee (Ruby-Kalmar-Ruby) —

Fo.x-trot Bennie Krueger's Orch.

Gypsy Blues (Sissle-Blake) — Fox-trot,

Ladd's Black Aces
I'm Just Too Mean to Cry (Squires) — Fox -trot,

Ladd's Black Aces
Iowa Corn Song (Lockard-Riley-Hamilton),

Criterion Quartet, With Orch. Accomp.
On the Banks of the Wabash (Dresser),

Criterion Ouartet, With Orch. Accomp.
Bimini Bay (Whiting-I&hn-Egan) — ^Tenor,

Irving Kaufman, With Orch. Accomp.
Dapper Dan (Brown-Von Tilzer) — Tenor.

Irving Kaufman, With Orch. Accomp.
Kentucky Home (Brashen-Weeks),

Strand Theatre Quartet, With Orch. Accomp.
Plantation Lullaby (Stevens-Gillette-Holmes),

Strand Theatre Quartet, With Orch. Accomp.
I Ain't Givin' Nothin' Away (Zoeller),

Eliza Christmas Lee and Her Jazz Band
Arkansas Blues (Lada-Williams),

Eliza Christmas Lee and Her Jazz Band
Bring Back My Blushing Rose (Intro. ""Sally,
Won't You Come Back?" from "Ziegfeld's
Follies of 1921") (Friml)— Fox-trot,

Merry Melody Men
Sal-O-May (Stolz) Harry Bademian's Orch.

PATHE FRERES PHONOGRAPH CO.

STANDARD VOCAL

20640 Scotch Medley, No. 1 (Intro. "Loch Lomond,"

"Scots Wha' Hae," "Annie Laurie"),

Shannon Four, Unaccomp.
Scotch Medley, No. 2 (Intro. "Robin Adair,"
"Ye Banks and Braes," "Comin' Thro' the
Rye") Shannon Four, Unaccomp.

20641 The Story of a Rose Elliott Shaw

Bring Back My Bonnie to Me Gladys Rice

20642 Kathleen Mavourneen Charles Harrison

Molly Brannigan Charles Harrison

20636 Long Ago in Alcala Wilfred Glenn

The Ringers Wilfred Glenn

BAND, ORCHESTRA AND INTRUMENTAL
20610 The Night Alarm (Reeves) — Descriptive,

Empire State Military Band .
The Forge in the Forest (Michaelis) — Descriptive,
Empire State Military Band
20644 Oh, Promise Me (From ''Robin Hood"),

Jules Levy, Jr.'s. Brass Quartet
Oh, Dry Those Tears,

Jules Levy, Jr.'s, Brass Quartet
25062 Schon Rosmarin (Fair Rosmarin) (Kreisler) —

Violin Solo Alexander Debruille

The Walnut Tree (Der Nussbaum) (Schumann-

Auer) — Violin Solo Alexander Debruille

HAWAIIAN

20643 Dream Kiss (Saxophone by Nathan Glantz).

Ferera-Franchini

In My Tippy Canoe (Saxophone by Nathan
Glantz) Ferera-Franchini

10
10
10
10
10
10
10

10
10

27039

20657
20658

20659
20660
20656

20662

20663
20664

20665

All
(sapph

52202
72103
50302

70402
3007

4450

3008

4463

4464

4465

4462

4447
4448
4451
4456
4454

4455
4445

4446

4457

4458
4459

4460

4467

4466

OPERATIC

Mepliistopheles (Boito) ("Ballota deli Mondo")
((Ballad of the World)— In Italian,

Adamo Didur 10
Si tu le voulais (Had You Wished) (Tosti),

Adamo Didur 10
FEBRUARY "POP" SUPPLEMENT
POPULAR VOCAL

Mary O'Brien Shannon Four 10

That's How I Believe in You Lewis James 10

I'd Rather Have Loved You and Lost You,

Crescent Trio 10

Tomorrow- Land Elliott Shaw 10

Snow Flake (From "Greenwich Village Follies"),

Ernest Hare 10

Don't Be Cross With Me,

Chas. Hart-Elliott Shaw 10

Down Where I Belong,

Byron G. Harlan 10

Farmyard Medley County Harmonizers 10

DANCE RECORDS
Wabash Blues — Fox-trot,

Rudy Wiedoeft and His Orch. 10
Everybody Step (From Irving Berlin's "Music
Box Revue") — Fox-trot,

Vincent Lopez and His Orch. 10
Hotel Pennsylvania, New York City
Weep No More, My Mammy — Fox-trot,

Bennie Krueger and His Orch. 10
Stars— Fox-trot ...Bennie Krueger and His Orch. 10

Da Da, My Darling — Fox-trot Lanin's Orch. 10

The Sheik — Fox-trot Lanin's Orch. 10

April Showers (From "Bombo") — Fox-trot,

Nicholas Orlando's Orch. 10
Vocal by Ernest Hare
Sal-O-May (Salome) — Fox-trot,

Nicholas Orlando's Orch. 10

Dangerous Blues — Fox-trot Synco Jazz Band 10

Mysterious Blues — Fox-trot Synco Jazz Band 10

of these records may be obtained in both Pathe
ire) and Actuelle (needle-cut).

OKEH RECORDS

OPERA SELECTIONS
La Boheme ("Thy Hands Are Frozen")
(Puccini) — In Italian, With Orch. (Fono-

tipia Record) Alessandro Bonci 12

Tosca ("Venal, My Enemies Call Me") (Puccini)
— IJaritone, in Italian, With Orch. (Fono-

tipia Record) Riccardo Stracciari 10 J4

Don Pasquale (Duet "Norina and Ernesto" —
"Let Me, O, Let Me Hear It") (Donizetti) —
— Soprano-Tenor Duet, in German, With Orch.

Maria Ivogun-Karl Erb 12
Carmen-Habanera ("Love Is Like a Wood Bird")
(Bizet) — Soprano, in C}erman, With Orch.,

Emmy Destinn 10j4
Broken Melody (Aug. van Biene) — 'Cello Solo,

Piano Accomp Julius Berger 12

Andante From Concerto in C Minor (Goltermann)

— 'Cello Solo. Piano Accomp Julius Berger 12

Nocturne in E Flat (C^hopin) (Arr. by Sarasate)

— X'iolin Solo, Piano Accomp M. Michailow 10

Traumerei-Reverie (R. Schumann) — Violin Solo,

Piano Accomp M. Michailow 10

Bummel Petrus- Intermezzo (Werner Kersten)

Dajos Bela Orch. 12
The Wedding of Sleeping Beauty (Rhod-j),

Dajos Bela Orch. 12
CHRISTJL\S SELECTIONS
Adeste Fideles — Cathedral Chimes and Church

Chimes James A. Hager 10

Christmas Memories — A Fantasia (Intro. "Holy
Night," for Brass Quartet),

Hager's Concert Orch. 10
Silent Night, Holy Night (Stille Nacht, Heilige
Nacht) — Chorus, in German, With Orch. and

Chimes 10

Come, Little Children (Ihr Kinderlein Kommet) —

Chorus, in German, With Orch. and Chimes. 10
The Christmas Tree (O. Tannenbaum) — ^Male
Quartet, in (jerman, Wath Chimes,

Carl Nebe Quartet 10
Silent Night, Holy Night (Stille Nacht, Heilige
Nacht) — Male Quartet, in German, With Chimes,

Carl Nebe Quartet 10
Hawaiian Eyes — Hawaiian Guitar Duet,

Ferera-Franchini 10
Susquehanna Shore — Hawaiian Guitar Duet,

Ferera-Franchini 10
STANDARD AND POPULAR SONGS
Let the Rest of the World Go By — Tenor Duet,

Campbell-Burr 10
Down the Trail to Home, Sweet Home — Tenor,

Henry Burr 10
WTien the Roll Is Called Up Yonder— Sacred

Baritone Duet Charles Hart-Elliott Shaw 10

Wonderful Words of Life — Sacred. Tenor-Bari-
tone Duet Charles Hart-Elliott Shaw 10

Wait Until I Get on the Road, Oh, Yes! Oh,

"i'es! — Spiritual,\'irginia Female Jubilee Singers 10
King Jesus Is a-Listening — Spiritual,

Virginia Female Jubilee Singers 10
Ten Little Fingers and Ten Little Toes — Tenor-
Baritone Duet Billy Jones-Ernest Hare 10

Plantation Lullaby — Male Quartet,

Shannon Four 10
Sweet Lady (From Musical "'Tangerine") —
Tenor-Contralto Duet.

Billy Jones-Vaughn de Leath 10
Just Suppose — Contralto-Baritone Duet,

Helen Clark-Joseph Phillips 10

Jealous of You — ^Tenor Billy Jones 10

I Wonder Who (You're Calling Sweetheart)- —

Contralto Vaughn de Leath 10

The Wang Wang Blues — Popular Blues Song,

Mamie Smith and Her Jazz Band 10
Get Hot — Popular Blues Song,

Mamie Smith and Her Jazz Band 10
Down Home Blues — Popular Blues Song,

Mamie Smith and Her Jazz Band 10
Arkansas Blues (A Down Home Chant) — -Popu-
lar Blues Song,

Mamie Smith and Her Jazz Band 10
DANCE RECORDS
Sweet Lady (From Musical "Tangerine") — Fox-
trot Rega Dance Orch. 10

We Never Grow Old (Intro. Chorus "Listen to
^le", from Musical "Tangerine") — Medley

Fox-trot Rega Dance Orch. 10

Birds of a Feather — Fox-trot. .Rega Dance Orch. 10

Tenderly — Fox-trot Glantz and His Orch. 10

It Must Be Someone Like You — Fox-trot,

Glantz and His Orch. 10

Dreaming — Fox-trot Glantz and His (Drch. 10

I Want My Mammy — Fox-trot,

Green Bros.' Novelty Band 10
Dapper Dan — Fox-trot. Joseph Samuels' Jazz Band 10
When Francis Dances With Me — Waltz.

Markel's Orch. 10

Monastery Bells — Waltz,

Green Bros.' Novelty Band 10

It's You — Fox-trot,

Ray Miller, Melody King, and His
Black and White Melody Boys 10

Stars — Fox-trot,

Ray Miller, Melody King, and His
Black and White Melody Boys
4468 Bimini Bay — Fox-trot — Harry Reiser, Banjo Solo,

Accomp. by Rega Dance Orch.

April Showers (From "Bombo") — Fox-trot,

Markel's Orch.

4461 Gypsy Blues ((From "Shuffle Along") — Fox-trot,
Julius Lenzberg's Harmonists
Brother, Low Down — Fox-trot,

The Tampa Blue Jazz Band

4452 Tuck Me to Sleep in My Old 'Tucky Home—

Fox-trot ^^S,^ Dance Orch.

Everybody Step (From "Music Box Revue") —
Fox-trot — Harry Reiser, Banjo Solo, Accomp.

Rega Dance Orch.

4453 The Missing Link — A Blues Fox-trot,

The Tampa Blues Jazz Band
Mysterious Blues — Fox-trot,

Joseph Samuels' Jazz Band

10
10
10
10
10
10

10
10
10

CONNORIZED MUSIC CO.

3025

3026

3027

3028

3029
3030

3031

3032

126

127
128

I Wonder if You Still Care for Me? (Smith-
Wheeler-Snyder) — Fox-trot ....Merry Melody Men
It's You (Davis-Conrad) — Fox-trot,

Lanin's Famous Players
Dapper Dan ((Brow-n-Von Tilzer) — Orch. Accomp.,

Irving Kaufman
Oh, Brother, What a Feeling! — Orch. Accomp.,

Ernest Hare

Bring Back My Blushing Rose (Intro. "Sally,
Won't You Come Back?") — Fox-trot,

Merry Melody Men
CTho Cho San — Fox-trot .... Harry Raderman's Orch.
Bimini Bay (Kahn-Egan- Whiting) — Fox-trot,

Lanin's Famous Players
Leave Me With a Smile (Hoehler-Burtnett) — Fox-
trot Lanin's Famous Players

I've Got the Joys (Akst) Intro. "Cry-baby

Blues" — Fox-trot Bennie Krueger's Orch.

Wabash Blues — Fox-trot ....Lanin's Famous Players
Gypsy Blues (Sissle-Blake) — Fox-trot,

Connorized Jazzers
I've Crot the Blues, but I'm Just Too Mean to

Cry (Parish- Young-Squires) — Fox- trot.
Sabre and Spurs (Sousa) — March,

Knights of Columbus Band
Knights of Columbus March (Clifford),

Knights of Columbus Band

O, Santissima.
Adeste Fideles.

NUEVI DIACHI ITALIANI
Voca E Ganta — Barcarola (Ginquegrana-Valente)

Tenore V. Summa

Accomp. Deir Orchestra Napoletana
Filava Filava (O. A. Bixie) — Tenore . .M. Scialpi
Accomp. Deir Orchestra Napoletana
Gore Signore (N. Valente) — Tenore.. M Scialpi
Accomp. Deir Orchestra Napoletana
'A Ganzena Sittu! (Murolo-DeCurtis) — Tenore,

V. Summa

Accomp. Deir Orchestra Napoletana

10
12
10

CARDINAL PHONOGRAPH CO.

2069

2070

2071

2074

2075

2072

2073

Stars — Fox-trot Cardinal Dance Orch.

Direction Maurice C. Rumsey

Sal-O-May — Fox-trot Cardinal Dance Orch.

Direction Maurice C. Rumsey
Birds of a Feather — Duet, accomp. by Cardinal

Dance Orch Kaufman Bros.

I've Got the Red, White and Blues — Tenor Solo,

accomp. by Cardinal Dance Orch.. Irving Kaufman
April Showers (From the Al Tolson success,

"Bombo") Ben Selvin's Novelty Orch.

Song of Love (From "Blossom Time") — Waltz,

Ben Selvin's Novelty Orch.
I Want My Mammy — ^Ballad, Saxophone accomp.

by Charles Domberger Ernest Hare

A Dream of Your Smile — Ballad, Saxophone

accomp. by Charles Domberger Ernest Hare

Tuck Me to Sleep in My Old 'Tucky Home —

Fox-trot. Vocal Chorus by Arthur Fields,

'Frisco Syncopaterj

Wabash Blues — Fox-trot 'Frisco Syncopaterf

I Want You Morning, Noon and Night — Fox-
trot Selvin's Novelty Orch.

Everybody Step (From the "Music Box Revue").

'Frisco Syncopateri
How Is It By You? By Me It's Fine — Comedy

Song Arthur Fields

Smilin— Song Arthur Fieldi

EMERSON PHONOGRAPH CO., INC.

DANCE

10467 My Sunny Tennessee (Kalmar-Ruby-Ruby) —

Fox-trot Lanin's Southern Serenader*

Gypsy Blues (Sissle-Blake) — Fox-trot,

Lanin's Southern Serenaders

10468 Wabash Blues (Fred Meinken) — Fox-trot,

Merry Melody Men
Blue Moon (Burtnett-Mareasie) — Fox-trot.

Merry Melody Men

10469 Sal-O-May (Robert Stolz)— Fox-trot,

Plantation Dance Orch.
Dream of Me (Hickman-Black-Jerorae) — Fox-trot,

Plantation Dance Orch.

10470 Susquehanna Shore (Henry D. Squires) — Waltz,

Green Bros.' Novelty Band
Good-bye, Pretty Butterflies (Hellen-Cooke-Ol-

man) — Fox-trot Green Bros.' Novelty Band

VOCAL

10466 Say It With Music (From Musical Production,
"The Music Box Revue") (Irving Berlin) —

Tenor Solo. Orch. Accomp Richard Bold

Song of Love (From MusciaJ Production, "Blos-
som Time") (Romberg-Donnelly) — Tenor Solo,

Orch. Accomp. Richard Bold

STANDARD AND SPECIAL SELECTIONS

10471 Owl and Pussy Cat (R. de Koven)— Male Quartet,

Strand Quartet

A College Medley — Male Quartet Strand Quartet

10472 Dixie Medley — Banjo Solo, Orch. Accomp,

Fred Van Eps
Cocoanut Dance (A. Hermann) — Banjo Solo,
Orch. Accomo Fred Van Eps

10473 At Dawning I Love You (Eberhart-Odman) —

Tenor Solo. Orch. Accomp Walter Vaughan

Asthore, Darling (Bingham-Trotere) — Tenor Solo,
Orch. Accomp Walter Vaughan

10474 Doan Ya Cry, Ma Honey (Noll-Smith) — Male

Quartet Four Harmony Kings

Sweet Adeline (Orard-Armstrong) — Male Quartet,

Four Harmony Kings

10475 When Francis Dances With Me (Ryan-Vio'lin-

sk-y) — Comedy Song Fred Hillebrand

I've Got My Habits On (Smith-Schafer-Durante)
— Character Song — Orch. Accomp Ernest Hare

10476 Dapper Dan — Fox -trot Lanin's Roseland Orch.

The Missing Link — Fox-trot,

Ray Miller's Black and White Melody Boyi

December 15, 1921

THE TALKING MACHINE WORLD

169

Some Leading Jobbers of Talking Machines in America

TEST IT.

OUR VICTOR

Record Service

has a reputation for efficiency.
Suppose you try it

E. F. DROOP & SONS CO.

1300 G. STREET, WASHINGTON. D. C.
231 N. HOWARD STREET, BALTIMORE. MD

Where Dealers May Secure

COLUMBIA

Product

Ready, Full Stocks, and Prompt Deliveries
from Convenient Shipping Centers
all over the United States.

Distributors

Atlanta, Ga., Columbia Graphophone Co., 561-
563 Whitehall St.

Baltimore, Md., Columbia Graphophone Co., 16
South Howard St,

Bogton, Columbia Graphophone Co., 1000 V^ash-
ington St.

Buffalo, N. Y., Columbia Graphophone Co., 737
Main St.

Chicago, 111., Columbia Graphophone Co., 325 W.
Jackson Blvd.

Cincinnati, C, Columbia Graphophone Co., 317-
321 East 8th Street.

Cleveland, C, Columbia Graphophone Co., 1812
East 30th St.

Dallas, Tex., Columbia Graphophone Co., 316
North Preston St.

Denver, Colo., Columbia Stores Co., 1608 Glen-
arm Ave.

Detroit, Mich., Columbia Graphophone Co., 115
State St.

Kansas City, Mo., Columbia Graphophone Co.,
liuoe Wyandotte St.

Los Angeles, Cal., Columbia Graphophone Co.,
809 S. Los Angeles St.

Minneapolis, Minn., Columbia Graphophone Co.,
18 N. 3rd St.

New Orleans, lai., Columbia Graphophone Co.,
517-525 Canal St.

New Yorli City, Columbia Graphophone Co., 121
West 20th St.

Omatia, Neb., Columbia Graphophone Co., Eighth
and Jackson Sts.

Philadelphia, Pa., Columbia Graphophone Co.,
40 N. 6th St.

Pittsburgh, Columbia Graphophone Co., 632-640
Duquesne Vf&j.

Salt I.ake City, Utah, Columbia Stores Co.,
221 South West Temple.

San Francisco, Cal., Columbia Graphophone Co.,
345 Bryant St.

Seattle, Wash., Columbia Graphophone Co., 911
Western Ave.

Spokane, Wash., Columbia Stores Co., 161 South
Poet St.

St. I,onis, Mo., Columbia Graphophone Co., 1127
Pine St.

Tampa, Fla., Tdmpa Hardware Co.

Headquarters for Canada:
Toronto, Ont., Columbia Graphophone Co., 347

West Adelaide St.
Montreal, Que., Columbia Graphophone Co., 824

St. Denis St.

Executive Office

COLUMBIA GRAPHOPHONE CO.

Gotham National Bank Building New York

Sherman .^ay& Co.

San Francisco, Los Angeles, Portland. Seattle, Spolcane
PACIFIC COAST DISTRIBUTORS OF

VICTOR PRODUCTS

Wholesale Exclusively

EASTERN TALKING MACHINE CO.

85 Essex Street, Boston

VICTOR DISTRIBUTORS

W. J. DYER & BRO.

DYER B'LD'G, ST. PAUL, MINN.

NORTHWESTERN DISTRIBUTORS

OF THE

VICTOR

Machines, Records and Supplies

Shipped Promptlj to all
Points in the Northwest

Mickel Bros. Co.

Omaha, Nebraska
Des Moines, Iowa

Victor Distributors

iiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^^

I CONSTRUCTIVE ARTICLES IN THIS I
I ISSUE OF THE WORLD I

I Ready Reference for Salesmen, Dealers and Department Heads |

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

Color Lighting a Factor in Show Win-
dow Display 3

The Talking Machine World's Fight
Against the Price-Cutting Evil .... 3

How to Build Up an Effective Mailing
List and Make It Pay Dividends in
Actual Sales 4

Mak ing Business Sunshine on Stormy
Days Through Systematic Use of the
Telephone 6

Developments and Prospects Reviewed 8

Revenue Act of 1921 Now a Law. . . 8

Price Maintenance versus Price-Cutting 8

Wise to Keep in Touch With the Banker 9

The Opera Season as a Factor in Sales 9

Some Practical Merchandising Sugges-
tions for the Talking Machine Trade 1 1

Intelligent Salesmanship Is Biggest
Single Need of the Talking Machine
Industry To-day 13

The Sales Formula of Advertising,
Salesmanship and Hard Work Still
Scores 15-18

The Talking Machine as a Voice Critic 22

Some Sales Stunts of Prominent Deal-
ers that Merit Special Commendation 25

Woman's Rest Room an Important
Store Equipment 26

Promoting Record Sales Through the
Medium of Suggested Home Pro-
grams 29

Bedtime Music for Children 33

Why Manufacturers Should Co-operate
With the Census Bureau 37

The Unrestricted Exchanging of Rec-
ords Is a Reprehensible Practice. . 43

How the Talking Machine in the
School Helps 46

Learning Lessons from Caruso's and
Other Records 49

The Importance of the Approaching
Inventory Season 53

The Value of Correct Instalment and
Collection Methods in Making the
Store Pay 58-59

Helping the Talking Machine Retailer
With His January Housecleaning . . 61

Industrial Conditions West of the AI-
leghenies 64

Featuring the Musical Possibilities of
the Talking Machine 72

Sentimentality of Men Often a Real
Sales Factor - • • 73

Salesmen Are Made, Not Bom. ... 75

Interesting News from New England . 79

Scientific Treatment of Taxation Neces-
sary

Entire Trade Proves Optimistic Re-
garding the Prospects for 1922,

95-97-98-99

The Mid-West Point of View 1 10-125

A Deciding Factor in Retail Sales for
1922 122

The Value of Explanation in Retail

Sal

esmans

hip

123

oome Reasons Why 1922 Will Reward
Fighters 124

The Great Opportunities for Sales in
1922 125

Robert Gordon's Page of Merchandis-
ing Suggestions 129

Dealers Becoming Interested in Sheet
Music Departments 1 35

News from the Dominion of Canada. . 146

The Talking Machine Situation in Eu-
rope 1 61-1 64

Late Patents of Interest to the Trade,

165-166

Advance List of January Bulletins of
Talking Machine Records. ... 167-168

- f

170

THE TALKING MACHINE WORLD

December 15, 1921

Acme Die Casting Corp

Aeolian Co

Alto Mfg. Co

Ambassador . Pliono. Co

American Mica Works

American Talking Machine Co.
American Walnut Mfrs. Ass'n. .

Andrews, Curtis N

Arto Co

Artophone Co

147
100
116
120

19
102
126

87
134

142
30

77, 125
46
136
69
25
18
137
74
31
134
50
77
42
91
26

153

131

154

Classified Want Ads 159, 160

Clifford Music Co., Francis 139

Cohen & Hughes 20

Cole & Dunas Music Co 119,124

Collings & Co 37

Columbia Graphophone Co 16, 17, 22, 26, 32,

35, 45, 70, 86, 101, 109, 131, 154, 158

Connorized Music Co 75

Consolidated Talking Machine Co 44, 124

Cox, Geo. Clay 83

Badger Talking Machine Co

Bagshaw Co., Wra

Barnhart Bros. & Spindler 57, 65

Beecroft, Clement

Berlin, Inc., Irving

Blackman Talking Machine Co

Blout, Emanuel

Boston Book Co

Bradford, Perry

Bridgeport Die & Machine Co

Brilliantone Steel Needle Co.-

Brooks Mfg. Co

Bruno & Son, Inc., C Insert following page

Bruns & Sons, A

Brunswick-Ealke-Collender Co.. Insert following page

Buehn Co., Louis

Buffalo T. M. Co Insert following page

Cabinet & Accessories Co...
Cheney Talking Machine Co.

Cheney Sales Corp

Claremont Waste Mfg. Co..
Clarion Record Co

Da-Lite Elec. Display Co.

Dalion T. M. Co

Ditson & Co., Chas. H

Ditson Co., Oliver

Doctorow, D. R

• Dodin, Andrew H

Droop & Sons Co., E. F. . .

Duo-Tone Co

Dyer & Co., W. J

151
24
79
79
SO

166

169
19

169

Eastern Talking Machine Co 79

Eclipse Musical Co 88

Edison, Inc., Thos A Back Cover

Eight Famous Victor Artists...

Einson Litho, Inc

Electro-Chemical Engraving Co.

Elmes Engg. Co., Chas. F

EIraira Arms Co....,

Emerson Phonograph Co

Empire Phono. Parts Co

Everhart & Brown

26
155
20
117
95
52
34
42

Feist, Leo 56, 62, 7o

Fletcher- Wickes Co

Flexlume Sign Co

Forster, Music Publisher

Fulton Talking Machine Co

94, 104, 128, 132, 137

135

101

General Phonograph Corp. . Inserts following pages

10, 34 and 66

General Phonograph Mfg. Co 86

Gibson-Snow Co 39

Gloria Phono. Co 56

Glynn, W. B., Distributing Co 39

Gramophone Co., Ltd 161

Granby Phono. Corp 28

Gray Co., Walter S 43

Greater City Pliono Co 61

Greater New York Novelty Co 99

Gretsch Mfg. Co., Fred 104

Griffith Piano Co 39

Grinnell Bros. 108

Hall Mfg. Co 121

Harper & Bros ' 89

Harponola Co 27

Hartzell Crucible Co 33

Health Builders Inside Back Cover

Hessig- Ellis Drug Co 39

Hiawatha Phono. Co 119

Hoffay Phono. Co 74

Horton-GaJlo-Creamer Co 80

Hough, J. E., Ltd 162

Hough, L. W 82

Hunter Mfg. Co., Everett 116

Ilsley, Doubleday & Co 34

Independent Jobbing Co 62

International Mica Co 106

Iroquois Sales Co 27

Jewel Phonoparts Co 49,67

Jewett Phono. Co 63

Jones-Motrola Co 21

Kennedy-Schultz Co 66

Kent Co., F. C 73

Kiefer-Stewart Co 39

Kimball Co., W. W 143

Knickerbocker T. M. Co 11, 84

Kraft, Bates & Spencer, Inc 80

Lakeside Supply Co 122

Lansing Sales Co 83

Lee Coit-Andreesen Hdw. Co 39

Lesley's 166

Lidseen Products Co 116

Long Cabinet Co., Geo. A 96

Lorentzen, H. K 78

Lyon & Healy 112, 145

Lyons, Wm. H 117

Magnavox Co 60

Magnola Talking Machine Co 40, 42, 106, 160

Mahogany Association 43

Mandel Phono Parts Co 125

Manophone Corp 23

Marks Music Co., Edw. B 139

Marshall Co., Inc., C L 39

McMenimen, H. N 46

Mellor Co., C. C 160

Mellowtone Needle Co 158

Mermod & Co 106

Meyercord Co 114

Mickel Bros. Co 40

Milwaukee T. M. Mfg. Co 24

Minneapolis Drug Co 39

Modernola Co 47

Modemola Sales Co 140

Montagnes, I.. & Co 39

Moore-Bird & Co 39

M. S. & E 39

Mutual Phono. Parts Corp 78

National Decalcomania Co 92

National Publishing Co 18

Natural Voice Phono. Co 98

Netschert, Frank 46

New England Talking Machine Co 82

New York Album & Card Co ♦

Ogden Sectional Cabinet Co., Inc 148

Ormes, Inc 1^

Oro-Tone Co 64, 113

Outing T. M. Co 150

Pace Phono. Co 151

Paddack Products, Inc 157

Parks & Parks 35

Pathe Freres Phonograph Co 152

Peabody & Co., Henry W 48

Pearsall Co., Silas E 10

Peckham Mfg. Co 84

Peerless Album Co 6

Penn Phonograph Co 92

Perephone Co., Ltd

Period Phonograph Shop

Pernio Co

Phillips Phono. Parts Co., Wra.

Phonograph Recording Lab

Phonomotor Co

Plaza Music Co

Pleasing Sound Phono. Co

Plywood Corp

Polk Fum. Co., J. K

Racine Phono. Co

Recordophone Co

Rene Manufacturing Co. . .
Repeating Devices Co. . . .

Re.x Gramophone Co

Robinson, Pettit Co., Inc.
Rodeheaver Record Co....

163

107
22
50

128
70.

147
75
84
15

105
141
66, 146
117
164
39
149

Seaburg Mfg. Co 13

Self-Lifting Piano Truck Co 42

Shelton Elec. Co 71

Sherman, Clay & Co 33

Silent Motor Corp 144

Smith Drug Co., C. D 39

Smith-Schifflin Co 94

Snyder, Jack 136,138

Sonora Dstr. Co. of Texas 39

Sonora Co. of Philadelphia 93

Sonora Phonograph Co., Inc.,

Inside front cover, 38, 39, 97

Sonora Phonograph Co. of Pittsburgh 39

Soss Mfg. Co 72

Southern Drug Co 39

Southern Sonora Co 39

Southwestern Drug Co 39

Sphinx Gramophone Motors 59

Standard Accessory Corp 127

Standard Music Roll Co 134

Star Mach. & Nov. Co 155

Starr Piano Co 76

Steel, W. R 162

Steger & Sons Piano Mfg. Co 90

Steinert & Sons Co., M 81

Stephenson. Inc 41

Sterling Devices Co 123

Sterling RoU & Record Co , 58

Stemo Manufacturing Co 130

Stewart T. M. Co 68

Strevell-Paterson Hardware Co 39

S>'mphony Music Co 122

Talking Machine World Trade Directory,

Insert following page

Toledo Talking Machine Co

Tonepen Co

Triangle Phona Parts Co

Triplex Art Phono. Co

Udell Works

Unit Construction Co Insert following page

United Mfg. & Distr. Co

Universal Fixture Corp

Val's Accessory House

Valuetone T. M. Co

Van Houten, C. J., & Zoon

Van Veen & Co

Vicsonia Mfg. Co

Victor Talking Machine Co Front Cover,

Vitanola T. M. Co

58
53
133
140
159

IS
114
51

97
156

39
107
9

5, 7
115

Walbert Mfg. Co.-

Walthall Music Co

Warbletone Music Co

Ward Co., C. E

Western Envelope Co

Weyraann & Son, H. A

Whitsit Co., Perry B

Widdicomb Furniture Co 12

WiUiams Co., G. T

Williams Corp., Halsted l"'

Wimpfheimer & Bro., A ^-

Windsor Fum. Co ^^'Al

Wolf Mfg. Industries

Ill
39
59

29
153
93
105

118

Yahr & Lange Drug Co.

THE TALKING MACHINE WORLD

Get Your Share
of the Profits on This
Popular New Idea

Dealers from all over the country are reporting big, quick
profits — demand for famous "Daily Dozen" Exercises on
Phonograph Records beyond all expectations.

MEN and women every-
where are taking up
Walter Camp's new way to
keep fit. The famous "Daily
Dozen" Exercises, set to
music on phonograph rec-
ords, are creating a tremen-
dous demand and proving
their tremendous sales and
profit possibilities for
dealers.

Sensationar Sales Record —

Quick Profits Assured

During the war the "Daily
Dozen" Exercises were adopted
by the United States Army and

Navy. They were featured in the
leading magazines, such as Col-
lier's, Physical Culture, Amer-
ican, Woman's Home Companion,
American Boy, Red Cross and
many others. Now the "Daily
Dozen" Exercises have been set
to music on phonograph records,
with the commands and instruc-
tions given in a clear voice.
These "Health Builder" records
are sold in sets, each set com-
prising five 10-inch double-disc
records, with 12 charts contain-
ing 60 real photographs and a
booklet of instructions written in
Mr. Camp's clear, forceful style.

Sales are going big — the
"Health Builder Sets" are in
demand all
over the coun-
try. Our Na-
tional Adver-
tising Cam-
paign proved a
tremendous
success, one ad
alone resulting
in direct sales
aggregating
$5,000.

The move-
ment is sweep-
ing the country
—NOW is the
psychological

Big sales and quick
profits have been
proven for these
"Health Builder"
sets. Each set com-
prises five large
double-disc records
on which the
"Daily Dozen" ex-
ercises are repro-
duced to music, to-
g e t h e r with 12
illustrated charts.

moment to cash in on profits.
The demand has been created —
the public has been educated and
is sold— we're doing the national
advertising — you get the profits.

Be the First Dealer in Your
Locality

The "Health Builder" system
is the most profitable phono-
graph record proposition ever
put on the market. It is a proven
success. Mail the coupon today
for sample 10-inch record, with
chart and full particulars of our
special offer. Learn about this
wonderful, profitable movement.
All co-operation to boost sales
freely given. Get the coupon off
NOW for a Sample Outfit.
There's no obligation.

Health Builders' Dept. H.

334 Fifth Ave., New York

A. W. CHAMBERLAIN
New England Factory Representative
26 Broad St., Boston, Mass.'

Health Builders,
Department H,
334 Fifth Ave., New York.

Please send me, prepaid, one 10-inch
double-disc "HeUth Builder" record,
carrying four of Walter Camp's "Daily-
Dozen," with four charts — and your spe-
cial proposition to dealers. I have the
privilege of returning this outfit

Name . .
Address

Remember this —

When people buy phonographs
they want music exactly as the
artists, themselves, render it.

The New Edison, before more than
5 million people, over 5 thousand
times, and in comparison with over
75 prominent artists, has proved
that there is no difference between
the artist's actual singing or playing
and the Edison RE-CREATION
of that performance. It is the only
phonograph which dares this test
of direct comparison.

THOMAS A. EDISON, Inc.

ORANGE, NEW JERSEY

JOBBERS OF THE NEW EDISON, EDtSON RE-CREATIONS, THE NEW EDISON DIAMOND AMBEROLA

AND BLUE AMBEROL RECORDS

CALIFOR-^IA
Los Angelei — ^Edison Phonographs,
Ltd.

S*n Francisco — ^Edison Phonographs,
Ltd.

COLORADO
I>enTer — Denver Dry Goods Co.

CONNECTICUT

New Haren — Pardee-EIIen'oerger
Co., Inc.

GEORGIA
Atlanta — Phonographs, Inc.

ILLINOIS
Chicago — The Phonograph Co.
Wm. tk. Lyons (Ambo'ola ooIt).

INDIANA
Indianapolis — Kipp Phonograph Co.

IOWA

De* Moines — Harger & Blish.
Sioux City — Harger & Blish.

LOUISIANA
New Orleans — Diamond Music Co.,
Inc.

MASSACHUSETTS
Boston — Pardee-EIlenberger Co.
' Iver Johnson Sporting Goods
Co. (Amberola only).

MICHIGAN
Detroit — Phonograph Co. of
Detroit

MINNESOTA
Minneapolis — Laurence H.
Ludcer

MISSOURI
Kansas City — The Phonograph Co.

of Kansas City.
St. Louis — Silverstone Music

Co.

MONTANA
Helena — Montana Phonograph
Co.

NEBRASKA
Omaha — Shultz Bros.

NEW YORK
Albany — American Phonograph
Co.

New York — The Phonograph

Corp. of Manhattan.
Syracuse — Frank E. Bolway & Son,

Inc. W. D. Andrews Co.

(Amberola only).

OHIO

Cincinnati — The Phonograph Co.
Qeveland — The Phonograph Co.

OREGON
Portland — Edison Phonographs,
Ltd.

PESNNSYLVANIA
Philadelphia — Girard Phono-
graph Co.
Pittsburgh — Buehn Phonograph
Co.

Williamsport— W. A. Myers.

RHODE ISLAND
Providence — J. A. Foster Co.
(Amberola only).

TEXAS

Dallas — ^Texas-Oklahoma Phono-
graph Co.

UTAH

Ogden — Proudfit Sporting Goods
Co.

VIRGINIA
Richmond — The C. B. Haynes
Co., Inc.

WISCONSIN
Milwaukee — The Phonograph Co.
of Milwatikee.

CANADA
Montreal — R. S. Williams k

Sons Co., Ltd.
St. John— W. H. Thome k Co.,

Ltd.

Toronto— R. S. Williams k Sons

Co., Ltd.
Vantonver — Kent Piano Co., Ltd.
Winnipeg— R. S. Williams ft Sons

Co., Ltd.
Babson Bros. (Amberola only).

•P.

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